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Typical Customer Profile and Decision Drivers Survey

Builds a clear picture of your typical customer — how they found you, why they chose you over alternatives, what they value most, and how they actually use your product day to day. An AI follow-up interview digs into the real story behind their top decision driver, giving teams building ideal customer profiles or refining positioning something more concrete than survey averages.

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Sample questions

A preview of what’s in the template. Every question is editable before you launch.

13 questions · ~7 min
Q01
Message

Hi! We're trying to understand who our typical customer really is and what drives their decisions. This should take about 6 minutes, and there are no wrong answers — we just want the honest picture.

Q02
Multiple ChoiceRequired

How did you first hear about (Replace with your company/product name)?

  • Search engine
  • Social media
  • Recommendation from a friend or colleague
  • Online ad
  • Industry event or conference
  • Content or blog post
Q03
Multiple ChoiceRequired

What is the main reason you use (Replace with product name)?

  • To save time on a specific task
  • To reduce costs
  • To solve a problem I couldn't solve any other way
  • To improve the quality or accuracy of my work
  • To collaborate better with my team
Q04
Best–Worst Trade-off (MaxDiff)Required

Which of these mattered most — and which mattered least — when you decided to start using (Replace with product name)?

  • Price
  • Ease of use
  • Customer support quality
  • Range of features
  • Brand reputation
  • Recommendation from someone I trust
  • Integration with tools I already use
Pick best & worst per setBest:Mattered mostWorst:Mattered least
Q05
Opinion ScaleRequired

How well does (Replace with product name) fit your day-to-day needs?

Scale: 1 – 7
Min:Not a good fit at allMax:An excellent fit
Q06
Multiple ChoiceRequired

In the last 30 days, how often have you used (Replace with product name)?

  • Not at all
  • Once or twice
  • Weekly
  • A few times a week
  • Daily
Q07
MatrixRequired

How much do you agree with each statement about your experience?

4 rows × 5 columns
  • It fits into my existing workflow easily
  • It does what I expected when I first signed up
  • I'd recommend it to someone like me
  • It's worth what I pay for it
Columns: Strongly disagree · Disagree · Neutral · Agree · Strongly agree
Q08
Rating Scale

If you've contacted customer support, how would you rate that experience?

Range: 1 – 5
Min:Very poorMax:Excellent
Q09
Point AllocationRequired

You have 100 points to distribute across the ways you use (Replace with product name). Give more points to the uses that matter most to you. (Template note: replace these use cases with the ones relevant to your product before launching.)

  • Day-to-day task management
  • Reporting or analysis
  • Team collaboration
  • Client-facing work
  • Personal productivity
Allocate 100 points
Q10
AI Interview

Explore the real story behind the respondent's top-ranked decision factor from the trade-off exercise: what specifically triggered it, what alternative they compared it against, and what almost stopped them from adopting the product. If their usage in the last 30 days was low or 'not at all', pivot to understanding what's blocking regular use instead of the original decision story.

Q11
Multiple Choice

Which age range do you fall into?

  • Under 25
  • 25-34
  • 35-44
  • 45-54
  • 55-64
  • 65 or older
  • Prefer not to say
Q12
Multiple Choice

Which best describes your role?

  • Individual contributor
  • Manager
  • Director or VP
  • C-level executive
  • Owner or founder
  • Prefer not to say
Q13
Message

That's everything — thank you for the detailed answers! We'll use these to build an accurate picture of our typical customer and sharpen how we serve people like you.

What’s included

  • AI follow-ups

    Adaptive probes on open-ended answers that pull out detail a static form would miss.

  • Attention checks

    Built-in safeguards against rushed answers and low-quality respondents.

  • AI-drafted copy

    Wording, ordering, and branching written by the AI — tuned to your research goal.

  • Auto report

    Themes, quotes, and a plain-English summary write themselves once responses come in.

How it compares

We reviewed the closest templates from other survey tools. Here’s what they do well — and where this template goes further.

Why this template

  • Goes beyond static ranking questions with an AI follow-up interview that digs into the real story behind each respondent's top-ranked decision driver from the MaxDiff exercise, not just which option scored highest.
  • Combines quantitative measures (opinion scale for product fit, matrix agreement statements, constant-sum point allocation across use cases) with qualitative depth in one flow, so teams get both the 'what' and the 'why'.
  • Covers the full customer picture in one survey — discovery channel, primary use reason, usage frequency, support experience rating, and demographics/role — reducing the need to stitch together multiple studies.
  • Automated quality scoring and an auto-generated report mean teams building ideal customer profiles get a usable summary, not just raw response exports to manually code.

SurveyMonkey

Typical Customer Analysis Survey Template

A fielding-ready static template from a large, established survey library. Likely covers standard closed-ended questions on customer background and preferences, backed by SurveyMonkey's broad analytics and benchmarking tools. It's a fixed questionnaire rather than one that adapts based on individual answers.

What it does well

  • Backed by a mature survey platform with strong reporting and benchmarking features
  • Large template library suggests easy customization within a familiar builder
  • Established brand trust for broad audience distribution

Where it falls short

  • No adaptive AI follow-up interview — every respondent sees the same fixed question set regardless of their answers
  • No automated per-response quality scoring or transparent prompt methodology
  • No voice AI interview option for richer qualitative capture

Jotform

Customer Interest Profile Form Template

This is a customer interest profile form, built on Jotform's drag-and-drop form builder rather than a dedicated survey logic engine. It's better suited to quick data capture than deep decision-driver analysis, and notes suggest it's a form template to customize, not a purpose-built research instrument.

What it does well

  • Easy drag-and-drop customization typical of Jotform's builder
  • Simple to deploy for quick lead/interest capture
  • Wide integration options common to Jotform forms

Where it falls short

  • Form-style layout with no adaptive follow-up questioning based on responses
  • No AI-driven interview or voice interview capability
  • No built-in per-response quality scoring or automated analytical report

SurveySparrow

Customer Analysis Survey Template

SurveySparrow's conversational-style UI makes this static template feel more engaging than a traditional form, and it likely covers typical customer analysis questions like source, usage, and satisfaction. However, the conversational tone is a UI pattern, not true adaptive intelligence that probes individual answers.

What it does well

  • Conversational chat-style question flow improves respondent engagement
  • Template designed specifically for customer analysis use cases
  • Mobile-friendly presentation typical of SurveySparrow's format

Where it falls short

  • Conversational UI is scripted, not adaptive — it doesn't generate real follow-up questions based on what a respondent says
  • No AI interview or voice AI interview functionality
  • No transparent prompt methodology or automated quality scoring per response

Typeform

Customer Analysis Survey Template

Typeform offers a visually polished, one-question-at-a-time template well-suited to customer analysis basics like source, satisfaction, and usage patterns. It's a strong static design experience, but the question set is fixed once published and doesn't probe deeper based on individual responses.

What it does well

  • Polished, on-brand visual design and smooth one-question-at-a-time flow
  • Good completion rates typical of Typeform's engaging format
  • Straightforward customization within Typeform's builder

Where it falls short

  • No adaptive AI follow-up interview to explore individual respondents' top decision drivers
  • No voice AI interview or guided screen-share task options
  • No automated quality scoring or transparent prompt-level methodology

Ready to launch?

Open this template in the editor. Every part is yours to change before the first respondent sees it.

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