Knowing which questions exist is one thing. Knowing how they actually come together into a working questionnaire, in what order, with what response format, for what specific research goal, is a different, more practical problem. This page is organised around that second question: twelve research objectives, five questions each, and four fully assembled mini-templates showing exactly what a real questionnaire looks like once it's built.

Quick Answer

What are sample questionnaire questions?

Sample questionnaire questions are example questions grouped by research objective, customer feedback, market research, product research, brand research, and more, showing not just what to ask but how those questions work together as a complete instrument. For the full, broader question library organised purely by topic, see questions to put on a questionnaire.

Introduction

This page covers 60 questions across twelve research goals, what each group of questions actually helps you learn, and four complete, ready-to-use mini-templates you can adapt directly. If you need a broader question bank spanning even more objectives, questions to put on a questionnaire covers that ground; this page is specifically about assembling questions into a working instrument.

60 Sample Questionnaire Questions by Research Goal

1. Customer Feedback Questionnaire

1. How was your overall experience with us?
2. How satisfied were you, overall?
3. Did the experience meet your expectations?
4. How would you rate the quality of service you received?
5. What could we improve?

What these questions help you learn: a general read on the customer's experience end to end, useful as a standing pulse-check rather than a deep diagnostic.

2. Customer Satisfaction Questionnaire

1. How satisfied are you with the product or service?
2. How easy was it to get what you needed?
3. How would you rate your experience with our support team?
4. Was your issue resolved to your satisfaction?
5. How likely are you to use us again?

What these questions help you learn: whether a specific interaction actually delivered, useful immediately after a support ticket, purchase, or service touchpoint.

3. Market Research Questionnaire

1. How often do you use products in this category?
2. Where do you typically purchase this type of product?
3. What matters most to you when choosing a product in this category?
4. Which other brands do you consider?
5. What's the biggest problem you still face in this category?

What these questions help you learn: category-level behaviour, purchase drivers, competitive consideration, and unmet needs, the context a brand-specific study needs before it can be properly designed.

4. Product Research Questionnaire

1. Have you used this product before?
2. How easy is the product to use?
3. Which feature do you use most?
4. How would you rate the product's overall value?
5. What would you change about the product?

What these questions help you learn: how the product is actually performing for real users, distinct from category-level or brand-level perception.

5. Brand Research Questionnaire

1. Have you heard of this brand?
2. How familiar are you with this brand?
3. Would you consider purchasing from this brand?
4. How trustworthy do you consider this brand?
5. How would you describe this brand in a few words?

What these questions help you learn: where the brand sits in the consumer's mind, awareness, familiarity, consideration, and trust, each a genuinely different stage.

6. Consumer Behaviour Questionnaire

1. How often do you buy this type of product?
2. What usually triggers a purchase?
3. What factors most influence your final decision?
4. Where do you go to research products before buying?
5. Have you ever switched away from a brand you regularly used? Why?

What these questions help you learn: the shape of the actual decision process, not just the outcome of it.

7. Purchase Intent Questionnaire

1. How likely are you to purchase this product?
2. Are you currently considering this purchase?
3. When are you planning to make this purchase?
4. What would stop you from buying?
5. What alternative would you consider instead?

What these questions help you learn: how close a respondent actually is to converting, and what specifically stands in the way.

8. Pricing Questionnaire

1. How would you rate the price for what you get?
2. Does this product offer good value for money?
3. At what price would this feel too expensive?
4. How sensitive are you to price changes in this category?
5. Would you purchase at the current price?

What these questions help you learn: where the real price ceiling and value perception sit, distinct from what a respondent might say they'd "like" to pay.

9. Advertising and Campaign Questionnaire

1. Have you seen this advertisement before?
2. What do you remember most about it?
3. How appealing did you find the advertisement?
4. How relevant did the message feel to you?
5. Did the advertisement make you more likely to purchase?

What these questions help you learn: whether a specific campaign is actually landing, recall, appeal, relevance, and purchase influence measured separately.

10. Demographic Questionnaire

1. Which age group do you belong to?
2. Which city or region do you live in?
3. What is your current employment status?
4. What is your household size?
5. How often do you purchase products in this category?

For the full deep dive on demographic wording specifically, see age survey questions.

What these questions help you learn: who's actually answering, the context every other section needs to be interpreted correctly.

11. Concept Testing Questionnaire

1. How appealing is this concept?
2. How relevant is this concept to your needs?
3. How unique does this concept feel compared to what's already available?
4. How useful would this be to you?
5. How likely would you be to purchase this if it launched?

What these questions help you learn: whether an idea is worth building, before any real product investment happens.

12. Open-Ended Research Questions

1. What's the biggest challenge you face in this category?
2. What frustrates you most about current options?
3. What's missing that you wish existed?
4. What would you improve first?
5. Is there anything else you think we should know?

What these questions help you learn: whatever you didn't think to ask, unexpected motivations, language, and framing a closed-ended question structurally can't surface. For the full explanation of open vs closed formats and when each is right, see closed-ended questions in research.

