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Product Sample Questionnaire

When developing or launching a product, it is essential to understand consumer preferences and expectations. Learning what people think of your brand, your products, and your services can be extremely helpful in marketing them correctly.

Product sample questionnaires are a powerful tool to do just that, providing valuable insights into consumer behaviour, preferences and feedback. However, it is important that you carefully structure and select your questions, ensuring that you can reach your goals. Most valuable feedback comes from clear questions and well-thought questions.

This article will cover the importance of product sample questionnaires and explain how you can gather meaningful data from your target audience.

What Is a Product Sample Questionnaire?

A product sample questionnaire is a structured survey or set of questions designed to gather data and feedback from customers who have used or experienced a product. This approach typically involves providing consumers with samples of a product and then asking them to share their opinions, preferences, and feedback based on their experience.

Product sample questionnaires can be used in various stages of the product development process, from concept testing to post-launch evaluations. They are commonly used by marketers, product developers, and researchers to collect data and insights that can inform product improvements, marketing strategies, and business decisions.

You can also create a questionnaire to send to customers before distributing a sample, learning their preferences, interests and expectations before sending a product. This type of questionnaire can lead to a more cost-effective campaign, reaching out only to customers who have shown interest in your product.

Best Practices for Product Sample Questionnaire

Questionnaires or surveys can be sent to a large number of customers, helping brands gather feedback from more people when compared to in-person interviews. However, since customers have to answer them freely, with no guidance, questions must be carefully crafted.

A well-designed questionnaire should be clear, concise, and focused on specific goals. It may include multiple-choice or open-ended questions, and rating scales, covering various aspects of the product, such as its features, usability, packaging, and pricing. It can also cover customers’ experience with the item, rating levels of satisfaction or the likelihood of purchasing or recommending the product.

Here’s what you should keep in mind when developing your product sample questionnaire:

Define your research objectives

Clearly outline the purpose and goals of your research. What do you want to learn or achieve with your questionnaire? Understanding your research objectives will help you create relevant and focused questions that align with your goals.

Keep it concise

Avoid lengthy questions that may be burdensome for participants to reach the end of your questionnaire. Keep them concise and to the point, focusing on the most important questions that will provide you with the necessary insights.

Use clear and simple language

Ensure that your questions are written in a clear and easy-to-understand language. Avoid jargon, technical terms, or complex words that may confuse or intimate participants.

Your questions must be straightforward, encouraging people to answer them accurately and with meaningful responses.

Use a mix of question types

Include a variety of question types, such as multiple-choice, rating scales, and open-ended questions, to gather different types of data.

Closed-ended questions provide quantifiable data, while open-ended questions allow participants to express their opinions in their own words.

Avoid leading or biased questions

Be mindful of the wording of your questions to avoid influencing participants’ responses.

Pilot test your questionnaire

Before launching your product sample questionnaire, conduct a pilot test with a small group of participants to identify any potential issues or areas for improvement. This can help you refine your questions.

Consider skip logic or branching

Skip logic or branching is a technique in which subsequent questions are based on respondents’ previous answers. With this approach, you can customise the survey experience of each respondent, showing them only relevant questions. This can help streamline the survey and make it more engaging for participants.

Ensure confidentiality and privacy

Clearly communicate to participants that their responses will be kept confidential and their privacy will be protected. This can encourage honest and candid responses.

Test for technical issues

If your product sample questionnaire is administered online, test for any technical issues, such as broken links or formatting errors, to ensure a smooth and error-free experience for participants.

Questionnaires Prior to Sample Distribution

Before sending a sample, companies may choose to send customers a questionnaire to gather information about preferences, needs, or specifications. This may lead to product customization and a more targeted marketing campaign.

For example, when sending skincare or makeup products, companies may want to know the customer’s skin type, concerns, preferred shade or preferences. Customers will then receive a sample that is much better suited for their needs. Asking about similar products customers have received in the past can also offer some insight into what sample they would like to receive.

Sending product samples can be costly. By collecting information beforehand, companies can ensure that samples are sent only to customers who are more likely to be interested in the product, reducing wastage and optimizing resources.

Questionnaires can also help businesses comply with legal requirements. For example, certain products may have age restrictions and health or safety regulations.

What questions to ask prior sending samples?

The questions you ask customers before sending samples will depend on your product and your goals. As discussed, these questionnaires can help companies understand customer preferences, needs, and expectations, which can guide their product sampling strategy.

Product preferences

Questions such as “what type of products are you interested in trying” will help companies determine the specific products customers would like to sample.

