Here's a survey I designed for managers so they can detect what customers think about their brands. It's very short and open-ended, encouraging "top of mind" responses, which I think can be powerful. Don't forget about offering something in return for their doing the survey, like a discount or a small gift.
1. What do you like most about [company]?This establishes the emotion that comes to mind first when thinking about your brand. That is likely to be the emotional benefit they get from interacting with your product. This is an intro to the brand concept, and you should see what patterns arise here.
2. What could [company] do better?This identifies areas where your brand falls short of expectations. Expectations are important because customers expect a certain something from the experience, and it's nice to know what it is so you can satisfy it, within reason.
3. Why do you not switch to a competitor?
I think this is an interesting question because it tells us what the switching costs might be. For every product, the customer suffers some cost to use a different but comparable product. It could be purely financial, but usually there is some emotional cost. Whatever they say here, will tell us what is valuable about your brand... the thing that could be most cherished. Note, think about making switching costs as high as possible.
4. How likely are you to recommend [company] to a friend?This is the "net promoter score" question that is purported to do the best job at predicting customer satisfaction. While this isn't a satisfaction survey, I use this question to guage the seriousness of the other responses. If they have all sorts of interesting ideas for 1-3, but aren't all that likely to recommend you to others, then you know your brand hasn't resonated with them so you probably shouldn't act on some of their thoughts. But if they are a big time promoter, then you know their are talking like a loyal customer.
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