Trying to figure out what customers want without asking them directly is like launching a campaign blindfolded. That’s where a good market research survey comes in. Whether your team is getting ready to drop a new product or just want to know if your latest campaign made an impact, surveys are the go-to move for getting honest, useful feedback.
Here’s a simple breakdown of what market research surveys are all about, the different types you’ll run into, what makes them actually work, and how brands are using them to stay in tune with their audiences.
A market research survey is basically a set of questions used to gather info about what people like, think, or do. It's a way for brands to collect feedback straight from their audience. These surveys can be short and snappy with multiple choice answers, or more open-ended if you're after that deeper, emotional insight.
They’ve been around forever, but thanks to mobile tech and AI, surveys today are way more interactive, fast, and fun to take. Think less boring form and more like chatting with a brand through DMs.
Surveys aren’t just about checking a box or collecting data for a slide deck. They help brands:
When done right, a market research survey becomes a way to listen, learn, and keep improving. Think of it as your customer’s way of whispering secrets about what they want—without the drama.
Surveys can support a wide variety of research use cases and business needs. Here are just a few examples:
These are your go-tos when you want to know how happy people are with a product or service. Tools like net promoter score or customer satisfaction score help measure loyalty and experience. Basically, it’s like asking, “Do you like me? Circle yes or no.”
Message testing helps brands figure out what actually resonates—taglines, slogans, value props, you name it. It’s about finding the words that grab attention, feel right, and connect emotionally. A solid message test can reveal if your copy’s a hit, a miss, or just meh—all before it goes live..png?width=341&height=369&name=rival-demo-page-mobile-device%20(1).png)
Whether it’s a new feature, design tweak, or full product launch, these surveys help teams understand what’s working and what’s not. They're super useful during beta testing or right after rollout. And hey, better to hear “meh” from a customer than see it reflected in your sales report.
Looking for the “why” behind someone’s decision? This is where open-ended and video responses come in. These surveys dive into personal opinions, stories, and emotional reactions. It’s like getting a peek into the group chat—without breaking privacy laws.
Think surveys that feel like a text thread. These are built for mobile and designed to feel conversational, which makes people more likely to respond and open up. Perfect for anyone glued to their phone (aka all of us).
To get the best insights, you need to follow some market research survey best practices. Here are some tips to consider.
Before asking a single question, know what decision the answers will influence. Is the team trying to launch something new? Test a campaign? Measure brand perception? A clear purpose makes everything else smoother—and saves everyone from 15-question surveys that go nowhere.
The right people make all the difference. Define the audience and reach them where they’re already active—like SMS, Instagram, or email. Don’t waste time surveying folks who aren’t relevant.
If a survey feels like a chore, people will bounce. Keep it short, easy to read, and make sure it flows naturally. Bonus points for breaking it into sections or letting users respond at their own pace. Think vibes, not vibes-killers.
Quantitative analysis is all about spotting patterns and measuring impact based on the numbers. It helps answer essential questions like “Did people like it?” or “Which version got more love?” Whether it’s star ratings, rankings, or multiple choice responses, this kind of data makes it easier to compare results and track shifts over time.
It’s not just about averages either—looking at how different groups responded can reveal what’s resonating with one audience but falling flat with another. These kinds of patterns turn raw responses into actionable insights that actually help teams make smarter moves.
Text and video responses reveal way more than just yes or no answers. They give context, emotion, and sometimes surprising reactions you wouldn’t catch with a checkbox. Maybe someone loved a new feature but hated the tone of the campaign. Or maybe they hesitated—not because of the product, but because the buying process felt clunky.
That’s where tools like Rival’s AI summarizer come in handy. Instead of sifting through mountains of open-ended feedback or watching dozens of video clips manually, the AI highlights patterns, surfaces key themes, and pulls quotes that tell the real story. It turns raw, messy feedback into something your team can actually act on—fast.
AI isn’t just a buzzword—it’s a real game-changer for survey analysis. Instead of spending hours reading every open-text response, AI tools can step in to do the tedious work. They scan through all the feedback, group similar comments, detect patterns in how people are feeling, and even flag key themes you might’ve missed on your own.
That means teams can move from “What are people saying?” to “Here’s what we need to do next” way faster. It’s like having an assistant who never gets tired and doesn’t mind sorting through 500 replies about sandwich preferences or app update complaints.
And the best part? The human element stays intact. AI just clears the clutter so teams can focus on decisions, not data cleanup. Robots doing your homework? Still yes, please.
These tips aren’t just theory. Rival Technologies builds its platform around them. Surveys are mobile-first, super conversational, and designed to feel like natural conversations—not research. It’s about meeting people where they are and making the whole experience less of a form and more of a vibe.
When Kimberly-Clark set out to improve its online shopping experience, the team didn’t guess what needed fixing—they asked. Using Rival’s mobile-first, chat-based market research surveys and video feedback tools, they collected direct input from real shoppers navigating their digital storefront.
These weren’t your typical long, clunky surveys. The format felt like a natural conversation, which made it easier for customers to share honest thoughts in real time. They could quickly say what worked, what didn’t, and how the experience made them feel. And with video responses in the mix, the team got a front-row seat to the emotional side of user frustration—like confusion at checkout or hesitation over product details.
The results were clear: survey responses pointed to specific pain points in the e-commerce journey. Kimberly-Clark made targeted updates based on that feedback—and saw a 20% jump in online sales.
It’s a perfect example of how agile, well-designed market research surveys can go beyond surface-level stats to unlock shopper insights that drive meaningful and impactful changes.
Market research surveys aren’t going anywhere, but the way they’re done is evolving quickly. It is no longer just about collecting a pile of data. It is about getting real insights that help teams make better choices.
When surveys are clear, mobile-friendly, and thoughtfully analyzed, they can unlock everything from product wins to viral campaigns. Brands just need the right questions, the right people, and the right technology to bring it all together.
That’s where Rival’s market research platform comes in. From conversational survey design to video feedback and AI-powered summaries, Rival helps teams run smarter research that feels more like a dialogue than a data grab.
If you are curious about what that looks like, now is a great time to explore how Rival can help make your next survey your best one yet. Because let’s be real—insights should never be boring.
Got questions about insight communities and mobile research?Chat with one of our experts
.jpg)
No Comments Yet
Let us know what you think