Market Research Surveys

Collect actionable data, reduce risk in decision making and boost your ROI.


Make informed decisions...

Gain instant feedback on your market research surveys to develop your marketing strategy, measure customer happiness and enhance customer experience.

Brand awareness

Measure brand recognition and recall to optimize your marketing efforts.

Customer personas

Understand challenges and fears, and gain insight into customer needs.

Net promoter score

Calculate your NPS to improve customer satisfaction and brand loyalty.

Product research

Evaluate new ideas and test concepts with samples of your audience.

Market trends

Develop a clear understanding of your target market and inform business strategy.

Product development

Identify the strengths and weaknesses of your product or service.

Market Research Surveys

Keeping up with changing market trends is essential to informing business development. By collecting feedback from customers and using it to adapt your marketing strategy, you stay ahead of the competition and stimulate growth.


Primary market research

This research is field-based and involves collecting data that hasn’t yet been gathered. Market research surveys would be an example of primary research.


Secondary market research

Secondary research uses data that’s already been collected by other sources. I.e. using competitor research to inform your own marketing strategy.

Gauge customer satisfaction

Customer satisfaction surveys are essential to market research. They can be used to improve customer service practices, measure brand loyalty and improve user experiences. Make sure to employ a mix of closed questions and open-ended questions to ensure you collect a rich and informative data set.

Get product feedback

Gain insight on customer attitudes towards your services or products and compare that feedback to perceptions of your competitors’. Then, use that data to improve your product range. Alternatively, you can survey customers for concept testing, i.e. collect feedback on product concept (features, price, design).


Measure brand awareness

Brand awareness surveys help you understand what your current and potential customers think of your brand image and products. These types of surveys enable you to identify the blind spots in your business (how your perception differs from that of your target market).

Features for market research surveys


If your survey is associated with a company, sponsor or institution, branding should be incorporated to make respondents aware of those affiliations. However, if you’re performing market research for your own organization, branding is essential.

KwikSurveys’ theme editor allows you to customize our prebuilt themes to align with your own branding. This includes the layout of text, image and videos and the ability to change colors and fonts. You’re also able to customize report colors.

Thank you pages can also be customized to deliver branded messaging to respondents who complete your survey. Alternatively, you can redirect them to a landing page for a promotion or offer on completion.

Enable white labelling and host surveys on a custom domain to fully brand your projects (only available with the Business Plan).


Use Page Logic to filter respondents to sets of questions relevant to them. For employee satisfaction surveys, this feature can be used to split your project up by departments.

For example, the first pages can be dedicated to general questions regarding the wider company. Then use Logic to filter employees to a page concerning their department or team. Personalization is as important to surveys as it is to any other form of content. A personalized subject line for an email campaign will appeal to a contact as the content appears to be custom-made. If this same campaign was sent with a generic subject line, the open rate would be much lower. I.e. People don’t like being marketed at but they don’t mind being marketed to.

So, how does this apply to surveys? Firstly, they should only contain questions relevant to the respondents answering them. This can be achieved using Page Logic, to filter respondents to sets of survey questions relevant to them based on their previous answer choices. This feature can also be used to qualify or disqualify respondents based on criteria, e.g. demographics or geography.

Secondly, you should use Text Piping (advanced question logic) to personalise question and answer text. For example, you could pipe a respondents answer choice for question 1 into the text of question 2:

Question 1: Which of these is your favourite brand of soda?

A: Coca-Cola | B: Pepsi | C: Dr Pepper | D: Sprite

Question 2: Why did you choose Coca-Cola?

Finally, you can take advantage of our Hidden Fields feature. This allows you to pass custom variables (such as customer names and email addresses) into reports to provide you with external information on a respondent. E.g. If you’re asking a customer for feedback on a recent purchase, you could use Hidden Fields to include their purchase information.

Split testing

Split testing allows you to make more data-informed decisions. Test sections of text, images and videos to identify which content performs best with your target audience.

For example:

  • Use the A/B testing (text) to determine which new brand slogan is more popular with respondents. 
  • Measure the effectiveness of an advertising campaign with A/B testing (video).
  • Employ A/B testing (image) to test new logo or product concepts with customer segments.

Mobile surveys

It’s essential for online surveys to be optimized for mobile devices, like tablets and phones. For example, you may need to set up a customer satisfaction survey on a kiosk in-store or collect live feedback at an event.

On KwikSurveys, your forms will work seamlessly across all devices, allowing your respondents to reply from anywhere.

Alternatively, you can print a paper version of your survey to distribute by hand or post. Responses can then be entered manually.

Live results

There shouldn’t be a delay between when a response is collected and when the data is available for analysis. 

With KwikSurveys, data is collected in real-time and you can access the results straight away. This makes any feedback you collect immediately actionable.

For example, if you’re running a survey during an event, you’re able to address any concerns or complaints as they arise.


Segmentation is likely the most important marketing tool as it enables you to target your marketing efforts at a specific customer group and increase conversion rates.

Use our filtering tool to segment your results into separate reports based on demographics or product preferences. This will give you deeper insight into trends and patterns in your data or can be used to build buyer personas.

Tip: If you’re going to ask demographic questions, save them for the end of the survey. Asking for personal information at the start of your survey will lead to a lower response rate. Take a look at the best practices for survey design.


For market surveys to have the greatest impact, they should be run repeatedly. We don’t mean you have to run a survey every month (as this would likely cause survey fatigue), but you’ll need to benchmark your progress to identify which changes were the most successful.

For example, you may run a brand awareness survey and conclude that you need to invest more in PPC and online advertising to increase exposure. Make those changes and then run the same survey after an allotted period of time, regardless of whether or not you see an improvement. This is because it’s not just the change (positive or negative) that’s important, it’s learning why a change has occurred.

On KwikSurveys you can run the same survey multiple times and use the comparison tool to compare the results of one run against another. The more times you run the survey, the more informed your decisions will be and the less risk there will be in making them.

Tip: If you do plan on benchmarking, make sure your sample size and target audience don’t vary too wildly. You have to expect some changes to the contact list from the first run of your survey, but if the list is completely different your comparisons won’t have as much significance.

Digital reports

Gone are the days where you have to extract all your survey data and put together a report in external software. KwikSurveys collates all your results into a professional report, which can be shared online or exported as a PDF or spreadsheet. You’ll also have access to the individual responses from respondents.

Create multiple reports based on comparisons or segments and customize report themes with images, videos and text. These reports can then be made ‘public’ (access is shared with a URL link) and shared with the appropriate department or stakeholder.

6 Tips for Market Research Surveys

1. Identify a research objective

The first thing you need to decide is what you want to achieve with the market survey. Consider what problem you’re trying to solve or what element of your business you’re trying to improve.

2. Narrow your scope

You don’t want to be over ambitious with the scope of your research. For example, if you’re setting out to measure your brand awareness, avoid asking questions on new product or services.

3. Keep it relevant

This is a good rule for any survey. We understand the impulse to collect as much data as possible while you’ve got a respondents attention. But asking too much will lead to a low completion rate.

4. Write for a target audience

You should have an ideal audience in mind to meet your research aims. Your survey should be written to accommodate this audience in the same way other content would be targeted at buyer personas.

5. Set a schedule

You’ll need to know when you’re sending your survey out, how many times you’ll send it and when you hope to collect all your data by. The best time to send a survey is between 9-10am or 2-3pm.

6. Run a pilot survey

Running a test survey will achieve a few things. First, you can identify questions that need to be tweaked to collect higher quality data. Secondly, you can determine if you’ve targeted the right audience.

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