So you know you should be conducting customer research and using the findings to supercharge your marketing campaigns.

But what sort of questions should you ask to make sure you get amazing insight that you can use to improve your ads, website, landing pages, emails and other copy?

Below we’ve shared the most effective questions we use, from our recent live webinar “How You Can Use Customer Insight To Supercharge Your Marketing Strategy”.

In-Depth Customer Interview Questions

These questions should be used as part of one on one interviews, either in person or ideally recorded via zoom or a similar online meeting tool.

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Motivations & Goals / Desires & Aspirations

• What was/is your main goal relating to [service/product]?
• What did/does a good outcome look like?

Frustrations

• What were you most concerned about before/during the process?
• What were you the most frustrated with before/during the process?

Fears & Anxieties

• Do you recall if you had any concerns, doubts, or uncertainties about trying [product/service name] before making your decision? If so, what were they?

Objection & Friction

• What hesitations did/do you have around purchasing [Product/Service]?
• Did/are you consider any alternatives?
• What hesitations did/do you have around using [company specifically]?

Valued Features & Benefits

• What things are/were the most important to you when selecting a [service/product]?
• Please describe how your experience [accomplishing product task] has changed now that you are using [product/service]. What is your current process like, step-by-step?
• What ONE problem would you say [product/service] eliminates or lessens for you over everything else?
• What would you say is the biggest benefit you’ve gotten/will get from using [product/service name]? Why is this so important/valuable to you?

Compelling Events, Tiggers & Scenarios

• What was the trigger that made you start searching for a [service/product]?
• Immediately after that trigger, what was your first step? What actions did you take towards finding a [service/product]?
• How long was the process of finding a [service/product] from start to finish?

Behaviour & Buying Decision

• What actions did you take before deciding on [product/service]?
• Before you purchased [product/service] what information did you seek out?
• Before engaging [company], what burning questions did you have about [product/service]?
• What information would you have found useful during the process?
• Do you recall if any particular feature or aspect of [product/service] stood out to you as extra-appealing or well-suited for your needs? If so, what were they?
• What other [product/service] companies did you consider?
• Why did you select [company] over other [product/service providers]?
• How did you come across [company]?

Perceptions Of Product/Service

• How was your experience with [company]?
• What was the best thing about your experience with [company]?
• If you could change one thing about [company’s] service what would it be?
• Would you recommend [company] to a friend?
• If there was anything we could do to improve or add to [product/service] to make it PERFECT for you, what would it be? How would this change make things better for you?

Survey Questions – Customers (High Awareness)

These survey questions are designed to validate at scale the insight you get from the in-depth interviews.

Purchase Prompt (Motivation)

• When did you realise you needed a product like [product/service]? What was going on in your world that caused you to come looking for [solution]?

Pain Point (Motivation)

• What ONE problem would you say [product/service] eliminates or lessens for you?

Desired Outcomes (Motivation), Unique Benefits (Value)

• What ONE benefit would you say [product/service] has provided and you valued most?

Unique Benefits (Value) & Delightful Features (Value)

• Why did you choose [product/service] over other [solutions]?
• What three adjectives would you use to describe [product/service]?

Survey Questions – Prospects (Low Awareness)

These quick-fire questions are designed to understand how you increase your conversion rate amongst prospective buyers.

Scenarios And Compelling Events

Which of these best describes you?

• I’m considering a [solution] for the first time, not sure if I need it
• I know I need a [solution], I’m just looking for the best option
• I know the exact [product/service name] I need, I’m just here to order it.
• Other

Purchase Prompt (Motivation)

What do you currently use to [accomplish goal]?

• Competing solution 1
• Competing solution 2
• Other

Pain points

Is there anything you dislike or what to change about how you currently [accomplish goal]?

• Yes, [type answer]
• No

Dealbreaker Need (Value)

What matters most to you when choosing a [solution] like [product/service]?

• Benefit 1
• Benefit 2
• Other

Objections & Anxiety

Is there anything holding you back from trying [product/service] right now?

• Yes, [type answer]
• No, I’m going to [buy/sign up] right now!

Let Us Help

Has conducting customer research been on your to-do list for a while?

As marketers, we know that it’s all too easy for that customer research project you’ve been meaning to do yourself to be put on the backburner in amongst the 20 other projects you’ve been asked to complete.

But we know just how game changing it could be for your business and your marketing campaigns so we want to help.

Our Voice Of Customer Service Includes

• 6 in-person (or zoom) interviews with prospects, current customers or past customers conducted by one of our experienced marketing managers
• An expertly crafted customer survey, to validate at scale the insight from the in-depth interviews
• An in-house survey which is sent to customer facing staff
• Extensive analysis of both yours and your competitor’s reviews across various sites, to identify what customers love and hate about each of your products
• Research of 3rd party forums such as Quora and Reddit to identify patterns around what people are discussing relating to your product or service
• Installation of an exit-intent survey to capture insight from prospects
• In-depth analysis of the insight in the form of a presentation which we walk you through
• Detailed recommendations on how to use the insight across your marketing channels

If you are interested in exploring how we can partner with you, contact us here.‍