Creating an appropriate survey for your target consumers will require some work, but you likely already have a sense of your overall audience. You’ll want to target those potential audiences (i.e. store owners, women farmers, whole households, distributors) based on a preliminary understanding of your target market. Then, use a survey to build a stronger view of your customer. Although each survey will be different due to factors like location, gender, buying power, and product type, the themes below can help you choose the appropriate survey for your study. Example questions can be found within each theme, however you will undoubtedly want to include specific questions of your own.

Why We Survey Customers

Try answering some of these questions on behalf of your intended consumer:

- What is your age?
- What is your income?
- What kind of house do you live in?
- What is your religion?
- Should farmers protect the environment?
- What is your least favorite thing about farming?
- Do you make all the money you need in a year to support yourself and your family?

If you don’t have the answers (and even if you do), we suggest confirming responses by asking real customers. You probably already have good information about your target audience. For example, if you know the general consumer location, gender, or job/role, you can target your survey to those specific users.

Selecting questions for your survey is less about the questions themselves, and more about the type of data you’re looking to collect from the answer. Here is a list of suggested questions to help you identify what kind of questions you need to ask.

For guidance on what a completed survey might look like, view this survey designed for women who raise corn in Peru.

Once you are able to answer questions about your user, you can begin to build the persona. If you have conducted a survey, your survey results will vary and any one persona won’t be able to represent every consumer perfectly. The goal of the persona is to illustrate common attributes across consumers.