How asking more questions can build better brands
Why creating dialogue with your customers isn’t just smart, it’s strategic.
Let’s start with a truth bomb: most brands think they know their customers. And to be fair, some do a half-decent job of guessing. But the brands that really get their customers? The ones who nail product–market fit, craft dead-on messaging, and build loyalty that money can’t buy?
They are asking their customers and clients questions.
Not in a vague “we’d love your feedback” kind of way. But through thoughtful, well-timed questions that turn passive buyers into active co-creators. And yet, so many businesses shy away from this. Why? Because we have an inherent fear of being annoying. Or we worry too much about hearing things we don’t want to hear. Or we assume people are too busy to respond.
But here’s the plot twist:
Most people actually like being asked.
It makes them feel seen. Valued. Part of something. And in a world of faceless transactions, that can be absolute gold dust.
Why asking matters more than ever
Customer feedback isn’t just for fixing what might be broken. It’s about getting crystal clear on what actually makes your people tick. Clarity = gold dust.
Here’s what happens when you start asking more questions:
You swap guesswork for real insight. What you think people love about you might not be what’s keeping them around. And what you’re ignoring? Could be doing the heavy lifting.
You uncover the exact words your customers use. And that’s copy gold. No need to second-guess your next headline, it’s probably already sitting in someone’s inbox reply.
You build proper loyalty. People are more likely to stick with brands that make them feel heard. It's not rocket science, it’s just about being decent to the people who buy from/into you.
When should you start the conversation?
Short answer? Yesterday.
Longer answer? There are a few key moments where asking the right questions can be a game changer:
New product development: Before you go full steam ahead on that shiny new idea, check it’s actually solving a real problem, not just something you’re personally excited about or something a competitor is doing, which you think you should be doing too.
A rebrand or website overhaul: Don’t just cross your fingers and hope it lands. Ask your audience how they see you, what they want from you, and whether your new direction matches up.
Marketing that’s falling flat: If your campaigns aren’t hitting, it might be because you’re shouting about the wrong thing. Or shouting in the wrong language.
Customer churn: Want the truth? Talk to the people who’ve left. You’ll learn way more from them than the ones still hanging around.
Retention and loyalty: Find out what’s keeping people coming back…and then do more of that. Simple.
How to ask questions without being annoying
This one comes up all the time.
“I don’t want to annoy people.”
“I feel awkward asking.”
“I don’t want to come across as desperate.”
And I totally get it. But here’s the thing: when it’s done right, asking questions doesn’t feel like a bother, it feels like respect. Most people want to give feedback, especially if they’re already invested in your brand. It makes them feel heard. Valued. Like they’re part of what you’re building (because they are).
The key? Make it easy, make it clear, and make it worth their while. Here’s what that looks like in practice:
People are more than happy to share when…
You keep it short and sweet - No one wants to fill out a 10-minute form. Two or three focused questions is more than enough.
You tell them why you’re asking - “We’re testing an idea and want to sense-check it with people who actually buy from us.” Clear and human.
There’s a benefit on the other side - Sometimes that’s early access or a discount, sure, but often, it’s just knowing their input will shape what comes next.
You actually say thank you - A proper thank you (from a real person) goes a long way. Bonus points if you follow up later and show them how their feedback made a difference.
How to ask without making it weird:
Follow-up emails: Send a short, personalised check-in a few days after someone buys from you. Ask what they loved, what felt clunky, or what almost put them off.
Instagram Stories: Quick polls, question boxes, sliders - people love low-commitment ways to give an opinion. Use them.
Direct emails for close clients: If you’ve got a relationship, just ask. A short “hey, can I grab your thoughts on this?” email works wonders.
A mini survey in your newsletter: Link out to a simple Typeform or Google Form. Be upfront that it’ll take 60 seconds max (and mean it).
Bottom line? You’re not nagging. You’re building. And most people are more receptive (and generous) than you think.
And once you’ve got those golden nuggets of feedback? Don’t leave them to just gather dust in a spreadsheet. Look for patterns - what keeps coming up again and again? Are there words or phrases your customers naturally use that you can borrow for your messaging? Are they flagging pain points you’ve overlooked?
This stuff is genuinely transformational when you act on it. One interiors brand we worked with realised their customers kept using the word calming to describe their work - something that wasn’t showing up anywhere in their copy. So we rewrote the website with that feeling in mind. More attuned enquiries started coming through. Another retail-based client found out that over half their new customers discovered them through word of mouth, not paid ads, so we shifted budget into a referral scheme and turned their own customers into their most powerful marketers.
Let their language shape your copy.
Let their experiences shape your user journey.
Let their ideas shape what you build next.
That’s how you give a bit of feedback a proper strategic edge.
Want to start asking the right questions but not sure where to begin?
Whether you need help running audience research, making sense of the answers, or actually turning insight into action, we can help.
Drop us a line and let’s build something better, together.
