📊 Audience Survey Playbook

• What are your primary personal or professional goals right now? (Open-ended)
• What are you struggling with right now? (Open-ended)
• How would you describe your current level of experience in this area? (Open-ended)
• What have you tried before that didn't work? (Open-ended)
• How did you first hear about us? (Select one): Instagram, YouTube, Friend recommendation, Event/class/workshop, Google search, Other
• Which aspects of an online platform like ours interest you most? (Select all that apply): Learning new techniques/skills, Structured programs/progression, Expert instruction/guidance, Community support, Flexibility in schedule, Other
• How often do you currently practice or engage in related activities per week? (Open-ended)
• If I could help you solve one thing in 30 days, what would it be? (Open-ended)
• What has prevented you from joining so far? (Select all that apply): Monthly cost, Prefer in-person experiences, Already have other memberships/apps, Unsure how to fit it into my schedule, Not confident about my skill/experience level, Would rather spend money elsewhere, Other
• How much do you typically spend monthly on this category? ($0–25, $26–50, $51–100, $101–200, $200+)
• What type of content would be most valuable to you in an online platform? (Open-ended)
• What would make paying for this a no-brainer? (Open-ended)
• What is your ideal session duration? (Under 20 minutes, 20–30 minutes, 30–45 minutes, 45–60 minutes, Over 60 minutes)
• Please share your email address to enter the draw for a free annual membership.

• How long have you been a member? (0–3 months, 3–6 months, 6–12 months, 12+ months)
• What's your background in this area? (Open-ended)
• Before joining, had you experienced our work through: In-person events/workshops, Social media content, Friend recommendation, Other
• How often do you use your membership? (Multiple times per week, Once per week, A few times per month, Once per month or less)
• What do you love most about your membership? (Open-ended)
• Which aspects do you find most valuable? (Select all that apply): Technique/skill lessons, Structured programs or courses, Community forums/discussions, Access to instructors/experts, Other
• What's one thing you wish was included? (Open-ended)
• How likely are you to recommend us to a friend? (Scale 1–10)
• How would you rate your onboarding experience? (Scale 1–10). Follow-up: What would have made it better?
• Which content did you find most helpful when you started? (Open-ended)
• What motivates you to stay engaged? (Open-ended)
• How do you usually choose what to do next? (Browse newest uploads, Follow suggested programs, Focus on specific skills/goals, Explore randomly, Other)
• Would you be interested in more structured programs or challenges? (Yes/No). If yes, what length?
• Please share your email address to enter the draw for a free annual membership.

• How long were you a member? (0–3 months, 3–6 months, 6–12 months, 12+ months)
• What initially drew you to join? (Open-ended)
• Before joining, had you engaged with us through: In-person events/workshops, Social media content, YouTube, Friend recommendation, Other
• During your membership, how often did you use the platform? (Multiple times per week, Once per week, A few times per month, Once per month or less)
• What type of content did you engage with most? (Select all that apply): Technique/skill lessons, Structured programs or courses, Community discussions, Tutorials/instructionals, Other
• What was the primary reason you ended your membership? (Select one): Didn't use it enough, Too expensive, Content didn't fit my needs/level, Prefer in-person, Technical/platform issues, Time management challenges, Found another platform, Financial constraints, Other
• What aspects did you find most valuable? (Open-ended)
• What aspects could be improved? (Open-ended)
• What would encourage you to rejoin? (Lower pricing, More flexible plans, Different content structure, More advanced content, Better platform design, More community interaction, Progress tracking/feedback, Other)
• Would you be interested in a short-term bundle or program instead of a monthly membership? (Yes/No). If yes, what length?
• Please share your email address to enter the draw for a free annual membership.

Email #1 — Launch

Subject: Quick! Share your thoughts + win (ends Feb 10)

Hi [Name], We'd love to hear your thoughts on how we can make our programs and content more valuable for people like you. Take our quick 5-minute survey by Monday, February 10th and you'll be entered to win your choice of: A full year of membership (a $199 value) or A $100 Amazon gift card. We'll select 2 winners next Tuesday! Your input will directly shape what we build next. [Survey Link] Thanks for being part of our community, [Your Team]. P.S. Survey closes Monday at midnight PST — don't miss out!

Email #2 — Reminder

Subject: Reminder: 5 minutes could win you a free year

Hi [Name], Just a quick reminder to share your thoughts in our 5-minute survey. Complete the survey by Monday, February 10th and you'll be entered to win your choice of: A full year of membership (a $199 value) or A $100 Amazon gift card. Your feedback genuinely shapes what we build next. [Survey Link] Thanks again, [Your Team]

Email #3 — Final Day

Subject: Closes tonight: Win a free year or $100

Hi [Name], This is your final reminder…our survey closes tonight at midnight PST. It only takes 5 minutes, and you'll be entered to win your choice of: A full year of membership (a $199 value) or A $100 Amazon gift card. We'll select 2 winners tomorrow. [Survey Link] Thanks for being part of our community, [Your Team]

Email #1 — Launch

Hi [Name], As a valued member, your experience matters SO much to us. We're running a short 5-minute survey to better understand what's working, what could improve, and what you'd love to see more of inside your membership. Complete the survey by Monday, February 10th and you'll be entered to win your choice of: A full year of membership (we'll add it to your current plan!) or A $100 Amazon gift card. We'll select 2 winners on Tuesday. Your feedback directly influences future programs, features, and content. [Survey Link] Thank you for being such an important part of our community, [Your Team]. P.S. The survey is only open for a few days… it closes Monday at midnight PST.

