Market Research Survey

Market research conducted through informal surveys or ad hoc email questionnaires produces data that is difficult to aggregate, segment, or act on systematically. Demographic context is missing, making it impossible to identify whether purchasing behavior or satisfaction levels vary meaningfully across age groups, income levels, or education levels. Purchase frequency and decision factors are not captured in a consistent format. Competitor usage and switching likelihood — two of the most strategically valuable data points in any market research exercise — are often left out entirely. Without a structured, centralized survey, the data collected reflects the limitations of the process rather than the reality of the market.

The Market Research Survey template for SharePoint, built with Infowise Ultimate Forms, provides a comprehensive survey that captures demographic profile, purchase frequency, discovery channel, decision factors, satisfaction and loyalty ratings, improvement suggestions, communication preferences, competitor usage, and switching likelihood. Every response is stored as a consistent, comparable record in SharePoint.

How it works

Demographic profile

The survey captures the respondent's optional name, age, gender, education level, employment status, and annual household income. Capturing demographic context across every response enables the research team to segment findings by audience group — identifying whether satisfaction levels, purchase frequency, or switching likelihood vary meaningfully across different demographic profiles, and building a more accurate picture of the organization's actual customer base.

Purchase frequency and discovery channel

The survey captures how often the respondent purchases products or services in the industry and how they first heard about the company. Purchase frequency provides a behavioral segmentation signal that gives context to satisfaction and loyalty ratings — a frequent buyer's perspective carries different weight than an occasional purchaser's. Discovery channel data informs the organization's understanding of which awareness channels are producing actual customers rather than just traffic.

Purchase decision factors and satisfaction

A decision factors column captures what influences the respondent's purchasing decisions in the industry, giving the product and marketing teams structured insight into what customers prioritize when choosing between providers. A satisfaction column captures the respondent's overall satisfaction with the organization's products or services, providing the baseline metric against which all other data points are interpreted.

Loyalty and improvement suggestions

The survey captures how likely the respondent is to recommend the organization's products or services to others — the primary net promoter signal. An open-ended improvement column captures what the respondent would like to see changed or added, providing the specific, actionable qualitative insight that structured ratings cannot deliver on their own.

Communication preferences and competitive awareness

A communication preferences column captures how the respondent prefers to receive information about new products or promotions, enabling the marketing team to align outreach channels with actual audience preferences rather than assumptions. The survey captures whether the respondent has used a competitor's product or service, and how likely they are to switch to a competitor in the future — two questions that together provide a direct measure of competitive exposure and retention risk.

Additional comments

A free-form comments and suggestions column gives respondents the space to share anything not captured by the structured questions, ensuring the survey captures the full range of market insight rather than only what the question set anticipated.

What you get

• A comprehensive market research survey capturing demographic profile including age, gender, education, employment status, and household income
• Purchase frequency and discovery channel providing behavioral and awareness context for segmentation
• Decision factors and satisfaction rating for product positioning and customer experience assessment
• Likelihood to recommend as a net promoter signal alongside open-ended improvement suggestions
• Communication preferences, competitor usage, and switching likelihood for marketing and retention planning
• Additional comments column for qualitative insight beyond the structured questions
• Every response stored as a consistent, comparable record in a standard SharePoint list
• Free for all Ultimate Forms customers, installed automatically with a single click

Built on standard SharePoint lists

The Market Research Survey system is built entirely on standard SharePoint lists. There is no external data storage and no custom interface. All survey responses stay inside your SharePoint environment, governed by your existing permissions and data policies. The system can be extended or adapted at any time in the browser by the administrator who manages the site.