Present customers in the midst of using your product with a short, engaging survey.

👥 10 and more | ⏰ hours | 💪🏼 medium effort


When a team is wrestling with questions around general consumer behaviour, on-the-street surveys present a quick opportunity to partly validate those assumptions with real people through a short questionnaire.

While some teams may already have detailed user research about their existing customers, on-the-street surveys can offer easy progress for those struggling with understanding whether their assumptions about their product or user are even remotely correct. These types of surveys should produce a few qualitative insights and quotes, acting as a compass for how to further validate the team’s assumptions about the customer.

Who is involved? 

On-the-street surveys require a suitable location for doing on-the-street surveys (parks, malls, and other places of leisure are good spots, while transportation hubs or areas with high activity are unsuitable); and a team to get out of the building, engage with the general population, and discuss survey responses and interesting quotes from participants.

How is it done? 

  1. Create a short survey, taking a maximum of five minutes to administer, with a healthy mix of demographic (age, employment, commute, etc.) and open-ended questions (how and why, rather than yes and no).
  2. Get out of the building! Keep in mind: many people may decline your request to take the survey, so do not feel discouraged if this happens often. The team should aim at around ten or so survey responses.
  3. After the surveys have been completed, sit down as a team and review the responses to pick out compelling quotes and decide which assumptions have been partly validated or invalidated.


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