How to Conduct Customer Orientation Surveys [+ Example Survey Questions]

Tired of making assumptions about who your target customer is? Customer orientation surveys are the answer.

Below is an overview of the definition of a customer orientation survey, the benefits of this type of market research, the process of conducting a survey with a third-party, and example customer orientation survey questions.

Definition of a Customer Orientation Survey

A customer orientation survey identifies the target audience that is most likely to purchase a product or service. This could include both business-to-consumer (B2C) or business-to-business (B2B) audiences. 

Typically, this type of survey asks 25 to 35 questions, which takes respondents 5 to 7 minutes to complete.

Many times the objectives of customer orientation surveys include:

1. Identifying purchasing decision-makers
2. Measuring the appeal of the product or service
3. Other customized survey questions to better understand buyer personas

Our customer survey market research firm also recommends addressing how to best reach target customers such as social media channels or other sources of awareness.

Recommended Reading: Ultimate Guide to Customer Surveys

Benefits of Conducting Customer Orientation Surveys

Rather than guessing or assuming who the target customer is, a customer orientation survey identifies demographic information and attributes.

This helps companies create better strategies to reach customers, increase appeal, and get a better return on advertising investments.

Think of the results as the creation of one or a few personas. Rather than generalizing the target audience, the results of a customer orientation survey can provide unique details that help brands target and reach customers. 

It's all about the power of data-driven decision-making.

Process of Conducting Customer Orientation Surveys

The process for a customer orientation follows seven steps:

1. Proposal
2. Kickoff meeting
3. Survey design
4. Fieldwork
5. Analysis
6. Reporting
7. Debriefing on the results

The first three steps of the process (i.e., 1) proposal, 2) kickoff meeting, and 3) survey design) focus on defining objectives and designing the research to best meet the goals. 

The final four steps of the process (i.e., 4) fieldwork, 5) analysis, 6) reporting, and 7) debriefing/presenting the results) are when the research team does their magic.

During these four steps, the team will be ensuring the project is executed correctly and the results are presented effectively.

Customer Orientation Survey Example Questions

Here are a few examples of questions for a customer orientation survey!

Q1. Which of the following best applies to you? Select one.

1. I am the primary decision-maker for [example] in my [household/business].
2. I share decision-making responsibility for [example] in my [household/business].
3. I do not make decisions for [example] in my [household/business]. 

Q2. How do you prefer to be notified about sales and updates about [example]? Select all that apply. 

1. Email 
2. Text
3. Mail
4. Facebook
5. Instagram
6. Other (Please specify)
7. None of the above

Q3. Which of the following age groups best describes you? Select one.

1. 18 to 24
2. 25 to 34
3. 35 to 44
4. 45 to 54
5. 55 to 64
6. 65 or older

Q4. Which of the following best describes your marital status? Select one.

1. Single (never married)
2. Married or domestic partnership
3. Separated
4. Divorced
5. Widowed
6. Other

Q5. Including yourself, how many people live in your household?

Q6. How many children (under the age of 18) primarily live in your household? Select one from the dropdown menu.

1. I do not have children in my household
2. 1
3. 2
4. 3
5. 4
6. 5
7. 6
8. 7
9. 8 or more

Q7. What is the ZIP code of your primary residence? Enter 5 digits.

Q8. Which of the following best describes your total annual household income? Select one. 

1. Under $30,000
2. $30,000 to $49,999
3. $50,000 to $74,999
4. $75,000 to $99,999
5. $100,000 to $149,999
6. $150,000 or more
7. Prefer not to answer

Conduct Customer Orientation Surveys with Drive Research

When it comes to developing marketing, sales, and advertising strategies to reach target consumers - do not rely on best guesses and assumptions. With customer orientation surveys, organizations are given data-driven insights directly from their target market. 

Drive Research is a full-service market research company, that specializes in customer surveys.

To receive a project quote or proposal, contact our team and tell us about your needs.

1. Message us on our website
2. Email us at [email protected]
3. Call us at 888-725-DATA
4. Text us at 315-303-2040

Emily Taylor

As a Senior Research Analyst, Emily is approaching a decade of experience in the market research industry and loves to challenge the status quo. She is a certified VoC professional with a passion for storytelling.

Learn more about Emily, here.