It is hard to build a successful business without satisfied consumers, which is why it is important to frequently administer consumer satisfaction surveys. A consumer survey is a crucial means of collecting direct feedback from clients with regards to how well your product meets their needs and expectations. 

Information gathered via consumer surveys helps organizations to identify product gaps and map out strategies for product improvement. While customer surveys can be administered physically through face-to-face interviews and suggestion boxes, it is easier and more convenient to conduct this via online customer survey forms. 


What is a Consumer Survey?

A consumer survey is a data-collection tool used by organizations to collect real-time information from consumers about their experiences with new and already existing products. Also called a customer survey, it is an important source of information for businesses because it serves as a pathway into the minds of your clients.  

A good customer survey includes objective questions that seek specific insights into consumer behaviors and expectations. Data gathered from consumer surveys are usually analyzed and translated into action plans to boost the product’s performance in the market and help the organization create a more consumer-centric product.  

Importance of Consumer Surveys 

Consumer surveys play vital roles in business and organizational processes. Apart from providing insights into consumer behaviors and preferences, data gathered via consumer surveys is an important indicator of an organization’s overall market performance. Other reasons you should prioritize consumer surveys as a business include:

  1. A consumer survey helps an organization to learn more about its client base and target markets.
  2. Organizations depend on consumer surveys to predict market behaviors and create consumer-centered products and services.
  3. Data gathered via consumer surveys helps organizations to create the right customer experience at multiple brand touchpoints.
  4. Consumer surveys play a crucial role in brand differentiation.
  5. It also helps organizations to measure customer satisfaction and create excellent customer service for clients.
  6. Information obtained plays a crucial role in boosting the customer retention ratio of your business. When you improve your product in line with the needs of your consumers, they are more likely to patronize you repeatedly.


Types of Consumer Survey 

  • Product Evaluation Survey

A product evaluation survey is used to gather consumers’ feedback on different aspects and features of a product. It is an important tool in product trials and testing as it helps organizations to identify the strengths and weaknesses of their product.

A product evaluation survey typically contains questions that bother on different aspects of a product plus the overall user experience. The data gathered via this tool helps businesses to improve on new and existing products for the benefit of the consumers. 

  • Customer Satisfaction Survey

A customer satisfaction survey is a tool used by organizations to find out how well their product or service meets the needs of the consumers. It serves as a means through which consumers can communicate how they feel about the organization, brand image, and service delivery.

A customer satisfaction survey serves as a link between the organization and its clients. If you want happy customers who would be willing to refer you, you must prioritize their needs by understanding how they feel about your organization. 


  • Customer Experience Survey

A customer experience survey allows consumers to evaluate their experience with your organization across different brand touchpoints. It is a vital means of understanding your consumers’ perception of your brand throughout their customer journey while gathering data for more-informed business decisions.

Good customer experience often translates to a positive brand outlook as with other benefits for your business. Also, tracking your customer experience helps you stay ahead of the competition while translating to repeated patronage for your product or service. 

  • Market Research Survey

A market research survey is carried out by organizations before the launch of a new product or service. It is a method of gathering useful information about market preferences, expectations, and consumer behaviors as part of the feasibility study for a product.

Market research survey helps organizations to gain critical insights from target markets about consumer needs and their inclinations toward purchasing a particular product. With this data, companies can make better market decisions and mitigate many of the risks that come with running a business. 

  • Demographic Survey

A demographics survey helps organizations to better understand their customers. It is made up of specific questions whose answers allow organizations to gain better insight into the target audience in terms of who they are and what they want.

Data gathered via a demographic survey would help you to create the right buyer persona for your product or service. Demographic surveys can be carried out as part of market research and it plays a vital role in market segmentation for organizations. 

33 Top Consumer Survey Question Examples

Demographic Survey Questions

These questions help you to understand and categorize your target market. They also play a major role in market segmentation. Demographic survey questions provide unique insights into the characteristics of your consumers and they often inform effective marketing strategies. 

Here are 11 sample demographic questions you can include in your consumer survey: 

1. What is your monthly income range? 

This question would give you a fair idea of your consumers’ spending power which would help you decide on the right price mechanism for your product. 

2. How much do you spend on shopping every month? 

This is a more precise question that provides insight into the spending power of your consumers and target market in line with your specific industry. 

3. Where do you prefer to shop? 

  • Online
  • Offline

This question would help you decide on available channels for your product and it also plays a major role in product improvement. For instance, if your consumers prefer to shop online, you can work on providing an offline solution for your business. 

4. What gender do you identify as? 

This data plays a vital role in market segmentation and also informs specific marketing strategies for your product.  

5. What is your current employment status?

  • Full-time employment
  • Part-time employment
  • Unemployed
  • Self-employed

Information gathered via this question is useful to organizations in multiple ways. Primarily, businesses rely on this information to create more consumer-centric products that serve the specific needs of the target audience. 

6. How often do you purchase gadgets?

You can tailor this question to your specific product. The essence of questions structured in this manner is to provide some sort of insight into your consumers’ purchasing habits and behaviors.

7. How old are you? 

  • 18-25
  • 25-35
  • 35-50
  • 50 and above

This question is important for market segmentation and it also informs product marketing strategies for organizations. 

8. What is your highest level of education?

Apart from playing a vital role in market segmentation, knowing the highest level of education of your consumers helps you to refocus your product on meeting their needs, and providing value. 