Four Ready-to-Use Mini Questionnaire Templates

Template 1: Customer Feedback Questionnaire

1. How satisfied were you with your overall experience? (Very dissatisfied / Dissatisfied / Neutral / Satisfied / Very satisfied)
2. Did the experience meet your expectations? (Yes / No)
3. What did you like most about your experience? (Open response)
4. What could we improve? (Open response)

Use this questionnaire when: measuring post-purchase or post-interaction customer experience.

Template 2: Market Research Questionnaire

1. How often do you use products in this category? (Multiple choice: frequency scale)
2. Which brands do you currently consider? (Multiple response)
3. What matters most to you when choosing a product? (Ranking)
4. What's the biggest unmet need you have in this category? (Open response)

Use this questionnaire when: scoping a category before designing brand-specific research.

Template 3: Product Research Questionnaire

1. Have you used this product before? (Yes / No)
2. How easy was the product to use? (Rating scale)
3. Which feature do you use most? (Multiple choice)
4. What would you change about the product? (Open response)

Use this questionnaire when: evaluating how an existing product is actually performing for real users.

Template 4: Brand Research Questionnaire

1. Have you heard of this brand? (Yes / No)
2. How familiar are you with it? (Rating scale)
3. How trustworthy do you consider this brand? (Rating scale)
4. Would you consider purchasing from it? (Yes / No)

Use this questionnaire when: establishing baseline brand awareness, familiarity, and consideration.

Each of these templates uses a deliberate mix of question types, for the full reasoning behind matching format to purpose, see types of questions in a questionnaire, and for keeping every question in a template genuinely clear, see simple survey questions.

What Should a Sample Questionnaire Include?

At minimum: a clear research objective driving question selection, a mix of question types matched to what each question needs to measure, demographic questions placed to support segmentation without dominating the survey, and, where relevant, at least one open-ended question to catch what the closed-ended questions didn't anticipate.

How Many Questions Should a Questionnaire Have?

Fewer than most first drafts assume. Each of the four templates above uses just four questions and still covers a complete research objective. A longer questionnaire isn't automatically more useful, completion rate drops meaningfully as length increases, and a focused four-to-eight question instrument built around one clear objective consistently outperforms a sprawling one covering several objectives at once.

What Makes a Good Questionnaire Question?

The same five qualities that define any well-written survey question: clear, specific, relevant to the objective, easy to answer without excessive effort, and neutrally worded. The full breakdown of this framework, including common failures, lives in simple survey questions and confusing survey questions.

PulseAI Research Insight

A questionnaire built question-by-question, without a clear objective driving the selection, tends to produce data that's technically collected correctly and still doesn't answer the actual business question. The templates above work specifically because every question in each one serves the same stated goal, nothing included just because it seemed generally useful.

PulseAI Research builds every study around this same discipline, on Smytten's network of 30M+ active Indian consumers:

• Objective-first questionnaire design: Every question included has to earn its place against the specific research goal, not just seem broadly relevant
• Templates adapted, not reinvented, per study: Proven question structures like those above are adapted to each brand's specific category rather than built from scratch each time
• Fast turnaround without sacrificing objective clarity: Full studies built around a focused, purpose-built questionnaire delivered in 72 hours

Related Concepts

• Questions to Put on a Questionnaire: The broader question library, organised by topic rather than assembled into templates
• 15 Types of Questions in a Questionnaire: The format and purpose classification behind the question mix in each template above
• 50 Simple Survey Questions: How to keep every question in a template genuinely clear
• 25 Dichotomous Survey Questions: The Yes/No questions used throughout these templates, in full depth
• 25 Age Survey Questions: The demographic questionnaire section, expanded
• 30 Typical Questionnaire Questions: Why researchers ask each recurring question type, and what it's specifically designed to reveal

FAQs

1. What are sample questionnaire questions?

Example questions organised by research objective, customer feedback, market research, product research, brand research, and more, showing how individual questions combine into a complete, working questionnaire rather than a flat list.

2. What should a sample questionnaire include?

A clear research objective, a deliberate mix of question types matched to that objective, demographic questions placed to support segmentation, and at least one open-ended question to catch what closed questions can't anticipate.

3. How do you write questions for a questionnaire?

Start from the specific research objective, choose the question type (open, closed, rating, ranking) that best serves each specific piece of information needed, and check every question against clarity, specificity, relevance, ease of answering, and neutrality.

4. What questions should a research questionnaire contain?

Depends entirely on the objective: market research needs category and competitive questions, product research needs usage and feature questions, brand research needs awareness and trust questions, each requiring a genuinely different question set, not one universal template.

5. How many questions should a questionnaire have?

Fewer than most people assume. A focused questionnaire of four to eight questions built around one clear objective, like the templates on this page, consistently outperforms a longer one covering multiple objectives at once.

6. What makes a good questionnaire question?

Five qualities: it's clear, specific, relevant to the research objective, easy to answer without excessive effort, and worded neutrally without pushing the respondent toward a particular answer.

Explore PulseAI Research

Explore PulseAI Research's approach to objective-first questionnaire design across categories in the PulseAI Research report library.