Prepare questions for market research
1. Pinpoint the key information that you want to obtain from your research. This is your research goal.
For example, you might need to know whether your planned software product has a viable customer base in the current market.
2. Define your target audience by looking at your competitors’ audiences for similar products and considering which demographics would benefit from your product.
Use a competitor analysis tool such as SEMrush, BuzzSumo, or Sprout Social to help identify demographics within your competitors’ customer bases.
3. Brainstorm with your team to create a list of questions focused around your research goal.
Involve multiple team members to get as many perspectives and collaborative ideas as possible. Add all question ideas to the list as you brainstorm. Later, narrow down the list and edit it for clarity.
4. Eliminate or reword any leading questions on your list to avoid getting biased responses.
Removing any presumptive language from your questions will help elicit more honest opinions from research participants. For example, What did you like about your recent experience using this software? implies that the participant had a good experience. Instead, reword to What, if anything, did you like about your recent experience using this software?
5. Use simple, clear, and concise language in your questions to avoid confusion. Make them easy to understand and remove any unnecessary technical jargon.
Each question should elicit a single response; don’t ask multiple questions at once.
6. Narrow down your list of questions to keep it as short and concise as possible - ideally no more than 30 questions for a survey.
Keep your market research as short as possible to increase the completion rate. If it is too long, participants may view it as too inconvenient, and opt out altogether.