Regarding market research, having the right questions is critical for getting accurate and valuable insights.

These 75 market research questions can help you get started on your next project, giving you an idea of what topics to cover to ensure success.

We’ll review everything you need to know about customer surveyscompetitive analysis, product feedback, and more!

What is Market Research?

Market research is the process of gathering and analyzing data to understand customer behavior, market trends, and competitor strategies.

It gives businesses the insights needed to make informed decisions about their products and services.

Market research is important because it helps companies to understand what their customers want and how they can best serve them.

We’ll review the steps to help you start conducting market research and asking the right questions.

Types of Market Research

Several different types of market research questions can be used to gain insights into customer behavior and market trends.

These include the following:

  • Single choice
  • Multiple choice
  • Ranking questions
  • Likert scale
  • Dichotomous
  • Open-ended
75+ Market Research Questions for Success


These basic questions ask respondents to select one answer from a list of options.

The purpose of a single-choice question is to provide a general overview of customer preferences and needs.

 An example of a single-choice question is:

“What is your favorite type of ice cream?”


These questions ask respondents to select multiple answers from a given list of options.

They can be used to gain more detailed insights into customer preferences than single-choice questions.

An example of a multiple-choice question is the following: 

Which of these activities do you do regularly?

A) Exercise

B) Read

C) Cook

D) Watch TV

E) Listen to Music

The purpose of a multiple-choice question is to gain a more comprehensive understanding of customer behavior and preferences.

Ranking Questions

Ranking questions ask respondents to rank a list of options in order of preference.

These types of questions can be used to understand how important certain factors are when making decisions.

An example of a ranking question would be the following:

Please rank the following items from most important to least important when selecting a car:

(A) Price

(B) Size

(C) Color

(D) Fuel Efficiency

Likert Scale

A Likert scale is a type of question that asks respondents to indicate their level of agreement or disagreement with a statement.

It can be used to gauge customer sentiment around specific topics and gain insights into how they feel about your products or services.

An example of a Likert scale question is: 

“How likely are you to recommend our product to a friend?”

Dichotomous Questions

Dichotomous questions present respondents with two possible answers and ask them to choose one. They are often used to gain quick insights into customer preferences.

An example of a dichotomous question is the following: 

Do you prefer online or in-store shopping?

A) Online

B) In-store


Open-ended questions allow respondents to provide more detailed answers than single-choice, multiple-choice, ranking, and dichotomous questions.

They are helpful in gaining qualitative insights into customer behavior and preferences.

An example of an open-ended question is the following: 

“What do you think could be improved about our product?”

By understanding the different types of market research questions, businesses can more effectively gather data to gain insights into customer behavior and make informed decisions. With the proper market research techniques, companies can better understand their customers and identify growth opportunities.

How to Write Questions for Market Research

Writing practical questions for market research is key to getting meaningful and valuable results.

Questions should be clear and concise, avoiding jargon or overly technical language. They should also cover the topics that are most important to the project.

Additionally, it’s important to remember who you’re targeting with your questions. Write them in a way the target audience can easily understand and relate to, which will help ensure they provide accurate responses.

For example, if you are writing questions as a market research agency in the USA, you’ll want to tailor them to the appropriate culture and consumer trends.

Finally, take into account any legal or ethical considerations when writing questions. This is especially important when collecting sensitive personal data or working with vulnerable groups.

We’ll go over how to write the following types of questions: 

  • Feedback Questions
  • Existing Product Questions
  • Market Segment Quesitons
  • Market Discovery Questions
  • Brand Awareness Questions
  • Customer Reservation Questions
  • Pricing Analysis Questions

Feedback Questions

market research questions - feedback

To write feedback questions, start by asking general questions about customer satisfaction. These can include queries about the level of service they received, the quality of products, and whether they would recommend it to others.

You can also ask more specific questions, such as what features customers like or dislike, how easy it is to use a certain product or service, and what changes they would like to see.

Existing Product Questions

To write great existing product questions, you need to know what customers think about your current offerings.

Ask them how satisfied they are with the features and performance of the products or if there is anything that could be improved.

