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Customer Development Survey

Are you sure you know exactly what your customers want? Check your ideas and compare them to the reality with simple survey.

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Customer development is the cornerstone of successful business growth.

It’s a systematic process that involves understanding your target audience, identifying their needs, and tailoring your products or services to meet them. In this digital age, surveys are among the most effective ways to track and gather insights for customer development.

In this comprehensive guide, we’ll explore customer development, how to use surveys to follow it, the key questions to ask, and what a customer development survey template should look like.

What is Customer Development?

Customer development is a methodology popularized by entrepreneurs like Steve Blank and Eric Ries in their respective books, “The Four Steps to the Epiphany” and “The Lean Startup.”

It’s a framework that focuses on understanding your customers deeply before building or scaling your product or service. The core idea is to get out of the building and engage directly with potential and existing customers to validate assumptions, gather insights, and refine your offerings.

At its heart, customer development involves four steps:

  • Customer Discovery:

Identifying and defining your target audience.

  • Customer Validation:

Testing and validating your assumptions about customer needs and pain points.

  • Customer Creation:

Creating and refining your product or service based on validated customer feedback.

  • Company Building:

Scaling and growing your business while continuously learning from your customers.

Gathering Customer Feedback with Survey Responses

Tracking customer development is an ongoing process, and surveys are invaluable tools for collecting data and feedback from your target market. Surveys can be conducted through various channels, such as online forms, email questionnaires, or even phone interviews.

Here’s a step-by-step guide on how to effectively track customer opinions with surveys:

Step 1: Define Your Objectives

Before you create a survey, it’s essential to clarify your objectives. What specific insights or information are you looking to gather? Are you focusing on product feedback, customer satisfaction, or market research? Defining your goals will guide your survey design.

Step 2: Design Your Survey

  • Choose the Right Type: Decide whether you’ll use online surveys, email questionnaires, or other methods. Online surveys, conducted through platforms like Google Forms or SurveyMonkey, are convenient for participants and offer easy data collection and analysis.
  • Craft Clear and Concise Questions: Ensure your questions are clear, concise, and relevant to your objectives. Avoid leading questions that may bias responses.
  • Include a Mix of Question Types: Use a combination of closed-ended (multiple-choice, rating scales) and open-ended questions to gather both quantitative and qualitative data.
  • Consider the User Experience: Make the survey visually appealing and easy to navigate. Use logical question flow and keep it as brief as possible to encourage participation.

Step 3: Distribute Your Survey

  • Choose the Right Audience: Target your survey to the specific audience you want to gather insights from. Use customer segmentation to ensure relevance.
  • Use Multiple Channels: Employ various channels to distribute your survey, such as email, social media, or your website. This increases the reach and participation rate.
  • Incentivize Participation: Consider offering incentives like discounts, free trials, or gift cards to encourage participation.

Step 4: Collect and Analyze Data

  • Monitor Responses: Keep track of survey responses in real-time. Most survey platforms provide tools for data analysis and visualization.
  • Segment Data: Analyze responses based on different demographics or customer segments to identify patterns and trends.
  • Identify Key Insights: Look for common themes or pain points that emerge from the data.
  • Act on Insights: Use the survey results to inform your decision-making process. Make necessary adjustments to your product, service, or marketing strategy based on the feedback received.

Customer Development Questions to Ask

The questions you ask in your customer development survey are critical to obtaining meaningful insights. Here are some key categories of questions to consider:

Demographics: Gather basic information about your respondents, such as age, gender, location, and occupation. This helps you understand your target audience better.

Customer Pain Points: Ask about the challenges and pain points your customers face. What problems are they trying to solve, and how does your product or service address these issues?

Product Feedback: Inquire about their experience with your product or service. What do they like or dislike? What features or improvements do they suggest?

Competitor Analysis: Find out which competitors your customers are using or considering. What do they like about your competitors, and what sets you apart?

Satisfaction and Loyalty: Measure customer satisfaction and loyalty with questions like Net Promoter Score (NPS) or satisfaction rating scales.

Future Needs: Explore their future needs and expectations. How can you enhance your offerings to meet their evolving requirements?

Open-Ended Questions: Include open-ended questions that allow customers to provide detailed feedback and insights in their own words.

What Does a Customer Development Survey Template Look Like?

Creating a customer development survey template is essential for marketing and product teams to gather valuable user feedback. Here’s a basic template structure to get you started:


  • Briefly explain the purpose of the survey.
  • Assure respondents of data confidentiality.
  • Provide an estimate of the time required to complete the survey.


  • Age:
  • Gender:
  • Location:
  • Occupation:

Customer Pain Points

  • What challenges do you face in [relevant industry or context]?
  • How do these challenges affect your daily life or work?

Product Feedback

  • On a scale of 1 to 10, how satisfied are you with our product/service?
  • What features do you find most valuable in our product/service?
  • Is there anything you would like to see improved or added to our product/service?

Competitor Analysis

  • Are you currently using any competing products/services?
  • What do you like about our competitors’ offerings?
  • What made you choose our product/service over others?

Satisfaction and Loyalty

  • On a scale of 0 to 10, how likely are you to recommend our product/service to others (NPS)?
  • What can we do to improve your experience with our product/service?

Future Needs

  • What additional features or services would you like to see from us in the future?
  • How can we better meet your needs in the long term?

Open-Ended Questions

  • Is there anything else you’d like to share about your experience with our product/service?
  • Any suggestions or comments you’d like to add?

Handful tip: Gathering survey data is just the beginning. To unlock the full potential of customer development surveys, you must analyze the results and take action.

Improve Customer Experience with Survey Software

In the dynamic landscape of business, the role of customer development surveys extends far beyond mere data collection. They serve as beacons guiding your product development process, illuminating the path toward customer loyalty and enriching the overall customer journey.

The insights gained from these surveys have the potential to revolutionize your product development process. By heeding the voice of your customers, addressing pain points, and implementing suggested enhancements, you can sculpt offerings that resonate more deeply with your target audience.

Create Your Free Startquestion Account to Gather Insights

We have been trusted by over 5,000 clients:

We are recommended by:

We use Startquestion surveys to collect satisfaction metrics such as Net Promoter Score, measure our processes’ ease of use, and conduct UX research. The collected data allows us to set priorities for changes. At this point, it fully meets our needs, and what’s more – we are trying out more advanced applications, such as an integration with the transaction system. We recommend Startquestion as a user-friendly and flexible tool.


Krzysztof Gabruk

Customer Experience Chapter Leader at Santander Bank Poland

At our organization, we utilize Startquestion for more than just candidate experience and onboarding surveys. We also research training, internal meetings, and collaboration between recruiters and managers. The tool is user-friendly and straightforward to use. Over the past few months, we have considerably enhanced our ability to gather employee feedback.

Wiktoria Wolszczak

Recruitment Specialist at OBI

The key to the success of the Voice of Customer project is integrating the client’s internal systems with the online research software. The first experience with this survey software was so encouraging that Medicover Poland decided to transfer all the conducted research to the Startquestion platform.


Beata Dąbrowska

Coordinator of Market Research and Analysis at Medicover Poland