Effective Consumer Survey Questions for Business Improvement

Customer satisfaction is at the heart of a successful business. Happy customers mean better business and higher sales. This is why listening to your customer’s voices is very important.

By gathering feedback from them, you can know what else you can do to improve your products or services. But you can’t just ask them any question. You must ask the right consumer survey questions to gather the data you need.

In this article, we’ll look at some effective survey questions you can use to make informed business decisions. These focus on different aspects of the buyer journey. And they will help you understand customer behavior and their experience with your product or service.

Let’s get right into it!

Photo by Campaign Creators on Unsplash

What is a Consumer Survey?

Consumer surveys are essentially questionnaires that are designed to understand what the customer thinks of a particular brand, service, or product. This information-gathering tool has long been helping businesses understand customer behavior and providing a roadmap toward improvement.

You can gain a lot from conducting consumer surveys. Here are just some of its many benefits:

  • Accurately Determine Areas for Improvement
  • Understand Your Customers
  • Identify Buying Trends
  • Improve Customer Relationships 
  • Optimize Customer Experience
  • Earn More Opportunities to Access Customer Information

Effective Consumer Survey Questions

Questions to help understand customers

These questions aim to give you an insight into the desires and motivations of your customers. It will paint a clearer picture of your ideal market.

  • Can you describe yourself in one sentence?

This question helps you collect demographic data about your buyer. The great thing about this question is that it’s open-ended. It can encourage the customer to talk more about themselves, giving you more information that you can work on.

  • What is your main goal for using [product or service]?

What does your market want? Their answers to this question will help you understand why they chose your product among competitors. It will also inform you of their expectations for using it.

  • Is there anything that is preventing you from achieving that goal?

It’s essential to get to know the challenges your consumers are facing. This will let you know if your products are doing enough to help them overcome those challenges.

  • What is your biggest concern about the [product/brand]?

Use their answers to this question to address concerns directly and help improve your conversion rates. Is there anything stopping them from purchasing your product or service? If so, what can you do to convince them that it can help meet their needs or solve their problems?

  • What has changed after you started using our product?

This applies only to existing users of your brand. It helps you better understand how your products help customers do their jobs. You can also use their answers as customer testimonials to persuade other potential customers to join and experience the same positive change.

Customer feedback questions to improve marketing

Marketing can be time- and money-intensive. Using your customers’ feedback, you can ensure that your efforts are well-targeted and successful.

  • Where did you first hear about us?

The data from web analytics can tell you where traffic is coming from. But it cannot tell you precisely what drove someone to look for your brand. They may have heard about you from friends, podcasts, or social media.

The only way for you to know this is to ask them directly. And when you know this information, you can better direct your marketing efforts to the most effective mediums.

  • Have you tried using our [product or service] before?

This information will help flesh out your customer’s relationship history with your company. Have they long been using your brand, or is this their first time? Knowing these facts will help you better understand their other answers to the survey.

  • What made you choose our [product or service] over other options?

What sets you apart from your competition? Their answers to this question can help you know the competition you face. You may even uncover a competitive advantage you were unaware of.

  • Have you used similar [products or services] before?

You should determine whether a customer has previously used competitor products or whether it is their first time using yours. Knowing how they interact with your product – and others like it – can help you add context to their survey responses.

Product Improvement Questions

  • How do you use our product/service?

Understanding customer usage practically can give you insight into the features they find most useful. You may also find unique uses you may not have been aware of previously.

  • What are the things you like most about our [product or service]?

It’s always helpful to know what features of your products customers find most attractive. You can have these attributes maintained or enhanced in future product iterations. Also, identify areas where improvement is needed by asking them what features they like least.

  • What feature/option could we add to make your experience better?

Even satisfied customers may have suggestions for new features or ways to improve your product. Make sure to listen to their opinions and make them feel you value their feedback.


The voice of the customer is important. It directs the path a business needs to take to be successful. Consumer survey questions help you to understand better and utilize the voice of the customer to improve your business’s sustainability and growth. Try using these questions for your next survey and gain critical insight into what makes your customer tick.

Abir is a data analyst and researcher. Among her interests are artificial intelligence, machine learning, and natural language processing. As a humanitarian and educator, she actively supports women in tech and promotes diversity.

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