100 Open-Ended Survey Questions for Effective Consumer Research (2023)

Because we live in a globalized economy, market trends and customer preferences constantly morph and change over time. This only leaves brands with (open-ended) questions about their customers.

Among the constant waves of competition and increasing power of choice given to consumers, a company’s ability to maintain an agile strategy with this added pressure will determine its rate of survival over the next decade.

(Video) Open v. Closed-ended Survey Questions

With that in mind, conducting effective and impactful market research is now more essential to basic business survival than at any point in history.

Often, the first step in collecting consumer data is developing a strong customer survey that has high response rates. The type of questions you use would then be dependent on the type of insights you are looking to collect.

A close-ended question can be highly effective in helping you achieve quantitative data of your customers. For example, if you were conducting research on condiment usage patterns, multiple answer or rating scale questions can help you quickly understand the percentage of users that consume cilantro on a weekly basis.

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On the other hand, open-ended questions can help you gain qualitative data and customer insights. For example, as part of the same research, open-ended questions can you help collect free form verbatims on what difficulties survey respondents face when they cook with spices.

Good survey questions are built with specific insights in mind. Within the world of market research, we believe that strong qualitative survey questions can fall under five broad categories:

  1. Customer Behavior:Understanding general consumer trends and purchase behavior.
  2. Customer Feedback:Understanding what customers feel about your products and services.
  3. Concept Testing:Understanding what customers feel about a new concept for a product or feature.
  4. Marketing:Understanding the effectiveness of your marketing and advertising campaigns.
  5. Competitive Analysis:Understanding how your brand and product stand up against your competitors.

Implementing the appropriate open-ended questions in a survey helps you collect the most relevant insights to your needs. But what are the different types of questions and response options your company can use to collect the strongest survey data?

100 Open-Ended Survey Questions for Effective Consumer Research (1)
Customer Behavior Survey Questions

What does the customer journey look like for your consumers? What are some of the key pain points they face? Use these questions to gain better insights into those behaviors and preferences.

(Video) I will poll 1 survey question to 100 US consumers

  1. What solutions did you try before using our product?
  2. When you started using our product, what were you thinking about?
  3. How do you typically find information about this type of product?
  4. What websites do you use to discover new products?
  5. What do you research about a product before purchasing it?
  6. What type of product do you research the most before purchase?
  7. What is the biggest difficulty you face when purchasing this type of product?
  8. How does Product X make you feel?
  9. How have you tried to solve Problem Y?
  10. What are the main challenges you are currently facing without a product like Product X?
  11. What persuaded you to [action] today?
  12. What is stopping you from [action] today?
  13. Now that you’ve solved Problem Y, what’s next?
  14. What influences you to purchase from a store in person?
  15. What influences you to purchase a product online?
  16. What deters you from purchasing a product online?
  17. What discourages you from purchasing a product in-store?
  18. What is your preferred brand of this product?
  19. At what point do you re-purchase this product type?
  20. What additional product are you likely to purchase alongside this product?
  21. How do you feel before purchasing this product?
  22. How do you feel immediately after purchasing this product?
  23. What factors determine your budget for this product?

100 Open-Ended Survey Questions for Effective Consumer Research (2)

Customer Feedback Survey Questions

Customer feedback management has a bad reputation for existing in quantitative scales of 1 to 5 and smiley faces of measurement delivered via cold email. Whether a customer’s feedback for your product or service is positive or not, this type of data collection will likely not give your company the feedback you want. Instead, try a few of these open-ended questions to collect quick, meaningful data.

  1. What is your favorite feature of our product?
    1. Follow Up: Why do you like using that feature?
  2. What is working for you about the product?
    1. Follow Up: What makes you say that?
  3. What surprised you about using this product?
  4. What annoys you about this product?
  5. What problem does our product solve for you?
  6. How well does our product solve your problem?
  7. What part of our product is easy to use?
  8. What were the main difficulties you faced when using our product?
  9. How could we have helped you better use our product?
  10. If you could change one thing about our product, what would you change?
  11. What other features would you have liked to see on this product?
  12. Describe how you feel about our product.
  13. How can we improve your general experience with the company?
  14. In what situations do you use our product?
  15. If someone asked you about this product, what would you say to them?
  16. What is the primary benefit that you have received from using our product?
  17. Who would you recommend our product to?
  18. Describe your experience with our customer service team.
  19. What is the main factor that influences your decision to switch brands?
  20. How does past experience influence your decision to purchase from a brand?
  21. What do you expect from customer service after purchasing a product?
  22. What are your standards of quality when purchasing similar products?
  23. How do you prefer that a customer service team handles your complaints?
  24. What celebrity can you see endorsing or representing this product?
  25. Describe your purchasing process for this type of product.
  26. What influences your decision to purchase a new product?
  27. What was disappointing about your last experience with us?
  28. What was delightful about your last experience with us?

