Survey Pack: Onboarding Profiling for B2B Analytics Tool

A) Context Snapshot

• Decision to inform (by date): Route new signups to the correct onboarding path (self-serve individual vs. team/buyer track) and suppress sales outreach to non-buyers. Decision is operational and continuous -- routing logic should be live as soon as the survey is validated (target: within 2 weeks of pilot completion).
• Survey type: Onboarding profiling (buyer vs. user segmentation).
• Primary audience: All new signups, triggered during their first in-product session.
• Distribution channel: In-product modal / inline flow during first session (post-signup, pre-core-experience).
• Constraints:
  • Completion time: under 2 minutes (~4-5 questions, 3-4 screens).
  • No PII beyond what registration already collects (name, email, company domain).
  • Must not block core product experience -- users can skip, but routing defaults to "self-serve individual" if skipped.
• Known context / existing evidence: Sales team is contacting signups who are individual contributors with no purchasing authority, wasting outbound capacity and annoying users. No existing profiling mechanism beyond email domain.

B) Survey Brief

• Goal: Classify every new signup into one of three routing segments -- (1) Individual IC / self-serve user, (2) Team evaluator / buyer, (3) Enterprise decision-maker -- so that onboarding content is personalized and sales only contacts segments 2 and 3.
• Hypotheses / unknowns:
  • H1: A meaningful share of signups are individual ICs who will never buy a team plan; sales outreach to them is wasted.
  • H2: Four profile signals (role, company size, use case, buying intent) are sufficient to separate buyer from user.
  • Unknown: What is the actual segment split? (This survey will establish the baseline.)
• Target population: 100% of new signups (census, not sample).
• Sampling frame: Triggered automatically for every new account during first session.
• Segment cuts (must-have comparisons):
  • Buyer vs. user (evaluating for team vs. self)
  • Company size tier (1-10, 11-100, 101-500, 500+)
  • Role category (analyst/data, engineering, product/PM, leadership/exec, other)
• Timing + cadence: Always-on (every new signup). Review routing accuracy quarterly.
• Incentive: None. Value exchange is "we'll personalize your experience."
• Success criteria:
  • Completion rate >= 75% of new signups (since it's in-product and short).
  • Routing accuracy: >= 85% of users routed to the correct onboarding path (validated by checking a sample after 30 days).
  • Sales qualification: reduction in sales outreach to non-buyers by >= 50% within first month.
• Data/privacy notes: No new PII collected beyond role/company size/use case (non-sensitive firmographic data). Responses stored with account record. Standard product privacy policy applies.

C) Questionnaire

Estimated completion time: 45-75 seconds (4 required taps + 1 optional text field across 2-3 screens).

Question design notes:

• All required questions are single-choice with 5-6 options to keep tap count low.
• "Other (please specify)" included on Q01 and Q03 to avoid forced misclassification.
• Q05 is optional and placed last -- it adds richness without increasing abandonment.
• No double-barreled questions. Each question captures a single dimension.
• No satisfaction/opinion questions -- this is pure profiling.

D) Survey Instrument Table (Implementation-Ready)

id,section,question,type,options,required,logic,notes
Q01,Profile,What best describes your role?,single_choice,"Data Analyst / Data Scientist|Data Engineer / Analytics Engineer|Product Manager|Engineering Manager / Director|VP / C-level Executive|Other (please specify)",Y,,Freetext field appears if "Other" selected. Randomize first 5 options to reduce order bias.
Q02,Profile,How large is your company?,single_choice,"Just me (freelancer/solo)|2-10 employees|11-100 employees|101-500 employees|500+ employees",Y,,Do NOT randomize -- options are ordinal. Display vertically.
Q03,Profile,What will you primarily use [Product] for?,single_choice,"Ad-hoc data exploration|Dashboards & reporting for my team|Embedded analytics for customers|Data pipeline monitoring|Other (please specify)",Y,,Freetext field appears if "Other" selected. Randomize first 4 options.
Q04,Profile,Are you evaluating [Product] for yourself or for a team?,single_choice,"Just for myself|For my team (2-10 people)|For my department or organization (10+ people)",Y,,Do NOT randomize -- options are ordinal by scope. This is the primary routing signal.
Q05,Profile,Anything else we should know to get you started?,open_text,"max 200 chars",N,,Optional. Display as single-line input or small textarea.

