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Customer persona survey template

Learn who your customers are, and why they chose you

Nine questions for new customers: role, company size and industry, the problem they came to solve and the frustration before, what they used, who decided and where they find new tools. Use it as it is or change any question, and Usertick reads every written answer for you.

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What this customer persona survey tells you

A customer persona survey collects the facts that turn a list of signups into personas: who buys, from what kind of company, to solve what, and how they decide. This template takes about two and a half minutes: role, company size, industry, the problem behind the signup, the frustration with the old way, what they used before, who made the decision, where they look for new tools and how they first heard about you.

It is written for an email in a customer's first month, sent by Usertick to a contact list of recent signups while the reason they signed up is still clear. The same survey runs as a link in your welcome email or as a popup in your web app for signed-in customers.

Usertick reads the two written answers, files them under a category from your list, such as getting started or features and gaps, and gives each a theme and a type. Results shows the share of each role, size, industry and source, and selecting an answer, such as 11 to 50, narrows every card to that group, so you can read one persona at a time.

In an emailAs a linkOn your websiteAs a conversation
Questions
9
Time to answer
About 2 minutes
Written for
An email to new customers in their first month
Plans
Every plan, the free plan included

See it on every channel

The same template on your website, behind a link, in an email and as a conversation.

In an email

Send it from Usertick to a contact list, with the first question inside the email. A tap on an answer opens the rest of the survey with that answer already kept. Usertick sends 50 emails a month on the free plan, or connect your own sender.

The 9 questions, one by one

What each question asks, why it is there, what it shows you and what to change.

Question 1 of 9 · Dropdown

Which best describes your role?

Why ask it
Role is the first cut for a persona: a founder and a support lead sign up for different reasons and read your product differently.
What you learn
A donut with the share and count of each role, with typed Other answers listed. Select a role to read the problems and frustrations of that group only.
Make it yours
Use the roles your sales team sells to, and keep Other to catch the ones you didn't expect.
Question 2 of 9 · Multiple choice

How many people work at your company?

Why ask it
Company size decides how people buy, how many seats they need and who else gets involved.
What you learn
A donut with the share of each size band. Select one to compare who made the buying decision at that size.
Make it yours
Match the bands to your plans, for example where your team plan starts, so each band maps to a plan.
Question 3 of 9 · Dropdown · Optional

Which industry are you in?

Why ask it
Industry shows which markets you already win, which tells you where to focus content and sales.
What you learn
A donut with the share of each industry and the typed Other answers listed, over time as stacked shares, so a market growing among new signups shows.
Make it yours
Replace the list with the industries you sell into, and keep it optional, since some customers won't say.
Question 4 of 9 · Text · Optional

What problem did you want to solve when you signed up?

Why ask it
The problem in the customer's own words is the core of the persona and the best source of wording for your site.
What you learn
Usertick reads each answer, gives it a theme from your list and a sentiment, and lists the answers filterable by theme, with up to 8 themes and their trends.
Make it yours
Copy the phrases customers use most into your home page and ads, since they describe the problem the way buyers think about it.
Question 5 of 9 · Text · Optional

What was most frustrating about the way you handled it before?

Why ask it
The frustration with the old way is what made them switch, and it is the pain your marketing should name.
What you learn
Usertick gives each answer a theme and a type, such as a complaint, so the most common frustrations group together and can be compared by role.
Make it yours
Choose an answer in question 6 to read the frustrations of people who left spreadsheets apart from those who left another product.
Question 6 of 9 · Multiple choice · Optional

What were you using before?

Why ask it
What customers used before is your real competition, including spreadsheets and doing nothing.
What you learn
Bars with the share and count of each option, since people can pick several, with typed Other answers listed, which name the products you replace.
Make it yours
Add your main competitors as options once the Other answers show which names come up.
Question 7 of 9 · Multiple choice

Who made the decision to buy?