Email #2 — Reminder

Subject: Quick reminder: Help shape what's next

Hi [Name], Just a quick nudge in case you haven't had a chance yet. Complete the 5-minute survey by Monday, February 10th to be entered to win. Your insights directly impact future programs, content, and improvements inside the platform. [Survey Link] Thank you again, [Your Team]

Email #3 — Final Day

Subject: Final reminder: Survey closes tonight

Hi [Name], Our member survey closes tonight at midnight PST. If you haven't completed it yet, this is your last chance to share your feedback and be entered to win. [Survey Link] Thank you for helping us grow and improve, [Your Team]

Email #1 — Launch

Subject: Share your feedback + win

Hi [Name], We're reaching out because your perspective truly matters to us. We're running a short 5-minute survey to better understand what worked, what didn't, and how we can improve the experience moving forward. Complete the survey by Monday, February 10th and you'll be entered to win your choice of: A full year of membership (a $199 value) or A $100 Amazon gift card. Your candid feedback helps us build something better. [Survey Link] Thank you for your time and insight, [Your Team]. P.S. The survey window is short and closes Monday at midnight PST.

Email #2 — Reminder

Subject: We'd still love your feedback (+ win a free year)

Hi [Name], Just following up in case you missed our earlier message. We're gathering feedback from former members to better understand what worked, what didn't, and how we can improve. Complete our quick 5-minute survey by Monday, February 10th and you'll be entered to win. Your honest input is incredibly valuable to us. [Survey Link] Thanks again, [Your Team]

Email #3 — Final Day

Subject: Last chance: Survey closes tonight

Hi [Name], This is the final reminder… our feedback survey closes tonight at midnight. It takes just 5 minutes, and you'll be entered to win your choice of: A full year of membership or A $100 Amazon gift card. We'll pick 2 winners tomorrow. [Survey Link] Thank you again, [Your Team]

Your landing page should reflect the language your audience actually uses, not what sounds good to you. From Non-Members, look for: Repeated goals, Objections, Budget expectations, Common pain points.

What to Change: Test copy and headlines using their words, Replace feature lists with the transformations they described, Add FAQ entries addressing top objections, Clarify who it's for (and who it's not for).

If 60% of non-members say they're "unsure how to fit it into their schedule," your page should clearly state: "Designed for busy professionals: 30-minute guided sessions with zero guesswork." That alignment alone increases conversions.

Check out this Site Review Tool to get feedback on your landing page!

Your Active Members tell you: What helped them most in the beginning, What confused them, What motivated them to stay engaged, How they choose what to do next. This is retention intelligence.

What to Change: Strengthen your "Start Here" path, Highlight the content new members said was most helpful, Improve clarity if onboarding scores were low, Reduce decision fatigue if people "explore randomly."

If members say "I loved the structured programs," your onboarding should immediately guide new members into one. If onboarding ratings are below 8/10, that's a red flag. Early friction = early churn.

Your churned segment is your most honest data source. Look for: Primary churn reason, Engagement frequency before leaving, What would encourage them to rejoin.

This reveals whether churn is behavioral (low usage), structural (pricing or format), perception-based (wrong expectations), or product-based (missing features).

What to Build: Winback campaigns addressing the top churn trigger, Better engagement nudges for low-frequency users, Clearer positioning if expectations didn't match experience.

If many churned members selected "Didn't use it enough," that's not a pricing problem. That's an engagement and habit-formation problem. Now your retention strategy becomes behavior-focused, not discount-focused.

Your survey tells you: Desired program length (2, 4, 8 weeks), Ideal session duration, Experience level distribution, Content types people value most. Instead of guessing what to launch next, you build based on demand.

If Non-members want "structured progression," Active members love "programs," and Churned members say they want "better progress tracking" — that's a clear signal: Build a structured challenge with visible milestones and tracking.

Surveys reveal: Beginner vs. advanced distribution, Preferred content types, Motivation triggers, Offline integration patterns.

This helps you decide: Should you go deeper or broader? Do you need more beginner-friendly pathways? Are people overwhelmed or under-challenged?

If most of your audience has under 6 months experience, uses the platform once per week, and wants shorter sessions — then releasing a 12-week advanced master program may not be the best next move. Your content roadmap should reflect behavioral reality, not ambition alone.