When carrying out market research, asking questions is inevitable. The various methods of research entail questions that customers respond to. Phrasing these questions in a strategic manner is important in market research.
Market research questions
There are particular questions during market research that help you get efficient information in a faster manner. The questions discussed here can be rephrased to suit a particular business better.
• Who are you? What do you do?
This question is broad and quite general. It may be tackled in different ways depending on your type of business. When the context in which it is being asked is a formal one, then the response should be formal. In this business context therefore, the responder should say what they do for a living. This question helps you to know how to continue with the rest of the interaction.
• What is your normal day like?
The question helps you to understand the challenges they encounter in their daily life. By understanding that concept, you find a way to offer them a relevant solution through competitive intelligence. Solutions given are centered on what you offer as a business. Keep asking the question ‘why’ for more elaborate responses. Understand what the customer finds to be of importance in making their day better. Is there something your business can do to help improve the customer’s day? This is some of the information you should aim at getting.
• Ask whether the person has ever purchased your particular product or service.
This is a direct question and the response here is simply a yes or a no. How the person responds determines the question that follows.
• Why did you feel the need to purchase the product or service?
This can be considered as the most important question in this kind of market research. It is here, through competitive intelligence, that you understand why a customer prefers your product or service. It shows clearly the value of the solution you provide for the customers.
This question also helps you to rate your business as compared to your business competitors.
• When did you make the decision to purchase the product or service?
This question is important as it gets your customer flashing back. They recall the motivation to want to solve their particular problem with your product or service. Responses to this particular question are normally interesting. The customer may also help you to understand how to improve and why they chose you and not your competitors.
From this question, ask the customer where they went to find a solution to their problem. Ask them how long it took them to make the decision to look for a solution. It is also important to ask them whether they consulted anyone before making that decision.
There are many alternatives in a market. Ask the customers what other alternatives they considered before buying your product or service. In buying your product, ask them the reason why they settled for your brand. Also ask what would have made them not buy your brand. This kind of interaction helps you to gather clear information through competitive intelligence.
• As a parting shot, ask the customer if there is anything else he or she wants to tell you. This may be a way to end the interaction. It may also be a golden opportunity for the customer to tell you something you really need to hear. Some of the responses may actually surprise you. Allow the customer enough time to respond to this question and listen out for any sensitive information, particularly about your product.
A question and answer session makes it easier to have a focused conversation. You are able to drive the conversation as you desire with appropriate questions. Questions in competitive intelligence and market research also help to avoid irrelevant talk in an encounter with customers.