Screen layout recommendation (3 screens):

• Screen 1: Q01 + Q02 (role + company size)
• Screen 2: Q03 + Q04 (use case + buying intent)
• Screen 3: Q05 (optional open text + "Get Started" CTA)

QA checklist items (instrument-specific):

• All options visible without scrolling on mobile (max 6 options per question, vertical layout).
• Required questions are minimal (4 of 5 required; all are essential for routing).
• Skip logic: none needed (all questions shown to all users; Q05 is optional by design).
• "Other (please specify)" on Q01 and Q03 to capture roles/use cases not listed.
• Randomize non-ordinal option lists (Q01, Q03) to reduce primacy bias.
• Do NOT randomize ordinal lists (Q02 company size, Q04 evaluation scope).

E) Analysis + Reporting Plan

Primary metric(s)

• Segment distribution: % of new signups in each routing segment (Individual IC / Team Evaluator / Enterprise Decision-Maker).
• Completion rate: % of new signups who complete the survey vs. skip.
• Routing accuracy: % of users correctly routed (validated via 30-day follow-up sample).

Routing logic (the core output)

Segment cuts (predefined)

1. Buyer vs. user (Q04): Primary cut. Report weekly.
2. Company size tier (Q02): Cross-tab with Q04 to refine sales routing thresholds.
3. Role (Q01): Identify which roles skew buyer vs. user; adjust onboarding content per role.
4. Use case (Q03): Identify which use cases correlate with team/enterprise adoption.

Open-ended coding plan (Q05)

• Tag list v0 (12 tags): migration-from-competitor, need-SSO/security, need-integrations, evaluating-multiple-tools, specific-use-case-request, onboarding-help, pricing-question, team-setup-help, API-access, data-source-question, timeline-pressure, other.
• Coding rules: Apply 1-2 tags per response. Code weekly in batches. New tags added if >5 responses don't fit existing tags.
• Output: Top themes by segment; surface any high-frequency requests to product and sales teams.

Decision thresholds

• If > 40% of signups are "Just for myself": Validates the hypothesis that sales is over-contacting. Confirm self-serve onboarding path is robust.
• If "For my team/org" signups have < 20% sales follow-up conversion: Tighten routing -- add a secondary qualifying signal (e.g., company size threshold) before routing to sales.
• If completion rate < 60%: Shorten survey further (consider removing Q05 or combining Q01+Q03). Test whether the modal is too intrusive.
• If a single role (Q01) dominates > 60%: Consider splitting that role into sub-roles for more precise onboarding.

Reporting

• Format: Weekly automated dashboard (segment distribution, completion rate, skip rate) + monthly memo with routing accuracy review.
• Audience: Product team (onboarding optimization), Sales ops (routing rules), Growth team (conversion by segment).
• Decisions to capture: Any routing rule changes, onboarding path updates, sales threshold adjustments.

F) Launch Plan + QA Checklist

Pilot plan

• Who: Internal team members using test accounts + first 50-100 real signups (1-2 days of traffic).
• n: 50-100 real responses.
• What you're looking for:
  • Completion rate (target >= 75%).
  • Drop-off by screen (any screen with > 15% drop-off needs review).
  • Time to complete (target < 2 minutes; flag if median > 90 seconds).
  • Option coverage: are > 10% of respondents choosing "Other" on any question? If so, add a missing option.
  • Q05 response quality: are free-text responses useful or mostly empty/noise?
• Changes after pilot: Adjust option lists, wording, or screen layout based on findings. Remove Q05 if it adds no value.

Launch schedule

• Pilot start: Day 1 (internal) + Day 2-3 (first 50-100 real signups).
• Review pilot: Day 4.
• Full launch: Day 5 (all new signups).
• First routing accuracy review: Day 35 (30 days post-launch).

Reminder plan

• No reminders needed. The survey is in-product during first session. If a user skips, they are routed to the default path (self-serve individual). Consider a gentle re-prompt on second session if skipped, but do not nag.

