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Using marketing survey templates

Develop market insights for smarter strategic business decisions

What’s the right path for your business or organization? Before you finalize things like your brand’s messaging, content plan, and website design, get feedback from your target audience with a marketing survey.

Marketing surveys help you understand your target audience’s needs and wants, allowing you to make informed decisions about your business.

So when would you use marketing surveys? And what do potential questionnaires look like? We’ll answer both of these questions on this page, starting with the most popular use cases for marketing surveys.

All in all, marketing surveys are a great way to ask for feedback on new products, services, and features. Survey customers as you pilot new offerings—and course-correct quickly if you’re off target. Beta-test your mobile app, preview your latest ad campaign, or assess the impact of a new bundled offer, and translate those insights into profitable strategies.

Professional survey methodologists write all of our online marketing and market research survey templates. You can use them as is, or customize our online questionnaires to fit your needs. And because we take survey security very seriously, you can feel confident that your data and insights are safe.

Here are some of the most popular uses for marketing surveys on SurveyMonkey:

  • Brand tracking – Your target audience’s awareness and perception of your organization are likely to change over time. Use surveys to get a more holistic understanding of your brand and to see how it compares with that of rivals. Also, survey before and after major marketing initiatives to accurately track the impact they have on your brand.
  • Content creation – Need help finding a topic for your next blog post? Want to pick out a strong story for an upcoming whitepaper? Feedback from your target audience can help guide the direction of your content—and improve it. Who knows? The content you end up creating might just go viral in your target market. Our complete guide to using surveys for content marketing will teach you everything you need to know to use surveys to conduct your own original research for content marketing.
Vintage typewriter

Need customer case studies but don’t have the resources to create them yourself? Learn how TechValidate can help you get social proof at scale.

  • Market research — What’s the appetite for a new product or service you’re designing? Test the market, modify your target customer segments, and create a launch plan based on the feedback you receive. Ask: “If our new product or service were available today, how likely would you be to recommend it?”
  • New product development — Use frequent surveying as part of agile product development in your business, iterating designs based on user feedback. Have a new mobile app you think will be a hit? Test it with your target audience. Ask: “What do you like most about our new product?” or “What changes would most improve our new product?” Modify proposed product features and roadmaps based on user preferences.
  • User experience design — Survey target audiences to determine their behavior. This includes their use of smartphones, web applications, and general buying patterns. Use survey feedback to then design more engaging user experiences while improving the positioning and promotion of your products. As part of your marketing plan, determine how good or bad the user experience on your website is by surveying your customers. Our website feedback survey template can help you get started.

We’ve made it easy for you to get started on building any type of marketing survey using our comprehensive collection of survey templates. Pick from survey methodologist-approved online marketing and market research survey templates. You can use them as is, or customize our online questionnaires to fit your needs.

  • Brand personality — Learn how consumers think and feel about your brand with our 10-question survey
  • Brand performance — See what consumers consider before making a purchasing decision and how they evaluate your brand with our 8-question survey
  • Brand awareness — Track people’s awareness and perception of your brand with this 10-question survey
  • Brand conversion — Understand consumers’ preference for purchasing your products over that of a rivals with our 10-question template
  • Claims testing — Is your claim unique? Believable? See how your target market feels about any of your messaging claims with this 8-question survey
  • Logo testing — A logo can say a lot about a company. Make sure that yours says that you want it to by testing it first. Our 10-question survey can help
  • Ad/copy feedback — Does your ad motivate your target audience to buy? Does it effectively communicate your product’s value? Don’t leave anything to chance. Instead, get feedback in advance with our 8-question template
Guy holding bar charts
  • Market research — Use this classic 20-question survey to explore your customers’ opinions of your new product or service, their preference for yours over the competition’s, and their willingness to recommend.
  • New product research — With 10 quick questions, this survey lets you find out what your customers think about your new product – what they like, what they don’t, and if they prefer it to the competition’s.
  • New service research — Get your target customers’ opinions of the new service you’re introducing with this 10-question survey.
  • The Net Promoter® Score — Discover customer sentiment and willingness to recommend your business with a single question: “How likely is it that you would recommend this company to a friend or colleague?” The responses may be influenced by previous marketing initiatives and help guide your team’s future efforts
  • Website feedback — Use this 11-question survey to discover how you can optimize your online experience for customers and prospects.
  • App feedback — As part of your go-to-market research, use this 6-question survey to find out if it makes sense to create a mobile app for your product or service.
  • Online content strategy — Fine tune your content strategy efforts with this 6-question template. You’ll find out where your target audience prefers to receive content, the right frequency for delivering it, and its desired tone.

Having a hard time finding enough of the right contacts to survey? Use SurveyMonkey Audience to reach your target market and get your questions answered, quickly.

Please note: Some survey templates are only available in English.

Here are some ways you can encourage your respondents to complete your surveys. For more guidance, read our guides on how to conduct and create surveys.

  1. Introduce your objective. Provide context with a brief sentence. Tell survey takers why you’re asking these questions and how their feedback will help, e.g. “Your suggestions will help us to better understand how we can deliver the services you want most.” A good place to do this would be in the survey’s introduction.
  2. Keep it short and focused. Make sure each question brings you closer to your goal. Respect survey takers’ time, and word questions clearly.
  3. Pre-test your survey. Pre-test your survey with a few members of your intended audience. You might uncover inconsistencies or unexpected question interpretations.
  4. Keep rating scale questions consistent. If you’re using Likert rating scales, use the same points system throughout your survey. If 1 means “extremely satisfied” and 5 means “extremely dissatisfied,” maintain this scale for all questions.

Hungry for more advice? Download our guide to “Writing Survey Questions Like a Pro.” 

Net Promoter, Net Promoter System, Net Promoter Score, NPS and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.

Brand Marketing Manager

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