For Market Research – Customer Experience
Section 1: General Information
1.Can you tell us a little about yourself (age, occupation, background)?
2. How long have you been using [Product/Service]?
Section 2: Customer Experience & Preferences
3. What motivated you to choose [Product/Service]?
4. Can you describe your overall experience with [Product/Service]?
5. What specific features or aspects do you like the most? Why?
6. Have you faced any challenges or difficulties while using [Product/Service]? If yes, please elaborate.
Section 3: Decision-Making & Behavior
7. How do you usually decide which [Product/Service] to purchase?
8. What factors influence your purchasing decisions (e.g., price, quality, brand reputation)?
9. Can you walk us through a recent buying experience related to this product?
Section 4: Brand Perception & Improvement Suggestions
10. How would you describe [Brand/Product] in your own words?
11. Compared to competitors, how do you think [Brand/Product] stands out?
12. What improvements or changes would you like to see?
Section 5: Closing Questions
13. If you could change one thing about [Product/Service], what would it be?
14. Would you recommend [Product/Service] to others? Why or why not?
15. Is there anything else you’d like to share about your experience?
Additional Reading on Questionnaire Development
If you plan on doing qualitative interviews, we strongly advise you to look at our extensive guidance on questionnaire development:
How to develop a qualitative interview questionnaire: Avoid costly mistakes in field marketing research
Drawing on 18 years of conducting field market research, this guide offers practical advice on designing questionnaires, pilot testing, interviewer training, probing techniques and frequent mistakes that can cause delays, increased expenses and poor quality data.
Read the whole guide here: How to Write a Qualitative Interview Questionnaire
Whether you are conducting CATI, CAPI, Focus Group Discussions (FGDs), Key Informant Interviews (KIIs) or In-Depth Interviews (IDIs), the thorough design of the questionnaire remains one of the most critical criteria for the successful implementation of any research project.