Businesses across industry sectors are seeking valuable information about their target markets. Their goal is to figure out who potential customers are and what they expect from brands.
This is a way to avoid acting on a hunch and make informed business decisions. Note that demographic surveys pose a chief method of collecting data. The crucial aspect of it is a set of result-focused questions you are going to ask.
It is recommended to keep the number of questions low: instead of quantity, you should focus on the quality of data. Arm yourself with knowledge, build consumer trust, and foster strong loyalty.
How old are you?
Age is still one of the main drivers and predictors of consumer behavior. People who belong to the millennial population, for instance, are more likely to be present on social media and lean towards companies that show social and environmental responsibility.
Older people tend to consume traditional media and are more exposed to print ads. So, getting to know how old your target demographic is plays a pivotal role in your efforts to satisfy and delight it.
What would you like to see more of?
Asking polar questions (yes/no) can give ambiguous and erroneous results. They lead respondents to a certain answer and create biases.
Take lessons from companies carrying out professional paid surveys and employ multi-choice questions like “What would you like to see more of?”.
This question encourages people to think about what they like about your business and its offers. List a few possible choices, but also leave room for special answers under “others — please specify”.
What is your level of expertise in ____?
It goes without saying you need to possess the basic understanding of whom you are reaching to. This question gives you an idea of how well educated and experienced your market is.
It is particularly useful to companies that provide training and education via content marketing, webinars, online courses, information products, in-app messaging, etc. Moreover, you are able to evaluate the appropriate level of supportive care you need to offer to people.
What company do you work at (and what is your profession)?
Finding out more about the professional life of customers can prove to be very useful. Once you know the name of the company, you can run a background check to find out other details.
Another approach is to follow up this question with others regarding the size and type of the company, as well as the position and length of employment of the respondent. Feel free to also ask about the number of people employed, location, and marketing channels.
What is your biggest challenge in (the area of company’s expertise)?
Another open-ended investigative question is related to the challenges your target market faces. After all, the ability to solve practical problems of customers can really propel a business forward.
You might get diverse answers here, but do not fret. Analyze the findings to uncover the “gross common challenge”. Fine-tune your offers to address it. Rooted in actual facts and figures, your products and services will take hold and actually sell.
Where do you live?
Location of the customer is becoming a more and more important facet of the modern business game. This key piece of information gives companies a chance to target consumers with precision and capture local markets better.
For instance, you can customize and personalize ads to embed promotional messages into the digital daily reality of people. Even if you mean to cater to a global audience, knowing where potential customers are gives you a sense of perspective and focus.
What is your household income?
There is a good reason why most demographic surveys include a question linked to household income. Most notably, it determines the buying power and the likelihood of someone opting for your products/services.
It also enables you to predict future behavior with a higher level of certainty. Apart from the income rank, household size could also be a pertinent factor. Generally, you need to treat everyone the same, but prioritizing high-paying customers is always a good idea.
Sow the seeds of success
To make strides towards your goals, always know what your customers want and solve their problems. Use demographic surveys as your main information-gathering tool. Take your time working out questions that forward the goals of the survey.
Shed some light on potential pain points and issues your customers have. Once you gain valuable insights, tailor your products and services. Make sure your business meets the needs of real people and establish meaningful and lasting relationships with them.