The Business Survey Question Guide

The Business Survey Question Guide

Well-designed business survey questions can reveal deep insights about your company, product, or service. Business surveys can help you focus your research so you can make smart growth decisions.

A good business survey can support unparalleled growth. Any business owner who wants to improve or grow their business can benefit from conducting regular business surveys. 

In order to gain actionable insights, however, you need to ask the right questions. This guide explains how to create the right business survey questions for your target market, the kinds that will elicit valuable responses. 

What is a Business Survey? 

When conducting any type of business survey, your goal is to gather information and insights that will help you understand and improve specific aspects of your business. The questions that you include will depend upon your motivations for conducting the survey. 

Business surveys are used in a variety of ways. They are frequently used to understand how well your company is meeting the needs of your target market.  You may use them to better understand your existing market or explore new ones. A business survey is also used to understand company operations and/or employee satisfaction in order to improve processes. 

By asking the right questions, you can gather specific insights that can help you grow your company. We’ll dive into the different types of surveys and provide you with sample business survey questions to help you create your own business survey. 

Customer Satisfaction Survey

One of the most common types of business surveys, customer satisfaction surveys seek to measure how satisfied your customers are with your product, services, or company as a whole. We will cover the four primary types of customer satisfaction surveys here.

Customer Satisfaction Score (CSAT)

The Customer Satisfaction Score survey assesses customer satisfaction with your company, product, or service. The survey contains a small number of questions that directly relate to the customer's experience. The responses on a CSAT survey are done on a scale, typically, 1 - 5 or 1 -10.

Examples of CSAT questions include:

  1. How satisfied are you with your purchase of [product name]?
  2. How satisfied were you with our checkout process?
  3. How satisfied were you with your recent experience with our support team?

Net Promoter Score Survey (NPS)

The purpose of a net promoter score survey is to determine how likely it is that existing customers will recommend your company, product, or service to a friend. Much like the CSAT, this type of survey is also scale based, but there is only one scale (1-10). A positive NPS score is a good indication of how satisfied your customers are with your company. 

Sample questions include:

  1. On a scale of 1-10, how likely would you be to recommend [product name] to a friend?
  2. On a scale of 1-10, how likely are you to recommend [company name] to a friend or colleague? 

Customer Effort Score Survey (CES)

Using the Customer Effort Score (CES), this metric-based survey measures how much effort is required for a customer to use your product or interact with your company (e.g. with a help desk or sales rep). These questions use a 5-point scale to determine the effort score.

Examples of CES questions are:

  1. Overall, how easy was it to solve your problem with [company name] today? 
  2. How easy was it to [state action here]? 

Visual Rating Surveys

This type of survey uses emojis (e.g. hearts, starts, emojis) to quickly gauge customer feedback during or after an experience with your company.

Some examples include:

  1. How would you rate your experience with our customer service team today? (Happy face / neutral face / sad face)
  2. How happy are you with your recent purchase of [product name]? (User is able to select any number of the 5 stars displayed)

Market Research Survey

Often included in market research, market research surveys are conducted in order to better understand the market for your product or service. You may conduct a market research survey in order to plan an effective marketing campaign, determine viability for a new product or feature, or identify new customer segments. 

The purpose of your survey will influence the type of questions you want to include. It is important to include demographic questions in your survey to help you better understand the market.

Example of market research questions include:

  1. Where do you live? 
  2. How old are you? 
  3. How long have you been using [product name]?
  4. Would you recommend [product name] to a friend?
  5. How much money do you usually spend on [product category]?
  6. What is your least favorite thing about [product name]?

Employee Satisfaction Survey

An employee satisfaction survey is an excellent source of information for improving both employee retention and business operations. If you deploy this survey to the entire company, it is important to include demographic information to help draw more accurate conclusions. 

Example questions include:

  1. On a scale of 1 - 10, how happy are you with your work-life balance?
  2. Do you feel that your role and responsibilities are well-defined?
  3. Have you thought about looking for a new job in the past 6 months? 
  4. What reasons would you have for looking for a new job?
  5. Do you feel that your workload is reasonable?
  6. On a scale of 1 - 10, how supportive is your manager when you have a problem?
  7. Do you feel comfortable discussing a problem or issue with your manager?
  8. What is the most challenging part of your job?
  9. Do you feel appreciated for the work you do?
  10. If you could change one thing about your job, what would it be?

Brand Awareness Survey

You can conduct a brand awareness survey to measure the recognition and awareness of your brand amongst your target audience or consumers in general. Brand awareness surveys can help you plan effective marketing campaigns and identify new sectors for growth.

Questions to include in this type of survey are:

  1. Which of the following brands have you used?
  2. Which of the following brands have you heard about?
  3. Do you currently use [product category]?
  4. When is the last time you used [product category]?
  5. Have you heard of [company/product name] before?
  6. How likely are you to switch to [competitor brand] should they offer cheaper prices?
  7. Which brands would you use for [a need, an industry practice or service]?
  8. How was your experience with our [company/product]?
  9. Of the following brands, please select the one that you feel is the best.
  10. How likely are you to recommend [company name] to a friend?