Why ask it
Who decided tells you who to sell to: a buyer who decided alone needs a different path from one who needed procurement or IT.
What you learn
A donut with the share of each answer, with typed Other answers listed. Select Procurement or IT to see the company sizes where that happens.
Make it yours
Share the answer with sales: if managers decide at larger companies, write a page for those managers.
Question 8 of 9 · Multiple choice · Optional

Where do you usually find out about new tools for your work?

Why ask it
Where people look for new tools tells marketing where to spend, beyond the channels it already tracks.
What you learn
Bars with the share of each source, with typed Other answers listed, such as a specific newsletter or community.
Make it yours
Name the communities and newsletters in your market as options once they show up in Other.
Question 9 of 9 · Multiple choice

How did you first hear about us?

Why ask it
Analytics records the last click. Asking where customers first heard about you fills in word of mouth, podcasts and articles.
What you learn
A donut with the share of each source, with typed Other answers listed, over time as stacked shares.
Make it yours
Keep this list in line with the sources in your attribution report, so the two can be compared.

What the answers show

Results turns each question into numbers you can follow week by week.

Which best describes your role?

The share of each answer with its count. Select an answer to narrow the whole page to those people and read what else they said.

How many people work at your company?

The share of each answer with its count. Select an answer to narrow the whole page to those people and read what else they said.

Every written answer, read for you

Each answer arrives with its category, theme, type and urgency, so the urgent ones reach your team first.

Use this template in four steps

From the template to the first answers.

  1. 1

    Open the template

    Sign up free and pick Customer profile in the template gallery. It opens in a matching style, ready to change.

  2. 2

    Make the questions yours

    Reword any question, change the options, and add logic or more questions.

  3. 3

    Choose where it runs

    Show it on your website, send it by email, share its link and QR code, or switch it to a conversation.

  4. 4

    Publish and read the answers

    Answers arrive in Results and the inbox as people send them, each written one read and filed by Usertick.

Tips for this survey

Small choices that keep people answering and the answers useful.

  1. 01

    Send it in the first month

    Send it two to four weeks after signup, when the reason for signing up is clear and the old way is still fresh.

  2. 02

    Cut what you already know

    If your signup form already asks for role or company size, remove those questions, so customers answer only what you don't have.

  3. 03

    Read one persona at a time

    Select a role and a company size in Results to narrow every card to that group, then read the problems and frustrations it wrote.

  4. 04

    Send profiles to your CRM

    On every plan, a workflow sends answers to HubSpot, and a Zapier step reaches Salesforce, so sales sees the role, size and problem on the record.

Market research surveysEmail surveysProfile questions

More research templates and questions

Templates like this one, and single questions from the library to add to it.

Templates

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ResearchPreference testAsk people to choose between two options at a time and see which way they lean. Useful before a redesign, a pricing change or naming something new.
ResearchInterview screenerFind the right people for customer interviews by role, team size and how often they use your product. Send it to active users before a research round.
ResearchBrand perceptionLearn how people see your brand, how much they trust it, how it compares with competitors and where they first heard of you. Run it with customers and with your newsletter audience once a year.
ResearchAfter the demoFind out whether your sales demo answered the prospect's questions and what they want to happen next. Send it within a day of the demo.

Frequently asked questions

Group answers by role and company size, then read the problems, frustrations and buying paths of each group. Selecting an answer in Results narrows every card to that group.

In the first month after signup. Earlier, customers haven't used the product enough to say what problem it solves; later, the reason they signed up fades.

For a once-per-customer survey with mostly one-tap answers, it takes about two and a half minutes. The two written questions are optional, and you can shorten it further by removing what your signup form already asks.

Yes. The same script runs as a popup in web apps, and from Starter you can target customers by a signup date passed with Usertick.identify().

Yes. Every template comes with every plan, the free plan included, and the free plan covers 150 responses a month across your surveys.

Yes. The template becomes your own survey, so reword any question, add or remove questions, and change the options and the logic. The gallery stays as it is.

Yes, from Starter. The template is written in US English. Add languages by hand or with AI translation, and each person sees the survey in their browser's language.

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