Business surveys are vital tools for collecting data that drive smarter decisions, improve performance, and strengthen customer and employee relationships. From customer satisfaction and market research to product evaluation and employee engagement, each survey type provides unique insights that inform strategy and innovation. Effective business surveys rely on thoughtful design, clear goals, and the right distribution channels to gather accurate feedback. Analyzing results through metrics like Net Promoter Score (NPS) and visual reporting transforms raw data into actionable insights. By avoiding common mistakes and leveraging modern survey tools like SurveyLegend, organizations can continuously enhance customer experiences, boost employee morale, and stay competitive in a data-driven marketplace.
Businesses, both big and small, often rely on surveys to gather information from customers, non-customers, and employees. Many business surveys have different goals; for example, one survey may ask participants about their familiarity with particular brands, while another may ask customers how they can improve in order to increase customer satisfaction and loyalty. Understanding the difference between various types of business surveys is crucial for selecting the most appropriate method to meet your specific business needs. In this blog, we’ll look at different types of business surveys, business survey questions, and more.
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What is a Business Survey?
A business survey is a research tool that companies use to collect data from various audiences. It consists of a series of closed-ended and/or open-ended questions about any number of topics. Surveys can be conducted in a number of ways, from telephone surveys to focus groups. Today, of course, online surveys are one of the most popular ways of conducting a business survey because they’re inexpensive, easy to use, and have a wide reach. Kiosk surveys, in which a touchscreen device asks for feedback at entryways or the point of purchase, are also very popular.
Types of Business Surveys That Inform Decision Making
There are many different types of business surveys. Here’s a look at some of the most popular business surveys that inform decision-making, along with business survey examples with images created using SurveyLegend. Each type of business survey focuses on evaluating specific aspects of business performance, customer experience, or employee engagement.
1. Customer Surveys
A customer survey is one of the most important types of business surveys. A customer satisfaction survey is a valuable tool for understanding customer needs and improving service. Customer surveys help companies understand if customers are satisfied with their product or service and what type of improvements could be made to turn customers into brand ambassadors.
Many customer-facing business surveys aim to determine a Net Promoter Score (NPS). An NPS is a customer loyalty metric that predicts the likelihood of a customer repurchasing from you or referring your company to a friend or colleague; NPS surveys aim to determine the score by looking at brand promoters, detractors, and passives. Customer surveys also help businesses strengthen customer relationships and foster loyalty.
Questions you may consider asking on customer surveys include:
- How likely are you to recommend us to friends or colleagues?
- Would you say you had a positive customer experience?
- Will you be purchasing from us again?
- Were you satisfied with the shipping speed of your product?
- Did you find our website easy to navigate?
Insights from customer surveys can be used to increase sales by addressing customer concerns and enhancing the overall experience.
Check out our business survey template for customer satisfaction surveys.
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2. Market Research Surveys
This business survey is designed to collect information about the preferences of the target market. A market research survey is a key tool for gathering consumer insights. They generally ask a series of demographic questions and then dive into people’s needs and wants, behaviors, and purchasing power.
A brand awareness survey can be used to measure how well a company’s branding resonates with its audience, helping to understand consumer perceptions and brand recognition.
Market research surveys are useful for companies forming marketing strategies for new and existing products and services. These surveys can also help businesses evaluate the effectiveness of their marketing efforts and identify ways to increase sales. The research gathered is also helpful for informing business decisions, as company leaders can rely on actual data from their target audience, versus assumptions and guesses. For these reasons, market research surveys are sometimes considered “the flashlight in the dark.”
Questions you may consider asking on market research surveys include:
- What is your age/race/level of education/marital status/etc?
- Why did you choose our product or service?
- Did you consider purchasing from one of our competitors?
- Is there anything you feel our competitors do better than us?
- What is your monthly shopping budget?
Insights from market research surveys can also reveal new business opportunities for growth and expansion.
Check out our business survey template for market research surveys.
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3. Product and Service Evaluation Surveys
Having customers evaluate your products and services allows you to better understand their expectations, needs, and more. Product and service evaluation surveys can dive into many areas, for example, packaging, pricing, promotions, and so on. These surveys assess different aspects such as usability, features, and customer support. Companies that listen to customers also drive innovation. For example, McDonald’s customer surveys were showing that more and more people were concerned with the fast food chain offering single-use plastic straws (1.8 million of them globally per day). In response, McDonald’s began using sustainable paper straws, rolling them out in the United Kingdom with plans to introduce them in other countries.
These surveys help companies measure the quality and performance of their offerings based on customer feedback.
Questions you may consider asking on product and service evaluation surveys include:
- How satisfied were you with our product or service?
