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10 min

8 types of questions to ask respondents in a London B2B survey

Explore 8 different categories of questions to ask in a London B2B survey

Jan 22, 2023
B2B market research

Introduction to a London B2B survey

The most important element of a successful London B2B survey is the questions you ask your respondents. Choosing the right questions can help you get actionable insights about your customers and prospects, but asking the wrong ones can lead to inaccurate data and unnecessary expenses. Fortunately, there are many different question types to choose from when creating surveys for business-to-business marketers, which means that with a little planning and experimentation, you'll be able to find the best fit for your business's needs. In this post we'll review eight popular types of questions used by B2B marketers in London:

1. Demographic questions

Demographic questions are good for understanding the profile of your respondents, as well as their context. They do this by asking about characteristics such as:

  • Age
  • Gender
  • Education level (e.g., high school, college)
  • Marital status (e.g., single, married)
  • Ethnicity (e.g., white, black, Hispanic)
  • Region of residence (e.g., New York City, California)
  • Income level

These are the most basic kinds of questions that you can ask in a London B2B survey. Sometimes, demographic questions can also serve as screeners. If you're interested in learning about screening questions, check out our blog post. Learn more about screeners in 3 types of questions to ask vetted respondents in a B2B survey for commercial due diligence.

2. Psychographic questions

Psychographic questions are based on a respondent's personality, values, and interests. Researchers use these questions to find out how people think and what motivates them.

Psychographic questions can help B2B marketers understand the mindset of their target audience by getting into the minds of B2B individual customers.

These questions are also useful for B2B marketers because they help you to identify your target audience more accurately. If you have a psychographic profile in place, then you can use it to segment the data of your customers and make more informed decisions about how best to engage them.

3. Product or brand preference questions in a London B2B survey

These are questions about a brand or product, not the company that sells it. They ask for the respondent's opinion on a specific brand or product rather than their opinion of the brand as a whole. These can be useful because they allow you to understand how your target market perceives the quality, value, and reputation of your particular area of interest.

These are similar to brand-specific questions, but they focus more specifically on one type of product within a category (for example accounting vs payroll software). This could provide valuable insight into different preferences within your industry, such as whether consumers prefer premium or regular products, or if there’s room for innovation in an already established market segment.

Product-specific questions can also help you understand why consumers choose one product over another. For example, if there’s a new product in the market that respondents consider a better alternative to what's already available, asking why respondents prefer it (or don't) will give you insight into how your target market makes purchasing decisions.

The next type of questions to ask in a London B2B survey are NPS and customer-experience-related questions. We recommend that you ask both NPS and customer experience questions, as they can provide complementary insights into how your target market feels about your brand. When combined with product-specific questions, these three types of questions paint a fuller picture of what B2B consumers need and want from your business.

4. Product usage or customer satisfaction questions in a London B2B survey

Let's look at the next type of question to ask in a London B2B survey: satisfaction measurement questions.

Q: How satisfied are you with your product?

This is a variation of the old A+B=C question, where A is what they think of your product and B is how they feel about it. In this case, C represents their satisfaction rating. You might be asking whether customers are satisfied with the overall experience or with specific features or functionality of your product.

This type of question can help you understand how well customers have received what you have to offer. Asking this at the start will help set any expectations for them so that if something changes later on, they won't be surprised by it. It also gives them an opportunity to voice any concerns they may have had before using your product in order for you as a company to improve upon these aspects.

As a follow-up question, you could ask customers what they would like to see in your product. This type of question can help you improve your product and make it more appealing to customers who have already used it.

How often do you use our product? This question can help you gauge how much value B2B customers are getting out of your product. If they say that they don't use it often, then it may mean that there is something lacking in your offering or they simply aren't interested in what you're selling.

You could also ask them if they would recommend the product to others. This will help you understand whether or not customers are satisfied with what your company offers and give you an idea of how well it is received by users of the product.

5. Needs and behaviour questions

Needs and behaviour questions are used to determine your respondent's needs. They help you identify the problems they face, what they are looking for and how they go about finding solutions.

We've all felt the need to ask these types of questions when we're working on a project or problem-solving something at work. For example: "What kind of  help do you think of when completing a task at work?" If someone responded with "I don't need any because I have good experience with this kind of project," that would tell you something important about their needs.

In general, there are two types of needs questions:

  • Open-ended: these allow respondents to share their thoughts freely without having any predefined response categories.
  • Closed-ended: these provide predetermined answers from which respondents can choose.