Product Satisfaction Survey

The product satisfaction survey focuses on how satisfied your customers are with your product. The questions should be designed to help you gauge overall satisfaction, see how your product measures up to its competition, and understand how you can improve your product.

Examples of product satisfaction survey question include:

  1. How long have you used [product name]?
  2. How long have you been using our product?
  3. How frequently do you use [product name}?
  4. How happy are you with [product name]?
  5. On a scale of 1-10, how well does [product name] meet your needs?
  6. What is your favorite thing about our product?
  7. What do you dislike about our product?
  8. How likely are you to recommend [product name] to a friend?
  9. Which of the following features do you use?
  10. What would you improve about our product?

Best Practices for Creating Business Survey Questions

We hope that these business survey questions will inspire you to create your own business survey to gain new insights about your target market, for various businesses needs. In order to leverage these questions to uncover valuable insights, we will leave you with some best practices for creating survey questions:

  • Before creating your questions, determine and write down the purpose of your survey. Each question should support the survey’s purpose. 
  • A short, focused survey will achieve a higher response rate. You may get better results by deploying several short surveys, rather than trying to get all the answers from one, long survey.
  • Ensure that each survey question is clear and well-written so respondents do not spend unnecessary time trying to understand the question.
  • Make sure your question responses are appropriate for the question type

Make an Impact with the Right Business Survey Questions

Business surveys are a cost-effective tool that businesses can utilize to improve the customer experience (CX), streamline internal processes, and increase profitability. The advent of professional online survey platforms has encouraged many businesses to conduct surveys on a routine basis to establish benchmarks and monitor improvement. 

While these tools make it easy to deploy surveys, they will not provide the answers you need unless you take the time to create thoughtful business survey questions. Each question must relate back to your survey’s purpose in order to focus your findings.

When you start by creating a business survey with the right kind of questions, you can expect your survey to reveal deep insights that will have a positive impact on your business. 

Frequently asked questions

What is a business survey?

A business survey describes a wide variety of survey types that are performed in order to help a business gain insights about their company, products, and/or services.

What are some examples of business surveys?

Examples of business surveys include customer satisfaction surveys, market research surveys, employee satisfaction surveys, brand awareness surveys, and product satisfaction surveys.

What is a Customer Satisfaction Score (CSAT)?

A Customer Satisfaction Score (CSAT) is a type of business survey that measures customer satisfaction with a company, product, or service via numerical, scaled responses. The result of the survey is represented as a numerical value of 1-5 or 1-10. (i.e. “satisfaction score).

What is a brand awareness survey?

A brand awareness survey is a type of business survey that is used to measure a brand’s overall recognition within a target market.

What can be done to encourage a higher response rate for business surveys?

A short, focused business survey that contains well-written questions may achieve a higher response rate than a longer survey.


Diving into the Business Survey for Building Success

Diving into the Business Survey for Building Success

If you own or operate a business, you need a business survey. Although you might know plenty about the intricacies of how your business operates from the inside, that knowledge alone might not be enough to propel your company into its next round of success.

Customer feedback, customer satisfaction, employee morale, upcoming market trends — knowing all this separates thriving companies from businesses that are just one bad decision away from a crisis. 

And a business survey is a shortcut to this knowledge. 

In this article, we cover how companies use business surveys to operate effectively and without hesitation, and how said surveys inform critical business decisions in today’s fast-paced and uncertain environment. 

Defining a Business Survey

A business survey is a survey that allows you to gather data and insights that can be used to enhance various aspects of your business. 

Using business surveys, companies can either acquire new knowledge about markets and target audiences while exploring fresh opportunities for growth. At the same, time business surveys can be used to fill the gaps in the existing knowledge of company operations, boost employee performance, and optimize expenses. 

Although the data gathered during such research can be used in myriad ways, we recommend setting a specific goal for every business survey to keep your insights focused and actionable. 

Applications Of Business Surveys

Due to the high level of customization that surveys provide, business surveys offer a wide range of applications and can be optimized for producing all kinds of value for businesses. 

Here are some of the common applications for business surveys:

  • Enhancing customer personas. Business surveys allow you to learn more about your customers, their habits, and what they think about your company and products. Studies show that 82% of marketers improved their value proposition using well-developed customer personas.
  • Learning more about the new markets. Expanding into new markets and platforms is one of the surest ways to grow your business, but it comes with lots of uncertainty. Business surveys help step into the new territory with more confidence and hard-proof data.
  • Increasing customer retention levels. Knowing when your customers are happy with your product is as important as knowing when they are not. Use business surveys to keep track of what your customers think about your products and brand before they start turning to your competition. In addition to that, the mere act of conducting surveys may increase customer retention levels as clients feel more taken care of. 