100 Open-Ended Survey Questions for Effective Consumer Research (3)

Concept Testing Survey Questions

Your company can collect data on a variety of types of customer feedback - and you don’t have to wait until after a product’s launch. Gauge customer interest for new products or features by writing a survey that measures perception, usage, tone, and experience before the concept ever reaches fruition. Use these questions to launch your inquisition into a new concept.

  1. How would you use this new feature?
  2. What is your least favorite part of the feature?
    1. Follow Up: Why don’t you like that part of the feature?
  3. What considerations do you have when deciding on a version of the product?
  4. Among these different versions of the product, why did you decide on _____?
  5. How does this new feature make you feel?
  6. What excites you about this new feature?
  7. Do you think this new feature improves the existing product?
    1. Follow Up: Why did you answer that way?
  8. If you had a magic wand and could have any new feature that you wanted on this product, what would it be?
  9. Have you seen something similar to this feature elsewhere?
  10. How do you think this new feature will improve your experience?
  11. Do you think this new feature is appropriate for our product?
    1. Follow Up: What makes you say that?
  12. How much would you expect to pay for this product?
  13. Which of these products appeals most strongly to you?
    1. Follow Up: Why did you answer that way?
  14. How do you envision incorporating this product into your daily life?
  15. Describe why this product is innovative.
  16. Describe why this product is not so innovative.
  17. At what stage of development do you think this product is at?

100 Open-Ended Survey Questions for Effective Consumer Research (4)

Marketing Survey Questions

Qualitative research is not exclusive to product development and concept testing. Surveys can also be used to understand the customer and consumer perceptions of marketing and advertising campaigns. These questions will help your company better understand external perceptions of your product.

  1. What do you think about our product’s story?
  2. What originally attracted you to our product?
  3. What do you like best about the messaging we use to promote our product?
  4. How would you explain our product to a friend, family member, or colleague?
  5. In one line, describe our product.
  6. What communication channels would you prefer we use?
  7. What supplementary content would help you use our product?
  8. Where exactly did you first hear about us?
  9. What companies or products do you perceive as our competitors?
  10. How does our messaging stand out from the competition?
  11. Who do you think uses our product?
  12. Which product attributes are most important to you?
  13. What would you improve about the product description?
  14. Write a one-sentence description of this product.
  15. How could our brand be more honest and transparent?
  16. What charity pairs well alongside our product?
  17. How could our product be more tailored to you?
  18. What does our product design make you feel?
  19. What does the product design remind you of?

100 Open-Ended Survey Questions for Effective Consumer Research (5)

Competitive Analysis Survey Questions

Although competitors come up in a variety of conversations with customers, asking specific competitive analysis questions is your time to dig deeper into your market share and potentially obtain internal information from competing companies.

  1. How would you feel if you couldn’t use our product?
  2. What other solutions have you considered?
  3. Which other options did you consider before choosing our product?
  4. Why did you choose our product rather than a competitor’s?
  5. What do we do better than other companies in this field?
  6. Who should we try and learn from?
  7. What would you use as an alternative if our product was no longer available?
  8. What are the first three brands in this category that come to your mind?
  9. In your opinion, what could we do to stand out from the competition?
  10. In the past three months, what have you heard about our brand?
  11. How would you describe your overall opinion of our brand?
  12. Do you have any additional comments or feedback for us?
  13. What could we have done to get a 10/10 today?

So you’ve developed a strong set of questions. What’s next? Check out the next step in our guide to writing better online surveys or discussion guides.100 Open-Ended Survey Questions for Effective Consumer Research (6)

(Video) Sample Customer Satisfaction Survey Questions You Need to Be Asking

(Video) How to Create a Survey Questionnaire I Marketing Research #2


What is a good open-ended question for survey? ›

How are you doing today” is an example of an open-ended question. Should surveys include open-ended survey questions?

