What Is a Perception Survey? Benefits, Strategies, 10 Facts

One approach for learning more about the market is to perform a perception survey. You may use this strategy to determine a customer’s dedication to your product. It’s also a good approach to see how satisfied (or dissatisfied) a clientele is.

What Is a Perception Survey?

A perception survey is a form of research study that is aimed to elicit responses from participants about their perceptions of a certain brand, service, or issue. Businesses routinely use polls to understand what their consumers think about a variety of issues.

What Is a Perception Survey?

Questionnaires for research might be brief or extensive, oral, written, or electronic. A perception survey varies from other types of surveys in that it seeks to uncover perceptions rather than hard data.

What Does A Perception Survey Include?

In contrast to other types of research that explore how people act, such as consumer behavior studies, a perception survey is aimed to understand what people believe. The majority of this data will be qualitative, relying mainly on expert judgment rather than hard figures.

pParticipants may be asked to rate numerous alternatives on a scale ranging from “good” to “best,” or they could be asked a series of yes/no or multiple-choice questions. There may also be questions where the respondent is allowed to use her own words and ideas.

How To Use Perception Survey

Perception surveys are frequently used to measure customer attitudes toward a brand or item. A corporate can create and manage the survey in-house or hire a third-party survey agency.

Businesses may be interested in learning how their customers perceive them on a variety of factors, including friendliness, innovation, environmental consciousness, social responsibility, authoritative standing, ease of doing business, and others.

They are also interested in whether purchasers believe a product to be expensive, underpriced, well-made, value, simple to use, convenient, suitable to the client’s needs, important, or a luxury.

A business may investigate a wide range of perspectives, and the choices are frequently influenced by the desired public image of the enterprise.

Importance Of a Perception Survey

The perception survey results are critical for any firm. These findings might show a company’s standing with consumers in terms of satisfaction, trust, and willingness to recommend.

This information is critical for a company’s growth since consumer opinions influence consumer behavior. To aid data analysis, perception surveys, like many others, frequently ask respondents to identify themselves by age, gender, and income.

The Business Sector

Outside of the business sphere, perception surveys have a variety of applications. Government, political, and social groups routinely run such surveys to measure public opinion on a new legislation or an existing issue.

What Is a Perception Survey?

Employees may be asked regarding the company’s benefits, working environment, and overall performance. Clubs and organizations may do the same thing by asking their members if they feel they are on the right track.

How to Conduct a Customer Perception Survey

1. Kickoff Meeting

The initial consultation with Drive Research only takes 30-60 minutes to create rapport with the consumer.

The major goal of this meeting is to define criteria and identify which elements of the survey require the most attention.

2. Workplan

A sub-section inside the major goal establishes a chronology and other significant components of the study.

It is critical to maintain the document that explains the survey’s development and measures completed thus far up to date.

3. Writing the Customer Perception Survey

Here are three pointers to bear in mind if you’re creating a customer survey from scratch.

  • The first guideline of questioning is to keep them brief. Long, wordy questions that the reader may have to read twice to understand will irritate them.
  • The second is a focus on one- or two-part queries. Yes/no and maybe replies are always the easiest to track in these survey response pools.
  • The third guideline is to keep it short. The same is true for survey questions; no one like answering ones that ramble on and on.

4. Programming the Customer Perception Survey

When the survey is ready, it must be transformed into an online form so that participants may view it from any device.

You may publish the survey online once you have double-checked that all of the questions are included and that the formatting is proper.

5. Fieldwork 

All of the surveys have been distributed to the remaining customers, and you are now waiting for their responses.

By clicking a link to the collected data, users and your employees may view the survey’s progress in real time.

As soon as the surveys are received, this URL is instantly updated.

6. Analysis & Reporting Survey Findings

Before going on to the analysis and reporting phases, it is critical to clean your survey data.

Check any errors before submitting your data.

What Is a Perception Survey?

You must make certain that no negative remarks are included in the final report.

A market research report is created to summarize the results of the customer satisfaction survey once the data has been collected and organized.

7. Debrief Meeting

Drive Research sets a debriefing meeting with their customers to go over the report page by page, including our interpretations, action items, and takeaways with key stakeholders.

Working with an outside research team decreases the amount of work you have to complete while still allowing you to contribute. The accompanying procedures are crucial in creating a successful customer satisfaction survey.

Types of Customer Perception Surveys

The purpose of your survey will assist you in determining the best route to follow in order to obtain the information you want. Typically, three types of customer satisfaction surveys are carried out:

Customer Experience Surveys

A customer satisfaction survey or appraisal of their customer experience is essential for making a favorable impression on your consumers. An experience survey is one of the finest methods to collect detailed feedback from customers on your sales process or brand.

Full surveys are one approach, but short questions placed at critical client touchpoints such as email footers can also be beneficial.

General Brand Perception Surveys

Knowing how the broader public perceives your brand is critical to understanding how your target audience feels about it.

In addition to surveys of individual customers’ experiences, businesses usually perform larger, more in-depth surveys of consumers at regular intervals to measure broader, altering consumer perceptions.

These may be given to everyone who meets your desired consumer profile, not only paying customers. This allows you to identify potential barriers to brand engagement among distinct target demographics.

New Product or Service Test Groups

Companies use ‘beta’ test groups to measure potential consumers’ reactions to a new product, such as a redesigned website or a new brand name. These panels’ members have been carefully picked to be representative of the whole clientele.

Participants in trials and focus groups are frequently compensated financially for their time. A number of advantages are specific to this style of research, including the opportunity to go further into topics with participants and obtain more complete information than is feasible with a form or survey.

Best Practices for Creating Customer Perception Surveys

Establishing your study objectives is the first stage in doing good research. Other standard practices should be followed while constructing your survey.

