Template Questions
All 10 Market Research Questions
Ten questions that map the complete consumer research framework — from category sizing through to concept validation and price sensitivity. Question 2 (unmet needs) is the market opportunity question. Question 5 (price sensitivity) uses a simplified Van Westendorp approach to find your optimal price range. Question 7 (concept interest) is your headline validation metric — above 3.5 from your target segment is a positive signal for further investment.
01How often do you encounter [your category need] in your work or daily life?Multiple Choice
02What is the biggest challenge or frustration you face with current solutions in this area?Open Text
03What are the most important factors when you choose a solution in this category?Multi-Select
04Which solutions or products have you used in this category in the past 12 months?Open Text
05What would you expect to pay for an excellent solution in this category?Multiple Choice
06Where do you typically discover or hear about new solutions in this category?Multi-Select
07How interested would you be in [your product concept description]?Scale 1–5
08How likely are you to recommend your current solution to someone with a similar need? (0–10)NPS Scale
09Which best describes your role or occupation?Multiple Choice
10What else would you like us to know about your needs in this area?Open Text
The Research Process
Four Phases of Market Validation
Market research is a progression — each phase builds on the last. This survey covers Phases 2 and 3. Many founders skip to Phase 4 (build) before completing Phase 2 (market sizing) and Phase 3 (concept validation) — which is why 42% of startups cite "no market need" as the primary reason they fail (CBInsights, 2024).
1
Discover
Qualitative interviews. Understand the problem space before defining a solution.
2
Quantify
This survey. Size the market, identify unmet needs, map competition.
3
Validate
This survey. Test concept interest and price sensitivity before building.
4
Build
Launch MVP to validated target segment with confidence in market demand.
How It Works
From Survey to Market Decision in 3 Steps
1
Use This Template
Replace [your category] and [your concept] with your specifics. Describe your concept in neutral language.
2
Reach target respondents
Send to your target audience — not friends and family. Use LinkedIn, social targeting, or survey panels.
3
Read the signal
Concept interest above 3.5 + high unmet need score = validated market opportunity. Below 3 = pivot.
Sample Results
Your Market Research Dashboard
After 74 target-segment respondents completed this survey for a B2B project management tool concept, the unmet need score and concept interest gave clear go-signals — while the price sensitivity data revealed the optimal entry price point:
Market Research Survey · 74 responsesPre-launch validation · Q1 2026
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Concept interest
—
Unmet need (high)
—
Current NPS
Category frequency (daily/weekly)67%
Concept interest score3.9 / 5
Price range: £20–£50/mo acceptable54%
Current solution NPS+8
Primary discovery: word of mouth48%
FAQ
Frequently Asked Questions
Is this market research survey template free?
Yes. Free forever with no signup from you or your respondents. Up to 100 responses free. Pro ($19/month) allows 10,000 responses for larger research samples and multi-segment comparison.
How many responses do I need for market research to be valid?
50+ from your target audience for directional insights sufficient to inform product decisions. 200–400+ for statistically significant research. The free plan's 100 responses is appropriate for early-stage validation.
Can I use this survey for concept validation?
Yes. Question 7 is the concept test question — describe your product concept in neutral language in the survey introduction, then use Q7 to gauge interest. Above 3.5 from your target segment is a positive signal for further development.
What is price sensitivity research?
Price sensitivity research measures what consumers are willing to pay. Question 5 uses a simplified Van Westendorp approach — identifying price ranges that feel too cheap, acceptable, or too expensive. This gives you an optimal price range before you commit to pricing.
Who should complete a market research survey?
Your target customer segment — not existing customers or friends and family. Use paid social targeting, LinkedIn, survey panels (Prolific, Respondent.io), or Reddit communities where your target persona is active. Quality of respondents matters more than quantity.
Can I use this for B2B market research?
Yes. Adjust terminology — replace 'purchase' with 'vendor selection', and reach B2B respondents via LinkedIn by job title. For B2B, consider running separate surveys for end-users and decision-makers — they have different purchase drivers.
What is primary vs secondary market research?
Primary research collects original data directly from consumers — surveys, interviews. Secondary research analyses existing published data — industry reports, competitor filings. This survey is primary research — more specific to your category and more actionable for early-stage decisions.
How often should I run market research surveys?
Before major product or market strategy decisions — pre-launch, before a new segment, before a pricing change. Lighter tracking surveys quarterly to monitor whether consumer needs or competitive intensity are shifting.
What questions should a market research survey include?
Effective market research surveys cover: category involvement and frequency of need, unmet needs and current pain points, primary purchase decision drivers, competitor awareness and usage, price sensitivity and willingness to pay, preferred purchase and discovery channels, product or concept interest, NPS for existing alternatives, demographic profiling, and open insight collection. This template covers all ten dimensions.
How many responses do I need for market research to be statistically valid?