What are good survey questions for customers? ›

Customer feedback questions to improve your marketing efforts
  • Where did you first hear about us? ...
  • Have you used our [product or service] before? ...
  • Why did you choose to use our [product or service] over other options? ...
  • Have you used a similar [product or service] before? ...
  • How do you use our product/service?
17 Aug 2022

What are the seven 7 basic questions in doing a market research? ›

Examples of market research questions
  • Demographic questions e.g. How old are you? ...
  • How likely are you to recommend us to a friend?
  • Did you consider any of our competitors? ...
  • What do you wish our product could do?
  • How would you rate your most recent experience with us?
  • How long have you been a customer?

What are open-ended research questions? ›

Open-ended questions are questions that do not provide participants with a predetermined set of answer choices, instead allowing the participants to provide responses in their own words. Open-ended questions are often used in qualitative research methods and exploratory studies.

What are 10 open-ended questions? ›

Examples of open-ended questions
  • Why are you interested in this position?
  • What do you consider to be your biggest strengths and weaknesses?
  • Why do you think you are right for this position?
  • Why did you leave your previous position?
  • Where do you see yourself in the future?
  • Why did you choose that college specialization?

What are 3 open-ended questions to ask customers? ›

So let's dive into what this is all about and how you can use open-ended sales questions to improve your customer insights.
Here are some follow-up questions you can try.
  • How so?
  • Why is that?
  • Can you tell me more about that?
  • What caused that to happen?
  • How'd that make you feel?
  • Did it improve or get worse?

What are the 4 types of questions? ›

The 4 Main Types of Questions in English + Examples
  • General or Yes/No Questions.
  • Special or Wh-Questions.
  • Choice Questions.
  • Disjunctive or Tag Questions.
24 Sept 2022

How do you ask a customer to be satisfied? ›

There are some universal customer satisfaction questions you might find useful:
  1. Are you satisfied with the quality of our product/service?
  2. How easy to navigate is our website?
  3. Why do you choose us over the competition?
  4. What do you suggest that we improve?
15 Apr 2020

What are research questions examples? ›

10 Research Question Examples to Guide your Research Project
  • What effect does social media have on people's minds?
  • What effect does daily use of Twitter have on the attention span of under-16s?
18 Apr 2019

How do you prepare a questionnaire for market research? ›

Writing your best survey questions
  1. Start simple. Ask questions that won't require much (or any) thought early on. ...
  2. Aim for simplicity throughout. ...
  3. Avoid leading questions. ...
  4. Avoid assumptive questions. ...
  5. Order the questions logically. ...
  6. Include demographic questions. ...
  7. Keep it as short as possible. ...
  8. Give your participants context.
2 Dec 2019

How do you write a survey question for market research? ›

Tips for Writing Market Research Survey Questions
  • Ask One Question at a Time. ...
  • Avoid Leading Words. ...
  • Use Direct Language. ...
  • Offer Mutually Exclusive and Exhaustive Response Options. ...
  • Include a “Prefer Not to Answer” Option. ...
  • Rate the Scale Appropriately (Balanced vs.

What are 20 open-ended questions? ›

Here are 20 open ended questions for kids:
  • What is something that you can do tomorrow that will make your day better?
  • What do you think about when you wake up?
  • What is the best thing about being a grown up?
  • Today was fun because_________?
  • What's the funniest thing you have ever seen?
  • Which 3 words describe me best?
13 Sept 2016

Which is an example of using an open-ended question to uncover a problem? ›

Open-ended questions like “What are your biggest struggles right now?” and “If you could wake up tomorrow and have one thing be different about your [issue in question], what would it be?” help you to uncover your ideal client or customer's most important needs, and give you invaluable information about how to serve ...

Why open-ended questions are effective? ›

Open ended questions allow respondents taking your survey to include more information, giving you, the researcher, more useful, contextual feedback. Open ended questions allow you to better understand the respondent's true feelings and attitudes about the survey subject.

What are 5 open-ended questions? ›

Examples of open-ended questions include:
  • Tell me about your relationship with your supervisor.
  • How do you see your future?
  • Tell me about the children in this photograph.
  • What is the purpose of government?
  • Why did you choose that answer?

