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Market research survey

Building a brand new product? Learn more about your target users

Market research

Last updated

20 Jul 2023

Reading time

4 min


Get started with this template today.

To build a great product you have to deeply understand the market you’re targeting. 

You’ll have to learn what this market wants, where they buy, what they’re willing to pay, and much more. Without this information, you could end up with a brilliant product, that nobody wants. 

That’s where the market research survey template comes in. This pre-built set of questions will help you understand exactly who your buyers are and what they want. The market research survey requires no setup, just create your account, and send out the link to get started. 

With this survey, you'll learn:

  1. The challenges your product must solve

  2. Your audiences’ existing tech stack

  3. The features your audience values

  4. The pain points they have

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

Discover your target audience

Understanding who your target audience is can be tough. There are often thousands of visitors to a website and detecting common themes with limited data won’t be easy. 

That’s why thousands of Hotjar customers use our market research survey template to learn more about their users. 

Rui, the Head of Research at Ryainair, uses Surveys to gather customer feedback and gather more information about his audience. 

“The main stakeholders in our business want to keep track of product performance. We use Hotjar Surveys to see how satisfied customers are with our products, and we report the larger trends.”

Ryanair (using questions from the market research survey template) manage to get a better understanding of who is using their product. They use that information to inform stakeholders across the business and make decisions on how to improve their site. Anna, the user experience researcher at Ryanair, says this data is vital for monitoring trends over time: 

“The value of Hotjar, for us, is that we can observe trends. We started doing this in May of 2018, and we were quickly able to observe trends in satisfaction. We can compare one month with another, and we find this useful.”

To replicate what Ryanair has learned, you can use this market research 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 own questions, and tweak the design.

3 questions you’ll be able to answer

What challenges must my product solve? 

For a product that is new to the market, understanding your buyer’s pain points can be crucial to your product’s success. That’s why this market research survey template asks potential users about the problems they have. With this information, you can tweak your product design to make sure it’s solving your target audiences’ issues. 

Who are the competitors? 

Finding out what other tools your audience use is important, especially during the early parts of product development. If you’re building a productivity app, and your audience already uses a range of productivity tools, you’ll need to think hard about how you can add value. The market research survey asks users what’s in their existing tech stack so you can learn who you’re up against. 

What features does our target market needs?

There often comes a point where you have to decide between two features. Determining what to build is never easy, but customer feedback can help you prioritize. The market research survey template asks your audience directly about the features they value so you can make sure you’re only creating features that will actually be used.

Set up the market research survey in seconds

Getting started with the market research 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 market research 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.