Usage scenario

Questions about how customers plan to use the product can influence the type and quantity of samples to send. People can plan to use a sample during a trip, test the product for a month, or just be curious about potential allergic reactions. Information on this will help companies guide their marketing strategies.


Asking customers about their age, gender, location, and other demographic information helps companies understand how their products fall into each demographic target.

Allergies or dietary restrictions

Questions such as “do you have any known allergies” help companies ensure that samples do not cause any adverse reactions or violate dietary restrictions, ensuring customer safety and satisfaction.

Questions to Include in Product Sample Questionnaires

Once samples have been sent, product sample questionnaires can provide invaluable insight into what customers think of your product and the likelihood of making a purchase.

Questions in product sample surveys should be straightforward and easy to answer. They will depend on your company’s goals and what you are trying to assess. Still, it is important to keep them simple, encouraging people to give honest feedback.

Here are some questions you can include in your questionnaire:

Have you used the product before?

This question will help you understand the familiarity of customers with your product. If people have used the product before, they might have a pre-conceived idea of how it works.

How did you hear about the product?

Asking customers to explain how they came across your product will make clear how effective your marketing campaign is.

This question also gives you information on consumer behaviour.

What motivated you to try the product?

One of the goals of product sample questionnaires is to identify how to sell your product better. This question will give you an idea of what attracts consumers and what features are more appealing.

On a scale of 1 to 10, how satisfied are you with the product?

Give your customers the opportunity to give quick answers. Using a scale or multiple choice will optimise responses.

What do you like the most about the product?

Questionnaires are an opportunity to understand the best features of your product and identify what encourages people to buy it.

What do you dislike, if anything, about the product?

You must ask difficult questions if you want honest feedback and opportunities to grow and improve. Ask people to think about what can be better in your product.

How easy was it to use the product?

Usability is also a factor to consider, encouraging consumers to share their opinions on how difficult or easy it was to use your product.

Did the product meet your expectations?

A crucial aspect of the success of a product is if it meets expectations. Ask customers about their experience and encourage them to give their reasons for the answer.

Would you recommend the product to others?

People who are happy with a product will recommend it to friends and family. Asking this question will help you identify if customers really like what you sell.

How likely are you to purchase the product in the future?

When sending samples, it is important to measure how likely people are to make purchases. You can ask this question using a scale model.

Did the packaging of the product attract your attention?

The packaging is also part of what attracts customers to your product. Make sure your questionnaire includes questions about that to assess what can improve or change.

Did you encounter any issues or challenges while using the product? If yes, please explain.

The questionnaire is an opportunity for customers to explain any issue they might have with your product, giving you the opportunity to make the necessary changes for a more successful launch.

What other products or brands have you used that are similar to this product? How does it compare?

You can use the questionnaire as an opportunity to assess how customers perceive your brand in relation to competitors, identifying marketing possibilities or challenges.

The product is helpful. Agree or disagree?

You can simplify and optimise questions and answers with an agree/disagree format, assessing if your product claims are effective.

What characteristics are true about this product?

Give a list of options describing your product and ask customers to choose the ones that are the best definition of the item. This will help you understand how to sell your product and promote your brand.

Explain how you use this product

Encourage people to explain the step by step of using your product. This will help you assess when the product is most often used or what challenges people might face when using it.

How to utilise customer feedback

The questions listed above will help you gather a significant amount of information from your customers. This is the goal of a product sample questionnaire. But what can you do with the information you collected? How to move forward with the feedback?

Review and organise the data

Review the responses collected and organise them for analysis. Use the appropriate techniques to make it easier to interpret the information you have. This may include calculating averages and percentages, identifying patterns, trends, and relationships in the data.

Interpret the results and look for key findings

Look for common themes that emerge from the feedback. This can provide valuable insights into consumer preferences, perceptions, and behaviours. This will help you guide business decisions, finding opportunities for improvement.

Take action

Develop an action plan to capitalise on opportunities. This may involve making changes to the product, adjusting marketing strategies, or refining business decisions.

Continue monitoring

Monitor the impact of your actions and continue researching your customers to understand the effectiveness of your changes.

Final thoughts

Product sample questionnaires play a crucial role in market research and product development. They provide valuable insights into consumer preferences and behaviour, which can lead to more informed business decisions.

To do that, questionnaires need to be carefully crafted and designed according to the company’s goals and objectives. It is important to keep questions short and clear, increasing the chances of helpful answers.

When distributing samples and designing questionnaires, Odore can be an ally to your company. Our experience with product samples and customer research will help guide your decisions and marketing campaigns. Contact us to learn more.

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