What are the 20 most common interview questions and answers? ›

20 Most Common Interview Questions & How to Answer Them
  • Tell me about yourself.
  • What are your weaknesses?
  • Why should we choose you for this job?
  • What are your hobbies outside of work?
  • Where do you see yourself in five years' time?
  • Why are you leaving your current position?
  • What are your main strengths?
17 Jan 2018

Which of the following is a good example of an open-ended question quizlet? ›

[1] Examples of open-ended questions include: "What happened after I left?"

What is customer satisfaction best answer? ›

Customer satisfaction is defined as a measurement that determines how happy customers are with a company's products, services, and capabilities. Customer satisfaction information, including surveys and ratings, can help a company determine how to best improve or changes its products and services.

What is customer satisfaction example? ›

To position themselves for success, businesses must integrate high-quality customer service into every interaction point. Example: If a customer receives top-notch support after experiencing a product issue months after purchase, they're likely to recommend your brand to friends and family.

What are some examples of positive feedback for customer service? ›

Thank you so much for helping out with my customers while I've been away. It's such a good feeling to know that we can take time out when needed and the team are here to not just support our customers but support each other too. “

What are the 7 types of questions? ›

Types of questions
  • Closed questions. ...
  • Open questions. ...
  • Funnel questions. ...
  • Leading questions. ...
  • Recall and process questions. ...
  • Rhetorical questions. ...
  • Divergent questions. ...
  • Probing questions.

What are the 6 types of questions? ›

Here are the six types of questions Socrates posed:
  • Clarifying concepts. ...
  • Probing assumptions. ...
  • Probing rationale, reasons and evidence. ...
  • Questioning viewpoints and perspectives. ...
  • Probing implications and consequences. ...
  • Questioning the question.

What are 5 types of questions? ›

Types of questions. There are 5 basic types of questions: factual, convergent, divergent, evaluative and combination. Factual questions solicit reasonably simple, straightforward answers based on obvious facts or awareness.

What are the 4 main customer needs? ›

Most business ideas come from an entrepreneur spotting a need for a product or service. There are four main customer needs that an entrepreneur or small business must consider. These are price, quality, choice and convenience.

What are 5 methods of obtaining feedback from customers? ›

Here are five methods of obtaining feedback from customers:
  • Customer feedback through emails. ...
  • Customer feedback through surveys. ...
  • Customer feedback through focus groups. ...
  • Customer feedback through digital channels. ...
  • Customer feedback through UserTesting.
15 Oct 2021

Are customer surveys effective? ›

96% of consumers don't bother to complain, making consumer surveys an excellent way for organizations to gauge customer satisfaction and ask questions to better understand their customers' problems.

What are good 360 feedback questions? ›

Open-Ended 360-Degree Review Sample Questions
  • What would you say are this employee's strengths?
  • What is one thing this employee should start doing?
  • What is one thing this employee should continue doing?
  • What is one thing this employee should stop doing?
  • How well does this person manage their time and workload?
19 Apr 2021

What is customer satisfaction example? ›

To position themselves for success, businesses must integrate high-quality customer service into every interaction point. Example: If a customer receives top-notch support after experiencing a product issue months after purchase, they're likely to recommend your brand to friends and family.

What questions should I ask for performance feedback? ›

Top Questions to Ask in Performance Reviews
  • What experience, project, or action are you most proud of since the last review?
  • Which of our company values did you live best in the last few months?
  • How has your manager helped you achieve your goals during the past few months?
  • What do you enjoy most about the work you do?
18 Oct 2021

How do you give 360 feedback examples? ›

Three 360 degree feedback samples
  1. "This person has great leadership potential."
  2. "This person is very confident in their role as group leader. They are able to get the most out of everyone on the team."
  3. "This person has the ability to lead small groups."
  4. "Highly effective at leading work groups.
5 Aug 2021

What is a 360 questionnaire? ›

A 360 Feedback Survey is an assessment that collects responses from different perspectives including self, supervisor (manager), peers (colleagues), direct reports (subordinates), and others. The information is combined into a report showing strengths and weaknesses of the individual being assessed.

What are the 3 C's of customer satisfaction? ›

The three Cs of customer satisfaction: Consistency, consistency, consistency. It may not seem sexy, but consistency is the secret ingredient to making customers happy. However, it's difficult to get right and requires top-leadership attention.

What do customers value most? ›

High-Quality Products

As a customer you want the best possible product with the best quality.

What makes a customer important? ›

A customer is an individual or business that purchases another company's goods or services. Customers are important because they drive revenues; without them, businesses cannot continue to exist.


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