Qualification questions

The first goal of the pricing survey is to identify the buying personas for your product.

Who are you selling your product to? What types of people are most likely to pay for your product? Which buyer persona(s) have the types of problems your product solves?

Qualification and segmentation questions are a critical piece of the pricing puzzle. These questions help you qualify survey participants. For example, if you are solving a problem that a very specific consumer segment has, you don’t need responses from people outside of that segment. If your product targets college students and you already know that, then the qualification questions you use will disqualify anyone who doesn’t match your target persona.

If your product is very early, like ours, you’ll want to make sure to start a little bit more broadly. You’re not going to want to disqualify most people. In our case, we asked only one qualification question:

https://s3-us-west-2.amazonaws.com/secure.notion-static.com/7f590fc3-e944-4cb3-908a-3d0b96385737/untitled

Anyone who selected “Other” was disqualified, because they are outside of the scope of industries that we believe FYI can solve a problem for.

Always include at least one qualification question. This will make your analysis much easier later when you easily remove all the responses that aren’t relevant to your product.

Segmentation questions

We asked six segmentation questions. Why? Patrick bluntly told us that data is absolutely useless when it is aggregated. Segmentation is key. It’s one of the most important methods you can use when conducting surveys.

Writing these segmentation questions require you to think about your product and who it could potentially target. Patrick calls these targets buyer personas. The real insights come when you are able to granularly segment people’s responses to other questions based on the answers to these segmentation questions.

For B2B products like FYI, there are a common set of segmentation questions that should be included in your pricing surveys:

Here are the six segmentation questions we decided to ask:

Which of the following most closely matches your job title?