You can also get their opinion on your product’s design, packaging, price point, and customer support.

Market Segment Quesitons

These questions are designed to gain an understanding of different segments within the market.

Questions can include asking about the following:

  • Gender
  • Location
  • Income level
  • Customers’ age
  • Primary interests and activities

This information can help businesses identify potential target markets and tailor their products and services accordingly.

Market Discovery Questions

Market discovery questions help businesses explore the market and gain insights into customer behavior.

These questions can include asking customers what they currently use their product or service for, their expectations and needs, and what would make them switch to a different offering.

Brand Awareness Questions

Brand awareness questions can help businesses understand how well their products are known in the market.

Questions can range from asking customers to rate how familiar they are with the brand to what words or phrases come to mind when they think of it.

Boosting brand awareness is important for businesses to reach new customers, so this information can be invaluable.

Customer Reservation Questions

Customer reservation questions can help businesses identify potential barriers preventing customers from purchasing their products or services.

Questions like the following can be useful in uncovering potential areas for improvement:

  • “What is holding you back from making a purchase?”
  • “What would make you more likely to buy?”
  • “What feature do you wish was available?”

Pricing Analysis Questions

Finally, pricing analysis questions can help businesses determine how much customers are willing to pay for their products and services.

Questions such as the following can help businesses gain valuable insights:

  • “What is your budget?”
  • “Would you be willing to pay more for extra features?”
  • “What other products have you considered in a similar price range?”

By following these tips, you should be able to write effective questions that will provide valuable insights into the market.

market research questions - research

75+ Market Research Questions

In addition to the above questions, here are 75 market research questions you can ask your target audience to help inform your business decisions.

Feedback Questions

  • How did you learn about our product or service?
  • What made you decide to purchase our product or service?
  • How likely are you to recommend our product or service to a friend or colleague?
  • Would you say that the features of our product or service met your expectations?
  • Did you find it easy to navigate our website and locate the information needed to make your decision?
  • Did you find any areas of improvement in terms of usability when using our website?
  • How satisfied are you with the customer support options we provide?
  • Did the delivery process for our product meet your expectations in terms of speed, accuracy, and overall experience? 
  • If applicable, did the installation process for our product meet your expectations in terms of speed, accuracy, and overall experience? 
  • Are there any other products or services we could offer that would improve your overall experience with us?

Existing Product Questions

  • What do you think of the quality of our current offerings?
  • How would you rate the usability of our products/services?
  • How would you rate the performance of our products/services?
  • What could we do to make our products/services more appealing to you?
  • Are there any features that are missing from our products/services?
  • What do you like most about our products/services?
  • What could we change to make them better?
  • Do you think our prices are competitive?
  • Would you recommend our products/services to someone else?

Market Segment Questions

  • What age range would you classify yourself in?
  • Are you married, single, or in a relationship?
  • What city/town do you currently reside in? 
  • How many hours a day do you typically spend on the internet?
  • What type of device(s) do you use to access the internet (desktop, laptop, mobile phone)? 
  • On average, how much money do you spend online each month? 
  • What products or services have you purchased online within the last 6 months? 
  • How likely are you to purchase goods or services from an unfamiliar website compared to a familiar website? 
  • How often do you interact with social media platforms such as Facebook and Twitter? 
  • Are there any particular features or functions that would make it easier for you to shop online or make purchases? 
  • Do you find yourself comparing prices and product features before making a purchase decision? 
  • Are there any particular brands that stand out to you when shopping for products or services online? 
  • When looking for information about products and services online, what sources do you rely on most (e-commerce websites, review sites, etc.)? 
  • What types of discounts are most enticing to customers when making an online purchase (free shipping offers, bonus items with purchase, coupon codes)? 
  • Do certain payment methods influence your purchasing decisions? 