9. Where are you located? 

This question helps you to map out the geographical concentration of your consumers. It provides insights that you can use to refocus your product to cater to the needs of your consumers.

10. What is your household income?

Provide consumers with options in the form of income ranges which they choose from. This question gives you an idea of the spending power of your consumers and helps you decide on product pricing. 

11. What is your household size? 

This question helps you to gather data bothering on the size of your target market. 

Product Survey Questions

These questions allow consumers to provide feedback on your product and identify any areas needing improvement. Here are 11 product questions you can include in your consumer survey: 

1. How long have you used this product?

This question would help you measure your customer retention rate. Repeated patronage often indicates that your product provides some sort of value for consumers.

2. What do you like about this product?

This question provides insights into the specific value your product offers for the consumers.

3. What specific needs does our product meet for you?

This question provides insights into why consumers use your product.

4. What 3 product features stand out for you?

Data gathered via the responses to this question is extremely useful for product reviews. It helps you to identify the most important product features for consumers.

5. How can we improve this product for you?

This question helps you to create a customer-centric product and is extremely useful for product reviews.

6. What feature would you like to be added to this product?

This question plays a major role in product improvement. It is important to always feel the pulse of the consumers by allowing them to suggest new product features.

7. How easy is it to use this product?

This question allows consumers to highlight the challenges they face with your product; primarily in terms of its features.

8. Are you satisfied with the product pricing?

This question provides insights into the affordability of your product from the consumers’ points of view. 

9. Why did you choose our product?

This question provides insight into the unique selling point of your product for the consumers.

10. How would you rate our product?

For this question, you can ask consumers to also state the reasons for their ratings. This provides a better context for market research.

11. Would you recommend this product to a friend or colleague?

If consumers are willing to recommend your product, it means that they trust your brand and see some kind of value in your product.

Customer Satisfaction Survey Questions

These are questions that allow consumers to rate how satisfied they are with your overall service delivery and customer experience. Here are 11 sample questions to include in your consumer survey: 

1. Do you enjoy using this product?

This question gives you a fair idea of your consumers’ overall brand perception. 

2. How helpful was our customer support team in resolving this issue?

Data gathered via responses to this question helps you to identify any customer support areas needing improvement.

3. How would you rate your customer experience?

Tracking customer experience is important for every organization. Great customer experience often translates to a boost in sales and other market benefits.

4. How happy are you with our service delivery? 

This is another important question as happy customers are typically loyal customers. 

5. Did you encounter any issues when using the product? 

This information would help you identify any gray areas in your product and overall service delivery. 

6. How would you describe our product?

Data from responses to this question helps organizations to identify the unique selling point of their product. 

7. Do you find our self-help services useful?

This question can be open-ended or close-ended. It helps you gather feedback on new or improved product features. 

8. How likely are you to purchase our product again?

This question provides useful insight; especially in terms of the rate of repeated purchase. 

9. Would you recommend our product/service to a friend, family member, or colleague?

Responses to this question would reveal how well consumers identify with your brand image and/or product. 

10. How can we serve you better?

This is a feedback question for product improvement.

11. What challenges have you encountered with this process?

This question helps you to identify and solve the specific needs of your consumers in line with product improvement. 

Top Consumer Survey Templates 

Find out how well your product meets the needs of your consumers with this customer satisfaction survey. You can use any of the multiple sharing options to share this survey with your consumers.

Allow customers to provide feedback on your product with this product evaluation form. You can include questions bothering on different features of the product.

Do you want to find out how popular your product and brand are in the market? Use this brand awareness form to know if consumers can identify your brand logo and respond to specific questions about your brand.

This brand personality survey would provide insights into the perceptions of your consumers; that is, what they think about your brand or business.

Use this market survey to gather insights from prospective consumers on their preferences. You can share it via any of the multiple sharing options in the form builder.

Find out what consumers think about your product pricing with this product pricing survey. You can modify this template to suit your organization’s needs.

Use this form to gather data on how satisfied consumers are with the overall user experience for your product.

Use this form to collect feedback from guests about your hotel facility and overall service delivery. You can use this information to improve your hotel services.

The Formplus online feedback form can be used to gather consumers’ opinions on your product and overall business processes.

Use this customer complaint form to collect information from consumers with regards to any challenges faced as they make use of your product or service. You can modify it in the form builder to suit your organization’s needs.

How to Create a Consumer Survey Questionnaire with Formplus 

Formplus makes it easy for you to create and administer different consumer surveys. Here is a step-by-step guide on how to go about it: 

  • Sign in to your Formplus account to access the easy-to-use form builder. If you do not have a Formplus account, you can create one here.

  • On your dashboard, click the “create new form” option.
  • Add preferred fields into your form by dragging and dropping them from the sidebar. You can also modify each field to meet your specific needs.
  • In the form customization section, you can modify the outlook of your form by changing its font, background, and add your organization’s logo.

  • Copy your form link and share it with your consumers to find out what they think about your product and organization.


Consumer surveys are easily one of the most important tools for organizations as they seek to retain their customers and expand their market share. To get the best data from your consumer survey, be sure to avoid leading questions and other types of questions with inherent biases. 

With a tool like Formplus, it is easy for you to create and administer your consumer survey. Formplus makes data collection seamless and it also has a form analytics feature that presents insights into your data gathering process without any hassles

  • busayo.longe
  • on 12 min read


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