Survey · Marketing
Customer analysis survey template
Starts by asking whether the customer bought for themselves or for a business, then asks the background questions that fit: company size and role for business buyers, age range for everyone else. After that everyone describes the problem they had, the alternatives they weighed and the real reason they chose you.
Try it live
Try it as a respondent
Every question, and where it leads
The conversation
What a respondent is asked, in order.
Thanks for being a customer. We'd love to understand you a little better. It takes about four minutes.
Did you buy from us for yourself or for work?
How many people work at your organisation?
What's your role there?
Which age group are you in?
How did you first hear about us?
What were you trying to sort out when you first bought from us?
What else did you consider?
What was the main reason you chose us?
How often do you buy from us or use what you bought?
How well are we meeting your needs?
How likely are you to recommend us to someone like you?
Is there anything else you wish we could help you with?
Ends with
Thank you, that helps a lot
The flow
Where each answer leads. Every route here is editable once the form is yours.
Single select
Single select
Short text
Single select
Single select
Long text
Multi select
Single select
Single select
Rating
NPS
Long text
What this template uses
- Single select
- Short text
- Long text
- Multi select
- Rating
- NPS
- 2 branches
Questions to consider
- Do you sell to both consumers and businesses, or can you drop one path entirely?
- Which customer details would change a decision, such as company size, role or age?
- Which alternatives do customers really weigh you against, including doing nothing?
- Should this go to every customer, or to recent buyers only while the decision is fresh?
How to use the responses
Group the responses by buyer type and then by the main reason people chose you; those groups are a far better starting point for personas than demographics alone. Read the problem answers for the words customers use, and reuse that language in your marketing. Where many people considered doing nothing, your real competitor is inertia, and your messaging should explain why acting now is worth it.
How to customize and share it
- 1Remove the business or consumer path if you only sell to one, and edit the company size bands to fit your market.
- 2Replace the reason list with the strengths you think win customers, and keep an Other option to catch the ones you missed.
- 3Send it to recent customers, then sort the answers by buyer type in the dashboard or export them to CSV.
Frequently asked questions
What is a customer analysis survey?
It asks your customers who they are, what problem they had, what they considered and why they chose you. It adds the reasons behind purchases to what your sales data already shows.
What questions should a customer analysis survey include?
Background that matters to your market, how they found you, the problem they were solving, the alternatives they weighed, the main reason they chose you and how well you meet their needs.
Can I use this for building buyer personas?
Yes. Grouping answers by buyer type, problem and reason for choosing you gives you personas based on what customers said rather than guesses.
How is customer analysis different from a satisfaction survey?
A satisfaction survey asks how well you're doing. Customer analysis asks who your customers are and why they bought, so you can find and serve more people like them.