  • Maintain conciseness and readability.
  • Ask consumers questions that help you classify them.
  • Avoid giving neutral responses.
  • Use of free-form queries should be limited.
  • Experiment with various question formats.
  • Consider this a time exercise.
  • Make it a habit to evaluate the success of your surveys.
  • Take appropriate measures in response.

Types of Questions to Use on Your Consumer Perception Survey

The questions on each survey you create will be the same. Use each and every one of them to your advantage. They are divided into four categories:

What Is a Perception Survey?

Binary Questions

This sort of question is the most basic in your survey. Simple yes or no questions are exactly that.

Here are some examples of yes/no questions:

Is this the question you hoped to have answered?

“Did you get a response to your inquiry today?”

Due of their ease of use, they are highly beneficial. They are an efficient tool for gauging how well you’re doing in satisfying customers’ post-interaction expectations.

Multiple-Choice Questions

Multiple-choice questions are useful for extracting large areas of data from your clients. This helps you to divide your target audience into manageable segments and gives useful data slicing choices.

In a multiple-choice survey, the corporation would often choose the potential replies based on the consumer personas and market groupings it wishes to target.

Here are a few examples of mcqs:

Simply said, “How old are you?”

“How many people do you employ?” I could inquire.

What industry do you work in?

Sliding Scale and Semantic Differential Questions

Most customer satisfaction surveys include the questions listed above. Businesses may save time and energy by asking them the same inquiries they’ve always asked their customers now that they’re more common. They excel at identifying personal benchmarks and are straightforward to use for data segmentation.

Another advantage is that you may use answers to trigger following actions, such as sending a reminder or phoning to check in.

The standard CSAT question is an example of a sliding scale question.

“On a scale of 5, how satisfied are you with your experience?”

UNSATISFIED< [1]—[2]—[3]—[4]—[5] > SATISFIED

This question has various versions that try to make it easier for the customer to reply. Consider the following as an illustration:

“How satisfied are you with your experience?”

[Very unsatisfied] [Unsatisfied] [Neither] [Satisfied] [Very satisfied]

When posing a question with a semantic difference, other restrictions apply. They turn a yes/no question into a scale to let the customer choose an answer that accurately expresses their experience.

What does a semantic differential scale question look like?

What Is a Perception Survey?

“How expensive is X product? Make a mark between the poles that reflects your opinion:”

INEXPENSIVE |—|—|—|—|—|—|—|—|—|—| VERY EXPENSIVE

While they are effective for answering relational queries, when given a binary question, they tend to produce equivalent responses.

Open-Ended Questions

Finally, in order to get the most meaningful data for our brand impression survey, we employ an open-ended question: Anecdotes that are instructive While data can provide rapid and accurate answers, they cannot explain why a customer feels a specific way.

It is critical to receive positive feedback from clients. It may help with marketing and product development, as well as spotting problems throughout the customer journey.

When asking a yes/no or a scale question, make sure the customer can still utilize their native language. But don’t need them to do so in order to complete the survey; instead, make those fields optional.

When to Send Customer Perception Surveys

A customer satisfaction survey’s timing is critical. Maintaining a regular supply of consumer input is critical, but don’t bombard them with surveys.

The best times to conduct a customer satisfaction survey are given below.

1. As soon as possible after an interaction with a customer

These are important parts of the customer experience that are sometimes ignored. Allow customers to express their thoughts on whether you’ve satisfied their needs at this point in the process.

Brief binary or NPS-style scales may be useful in the following situations:

  • Signatures on emails
  • The receipts attest to this.
  • After completing sales calls with prospective prospects
  • These can be found at the conclusion of motivational articles.

2. After the customer has made a transaction

It is critical to gather feedback from clients after they have completed a purchase.

People need time to think about what they just bought and how it made them feel if you want them to get the most out of your products.

A travel agency, for example, might conduct a survey both before and after your trip to gauge your satisfaction with the service. If you’ve recently undergone orthodontics or laser eye surgery, your doctor would benefit the most from hearing from you soon after the procedure, while the “wow” factor is still fresh in your memory.

3. At pre-determined stages of the customer lifecycle

You may track how consumers’ opinions develop over the course of their encounter with your organization by properly timing your surveys.

These are especially useful for companies who have a long sales cycle, deploy brand ambassadors, or create a lot of material. The goal is to examine the customer lifecycle to discover how and why consumer attitudes change over time.


A perception survey is a research project that helps businesses understand how their brand is perceived by customers. Perceptions are the first impression that people form when they encounter a brand, product, service or organization.

In order to create an effective perception survey, first you must understand your target audience. Then you need to analyze what kind of information they are already getting from other sources.

A perception survey tells a company what people think of its brand. This can help companies make changes to the brand’s message and/or image. A perception survey gives businesses an unbiased snapshot of the public’s perceptions of their brand.


Best Practices for Creating Customer Perception Surveys
  1. Keep it short and simple.
  2. Ask questions that categorize customers.
  3. Discourage neutral answers.
  4. Limit open-ended questions.
  5. Experiment asking questions in different ways.
  6. Test your timing.
  7. Continually evaluate your survey effectiveness.
  8. Follow up and respond with action.
What does a brand perception survey do? Brand perception surveys help you understand how your brand is perceived in the mind of customers, prospects, employees, and other stakeholders.
The New York City Department of Education (DOE) partners with Panorama Education to offer the Student Perception Survey, a research-based, confidential and anonymous student survey used across the country to provide teachers with students’ feedback about their classroom experiences.
Perception surveys are a valuable tool to evaluate regulatory performance. They measure how citizens and businesses view regulation and its effects on them. By using perception surveys governments can: measure and demonstrate improvements to their citizens over time and.
5/5 - (1 vote)
Pat Moriarty
Follow me

Leave a Comment