Questionnaire

When many of us think product market research, we think along the lines of consumer interest or consumer satisfaction studies. But what about a study conducted specifically to find ways to improve a product?

Sometimes a client may want to find ways to improve an existing product or service. It is risky to launch a brand-new product, particularly in today’s economy when businesses are failing more frequently. It is often better to grow a successful product than try and start from scratch.

When you are conducting a study for this purpose, it is important to analyze from several angles. You need to gather current consumers for a consumer satisfaction survey, as well as non-consumers for a survey or focus group. To gather product feedback ask the consumers questions like:


Utilize the survey to gather their opinions on pricing, quality and more. The client can use this information about what they are already doing right as a baseline for improving their product.

The non-consumers are a little tricky. You need to find out why they don’t purchase or use the product. Maybe the price point is just a little too high. Depending on what type of product it is, perhaps the client might be able to offer a similar item at a lower price point to gain more customers.

Perception of non-consumers is just as important as that of consumers. Perhaps the reason they are put off is something the client can easily fix, thus gaining new and loyal customers.