Customer Experience

50+ Market Research Questions For Business Success

May 16, 2024

10 mins read

Manisha Khandelwal

In this competitive era, where consumer preferences are constantly evolving, businesses need more than their instinct to go forward. They actually need to understand their target audience – their demands and needs. 

And market research helps with just that. 

Market research empowers businesses to stay ahead of the curve, identify emerging opportunities, mitigate risks, and ultimately drive growth and profitability. 

So, let’s delve deep and understand the importance of market research, how it serves as a strategic tool for businesses, and explore some important market research questions to ask customers, using the right market research tool.

Let’s start by understanding what is market research.

What is Market Research?

Market research is the process of gathering and interpreting information to deeply understand the target market, or industry, including customers, competitors, industry trends, and other relevant factors. 

It aims to provide businesses with valuable insights to make informed decisions about their products, services, marketing strategies, and overall business operations.

For example, a telecom company conducts market research to understand customer preferences for a new smartphone by surveying potential buyers about their desired features, price points, and brand preferences.

The global market research industry generates more than $118 billion in annual revenue, according to ESOMAR. And that’s some number right? 

Market research goes beyond understanding your target audience. It gives you so much more than that. So, let’s understand a few reasons – in detail – why you need to do your market research.

Why to Conduct Market Research?

Market research is essential for businesses because it provides a solid foundation for informed decision-making and strategic planning. Here are several key reasons why market research is crucial:

  1. Understanding Customers: It helps businesses understand their target audience, their needs, preferences, and behavior, leading to better product development and marketing strategies.
  2. Evaluating Competition: It enables businesses to assess their competitors’ strengths and weaknesses, benchmark their performance, and devise strategies to gain a competitive advantage.
  3. Minimizing Risks: Market research reduces the risks associated with product launches, marketing campaigns, and business decisions by providing data-driven insights and validating ideas before implementation.
  4. Optimizing Marketing Efforts: It helps businesses optimize their marketing efforts by targeting the right audience, crafting compelling messages, and choosing the most effective marketing channels.
  5. Improving Customer Satisfaction: By understanding customer feedback and preferences, businesses can improve their products, services, and customer experiences, leading to higher customer satisfaction and loyalty.

So, yes market research is important. Now the question is –  who is your target audience for this research? 

Your Target Audience – Whom to Ask These Questions?

When conducting market research, identifying the right audience to ask your questions is crucial for obtaining accurate and actionable insights. Here are some segmentations where you can direct your market research questions:

The image shows the different target audiences that a business needs to focus on while conducting market research.

50+ Market Research Questions For Business Success

1. Current Customers: Directly surveying current customers helps you understand their needs, satisfaction levels, and feedback on your products or services.

2. Prospective Customers: If you’re targeting new customer segments, asking questions to prospective customers helps gauge their interest and potential barriers to adoption.

3. Industry Experts: Engaging with industry experts or consultants provides pertinent insights into market trends and best practices.

4. Competitors’ Customers: Analyzing competitor customers helps you identify areas where you can differentiate and add value.

5. Focus Groups: Conducting focus group discussions with a group of participants from your target audience yields qualitative insights and generates ideas for innovation.

As per your objective, you can choose any of the segments for the market research. The other question that now arises is – What questions to ask in your market research? Well, let’s get to that.

Types of Research with Question Examples

Here are examples of research types with corresponding question examples for each:

1. Demographics/Segment Target Market Research:

  • What is your age group?
  • Which gender do you identify with?
  • What is your annual household income?
  • What is your level of education?
  • Which industry do you work in?
  • What are your primary interests or hobbies?

2. Market Research Questions For Customer Research:

  • How did you first hear about our product/service?
  • What influenced your decision to purchase/use our product/service?
  • What features do you find most valuable in our product/service?
  • How satisfied are you with the customer support provided?
  • Would you recommend our product/service to others? Why or why not?

 3. Market Research Questions For New Product Launch:

  • What are your initial impressions of our new product?
  • How likely are you to purchase/use this new product in the future?
  • What improvements or additions would you like to see in this new product?
  • How does this new product compare to similar products in the market?
  • What price range would you consider reasonable for this new product?

 4. Market Research Questions For Startups:

  • What challenges do you currently face in [relevant industry/problem area]?
  • What features are most important to you when considering a [product/service]?
  • Would you be willing to try a new [product/service] if it addresses your needs more effectively?
  • What would be your primary reason for choosing a product over competitors?