Market Discovery Questions

  • What do you think are the most important features when considering a purchase?
  • How would you define your personal style and aesthetic preferences? 
  • Are there any new products or services you want to see in the marketplace? 
  • Do certain brand values affect your purchasing decisions (e.g., sustainability, ethical practices, etc.)? 
  • What do you think are the biggest challenges facing companies in your industry?
  • When researching products or services, what content or information would you like to see from brands? 
  • Are there any particular technologies that you think could improve customer experiences online? 
  • Do current trends in social media affect your views on certain brands and their offerings?
  • Are there any new products or services that would benefit your lifestyle? 
  • What do you think sets certain brands apart from their competitors?
  • Are there any particular marketing strategies that you find appealing when considering a purchase? 
  • Which channels do you prefer to use for customer service (live chat, email, phone)?

Brand Awareness Questions

  • What is your familiarity with our brand?
  • Do you recognize our brand name when shopping online or in-store?
  • Are there any particular elements that stand out to you in the design of our website, logo, products, and services? 
  • How do you feel when interacting with our brand (positive, neutral, negative)?
  • What do you think our brand stands for?
  • What words would you use to describe our brand and its offerings? 
  • Do you prefer more traditional or modern marketing techniques/strategies when engaging with our brand? 
  • Which social media platforms do you associate most with our brand?
  • Are there any particular campaigns that have resonated with you in the past?
  • What type of content do you expect to see from our brand? 
  • Are there any particular features or services that make our brand stand out from its competitors? 
  • Do certain events or promotions influence your views on our brand? 
  • Do you believe our brand offers competitive pricing compared to other brands?
  • Do you think our brand is transparent with its customers regarding providing information and responding to inquiries? 
  • Are there any particular resources that could help customers better understand our brand and offerings? 
  • What do you believe our brand should focus on to improve customer experiences?
  • Do you think our brand adequately addresses customer feedback or suggestions? 
  • Do certain rewards or loyalty programs influence your purchasing decisions when considering our brand?
  • Do you feel that our brand keeps up with the latest trends in technology and innovation?

Customer Retention Questions

  • What do you believe are the key factors that make customers commit to our brand?
  • Do you think our customer service is up to par with competitors in the market?
  • How likely are you to recommend our products or services to friends and family? 
  • What do you think keeps customers engaged with our brand, both online and in-store? 
  • Are there any particular features or services that you think make our brand stand out from its competitors?
  • Do certain discounts, promotions, or loyalty programs influence your decision to stay with us?
  • What do you think is the biggest challenge when retaining customers for our brand?
  • Are there any new products or services that would make you a more loyal customer?
  • Are there any particular communications or marketing tactics that could help keep customers engaged with our brand?
  • Do certain events or milestones influence your commitment to our brand?
  • What do you think is the most effective way to show appreciation for customers?
  • Are there any loyalty or rewards programs that have successfully kept customers loyal to our brand?
  • Do you think our customer service team is responsive and attentive when addressing customer needs and inquiries?
  • Are there any particular features or services that could improve your overall experience with our brand? 

Pricing Analysis Questions

  • Do you feel our prices are reasonable compared to other products and services in the market?
  • Are there any specific features or services that add value to our offerings?
  • What do you think is the best way to differentiate ourselves from competitors regarding pricing?
  • Are there any particular discounts or promotions that could influence customers to purchase from us?
  • Do you think our pricing strategy is transparent and easy for customers to understand?
  • Do certain market events or trends influence customer decisions when choosing our brand over competitors?
  • What do you believe are the biggest challenges when it comes to setting prices for our products or services?
  • Do you think our price points are competitive enough to draw customer interest?
  • Are there any particular features or services that could be offered at a lower cost than competitors?
  • Do you think certain rewards or loyalty programs influence customer decisions when comparing brand prices?
  • Are there any discounts, promotions, or offers that have successfully driven sales?
  • What is the most effective way to communicate pricing information to customers?
  • Are there any particular resources or tools that could be used to analyze and adjust our prices as needed?
  • Do certain market events or trends influence customer decisions when choosing our brand over competitors?

Market Research Wrap Up

These 75 market research questions provide a great starting point for any business looking to gain valuable insights into customer behavior and market trends.

By using this as a guide, you can ensure that your surveys are comprehensive and effective in helping you make informed decisions about your products and services. Good luck!

Do you have any questions of your own to add? Let us know in the comments below!