Market Segmentation & Customer Needs Discovery Survey

Hi! We're trying to better understand the different types of customers we serve so we can serve each of you better. Your responses are completely confidential and anonymized. This will take about 6-8 minutes, and there are no right or wrong answers — just tell us how you actually think and shop.

In the last 30 days, how often have you purchased or used (Replace with your product/category, e.g., 'meal-kit delivery services')? (Template note: swap in the category you're segmenting customers within.)

• Not at all
• Once
• 2-3 times
• 4-6 times
• More than 6 times

How much do you agree with each statement about how you typically shop in this category?

For each set, pick which factor matters most and which matters least when you decide what to buy in this category.

• Price
• Product quality
• Convenience or ease of use
• Brand reputation
• Customer service
• Sustainability or ethical practices
• Availability where I shop

You have 100 points to allocate across the ways you typically discover new products or brands in this category. Give more points to the sources that influence you more.

• Social media
• Search engines
• Word of mouth from friends or family
• In-store discovery
• Email or newsletters
• TV or streaming ads

Where did you make your most recent purchase in this category? (Replace with your brand/category as needed.)

• Company website
• Retail store
• Third-party online marketplace (e.g., Amazon)
• Mobile app
• Other

How likely are you to recommend (Replace with your brand/product) to a friend or colleague?

Probe the reasoning behind the respondent's top-ranked purchase factor from the trade-off exercise: ask for a specific, recent purchase where that factor decided the outcome, and what would have changed their mind. Then connect it to their recommendation score — if low, uncover the unmet need behind it; if high, uncover exactly what need is being met so well. Listen for language that reveals which underlying segment (price-driven, convenience-driven, quality-driven, novelty-seeking, loyalist) they naturally fall into, and note any tension between their stated attitudes and their actual behavior.

Almost done — just a few quick background questions to help us compare groups. All of these are optional.

Which age range do you fall into?

• Under 18
• 18-24
• 25-34
• 35-44
• 45-54
• 55-64
• 65+
• Prefer not to say

How do you describe your gender?

• Woman
• Man
• Non-binary
• Prefer to self-describe
• Prefer not to say

What is your total annual household income?

• Under $30,000
• $30,000-$59,999
• $60,000-$99,999
• $100,000-$149,999
• $150,000 or more
• Prefer not to say

Which best describes your current employment status?

• Employed full-time
• Employed part-time
• Self-employed
• Unemployed
• Student
• Retired
• Prefer not to say

What city or region do you live in? (Optional)

Thank you for sharing all of this! Your answers will be combined with other respondents' to build customer segments that shape our products, messaging, and offers — nothing here is tied to your individual identity.