- Are there any features that can be added or improved upon?
- Do you feel our product or service is fairly priced for the value?
- Did our customer service team make you feel valued?
- Do you have any suggestions/comments to help us serve you better?
Check out our business survey template for product/service evaluation surveys.
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4. Design and Branding Surveys
Sometimes, company leaders become so enthralled with their products, designs, packages, etc., that they fail to see what the public sees as obvious flaws. Other times, when developing a brand identity, they simply need the public’s opinion on which brand name, tagline, typeface, logo, colors, or graphic design is best (this also comes into play with rebranding efforts).
Of course, for product design and branding surveys, it’s almost imperative to include visuals, so a survey with images is a must. These surveys allow participants to provide feedback on visual elements, helping companies refine their brand identity and improve future designs. A brand awareness survey can also be used to measure public perception of these branding elements. After all, trying to explain a logo, product, and so on is very difficult without a corresponding visual.
Questions you may consider asking on design and branding surveys include:
- Do you think the design of this product is well executed?
- How would you rate the packaging used to house this product?
- Which logo do you prefer?
- Rank these taglines in order from most to least favorite.
- If our brand were a person, what type of car would it drive?
Check out our business survey template for design and branding surveys.
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5. Event Surveys
Organizing a successful event, whether it’s a business conference, seminar, or trade show, is not an easy task. The best way to help ensure you put on an event that attendees will enjoy is to actively engage them in the planning of the event (what they expect, what they hope for, thoughts on venue/location, etc.).
Of course, event surveys don’t stop there. Many companies also survey attendees at the actual event to keep them engaged and collect feedback in real-time. They often do this using a kiosk or computer station in the event area or through mobile surveys that, in a matter of seconds, using live analytics, display the results on a large screen to create excitement.
Finally, it’s important to collect additional feedback once the event is over. Obtaining feedback from attendees is a crucial step for gaining an accurate assessment of your event’s strengths and weaknesses. Feedback from event surveys is invaluable for planning future events and tailoring them to the ideal audience.
Pre-event questions you may consider asking on event surveys include:
- Will you be attending our upcoming (conference, seminar, etc.)?
- Have you attended a previous event?
- Do you prefer to attend events in person or virtually?
- Is there anything in particular you’d like to learn at this event? Any particular speakers you’d like to hear from?
- What are you looking forward to the most about this event?
Post-event questions you may consider asking on event surveys include:
- How would you rate this event overall?
- Did you find the content presented valuable?
- What is the one thing you enjoyed most about this event?
- Would you recommend this event to a friend or colleague?
- Is there anything you would have us improve for the next event?
Check out our business survey template for event surveys.
6. Employee Engagement Surveys
While about half of American workers are satisfied with their jobs, the other half is either only somewhat satisfied, dissatisfied, or very dissatisfied. An employee satisfaction survey and a job satisfaction survey are essential tools for measuring workplace morale and engagement. Of course, a happy workplace is a more productive workplace, so it’s just as important for companies to survey employees as it is to survey consumers. By surveying employees, you let them know that you value their opinions and want their voices to be heard.
Exit interviews and exit interview surveys help organizations in identifying reasons for employee turnover and improving retention.
Feedback from new hires during the onboarding process can be used to improve the experience for future hires.
Employee surveys can also assess the effectiveness of training programs and team dynamics.
Questions you may consider asking on a company survey for employees include:
- Overall, how satisfied are you with your career?
- Do you feel valued as an employee?
- Are you satisfied with your benefits package?
- Do you prefer on-site or remote work?
- Are you satisfied with your current level of pay?
Organizations should allocate appropriate resources to ensure the success of their employee survey initiatives.
Check out our business survey template foremployee engagement surveys.
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Survey Design and Implementation
Designing and implementing effective business surveys is essential for gathering reliable data that drives meaningful insights. The foundation of a successful survey lies in crafting clear, concise questions that are easy for the target audience to understand. Whether you’re conducting market research surveys to explore customer preferences or employee satisfaction surveys to gauge workplace morale, it’s important to tailor your questions to the specific audience you want to reach.
Implementation is just as critical as design. Businesses should carefully consider the best method for distributing their surveys—be it online surveys, paper forms, or in-person interviews—based on where their audience is most accessible. For example, market research surveys can be distributed via email or social media to reach a broad customer base, while employee satisfaction surveys might be shared internally through company communication channels.
Leveraging survey tools and software can greatly simplify the process, allowing organizations to create professional surveys, distribute them efficiently, and collect data in real time. By focusing on both thoughtful survey design and strategic implementation, businesses can gather valuable information from customers and employees, leading to greater satisfaction and more informed decisions.