We'll explain both types of needs questions in more detail below.

An open-ended question can be answered in many ways, which is what makes them so powerful. For example, if you ask someone how they feel about your product right now, they might tell you something like "I'm frustrated," or "I love it." In this case, an open-ended question can help get honest answers from respondents. We'll also explore these types of questions in detail in our eighth category.

Closed-ended questions are more straightforward. When you ask someone “Do you like our product?” they don't need to think about what they want to say, because there is only one yes or no answer available.

6. Attitude questions

Attitude questions are used to measure how the respondent feels about a topic in a London B2B survey. With these, you can determine brand awareness, brand image, and brand preference.

For example: Do you think our product is an effective solution?

Which of the following best describes your feelings about our company?

  • How likely are you to purchase our product in the future?
  • What brand image comes to mind when you think of us?
  • How do you feel about our brand?
  • What does our product mean to you?
  • Tell us how you would describe our company in one word.
  • How important is the price to you when purchasing a product like ours?
  • How do you feel about our company?
  • What do you think of our product?
  • How would you describe our brand in one word?
  • How likely are you to purchase our product in the future?
  • What brand image comes to mind when thinking about us as a company?

7. Intent and satisfaction questions

This is a great place to start if your survey has more than 10 questions. You can use intent and satisfaction questions to determine if a customer is satisfied with the product or service that they received, as well as their likelihood of purchasing in the future.

  • What was your experience with our products or services? Did we meet your expectations? Was it easy to do business with us?
  • How likely are you to recommend our company to others? Why or why not?

For example, let's say you're running an online store and want feedback on how customers feel about the shipping process. Then you could ask the following types of questions to your B2C customers (end customers). Note: you could also ask the same type of questions to your suppliers and in that case, it would become a B2B survey.

1. How satisfied are you with our shipping process?

2. How likely are you to recommend our company to others?

3. What could we do better?

4. How satisfied were you with the product or service that you received?

5. How likely are you to purchase from us again in the future?

6. Could you please elaborate on the reason(s) why?

7. What could we do better?

8. How likely are you to recommend our company to others?

9. Why or why not?

8. Open-ended questions

Open-ended questions are those that ask respondents to write a response in the form of text, numbers, or symbols. They’re useful for getting more detailed information about a subject, and they can also be used to gather feedback and suggestions from your participants.

Open-ended questions can be used to gather qualitative data, that is, information that describes an emotional reaction or subjective experience. For example, if you wanted to know what people think about a particular topic (e.g., “Do you think that London is a good place for business?”), then an open-ended question would be ideal because it allows respondents complete freedom when providing their response.

Open-ended questions are excellent ways of gauging how customers feel about your brand and they can even encourage them to give positive reviews on social media!

Here are a few more examples of open-ended questions: “Please tell us what you think about our product.” “How do you feel about our new website design?” “What would it take for this company to earn five stars from you?”

If you want to get more specific, then closed-ended questions are the way to go. They’re useful for getting more detailed information about a subject, and they can also be used to gather feedback and suggestions from your participants. Closed-ended questions usually have a set of possible answers, which means that respondents are less likely to stray off-topic. Here is one example of a closed-ended question: “Do you think that London is a good place for business?” 

B2B marketers can use all kinds of different question types in a London B2B survey

B2B market researchers can use all kinds of different question types in a survey. There are many types of questions you can ask, including demographic questions and open-ended questions.

Demographic questions are great for learning about your customers as people, but they don't help you understand their needs or how to solve them. If you want to learn more about what your customers want and need, you should use open-ended questions instead. Open-ended questions let respondents answer the way they want (within reason), instead of giving them predetermined answers like demographic questions do.

Open-ended questions are more useful because they let you understand what your customers want and need. You don't have to guess why they do the things they do; instead, you can ask them directly and get answers that are more accurate than the ones they'd give if you asked demographic questions instead.

An open-ended question will give you a lot more information than a demographic question. You can use this information to better understand your customers and their needs.

One final thing to note would be that the types of questions you ask in a London B2B survey will heavily depend on the subject matter of your research.

Final thoughts on a London B2B survey

If you’ve read this far, it means you’re probably interested in B2B marketing. If so, we hope you found the information here useful and enlightening. You should now know a little more about how to use surveys as part of your business strategy and maybe even have some ideas on what types of questions might be best for your next survey! However, if you're out of ideas, don't worry. Contact us here to see how we can help you with a London B2B survey.

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