PaneliaTools

Customer segmentation survey questions

Segmenting means accepting that “the customer” does not exist — there are groups with distinct needs, budgets and behaviours, and your product or marketing decisions do better aiming at a precise group than at the average of everyone. The segmentation questionnaire collects the variables that will separate those groups: usage behaviours, need intensity, decision criteria, price sensitivity, attitudes.

One strong methodological constraint: for the statistical analysis (typology, clustering) to work, questions must be closed, comparable and asked identically of everyone. The generated outline therefore favours single choices in brackets and consistent scales, with a single control open question at the end. Describe your market in the goal, and the questions cover the classic segmentation axes.

Describe the goal of your survey

10 to 400 characters. The more precise the goal, the more relevant the questions.156/400

Language and culture of the generated survey — independent from the interface language.

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Frequently asked questions

Which variables should I collect to segment customers?
Four families: behaviours (frequency, channels, budget in brackets), needs and use cases, attitudes (Likert scales on price, novelty and risk attitudes) and profile (size, industry, age depending on your market). Behaviours segment better than profile alone.
Why avoid open questions in a segmentation survey?
Because segmentation is computed: typologies and clustering require structured answers comparable across all respondents. Keep a single open question at the end to check your segments “speak” differently.
How many respondents do reliable segments need?
Count at least 50 to 100 respondents per expected segment — so 300 to 500 for a 4-5 segment typology. Pre-test the questionnaire on a Panelia synthetic panel to check the questions discriminate before buying fieldwork.

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