If you’re in the process of writing questions for a market research study, it’s helpful to know the questions typically fall into 25 categories. “These are the kinds of questions on which the market research industry was built,” says Michael Goodman. “And they are the ones that enabled the large corporations that asked them to create mega-brands that resonate with consumers.”

Here are four sample categories:

Habits and practices. Ask what consumers do, how often they do it and who influences their decisions to gain a big-picture view of their practices. You can learn what brands they use and which alternatives they might consider.

Usage and attitude. Ask consumers how much they use a product and how they feel about it. Does it evoke positive, happy feelings or negative feelings? Investigate whether the product is an impulse purchase and what other brands they might consider as substitutes.

Price elasticity. Is price a major consideration in the purchase of a product? You might learn that small price differences matter, or that only a substantial difference will motivate a sale.

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