Market Research Questions

Product Ownership and Perceptions questions

1. Probe ownership of product x type and other category products

  • Probe companies they have had experience of.
  • Which product x types have you heard of?
  • Probe full list to gauge understanding of products available.
  • What product x do you own?
  • What was the trigger to purchase?
  • What others did you consider?
  • What are your main reasons for having a product x?
  • Are certain product x more suitable/better than others to meet your objectives?
  • What were the main things you were looking for when you bought the product?
  • Who did you buy it from?
  • Why?
  • How did you go about buying it?
  • What influenced you, positively and negatively?
  • Have you or anyone you know had any problems with it?

2. Responses to a New Product Concept

  • Do you understand the product description?
  • What do you like/dislike about it?
  • What are the main benefits?
  • Is it relevant to your needs?
  • Does it appeal?
  • Who might want it?
  • How could it be improved?
  • Could company brand positioning offer this product?
  • If you were to remix the product features for the most appealing, what would you select and why?
  • For those who do not have a product x type, would this make you buy one?


3. Current Relationships with Providers and Ideal Relationships

  • How would you describe your relationship with your current provider?
  • Do you think they provide good service?
  • What do you expect versus what they deliver?
  • What is a good relationship? And a bad one?
  • How much contact do you want after purchase?
  • Would you want to hear about new products?


4. Perceptions of product providers

  • Show different product providers logos
  • What is your opinion of each of these companies?
  • What are the first thoughts that come to mind when you see each one?
  • What sorts of products do they sell?
  • What products could they sell?
  • What types of people buy from them?
  • How would you group them?

5. Response to corporate brand positioning/concepts

  • What sort of company does this suggest?
  • What sort of people would work for such a company?
  • How would you expect them to treat a customer?
  • What would their other products be like?
  • Would you be interested in hearing from them?
  • Would you be likely to approach them?
  • Would you feel confident about them?
  • Would you trust them?
  • How would you expect to deal with them?
  • Would you buy from them?
  • What sort of person would buy this product from them?
  • Rank the company positioning in order of preference.
  • What would be the ideal company from your point of view?
  • Would company x be able to be this ideal company?
  • Would any other?
  • What activities would be needed to keep this brand promise?


6. Preferred delivery channel

  • Where would you expect to buy one?
  • How would you expect/like to hear first about its availability?
  • How much help, information and assistance would you need to buy it?
  • Would you buy it direct or through a channel intermediary?



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