In modern business, the game changer is the wealth of data companies collect, especially when they sell online. So when running your business, it is important to compile what can guide your marketing and commercial decisions along the way in a market research survey template, but once all this is collected and stored in a safe place, what are the good questions to ask? How to make your data speak and turn it into concrete actions ? In this market research survey template, you will find a list of 100 questions you should ask yourself as a marketer, and for which your customer data should give you a precise answer :

Market research survey template : Sales questions

  1. How many new clients does your company get to recruit every month?
  2. What is the true cost of acquiring a new customer?
  3. What is your income per customer ? What is the trend of this indicator?
  4. Are your income and your margin impacted by any seasonality ?
  5. Do most of your income come from new or existing clients ?
  6. Is most of your margin coming from new or existing customers ?
  7. What is the total number of orders registered this year? Last year?
  8. What is the average basket this month? Are there months when this average amount is larger than others?
  9. What is the average basket of this year? What is the trend over several years?
  10. Do your earnings come from orders placed on desktop or mobile ?
  11. How are your income divided between the different regions / geographical areas ?
  12. How are your earnings divided between your points of sale / per sales person ?
  13. How much revenue does your company earn from “off target” customers ?

Market research survey template : Customers questions

Via a products segmentation

  1. How many customers do you have for each product category?
  2. How many customer is there in a given product category?
  3. Which product category generates the highest revenue for your business?
  4. Which products generate the most margin for your business?
  5. Which sales channel achieves the most sales on each product category?

Via a brand segmentation

  1. How many customers do you have for each brand you market?
  2. How many customer is there in a particular brand?
  3. Which brands generate the biggest turnover for your company?
  4. Which brands generate the most margin for your business?
  5. Which sales channel makes the most sales on each brand?

Via a behavioral segmentation

  1. How many clients do you have for each type of behavior ?
  2. How many client belongs to a typology of behavior?
  3. Which typologies of behavior generate the biggest turnover for your company?
  4. Which typologies of behavior generate the most margin for your company?
  5. Which sales channel achieves the most sales for each typology of behavior?
  6. What percentage of customers is gained through promotion / discount?
  7. What percentage of customers is gained at the maximum price (maximum margin)?
  8. What percentage of customers represents regular buyers ?
  9. What percentage of customers represents one shot buyers ?
  10. Who are your complaining clients who have made the most returns?
  11. Who are your seasonal clients?
  12. Who are the customers going only through a single sales channel ?

Via a segmentation by lifetime value

  1. Who are the customers who bring the most ?
  2. What is the predictive value of clients who are in your top 10% ?
  3. What percentage of revenue comes from customers who are in your top/flop 10%?
  4. How often do customers buy in your top/flop 10%?
  5. Which brands generate the highest average basket ?
  6. What are the favorite product categories of your best customers?
  7. What are the preferred sales channels of your best customers?
  8. How should you define a “VIP client” ?
  9. How many of your best buyers can you lose in the short term?
  10. What is your “share of wallet” on each of your clients / by customer segment?
  11. ​​What are the promising signals that anticipate an increase in customer profitability?
  12. Which customers have high revenue potential, but low penetration / portfolio share?
  13. What is the predictive value of a client by gender or size (male, female, SME, large entity)?
  14. Is the lifetime value of buyers who benefit from discounts really lower?
  15. Is the lifetimevalue of mobile / desktop buyers higher or lower?
  16. What are the preferred brands of customers with the most important values ​​of life?
  17. Is the lifetime value of customers who have subscribed to the loyalty program above average?

Via a segmentation by intention of purchase

  1. What is the impact of offering postage (or other service) on turnover / margin?
  2. Did promoting allowed to earn additional sales that you would not have had otherwise?
  3. Did the promotion allow to make an additional margin that you would not have earned otherwise (even including the cost of the promotion)?
  4. What is the best type of promotion for each type of customer?
  5. What is the acquisition channel that allows to prospect and recruit clients with a high lifetime value?
  6. Should you offer a subscription template to your clients?
  7. Which existing customers are most likely to buy again ?
  8. How many active customers do you currently have, ie who have bought in the last 12 months?
  9. How many customers do you have in your base who will never buy?
  10. Do your profits come from new purchases or re-purchases ?
  11. In what average period of time will a buyer make his second purchase?
  12. How many customers could you re-hire through a re-purchase campaign ?
  13. How many customers could you re-hire via a “welcome” campaign ?
  14. How many customers, of which you know the email, returned to your site recently without making a purchase?
  15. How many customers have recently opened one of your e-mails, but have not bought back for some time?
  16. Should you set up a loyalty program / change it?
  17. Do new buyers come back to your site? What is the trend?
  18. How many customers have already bought several times? When was their last purchase?
  19. Which loyal customers can you lose in the short term?

Via a demographic segmentation

  1. How many businesses (not individuals) are buyers of your products?
  2. What is the average basket of a customer according to gender (male or female / SME or large group)?
  3. What is the distance of each customer to the nearest point of sale ?

Via an up/cross selling

  1. What is the next product that you should recommend to each of your clients?
  2. What is the preferred sales channel of each of your clients?

Market research survey template : Acquisition questions

  1. How many baskets are dropped on your site each month, per channel?
  2. How many sessions from search engines do not materialize for sale each month?
  3. What is the income by e-mail ? What is the trend of this ratio?
  4. How many engaged subscribers actually read your e-mails?
  5. Is the number of subscribers involved increasing or decreasing over time?
  6. What is the average performance of your direct marketing campaigns (eg e-mail)?
  7. Which marketing channels deliver the best ROI ?
  8. What types of promotions increase your sales the most, per channel?
  9. Is your offer structure allowing to earn additional profits (eg boost complementary sales)?
  10. Who are the clients who have not received any communication from you in the last 12 months ?
  11. What percentage of transactions is generated by each channel?
  12. What percentage of your margin is generated by each channel?
  13. How do your annual sales evolve with each channel?
  14. How are your monthly sales changing for each channel?
  15. How does your margin evolve with each channel?
  16. Which channel brings the most profitable customers ?
  17. Which sales channel brings back the most loyal customers ?

Market research survey template : Product questions

  1. What is your percentage of turnover / margin for each category / product reference?
  2. How many people can you target if you launch a new product ?
  3. Which product category has the best conversion rates ?
  4. Is there a difference in purchasing frequencies by product category?
  5. Do buyers in certain geographical areas purchase a certain category of products in particular?
  6. Who could be your contacts (prospects and customers) most interested in launching a new product?
  7. Do customers buy different categories of products?

If you need a market research survey template, it is that a prerequisite is often necessary : ​​to unify your data under one roof. This is why centralizing data is a strategic issue in many modern businesses, making it an essential prerequisite, not only to have a full view on prospects and customers, but also to set up more advanced use cases such as predictive analytics. If this market research survey template is not enough for you, feel free to reach to us if you need additional help!


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