Survey · Marketing
Market segmentation survey template
Segments built only on age or job title rarely predict what people buy. This survey asks about needs first: the problem, how often it happens, what people use today and how they choose, with background questions saved for the end. People already using something rate it, and people using nothing are asked why, which often reveals a segment of its own.
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Try it as a respondent
Every question, and where it leads
The conversation
What a respondent is asked, in order.
Hi! We're trying to understand the different kinds of people we could help. This takes about four minutes.
Rank these goals by how important they are to you right now.
How often do you run into the problem you'd most like solved?
How do you deal with it today?
How well does that work for you?
What's stopped you from using something for it?
When you buy something like this, which sounds most like you?
How much do you agree with each statement?
How much would a better solution be worth to you?
A little background: which age group are you in?
Which best describes your situation?
Which country or region do you live in?
Ends with
Thank you, this really helps
The flow
Where each answer leads. Every route here is editable once the form is yours.
Ranking
Single select
Single select
Rating
Long text
Single select
Matrix
Opinion scale
Dropdown
Single select
Short text
What this template uses
- Ranking
- Single select
- Rating
- Long text
- Matrix
- Opinion scale
- Dropdown
- Short text
- 1 branch
Questions to consider
- Which goals and problems does your product actually address, and are they in the ranking?
- What decision will the segments inform: messaging, pricing, product focus or who to target first?
- Which background questions do you truly need, and which just add length?
- Are the attitude statements ones that would split your audience, or would everyone agree with them?
How to use the responses
Look for groups that differ in what they need and how they buy, not just who they are: for example, frequent sufferers who already pay for a solution and are unhappy with it, versus occasional sufferers who manage without. Export the responses to CSV and cross-tabulate goals, current solution and buying style before bringing in age or situation. A segment is only useful if you could reach it and would treat it differently.
How to customize and share it
- 1Rewrite the goals and the problem question around what your product helps with, keeping the options in plain language.
- 2Edit the attitude statements so each one would genuinely divide your audience.
- 3Share it with a broad sample, not only existing customers, and export to CSV when you have enough responses to compare groups.
Frequently asked questions
What is a market segmentation survey?
A survey that collects needs, behaviour, attitudes and background so you can split a market into groups that want different things and can be reached in different ways.
What questions should a segmentation survey ask?
Goals and problems, how often they occur, what people use today, how they make buying decisions, attitude statements and a few background questions. Needs and behaviour usually matter more than demographics.
Why are the demographic questions at the end?
People answer more thoughtfully about their needs when they have not just been asked to put themselves in a box. Background questions are also optional here, which keeps more people going.
How many responses do I need for segmentation?
It depends on how many groups you expect and how different they are. A small sample can suggest segments worth exploring, but confirming them takes a larger and broader one.