As a marketer, you need to understand how customers see your brand and what improvements to make before it's too late. You also need to keep an eye on how your competitors are doing and how much you know about your target market.
But which surveys and questions should you use to achieve your business goals? I’ve looked at 800 surveys, created by 96 marketers, and sent out using Survicate. Here are the top 10 most popular surveys that I think you should consider running.
Now, you might be wondering how to use these marketing surveys to understand customer experience and stay competitive. To help you get a clear picture, below we provided a detailed breakdown of each survey, so you can create better marketing strategies.
Also, you’ll get to see what are the most popular distribution channels and integrations of marketing surveys. This lets you in on how other marketers go about surveying their audience!
Ready to jump right into running surveys? Create your free Survicate account now.
1. Customer Research Surveys
The first on our list are customer research surveys, which represent 28% of all the surveys sent out to customers. This is unsurprising as marketers need to find out who their customers are in order to drive growth.
Which of the following best describes your role in the purchase process?
What is the main reason you chose X?
How are you primarily using X?
What type of business do you represent? What is your role?
What are the main problems you want to solve with X?
What is the biggest everyday annoyance when communicating with leads?
Why it’s useful: Sending customer research surveys to people who buy your products will help you find out more about your customers, including their job titles, pain points, and interests. This will let you target and personalize your marketing efforts.
NPS surveys, which have become an industry standard, make up 20% of all surveys sent via Survicate. They consist of a question on how likely your customers are to recommend your company to others. Thanks to the responses, you will be able to predict repurchases and referrals.
Why it’s useful: NPS lets you identify the most loyal customers. You can then ask them for case studies, testimonials, quotes, and reviews for marketing collateral.
Product research surveys account for 14% of the most popular marketing surveys. If you want to effectively market new features of your product, you need to understand how your customers use them. And to do that, you need to ask effective product survey questions.
How satisfied are you with X services? Did we meet your expectations?
How would you measure your satisfaction with our platform in general?
How would you rate your most recent interaction with our support?
Why it’s useful: CSAT is interaction-based, meaning you measure customer satisfaction at a specific touchpoint, such as closing a support ticket. You can also improve customer experience based on CSAT scores by finding out what your customers are struggling with.
Content evaluation surveys are a great way to accelerate and improve content creation. Yet, they constitute only 6% of all marketing surveys. If you're a marketer, don't hesitate to use content evaluation surveys to enhance your content marketing efforts.
Examples of marketing survey questions for a content evaluation survey:
What is your overall opinion of our webinar?
What topics would you like to read about next?
Do you find the newsletter informative?
How would you rate the blog article you’re reading?
Is there anything we can do to improve our online events?
Why it’s useful:Evaluate the performance of your content and get ideas of what content to produce next. Google Analytics tells you only one side of the story. For example, it can show you that your page has a high bounce rate, but you might not understand why. That’s why surveys provide the missing piece to unlock deeper insights and improve your content marketing efforts.
Ranking 6th on our list, research surveys account for 6% of all marketing surveys mentioned in this research. If you want to carry out DYI market research, surveys will help you to learn a great deal about customers in your target market.
Marketers are yet to recognize website surveys as a valuable marketing tool. One of the cool things they can help you to do is to find out if your website is meeting your users’ needs and what you can do to improve it.
Before you go, can you tell us what stopped you from starting a free trial?
What information is missing from your website?
In general, how satisfied are you with the website experience?
What are the most common reasons for you to visit our application?
Why it’s useful: With website feedback surveys, you can see if first-time visitors have trouble navigating your site. To do that, set surveys to appear while a user is browsing your website. That way, you get in-context, real-time insights to help your design and content.
Brand awareness surveys are surprisingly far down the list, ranking 8th and totaling 3% of all surveys. One of the reasons could be that even though marketers realize it’s important to measure brand awareness, few of them know how to do it.
Examples of marketing survey questions for a brand awareness survey:
Please describe our product/service in one sentence.
When was the last time you used this product category?
When you think of this product type, what brands come to your mind?
Which value proposition statement resonates with you the most?
What adjectives would you use to describe X, if it had a personality?
How did you find us?
Why it’s useful: Find out if it's your brand or your competitor that comes of your customers' mind when they want to purchase a product in your category.
Contact forms are 9th on the list, equaling 2% of all the marketing surveys. You can use contact forms on your website or send them by email. Contact forms are great for getting people to sign up for your newsletter, events, or gated content.
Examples of marketing survey questions for a contact form survey:
What’s your current job role?
Would you rather talk to a person? Leave your contact details below!
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What’s your biggest challenge in X?
What are your preferences when it comes to Y?
What’s your website?
How many employees are there in your organization?
Why it’s useful: Use a contact form question in your survey so you can collect new leads, update contact information, and create buyer personas. You can also send the collected information to your CRM or marketing automation tool.
Last on our list are churn reasons surveys. As one of the biggest obstacles faced by digital businesses, churn can be avoided or at least reduced with carefully drafted surveys that get to the bottom of the problem.
Examples of marketing survey questions for a churn reasons survey:
What is the primary reason for canceling your subscription?
What were your expectations that we couldn't meet?
What was your main motivation to register with X?
What alternative did you find?
Why it’s useful: There are plenty of ways to predict churn before it starts affecting your business.
Would you like to discover the most popular distribution channels, email marketing tools, and integrations used to send these top 10 marketing surveys? Here’s how other marketers go about sending the surveys listed in this blog post.
Now that you've learned what the most popular marketing surveys are, it's time to put that knowledge into practice. Survicate offers over 125 ready-to-use templates so you can get your survey campaign up and running within minutes. What's more, you'll be able to fully customize any of the templates, for instance, to include your branding or add more questions. And, with our 10-day free trial of paid features, there is no excuse not to collect feedback from your customers.
NET PROMOTER, NPS, AND THE NPS-RELATED EMOTICONS ARE REGISTERED U.S. TRADEMARKS, AND NET PROMOTER SCORE AND NET PROMOTER SYSTEM ARE SERVICE MARKS, OF BAIN & COMPANY, INC., SATMETRIX SYSTEMS, INC. AND FRED REICHHELD.