Background Information (5 minutes)

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Wait, are all open-ended questions?

Yes — this is a golden rule of market research. You never want to “lead the witness” by asking yes and no questions, as that puts you at risk of unintentionally swaying their thoughts by leading with your own hypothesis.

Asking open-ended questions also helps you avoid one-word answers (which aren't very helpful).

Example Outline of a 30-Minute Survey
Here's a general outline for a 30-minute survey for one B2B buyer.

Want to make it a digital survey? Use HubSpot's free online form builder.


Ask the buyer to give you a little background information australia phone number material (their title, how long they've been with the company, and so on). Then, ask a fun/easy question to warm things up (first concert attended, favorite restaurant in town, etc.).

Here are some key background questions to ask your target audience:

Describe how your team is structured.
Tell me about your personal job responsibilities.
What are the team's goals and how do you measure them?
What has been your biggest challenge in the past year?
Now, transition to acknowledging the specific purchase or interaction they made that led to your including them in the study. The next three stages of the buyer's journey will focus specifically on that purchase.