Demographic · Behavioral · Geographic · Psychographic
Customer Segmentation Survey
Know exactly who your customers are, which segments are most valuable, and how each group feels about your product - without exporting to a spreadsheet.
Run a survey to collect segmentation data, or pass user attributes directly to Mapster and filter every NPS, CSAT, and PMF result by segment automatically.
No credit card required
The four types of customer segmentation
Each segmentation type answers a different question about your customers. The most useful surveys combine 2-3 types rather than trying to cover all four at once.
Demographic
Who they are
- Job title / role
- Company size
- Industry
- Years of experience
- Income bracket
Demographic segments define your ICP and shape pricing, sales, and support tiers.
Behavioral
What they do
- Feature usage frequency
- How they found you
- Actions taken in product
- Purchase history
- Time to first value
Behavioral segments are the strongest predictor of churn risk and expansion revenue.
Geographic
Where they are
- Country / region
- Time zone
- City size
- Language
- Regulatory environment
Geographic segments surface localization needs, compliance requirements, and market density differences.
Psychographic
Why they buy
- Primary goal / job to be done
- Main pain point
- Decision-making style
- Risk tolerance
- Values and priorities
Psychographic segments drive messaging - two users with the same title may buy for completely different reasons.
Segmentation survey questions by type
Use these customer segmentation survey questions as a starting point. Keep each survey to 5-8 questions and focus on one or two segmentation dimensions - not all four at once.
Demographic segmentation questions
Who your customers are - role, company size, industry.
- What is your job title or role?
- How large is your company? (1-10, 11-50, 51-200, 200+)
- What industry are you in?
- How long have you been in this role?
- What is your team size?
- What is your annual budget for tools like this?
For B2B SaaS, firmographic questions (company size, industry, revenue) are more predictive than personal demographics. If you already capture these at signup, pass them as attributes instead of asking again.
Behavioral segmentation survey questions
What your customers do - usage patterns, actions, history.
- How often do you use [product]? (Daily, Weekly, Monthly, Rarely)
- Which features do you use most?
- How did you first hear about us?
- What was the first thing you did after signing up?
- Have you recommended us to a colleague?
- How does [product] fit into your existing workflow?
Behavioral questions are the strongest predictor of churn risk and expansion revenue. Prioritize these if you already know who your customers are demographically.
Geographic segmentation survey questions
Where your customers are - location, language, compliance needs.
- What country are you based in?
- What region or state are you in?
- Do you work remotely, hybrid, or in-office?
- What is your primary language?
- Do you have data residency or compliance requirements (GDPR, SOC2)?
Mapster captures location automatically on every survey response - you often do not need to ask geographic segmentation questions directly.
Psychographic segmentation survey questions
Why your customers buy - goals, motivations, decision-making.
- What is the main outcome you want from [product]?
- What is the biggest challenge you face with [problem area]?
- How do you evaluate new tools before buying?
- What would you lose if you could no longer use [product]?
- What matters most to you: speed, reliability, or support quality?
- What almost stopped you from signing up?
Psychographic questions are the hardest to collect automatically. These are worth including in a survey even when you already pass user attributes - they reveal motivation that no database field captures.
Two ways to segment with Mapster
Most survey tools make you ask segmentation questions every time. Mapster gives you a better option.
Option 1
Ask segmentation questions in the survey
Build a standalone market research or customer segmentation survey. Ask 5-8 questions about role, company size, use case, location, and primary goals. Best for early-stage research when you do not yet have attribute data on your users.
See segmentation survey questionsOption 2 (recommended)
Pass attributes - segment every survey result automatically
Pass user attributes to Mapster when you embed the survey widget - plan tier, role, signup date, company size. Every NPS, CSAT, PMF, and custom survey result is then automatically filterable by those attributes. No repetitive segmentation questions, no manual cross-tabs.
What segmented results look like
All users (average)
42
Misleading - hides which segment needs help
Pro plan users
71
Healthy - advocates, potential case studies
Free plan users
8
At risk - product is not landing for this segment
NPS example - same survey, same time period, different segments
How to run a customer segmentation survey
Five steps from question design to actionable segments.
Define what decision the segments will inform
Before writing a single question, decide what you will do differently for each segment. Pricing tiers, feature roadmap, onboarding flow, messaging - if you can not name a decision, you do not need the segment.
Choose 1-2 segmentation dimensions to focus on
Ask demographic questions for ICP research. Ask behavioral questions to predict retention. Ask psychographic questions to sharpen messaging. Mixing all four in one survey produces weak data across all of them.
Write 5-8 questions maximum
Every additional question after 5 reduces completion rates. Include one open-text question so respondents can surface things your multiple-choice options missed. Completion rate matters more than question coverage.
Pass user attributes to skip the demographic questions
If you already know who the user is - plan, role, signup date - pass those as attributes to Mapster. Then your survey can focus entirely on behavioral and psychographic questions, which are harder to collect automatically.
Filter your other survey results by segment
Once attributes are attached, every NPS, CSAT, or PMF response is automatically segmented. You will see that your NPS of 45 overall breaks down to 72 for pro users and 8 for free users - giving you a clear action.
Market segmentation survey vs survey segmentation
Two different concepts often confused - here is how they relate.
Market segmentation survey
Using a survey to define your segments
You send a questionnaire - to prospects, new signups, or existing customers - to collect data that lets you group them into segments. The output is a set of clearly defined customer personas or ICP tiers.
Best for: market research, ICP definition, pre-product discovery, understanding a new market.
Survey segmentation
Filtering your survey results by segment
You run an NPS, CSAT, or PMF survey and then filter the results by user attributes - plan, role, cohort - to see how different segments responded. The output is segment-level insight from an existing survey.
Best for: finding hidden churn risk, prioritizing roadmap by segment, comparing cohort health over time.
Mapster supports both. Run a segmentation survey to define your ICPs. Then pass those ICP attributes back to Mapster so every future survey result is automatically segmented.
Frequently Asked Questions
Once you know your segments
Find out which segments are at risk with a customer retention survey
Segmentation tells you who your customers are. A customer retention survey tells you which of those segments are healthy, at-risk, or about to cancel. Measuring dependency, renewal intent, and churn signals within each segment gives your CS team a prioritized list - not just an overall NPS to worry about.
Champions, at-risk users, and critical accounts look identical in aggregate data. Segmented retention surveys surface the difference before it becomes a churn event.
Stop averaging across all your users. Start seeing which segments matter.
Run segmentation surveys and link every NPS, CSAT, and PMF result to the user who gave it. Free to start.
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