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Glossary of Marketing Terms

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What is a customer insight survey?

A customer insight survey is a specific type of customer evaluation survey designed to gather in-depth information about your target market and their perceptions of your brand, product, or service. It goes beyond simply measuring satisfaction and delves deeper into understanding the "why" behind customer behavior.

How to create a customer insight survey?  

Here are the key steps to create an effective customer insight survey:

1. Define your objectives

  • Clearly identify what you want to learn from the survey
  • Focus on understanding customer behavior, experiences, and satisfaction levels

2. Choose the right survey format

  • Decide between online surveys, in-person interviews, or a combination
  • Online surveys are convenient for reaching many customers
  • In-person interviews allow for more in-depth insights

3. Craft effective survey questions

  • Ask clear, concise questions that are easy to understand
  • Use a mix of closed-ended and open-ended questions
  • Avoid leading or biased questions that influence responses
  • Keep the survey short, ideally under 10 minutes to complete

4. Target the right audience

  • Survey existing customers for insights on their experiences
  • Also consider surveying non-customers in your target market for an outside perspective
  • Ensure you get a representative sample across customer segments

5. Time your surveys strategically

  • Survey customers at key moments in their journey (e.g. after a purchase, when they visit your site, etc.)
  • Implement ongoing surveys to continuously gather insights over time

6. Offer incentives for participation

  • Consider offering rewards like discounts or gift cards to boost response rates
  • Make sure incentives are appropriate and don't bias responses

7. Analyze and act on the insights

  • Look for common themes and trends in the responses
  • Combine survey insights with other customer data for a holistic view
  • Identify clear, actionable takeaways to improve the customer experience
  • Share insights with your team and develop a plan to implement changes

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What are the types of customer insight survey?  

The types of customer insight survey are

Understanding customer motivations and needs

  • Psychographic surveys:  

Explore the "why" behind customer behavior by gathering data on demographics, lifestyle choices, values, interests, and personalities. This can reveal underlying motivations that influence purchase decisions and brand preferences.

Example: "What factors are most important to you when considering a new [product category]?" (Options might include price, brand reputation, sustainability, etc.)

Uncovering perceptions and preferences

  • Brand perception surveys: Gain insights into how customers perceive your brand compared to competitors. This can help identify areas for improvement in brand messaging or product positioning.

Example: "Rate the following words on how well they describe our brand [Brand Name]: Trustworthy, Innovative, Affordable (use a Likert scale)."

  • Product perception surveys: Understand how customers perceive your product's strengths, weaknesses, and unique selling points compared to alternatives.

Example: "What are the top 3 features you value most about our product?"

User behavior and experience:

  • Customer journey mapping surveys: Track customer touchpoints throughout their interaction with your brand (e.g., website visit, product purchase, customer service interaction). Ask targeted questions at each stage to understand their experience and identify areas for improvement.

Example (after website visit): "How easy was it to find the information you were looking for on our website?"

Open-ended and in-depth exploration:

  • In-depth interviews: Conduct one-on-one interviews with customers to gain detailed insights into their experiences, thought processes, and pain points. This allows for deeper exploration and personalized feedback.

  • Focus groups: Moderate group discussions with a small group of customers to explore specific topics or product prototypes. This can generate a variety of perspectives and ideas for improvement.

How to collect a customer insight survey?  

Here's a roadmap to effectively collect customer insight surveys and gain valuable feedback to inform your business decisions:

Define your goals and target audience:

  • What insights are you seeking? Are you trying to understand product usage, brand perception, or customer needs for a new product line? Clearly define your goals before crafting your survey.
  • Who are you surveying? Identify your target audience for the survey. Different customer segments might have varying perspectives, so tailoring the survey to their specific needs is crucial.

Choose the right survey method:

  • Quantitative vs. Qualitative: Decide if you need a large pool of data with statistical analysis (quantitative) or in-depth exploration of specific topics (qualitative).
  • Quantitative: Online surveys are good for gathering a large amount of data.
  • Qualitative: In-depth interviews or focus groups are ideal for deeper insights.
  • Consider a mix: You can combine methods for a well-rounded understanding. An online survey can gather initial data, then follow up with in-depth interviews with promising leads.