  • Improve employee performance. Business surveys can be used to inspect the state of your workforce on several levels via employee feedback: employee motivation, team trust, and management efficiency. With business surveys, you can reveal issues that certain departments experience and address them before the problems affect the rest of the company.

5 Types Of Business Surveys

You can use the following types of business surveys to gain a 360-view of your business, inform your growth strategy, and enhance customer satisfaction levels. 

Customer Satisfaction Survey

There are five types of customer satisfaction surveys that allow you to gauge customers’ opinions about your products and company. One of the most commonly used is the Net Promoter Score (NPS) survey, which that checks measures how much your audience is willing to recommend your products to their inner circle. 

The NPS survey allows you to segment your audience into three major groups known as detractors, passives, and promoters. The more promoters your business has, the higher will be your organic growth. It’s the other way around with detractors. 

Regular customer satisfaction surveys are extremely important in case your business relies on organic growth as they allow you to keep track of how happy your customers are over time and correct your course in case recent decisions stagnated your expansion. 

Example question: On a scale of 0-10, how likely are you to recommend our product to a friend or colleague?

Market Research Survey

Market research surveys are a wide group of surveys designed to learn more about the market you currently operate in or gain additional knowledge in case you want to expand into new niches. 

These surveys may include demographic surveys designed to gather more data about your current and potential customers, platform-specific surveys such as e-commerce market research, technology market research, market trends research, and surveys designed to enhance various marketing-related activities, e.g. advertising market research

Example question: What are your main social media channels that you use to learn about new products? 

Employee Satisfaction Survey

Employee satisfaction surveys are designed to collect information about the general feelings of your employees, their level of motivation, and any roadblocks that might be preventing them from doing their job more effectively. 

These types of business surveys are often conducted in companies that want to enhance the performance of their employees or address issues during a transitional period (e.g. company-wide switch to remote work, company buy-out, or a new HR policy). 

One of the variations of these surveys is an employee exit survey that aims to determine employee’s reasons for applying for a job or their reasons for leaving the company.

Example question: Are there any roadblocks that currently prevent you from operating at your maximum level of efficiency?

Brand Awareness Survey

Brand awareness surveys aim to elicit customer’s opinions and feelings about your brand. 

Brand perception is an encompassing term and may be affected by many factors such as PR-relationships of your company, public stance on local and global issues, and the general representation of your brand in media. 

Brand surveys help companies to reveal the current brand perception by their customers and track whether it has been recently affected.

A brand awareness survey can also reveal whether your target market is able to identify your brand, i.e., know of its existence. This is especially important when it comes to differentiating your brand from competitors.  

Example question: Which of the following brands have you heard of? (Include your business)

A well-established branding policy has many benefits such as a higher number of positive online reviews, an increase in customers’ trust, and revenue growth. 

Example question: Where have you seen or heard about our brand in the last several months?

Product Satisfaction Survey

The product satisfaction survey is closely related to customer satisfaction surveys, but with a focus on your product. 

Business surveys that are focused on your product may help you to check whether customers know about your product, if they find your product appealing, discover how your product compares to the competition, and gather quality insights on how it can be improved in the future. 

Example question:  How long have you used [your product]? Or
What would you like to be improved in [your product]

The Role of Business Surveys In Growing Your Company

There’s no lack of data in our digital age, and often companies are confused and disoriented with the amount of information they gather through various analytical tools and 3rd party data providers.

But business surveys don’t add to this chaos. Instead, they allow businesses to gain a birds-eye view of their whole organization while referring to the most relevant and reliable source of truth: their customers and employees. 

Insights gathered through business surveys often allow organizations to organize and enliven previously disjointed sources of data into more coherent and actionable formats. 

If you want to see for yourself how business surveys can fuel your company’s growth and obtain trustful and impartial data directly from your target audience, try our market research platform, which makes it easy to create and deploy all kinds of surveys, along with analyzing them in different formats.

Frequently asked questions

What is a business survey?

A business survey is any type of survey that is conducted in order to improve or enhance certain aspects of a business.

What are some reasons for conducting a business survey?

Business surveys may be conducted in order to gain new knowledge about target markets, better understand company operations, improve employee morale and performance, and/or improve a company’s profitability.

What are some examples of business surveys?

There are many different types of business surveys, including customer satisfaction surveys, market research surveys, employee satisfaction surveys, brand awareness surveys, and product satisfaction survey

How can a business survey help a business better understand its target market?

A business survey can provide an in-depth view into customer habits, feelings, and attitudes, which can then be used to develop customer personas. Customer personas allow businesses to understand their customers so they can develop better products, services, features, and market campaigns.

How can a business survey improve customer retention?

Studies have shown that the simple act of conducting a business survey may help improve customer retention rates since customers feel that the business genuinely cares about their needs and concerns.