For directional market insights sufficient to inform product decisions, 50+ responses from your target audience is sufficient. For statistically significant research comparable to published market reports, 200–400+ responses is the standard. The free plan's 100 responses is appropriate for early-stage validation. Pro ($19/month) supports up to 10,000 responses for larger research programs.
What is the difference between primary and secondary market research?
Primary market research collects original data directly from potential or existing customers — surveys, interviews, and focus groups. Secondary research analyses existing published data — industry reports, competitor filings, and market databases. This survey is primary research — giving you first-hand consumer insight that secondary sources cannot provide. It is typically more specific to your product category and more actionable for early-stage decisions.
Can I use this survey for product concept validation?
Yes. Question 7 asks respondents to rate their interest in a described product concept — making this a concept test survey as well as a market sizing tool. Describe your product concept in neutral language in the survey introduction, then use Question 7 to gauge purchase intent. A concept interest score above 3.5 from your target segment is a positive signal for further development.
What is price sensitivity research and how does this survey measure it?
Price sensitivity research measures what target customers are willing to pay for a product category or concept. Question 5 uses a simplified Van Westendorp price sensitivity approach — asking which price points feel too cheap, acceptable, or too expensive. This generates a price range that maximises both accessibility and perceived value. It is the most practical price sensitivity method for early-stage products without requiring complex conjoint analysis.
Should market research surveys be anonymous?
Yes for most market research — respondents provide more candid answers about competitors, pain points, and willingness to pay when they believe responses are not identifiable. For longitudinal research where you need to track specific respondents across multiple survey waves, optional named participation can be offered, but the survey should still default to anonymous.
How do I reach the right respondents for market research?
Distribute via paid social media targeting your ideal customer profile by demographics and interests. LinkedIn InMail for B2B research. Survey panels (Prolific, SurveySwap, Respondent.io) for consumer research with demographic filtering. Reddit communities where your target persona is active. Your own waitlist or newsletter audience. Influencer partnerships in your category. The quality of respondents matters more than quantity.
What is a target market and how does this survey define it?
A target market is the specific segment of consumers most likely to need and buy your product. This survey includes demographic profiling questions (Question 9) and category involvement questions (Question 1) that together help define and verify your target market. Comparing survey data across demographic segments reveals which groups have the highest unmet need and purchase intent — sharpening your target market definition from assumption to evidence.
What is the difference between a market research survey and a customer satisfaction survey?
A customer satisfaction survey measures how existing customers feel about your product or service. A market research survey explores consumer needs, market structure, and competitive landscape — often with people who are not yet your customers. Market research informs product-market strategy and positioning. Customer satisfaction informs product improvement and retention. This template is market research — it should be sent to target consumers, not existing customers.
How do I analyse market research survey data?
Start with the unmet needs question (Question 2) and the purchase drivers question (Question 3) — these reveal the market opportunity. Cross-reference with demographic data (Question 9) to identify which segments have the highest unmet need. Use the competitor awareness question (Question 4) to map competitive intensity. The concept interest score (Question 7) is your headline validation metric. Present data in terms of percentage of target market, not raw response counts.
Can this survey help me identify a product-market fit opportunity?
Yes. The combination of Question 2 (unmet needs), Question 3 (purchase drivers), Question 4 (competitor gaps), and Question 7 (concept interest) together identify whether a market opportunity exists and whether your product concept addresses it. This is the pre-validation research that should precede the Sean Ellis PMF survey — first validate there is market demand, then build the product, then measure whether your product found its fit.
What is quantitative vs qualitative market research?
Quantitative research collects numerical data from large samples — surveys, polls, analytics. Qualitative research collects explanatory data from smaller samples — interviews, focus groups, ethnographic observation. This survey is quantitative — it gives you statistically meaningful patterns across your target market. Pair it with 5-10 qualitative interviews to understand the 'why' behind the numbers. Start qualitative, validate quantitatively.
What is consumer segmentation and can this survey help with it?
Consumer segmentation divides a market into groups with shared characteristics, needs, or behaviours. This survey's demographic profiling (Question 9), category involvement (Question 1), and purchase drivers (Question 3) provide the data foundation for segmentation analysis. Comparing responses across age groups, occupation types, or usage frequency reveals whether different segments have meaningfully different needs — the basis for targeted positioning and product differentiation.
How do I present market research findings to stakeholders?
Lead with the headline opportunity size — what percentage of your target market has the unmet need you're addressing? Then present the top purchase drivers and how your product addresses them. Show the competitive landscape and where your product sits. Present the concept interest score with context. Avoid presenting raw data — translate numbers into strategic implications. A 40% unmet need score means 40% of your addressable market is currently underserved, not that 40 out of 100 people answered yes.
Replace assumptions with consumer data
10 questions. Concept validation built in. 100 responses free.
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