Updated: Dec 15, 2020
You know that proper market research can very much double your sales.
How can you start market research?
By asking questions, of course.
Making a questionnaire or simply interview your target customers is a great start. It can be a face-to-face interview, or crow research by sending out a digital form to your users to collect data.
Let’s start with 5 basic market research questions.
These are pretty general, so feel free to adjust them to your goals and needs.
1. Who are you and what do you do?
How do you ask this question, and what do you want to know will vary depending on your business model. For example, business-to-business (B2B) marketing is usually more focused on someone’s profession than business-to-customer (B2C) marketing.
Start simple. This can help you understand your users’ demographic (age, job, race, education, etc.). However, it’s not the most essential question of market research. You’ll have more specific questions later on.
2. What does your day look like?
Your users’ day-to-day life affects their decisions on a lot of things. By asking this question, you will know more about the challenges they face every day. It’ll gain empathy from them, and you may come across something relating to their buying habits.
3. Do you ever purchase [product/service]?
This is a “yes” or “no” question, which will lead to the next question.
4. What problem were you trying to solve/ what goal were you trying to achieve?
This question strike to the heart of their problem or of what they try to achieve by purchasing for that product or service. You can also know why they might be willing to pay for your solution.
5. On the first day you make a decision to finally find a solution to your problem or achieve your goal, what do you think?
This question is a goldmine, which comes from Adele Revella, CEO of Buyer Persona Institute. It helps you to get into your target customers’ minds to figure out why they decided to spend money for a solution on that day.
If you take your time with this question, you can get more out of it than you realize. Try to dig deeper where it makes sense, then you can have all the relevant information to understand their views.
According to Hotjar, you can actually cover more information with just this question. Here’s a checklist.
✔ Where did they go to find a solution?
✔ How long did it take to make the decision and buy?
✔ Whom did they consult to make the decision?
✔ What alternative(s) did they consider?
✔ What persuaded them to buy?
✔ What, if anything, nearly stopped them from buying?
Note: remember the importance of “WHY?” Why is a wonderful question to dig deep into their experience and offer meaningful insights rather than short replies.
Bonus: Is there anything else you would like to tell me?
This is not just a nice ending for an interview or form-filling, but also a chance for them to tell you something else they see important that may not have included in the form.
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