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5 min

Everything you need to know about a B2C survey

The ultimate guide to a B2C survey

Sep 30, 2022
B2C market research

Introduction to a B2C survey

Whether you're a marketer, a business owner, or just someone who wants to understand your customers better, surveys are a great way to gather feedback. A B2C survey can also help inform business decisions. For instance, an article published by TOI talks about how to win back customers through the use of surveys. 

The problem is that many people don't know where to start with creating and running a survey. It takes time and effort—but following these simple steps will help ensure that the results of your B2C survey are as useful as possible.

Define your goals

Before you start your survey, it's important to define your goals. Usually, you don't have a clear idea of what question you're trying to answer or what result you're looking for. This can be difficult to get any useful insights from the survey results.

Defining your goals before starting the survey helps ensure that you only ask questions that are relevant. You should also ensure that the surveys make sense for your project. The more specific and concrete your goal is, the better off you'll be. Even just writing down something like "I want people who use our product/service" may seem vague. Focused statements such as "I want to understand why users stop using our service" sound better.

Create your target audience

  • Identify your target audience.
  • Examine the different types of people that might be interested in your B2C survey.
  • Choose the different types of people you want to be excluded from your B2C survey.
  • Consider the different kinds of people you want to be included in your survey, and make sure they know how they can take part!

Once you’ve determined who your survey should and shouldn’t target, it’s time to think about the questions themselves. Asking simple, straightforward questions is always a good idea—and it can also make your survey easier for respondents to take part in.

Determine the type of B2C survey you want to run

It's important to determine the type of B2C survey you want to run. An open-ended survey allows participants to answer questions in any way they choose. Closed-ended surveys give respondents a list of possible answers from which they can choose one or more options; this type is better for quantitative research because it helps provide numerical data and analysis. However, it may not yield as much qualitative information (like what participants really meant when they said “I prefer the colour blue”).

Surveys can also be either qualitative or quantitative; these terms refer to how answers are collected and analysed. Quantitative surveys involve collecting data through numbers and statistics that can be analysed through statistics software such as SPSS, while qualitative research includes text-based responses such as written comments or video recordings of people talking about their experiences with a product or service.

Decide on the survey distribution method

You’ll need to decide on the survey distribution method. This will depend on your budget, the number of people you want to reach, and what kind of results you’re looking for. The three main choices are:

  • Mail out the survey by post or courier
  • Emailing it directly from your website (if it has a large enough audience)
  • Running an online campaign using social media platforms such as Facebook, Twitter, and Instagram

Think about the appropriate length for your B2C survey

The length of your survey will depend on the topic being discussed and the type of survey you are running. For example, a simple question such as “Rate this product” may take less than a minute to answer. But an open-ended question that asks customers to describe their experience with your product can be more time-consuming.

In addition, if you are surveying potential customers who are familiar with your brand or services and have been using them for years (e.g., with repeat buyers), then asking them about their experiences over time will likely reveal much more interesting insights than if you ask new users who have just started using it recently.

Develop your questions

The questions you ask in your survey are the key to its success. Your goal is to gain insight into what your customers think and feel while they're using your product or service, so make sure they're clear, concise, and relevant to the topic at hand. You'll also want to make sure that your questions aren't leading or biased, as this will skew the results of your survey.

Finally (and this is an important one), be careful not to ask for too much information in each question. It's better if you have a few short surveys rather than one long one!

Incentivise respondents (or not)

Many B2C survey platforms offer incentives to respondents. This can be a good way to get people to participate. Here are some ways you can incentivise your respondents:

  • Offer rewards for participation. You can offer rewards in the form of a discount on your products or services, and gift cards for popular stores. Or even just thank-you notes from brand representatives. The incentive doesn’t have to be expensive; it just needs to show that you appreciate their time and effort!
  • Choose which type of incentive is right for your audience. While choosing the type of incentive, keep in mind the age group of your audience. You should also consider local laws while providing incentives. If gif cards or vouchers can be given, consider customising your incentives.

Run a pilot test

Before you send out your B2C survey, make sure that the questions are working properly and that the layout of the questionnaire is in order. Running a pilot test will help you to identify any problems with the survey before it goes live. If you do not have enough time to run a pilot test, then make sure that you allow enough time for testing when developing your survey. You should also ensure that there is enough time between sending out your survey and when it closes so that if issues arise from user testing, these can be fixed before results are collected and analysed.

Once you have tested your B2C survey and made any changes, it’s time to get it out there. You will need to decide where you want to send the survey and how many people you want to send it to. As well as selecting an appropriate sample size for your research objectives, you may also want to consider the demographics of those that respond.

Analyse the results, and use them to make better decisions

Answering your customer’s questions is the first step in understanding their needs and developing a product or service that meets those needs. The next step is to use that information to actually make changes.

By analysing the results of your surveys, you can learn not only what your customers want, but also why they want it. This can help inform decisions about future products and services, marketing campaigns, pricing models, and distribution channels. It can also be about how to improve existing offerings.

Surveys are an essential tool for understanding your customers and building better products, but they can be intimidating to set up and execute. There’s a lot of legwork involved in designing your survey, getting users to take it, and analysing the results. Additionally, that’s not even including the time you need to spend actually making changes based on those results.

If you’re not an expert in survey design, or if you don’t have time to create and analyse a survey yourself, that’s where we come in. We help companies like yours understand their customers through surveys that actually work! Please drop us an email at sales@grape-data.com for more information.

You'll be able to create a successful B2C consumer survey if you follow these steps

Your survey's success is dependent on your ability to clearly outline your goals and objectives. For example, if you're trying to improve sales of your product, then you'll want to create a survey that addresses why customers might be hesitant. Buying decisions can be difficult to track, in general. This type of information will help guide you toward a successful conclusion with actionable insights for future marketing campaigns.

Before developing the survey itself, it's important to decide on an appropriate distribution method. You should also determine how long the survey should be. Surveys that are too short or too long can negatively affect response rates. This is because they become tedious or boring for respondents.

When writing questions in your B2C consumer survey, make sure they're easy to understand, concise, and relevant (see above). You can find plenty of examples online or look at other companies' surveys for ideas!

When developing a B2C consumer survey, it's important to keep in mind that your target audience may be different than the one you're used to. If you're creating a survey for customers of your company, then you have more freedom in terms of the language and format. However, if this is a brand new product or service offering, then there might be some hesitancy on behalf of respondents. This is because they don't know what exactly they're getting into yet. 


Whether you’re a marketer who wants to understand what makes your customers tick or how other people come to their decisions, surveys are a great way to get answers. They can help you make data-driven decisions and improve your business in the long run. Plus, they don’t have to be complicated! Just follow these steps and you’ll be on your way in no time.

If you want to find help on B2C survey, check out our article linked here. We’re here to help you with your B2C survey needs!

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