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Demographics survey

Truly understand your target audience with these demographics questions

Market research

Last updated

20 Jul 2023

Reading time

4 min


Get started with this template today.

Head to any business seminar and you’ll likely hear the same lesson: to sell more, learn more about your target audience. 

Discovering where your target audience lives, what they do for a living, and how much they earn can help you better understand your audience to improve your product and marketing. 

To help you get started, we’ve created a demographics survey template to give you the low down about your target audience. One tip from us: don’t just ask these questions for the sake of it (e.g. if gender is irrelevant to the result of your survey), move on to the ones that are really useful for you, business-wise.

With this survey, you'll learn:

  • What your target audience does for a living

  • How much they make 

  • The industry they work in 

  • How big their company is 

Make it your own:

  • Tweak each question in the template or add your own

  • Change the color scheme

  • Remove Hotjar branding (with Scale and Business plans)

  • Pick between full screen, pop-up or external link Surveys

Better understand your target customer

The very best businesses deeply understand their customers. They take the time to speak to them, learn who they are, and discover what they need. But, for those of us who are new to this, it can be a daunting task to figure all this out. Demographics surveys are a great place to start. 

Demographic insights help you better understand the background characteristics of your target audience. After asking demographic questions in surveys, you’ll be able to see demographic information about current and potential customers at scale. 

Hotjar customer Kaplan uses demographics surveys to better understand the visitors to their website. They ask “what best describes you?”.

This helps Kaplan better understand who is coming to their website and tailor the content on the site so it’s right for that demographic. Obviously, one question won’t be enough to truly understand your audience so Kaplan goes on to ask a number of other demographic questions. 

To replicate Kaplan’s questions, you can use this demographics survey template. It comes packed with all the questions you need. What’s more, the template is fully customizable, meaning you can change the question order, add your questions, and tweak the design.

3 questions you’ll be able to answer

Is my target audience changing over time? 

Hotjar’s free plan lets you send this survey to users as many times as you want. What’s more, there’s no limit to the number of responses you can collect. So, we recommend sending this survey every six months to keep an eye on how your audience changes over time. 

Where is my most valuable audience? 

To grow, many businesses attempt to identify their ideal customer profile (ICP). This is a group of customers who are most profitable for the business. To figure out who your ICP is, you’ll need to start with demographics. This survey template will help you discover who your customers are. Cross-reference the results with your internal customer-revenue data to identify high-value groups of customers. 

What industries buy your products most?

For B2B companies, determining your core industries helps prioritize your sales team and your website content. This demographic survey template will reveal which industries your most valuable customers are in.

Set up the demographics survey in seconds

Getting started with the demographics survey is fast and easy. Start by clicking the ‘Get started with this template’ link at the top of the page. 

Once you’ve pressed that you’ll be asked to create an account and verify your email. 

After you’re verified, you’ll be taken straight to the survey template which will be ready for you to send out to customers to start collecting insights. 

However, you’ll also have the option to install the Hotjar tracking code on your site. This tracking code will allow you to host the survey live on your site rather than via an external URL. This might be useful if you want to show the demographics survey to users on a certain page. It’ll also mean you’ll be able to access all four of the Hotjar features.

Don’t worry, installing the tracking code won’t slow your website down. And it doesn’t cost you anything (our free plans are free forever). So, to set up your full Hotjar account and install the tracking code, follow these steps.


Get started with this template today.