How To Create Market Analysis Surveys Before Designing Your Marketing Funnel

market analysis surveys

The first thing you need to do before designing out any kind of marketing automation systems is to make sure that you have a deep understanding of your target customer.

So how can you do this?

If you don’t have a list of email subscribers yet, there are still some ways that you can go about this.

Firstly, you should find online communities where your target customer hangs out.

Some examples include:

  • Facebook groups,
  • Twitter,
  • online forums,
  • comments in blogs, etc.

Look for specific questions people are asking in these communities. Look for problems that are causing a lot of pain for people.

Another thing you can do is reach out to people who already have big email lists, and ask them to email their list about your survey. To incentivize people to do this, you can offer them a percentage of the profits that you make from customers who came from their list.

another alternative method is to advertise a landing page that links to your survey. This can be done using Google AdWords or Facebook ads.

Already Have An Email List?

If you’re moving from a basic list based auto responder to a tag-based marketing automation platform, then you already have a list of email subscribers.

In this case, I would highly recommend you to create a market analysis survey and send it out to your list of existing email subscribers.

You may think that you have a pretty good understanding of your target customer already, but trust me, you will discover a lot of new information if you do this step.

It is best to create a market analysis survey using your marketing automation platform. This way, you can gather data on all of your prospects who complete the survey, and store it in your database for future reference.

What Questions to Ask in a Market Analysis Survey

Remember, if you want to sell anything, your solution should match a painful problem for your ideal prospects. The whole purpose of doing a market analysis survey is to uncover those pain points, so that we can create solutions for those specific problems.

Your market analysis survey should encourage people to provide as much information as possible about the problems they are having related to your niche.

So here’s an example of the text that you might display on your market analysis survey landing page.


Headline: What Are the Biggest Problems You Are Having Right Now?

Please provide as much detail as possible when explaining your problems. The more information you provide, the more effectively I’ll be able to help you by creating content that helps you to solve these problems.


That is pretty much it for your market analysis survey. You can ask additional questions if you would like to, but you don’t have two. The more questions you ask, the less people will complete your survey. So keep it simple.

If you have already identified a number of problems that people are having related to your niche then you may send them to a landing page that asks them to click one of say three buttons. Each of those buttons represents a different problem that people may be having in that niche.

For example, if you have a website that teaches people how to make money online, you may have identified the three main problems that people have as being one of the following:

  • getting traffic to their website
  • increasing conversions on their website
  • increasing engagement on their website

In this case, you may send people to a landing page that asks them, ‘Which of these is your biggest problem?’

From there, you may display three buttons such as ‘traffic’, ‘conversions’, ‘engagement’.

When a contact licks one of these buttons, they will land on a second landing page that asks them to explain the problem in more detail.

All of this can be built in your marketing automation platform. If you are using an all in one solution, that allows you to build landing pages or create tracked links, you will be able to record which of the three buttons your contacts click, and then record their open-ended answers into your database when they fill out the survey on the second page.

You will need to create a custom field to ask people their biggest problems. If your marketing automation platform allows you to create different types of custom fields, you will want to create a long text field type, so that contacts can write multiple sentences and paragraphs.

If you do not have a very powerful marketing automation solution, you can create your survey using something like Google Forms or Survey Monkey.

To Reward, Or Not To Reward?

In order to make people take action and complete your survey did not make the mistake of offering some kind of immediate reward, because this will seriously skew your results.

If you’re thinking about offering some kind of reward to get more results, I would recommend you to offer people a discount on the product or service you will create based on the information you get from the survey.

This will incentivize people to provide you with real information about their problem because they will be looking for you to create a solution that makes their lives easier.

Analyze Your Data, Look For Trends

Once you have sent enough traffic to your landing page to obtain a decent number of responses (I would aim for at least 100 responses), your next step should be to analyze the data.

While analyzing the data, you should be looking for trends and trying to identify the most common problems that your market has. You might also see a number of smaller or less common problems, but you must ask yourself if it is worth your time to create products or services that solve these less common problems.

Action Points

1.) Create the custom fields you want to ask in your market analysis survey.

2.) Create a web form that includes these new custom fields.

3.) Embed your web form onto a landing page.

4.) Create an email containing a link to your landing page and send it to your prospects.

5.) Analyze the data, look for trends.

That’s it for analyzing your market. If you have any ideas or questions leave a comment below!

About The Author

Luke Ward

Luke Ward is the founder of He is an Ontraport Certified Consultant and sales funnel specialist. Please contact Luke today if you're looking for sales funnel builds, marketing automation advice or migrations to Ontraport from other systems.