Crafting your customer insight survey:

  • Keep it concise and engaging: Aim for a short survey (ideally under 10 minutes) to maintain customer interest and improve completion rates.
  • Start with open-ended questions: These encourage detailed responses and uncover the "why" behind customer behavior.
  • Example: "What are your biggest challenges when trying to [achieve desired outcome]?"
  • Mix question formats: Include a variety of questions (multiple choice, ranking, Likert scale) to gather both quantitative and qualitative data.
  • Logical flow: Structure the survey logically, with a clear introduction, smooth transitions, and a concluding thank you.

Distributing your survey:

  • Choose the right channel: Select a distribution channel that aligns with your target audience.
  • Options include email, website pop-ups, in-app prompts, or social media.
  • Personalization: Whenever possible, personalize the survey invitation with the customer's name to increase response rates.
  • Incentivize participation: Consider offering incentives (discounts, loyalty points) to encourage customers to complete the survey.

Collecting and analyzing data:

  • Pilot test: Run a pilot test with a small group to identify any issues with the survey before full launch.
  • Data collection: Once launched, monitor participation rates and address any technical difficulties promptly.
  • Analyze the data: Don't just collect responses; analyze the data to identify trends, patterns, and key themes in customer feedback.
  • Use data visualization tools like charts and graphs to present the findings effectively.

Taking action:

  • Develop action plans: Based on the insights, create actionable plans to address customer needs and improve your product, marketing, or customer service.
  • Communicate results: Share key findings with relevant teams within your organization to ensure everyone is aligned on customer needs.
  • Track progress: Monitor the impact of the changes you implement based on customer feedback and continue to gather insights over time.

What is a customer insight survey template?  

Customer insight survey template

This template provides a starting point to craft your customer insight survey. Remember to customize it based on your specific goals and target audience.


  • Briefly introduce yourself and your company (if applicable).
  • Thank the customer for their time and participation.
  • State the purpose of the survey (e.g., "We're always looking for ways to improve, and your feedback is valuable to us").

Customer background (optional):

  • Include a few questions to understand your customer's background if relevant to your goals.
  • Example:
  • Industry you work in (if B2B)
  • Age range
  • How long have you been using our product/service?

Customer perception (open-ended & multiple choice):

  • Use a mix of open-ended and multiple-choice questions to gather both specific and detailed feedback.


  • What are your biggest challenges when trying to [achieve desired outcome]?
  • How can we improve your experience with [product/service]?
  • What are some features you would find most helpful in a product like ours?

Multiple choice (with optional open-ended follow-up):

  • When considering [product category], what factors are most important to you? (Price, Brand Reputation, Features, etc.) - (You can select more than one)
  • How likely are you to recommend our product/service to others? (Very Likely, Somewhat Likely, Neutral, Somewhat Unlikely, Very Unlikely) - Why or why not? (Open Ended)

Product usage and experience (multiple choice & ranking):

  • Include questions specific to your product or service to understand usage patterns and identify areas for improvement.

Multiple choice:

  • How often do you use feature X? (Daily, Weekly, Monthly, Rarely, Never)
  • How satisfied are you with the ease of use of our product? (Very Satisfied, Somewhat Satisfied, Neutral, Somewhat Dissatisfied, Very Dissatisfied)


  • Please rank the following features in order of importance to you (Rank 1 being most important): Feature A, Feature B, Feature C


  • Thank the customer again for their participation.
  • Offer an opportunity to provide any additional feedback (open-ended question).
  • Briefly mention how you will use their feedback (e.g., "Your input will help us shape future product development").

Additional tips:

  • Keep the survey concise (ideally under 10 minutes).
  • Use clear and concise language.
  • Ensure the survey is mobile-friendly.
  • Test the survey before distributing it.
  • Offer an incentive for participation (optional).

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