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Analyzing and Reporting Survey Data
Once survey responses are collected, the next step is to analyze and report the data to uncover actionable insights. Careful analysis helps organizations identify trends, measure satisfaction, and pinpoint areas for improvement. For instance, customer satisfaction surveys can reveal what customers value most about your service, while job satisfaction surveys can highlight factors that influence employee engagement and retention.
Using tools to calculate metrics like the net promoter score (NPS) allows businesses to measure customer loyalty and overall satisfaction. Visualizing survey results with tables, charts, and graphs makes it easier to communicate key findings to stakeholders and team members. By systematically reviewing survey data, organizations can identify patterns, address concerns, and make informed decisions that drive continuous improvement.
Ultimately, analyzing and reporting survey data transforms raw feedback into strategic insights, empowering businesses to enhance customer experiences, boost employee engagement, and achieve their goals.
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Best Practices for Survey Implementation
To maximize the effectiveness of business surveys, it’s important to follow best practices throughout the survey process. Start by designing surveys that are straightforward and relevant to your target audience. For example, employee satisfaction surveys should encourage honest feedback by ensuring anonymity and focusing on topics that matter most to employees. Similarly, customer satisfaction surveys should be concise and easy to complete, increasing the likelihood of high response rates.
Lead generation surveys and brand awareness surveys should be tailored to collect data that helps measure brand recognition and identify potential customers. Keep surveys short and focused, using clear and direct questions to avoid overwhelming respondents. Before launching a survey on a large scale, conduct a pilot test to catch any confusing questions or technical issues.
By adhering to these best practices, businesses can collect meaningful feedback from customers and employees, measure satisfaction, and gain insights that inform future strategies and improvements.
Common Survey Mistakes to Avoid
Even the best intentions can be undermined by common survey mistakes. One frequent error is creating surveys that are either too lengthy or too brief, which can lead to incomplete responses or missed opportunities for valuable feedback. Another pitfall is failing to consider the target audience—questions that don’t resonate with respondents can result in low engagement and unreliable data.
Failing to gather honest feedback from employees can contribute to higher employee turnover, while ignoring shifts in market trends can leave businesses out of touch with their customers’ needs. Relying on surveys as a one-time solution, rather than an ongoing process, can also limit the ability to track changes and make timely improvements.
To avoid these mistakes, businesses should regularly conduct market research surveys, design surveys with their target audience in mind, and utilize feedback as a continuous tool for growth. This approach ensures that surveys remain relevant, effective, and a valuable source of insights for informed decision-making.
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Survey Tools and Software
Modern survey tools and software have revolutionized the way businesses create, distribute, and analyze surveys. Platforms like SurveyMonkey, Google Forms, and Microsoft Forms make it easy to design a wide range of survey types, from customer satisfaction surveys and employee satisfaction surveys to market research surveys and brand awareness surveys.
These tools allow businesses to collect customer feedback efficiently, measure employee engagement, and track brand recognition across different channels. Online survey platforms also offer powerful analytics features, enabling organizations to quickly interpret survey results and generate reports that highlight key findings.
By leveraging survey tools and software, businesses can streamline the entire survey process, reduce administrative costs, and ensure the accuracy of their data. Whether you’re looking to improve customer satisfaction, monitor employee engagement, or stay ahead of market trends, these tools provide the flexibility and functionality needed to create effective surveys and drive business success.
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Conclusion
In an increasingly competitive environment, one in which the customer experience is now king, it’s critical for companies to conduct business surveys, such as a cancellation survey, to collect feedback and opinions from the general public, customers, and employees. Thankfully, there are many business survey tools available, such as SurveyLegend.
Free online survey maker that allows you to ask a wide variety of survey questions, from multiple choice to ranking questions, sliders to star ratings. Plus, many of our templates come with business survey questions already plugged in! Otherwise, it’s easy enough to create your own questions and then add images to them as you’ve seen in the examples throughout this blog.
Whether you’re conducting small business surveys or are a Fortune 500 company, SurveyLegend is here for all your surveying needs.
Do you regularly conduct business surveys to inform decision-making? Which type of business survey do you use most often? We’d love to hear from you in the comments!
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Frequently Asked Questions (FAQs)
What are the most common types of business surveys?
The most common business surveys are customer surveys (NPS), market research surveys, product/service evaluation surveys, event surveys, and employee surveys.
Why is it important to conduct business surveys?
If you don’t engage with consumers, customers, and employees, you’re operating in the dark. Collecting feedback from these three groups can help you to improve your business, grow your customer base, outshine the competition, and increase employee productivity and retention.
Where can I find free business survey templates?
SurveyLegend, the popular free survey maker with images, has templates for all of the most common types of business surveys.