 5. Market Research Questions For Brand Research:

  • What words or phrases come to mind when you think of our brand?
  • How would you describe the personality of our brand?
  • What sets our brand apart from competitors?
  • How likely are you to remain loyal to our brand in the future?
  • What can we do to improve brand awareness and perception?

6. Market Research Questions For Existing Products:

  • How long have you been using our product/service?
  • What are the strengths and weaknesses of our product/service?
  • Have you encountered any issues or challenges while using our product/service?
  • How satisfied are you with the updates or new features introduced recently?
  • Would you consider switching to a competitor’s product/service? Why or why not?

7. Market Research Questions For Competitive Analysis:

  • How aware are you of our competitors in the market?
  • What do you perceive as the strengths of our competitors’ products/services?
  • How does our pricing compare to our competitors?
  • What do you think our competitors are doing better than us?
  • What can we learn from our competitors to improve our offerings?

8. Market Research Questions For Concept Testing:

  • What are your thoughts on this new product/service concept?
  • How likely are you to use this concept in your daily life?
  • What aspects of this concept appeal to you the most?
  • What concerns do you have about this concept?
  • Would you recommend this concept to others? Why or why not?

9. Market Research Questions For Pricing Analysis:

  • How do you perceive the current pricing of our product/service?
  • What factors influence your decision to purchase based on price?
  • Would you be willing to pay more for additional features or benefits?
  • How does our pricing compare to similar products/services in the market?
  • What pricing strategies do you find most appealing as a customer?

Best Practices for Market Research Questions

Writing effective market research questions involves following best practices to ensure clarity, relevance, and actionable insights. Here are some best practices for crafting market research questions:

1. Be Clear and Specific: Ensure that each question is clear, concise, and specific to avoid ambiguity and confusion among respondents.

2. Avoid Leading Questions: Avoid framing questions in a way that influences respondents’ answers. Keep questions neutral to gather unbiased data.

3. Avoid Jargon and Complex Terminology: Use familiar terms and language to respondents, avoiding technical jargon or complex terminology that may lead to misinterpretation.

4. Include Both Open-Ended and Closed-Ended Questions: Incorporate a mix of open-ended questions (allowing respondents to provide detailed responses) and closed-ended questions (with predefined answer options) for comprehensive insights.

5. Consider Context and Order: Arrange questions logically, starting with general or introductory questions before moving to more specific or detailed inquiries. Consider the flow and context of the survey or interview.

6. Focus on Actionable Insights: Frame questions in a way that generates actionable insights and helps inform decision-making processes.

By following these best practices, you can create well-crafted market research questions that effectively gather valuable insights from your target audience.


The use of well-crafted market research questions is essential to succeed in a highly competitive and customer-centric market. The insights from these questions help in understanding your customers and adjusting to their changing needs. 

And a robust market research platform such as SurveySensum can help you accomplish this task efficiently! SurveySensum enables you to create impactful surveys with just the right questions in hardly any time. Additionally, it helps in analyzing the feedback using an AI-powered dashboard and powerful features such as Text Analytics.


1. What are the seven 7 basic questions in market research?

The seven basic questions in market research, often referred to as the “W’s and H” questions, include:

  • Who: Who is your target audience or customer segment?
  • What: What products or services are they interested in or looking for?
  • When: When do they typically make purchasing decisions or engage with your offerings?
  • Where: Where do they prefer to shop or interact with your brand (online, in-store, etc.)?
  • Why: Why do they choose your products/services over competitors?
  • How: How do they use your products/services, and how satisfied are they with their experiences?
  • How much: How much are they willing to pay for your products/services, and what factors influence their pricing decisions?
2. What are the 4 questions when doing market research?

When conducting market research, four essential questions to consider include:

  • Who is your target audience?
  • What are their needs and preferences?
  • How do they currently perceive your brand or offerings?
  • What are the key factors influencing their purchasing decisions?
3. How do you write a market research questionnaire?

To write a market research questionnaire, start by defining your research objectives and identifying the target audience. Then, craft clear and concise questions that cover key aspects such as demographics, preferences, buying behavior, and satisfaction levels. Use a mix of closed-ended (multiple-choice, rating scales) and open-ended questions to gather quantitative data and qualitative insights.

Unlock the power of market research with SurveySensum! Start gathering actionable insights today to drive informed decisions and boost your business success.

Manisha Khandelwal

Senior Content Marketer at SurveySensum

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