It is also a means of adding structure to a customer interview or focus group. The questions asked assist with estimating levels of demand and opinions on pricing in relation to a product or service. Questions must be constructed carefully in order to obtain unambiguous answers from respondents about their needs and opinions.

This factsheet outlines the most common methods of using questionnaires to gather market information, what types of questions can be asked and what styles of questionnaire there are. It also explains how to comply with data protection legislation and includes hints and tips and sources of further information.