What are Market and Customer Profiling Surveys?

When it comes to our customers, businesses are often left wondering about key aspects of their demographics, buying behaviors, pain points, and more. 

Can you confidently answer simple questions such as:

• Who are your customers?
• Who aren’t your customers?
• What makes your customers different from non-customers? 

If not, it is time your company conducts market and customer profiling surveys. 

Luckily, the name does a great job at describing what this type of survey is, but there is a lot more to discuss.

The following post describes the definition, benefits, process, and a few example questions of market and customer profiling surveys. 

Definition of Market and Customer Profiling Surveys

Market and customer profiling surveys provide an assessment and characteristics needed to create future strategies and decision-making. 

Oftentimes, the goals and objectives of a market and customer profiling survey are fine-tuned based on the unique needs of the end-client. 

A market and customer profiling survey typically includes 25 to 35 questions, which can take respondents 5 to 8 minutes to complete. 

The profiles created through the market and customer profiling survey typically assess who customers and competitors are. 

When answering who customers are, this may include: 

• Demographics
• Awareness of industry brands
• Shared attitudes, beliefs, and values

With this insight, market research companies like Drive Research can separate audiences with high interest from those with little to no interest.

Additionally, profiling the market typically involves measuring top-of-mind awareness, aided awareness, and perceptions of brands within a particular market.  

Benefits of Market and Customer Profiling Surveys

Market and customer profiling surveys give an inside look at critical competitors and types of consumers to target for the highest return on investment (ROI). 

Rather than taking a guess or focusing on what has worked in the past, this research will provide answers about the competitive and consumer landscape straight from the minds of customers. 

The way a marketer, or any employee, assesses their market or target consumer typically has bias due to assumptions being made. 

Market research cuts through bias and provides reliable, factual information about the market and how to target consumers.

Recommended Reading: 5 Types of Bias in Market Research

Process of Market and Customer Profiling Surveys

The process for a market and customer profiling survey mimics the process of most market research. 

The steps of a market and customer profiling survey with a third-party includes: 

• A signed proposal
• A project kickoff meeting
• Survey design
• Fieldwork
• Reporting
• Debrief meeting

It’s important to note most of the setup for a market and customer profiling survey occurs during the proposal phase. 

During the proposal phase the goals and objectives of the study, timeline, type of reporting needed, and more are defined based on the client’s needs.

Lastly, the report for a market and customer profiling survey typically includes: 

• A background and methodology of the study
• A themed executive summary
• Recommendations
• Personas
• An appendix of charts and graphs

Recommended Reading: Breaking Down a Market Research Report into 6 Pieces

Market and Customer Profiling Survey Example Questions

Here are a few examples of questions that could be included in a market and customer profiling survey. 

Q1. Which of the following factors are most important when deciding to make a [example industry] purchase? Select up to 3. 

1. Example factor 1
2. Example factor 2
3. Example factor 3
4. Example factor 4
5. Example factor 5
6. Other (Please specify)

Q2. Thinking about [example industry], what brand name comes to mind first? Enter your response below.

Q3. Which of the following [example industry] are you aware of? Select all that apply. 

1. Example brand 1
2. Example brand 2
3. Example brand 3
4. Example brand 4
5. Example brand 5
6. Other (Please specify)
7. None of the above

Q4. Based on your knowledge, what is your perception of each of the following? Select a rating for each. 

Q5. Explain why you rated your perception of [insert brand name] as [insert rating]. Enter your response below.

Q6. Which of the following best describes your age? 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

Q7. Which of the following best applies to you? Select one.

1. Male
2. Female
3. Non-binary
4. Other

Q8. 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

Q9. Which of the following best applies to you? Select all that apply.

1. American Indian/Alaska Native
2. Asian
3. Black/African-American
4. Hispanic/Latino
5. Native Hawaiian or Other Pacific Islander
6. White
7. Other

Q10. What is the ZIP code of your primary residence? Enter 5 digits.

Q11. 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

Conduct Market and Customer Profiling Surveys with Drive Research

Drive Research, a national market research company, is ready to partner with your organization on market and customer profiling surveys.

Our team of senior market research professionals has 30+ years of experience.

We help companies from across the country deliver high-level consumer insights in order to drive sales and marketing strategies forward.

Ready to start your project? Contact our team below.

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.