1. How familiar are you with the product?

(extremely, somewhat, or not familiar

at all)
2. Overall how satisfied are you with the product? (Use a numeric or satisfaction
scale)
3. What is your impression of the product? (Use a numeric or favorable scale)
4. What specific features of the product impressed you?
5. What features of the product disappointed you?
6. How likely are you to purchase this product? (Use a numeric or degree of
likelihood scale)
7. How likely would you be to recommend this product to a family member or
friend? (Use a numeric or degree of likelihood scale)
8. If you would recommend this product, what would you say to convince your
best friend to purchase this product?
9. If you would not recommend this product, what would you say to convince
your best friend not to buy this product?
10. What three words would you use to describe the product?
11. Please rate on a scale of 0 to 10, where 0 is extremely dissatisfied and 10 is
extremely satisfied the following features:
 Speed
 Reliability
 Visual Appeal
 Ease of Use
 Specific Features (as named by you)
12. What, if anything, do you find frustrating or unappealing about the product?
13. What similar products have you used during the last 6 months?
14. Can you describe your experiences in using these similar products?
15. Do you have any suggestions on how we could improve the product to make
it more appealing?
 Questions to ask the customers
1. Can you describe the brand?
2. What words best describe this brand?
3. What is the brand’s promise (what does it promise to do for you)?
4. Why did you buy the brand the first time?
5. Will you buy this brand again?
6. Or, why do you continue to buy this brand?
7. What problem does this brand solve for you?
8. How do you feel when you use this brand?
9. How do you feel when this brand is unavailable?
10. How well does the brand deliver on its promise?
11. Does it ever fail to deliver on its promise?
12. Have you seen the brands advertising? Where?
13. What message did the advertising communicate?
14. Do you like or dislike the advertising? Why?
15. Where did you encounter this brand the first time?
16. Where do you expect to find this brand?
17. Where is this brand not available (and you wish that it were)?
18. Do you get a fair value from this brand?
19. If the brand was suddenly hard to find, would you pay more to guarantee you got enough of it?
20. If the brand were less expensive, would you buy more of it?
21. Would you recommend this brand to your friends?
22. What message does the logo convey about the brand?
23. What do you think of when you see the logo?
24. How responsive is customer support?
25. Describe your best experience with the brand.
26. What would make you like this brand more?
 Questions to ask non-customers/general public:
1. What do you know about this brand?
2. How would you describe this brand?
3. What problem does it solve?
4. What problem should it solve?
5. Would you ever use this brand? Why or why not?
6. Have you ever used this brand?
7. How did/does it make you feel?
8. Where would you expect to find this brand?
9. What is the most disappointing thing about this brand?
10. What are this brand’s competitors?
11. How does this brand compare to its competitors?
12. What would you expect to pay for this brand?
13. Is the brand too cheap or too expensive (compared to its competitors)?
14. What is the best thing about this brand?