Monitoring plan

• Response rate target: >= 75% of new signups complete the survey.
• Completion rate target: >= 90% of those who start complete all required questions.
• Drop-off watchpoints: Screen 2 (Q03 + Q04) -- if drop-off > 15%, simplify.
• Segment mix watchpoints: If > 80% fall into a single segment, investigate whether the questions are differentiating effectively.

Close the loop

• What respondents will hear back: Personalized onboarding experience (immediate). "Based on your answers, here's your recommended setup..." (shown right after survey completion).
• When: Immediately upon completion (onboarding path loads based on responses).
• Channel: In-product (the onboarding flow itself is the "close the loop").

G) Risks / Open Questions / Next Steps

Risks

Open Questions

1. What user attributes are available at signup? If company size or role is already captured during registration, remove the redundant question from the survey and use the existing data.
2. What is the current signup volume? Needed to estimate how quickly we'll reach statistical confidence on segment splits and routing accuracy.
3. Are there compliance/legal requirements for storing profiling data? Standard product privacy policy likely covers this, but confirm with legal if the data will be shared with third-party sales tools.
4. What is the current sales outreach process? Understanding the existing SDR workflow will help define the routing handoff (e.g., auto-create lead in CRM vs. manual list).
5. Are there existing onboarding paths, or are we building them? The survey design assumes at least 2-3 distinct onboarding paths exist or will be built concurrently.

Next Steps

1. Validate routing logic with Sales and Product. Share the routing table (Section E) with sales ops and product team. Confirm segment definitions and outreach rules before building.
2. Build the survey in your in-product survey tool (e.g., Appcues, Chameleon, Pendo, or custom). Use the instrument table (Section D) as the spec.
3. Run the pilot (50-100 signups). Review completion rate, drop-off, option coverage, and time-to-complete.
4. Adjust and launch. Refine wording/options based on pilot data. Go live for all new signups.
5. 30-day routing accuracy review. Sample 50-100 users from each segment. Check whether their actual behavior (e.g., invited teammates, purchased, stayed individual) matches their survey-assigned segment. Adjust routing thresholds if accuracy < 85%.
6. Quarterly review cadence. Re-examine segment distribution, routing accuracy, and completion rate. Update option lists as the product and user base evolve.

Quality Gate

Checklist Results

A) Decision + scope

• A specific decision is named and time-bounded.
• The survey has one primary goal (route signups + suppress non-buyer outreach).
• Every question maps to a decision, hypothesis, or segment cut.
• Clear boundary: this survey does NOT measure satisfaction, friction, or feature requests.

B) Audience + sampling

• Primary audience defined (all new signups, first session).
• Sampling frame is realistic (census -- 100% of signups, in-product trigger).
• Segment cuts are explicit (buyer vs. user, company size, role).
• Plan for low response rate (skip defaults to self-serve; re-prompt on second session considered).
• [N/A] Recall not relevant (profiling current state, not past experience).

C) Measurement + question quality

• Core "metric" is segment classification, not a score -- appropriate for profiling.
• [N/A] Scales not used (all single-choice profiling questions).
• [N/A] NPS not used.
• [N/A] Forced ranking not used (profiling, not diagnostics).
• No double-barreled questions; no leading language; no jargon.
• Completion time within target (< 2 minutes).

D) Instrument QA (mobile + logic + bias)

• All options visible on mobile (max 6 options, vertical layout).
• Required questions are minimal and justified (4 of 5).
• No skip logic needed (all questions shown to all users).
• [N/A] "Not applicable" not needed (all questions apply to all signups).
• "Other (please specify)" on Q01 and Q03.
• Option randomization on non-ordinal lists (Q01, Q03).

E) Launch + operations

• Pilot plan exists (50-100 signups, clear review criteria).
• Launch schedule defined.
• Monitoring plan: completion rate, drop-off, segment mix.
• Close-the-loop: personalized onboarding experience loaded immediately.

F) Analysis + reporting

• Segment cuts predefined (buyer/user, company size, role, use case).
• Open-ended coding plan for Q05 (12-tag list + rules).
• Decision thresholds defined (completion rate, segment distribution, routing accuracy).
• Reporting format chosen (weekly dashboard + monthly memo).
• Insights translate to actions (routing rule updates, onboarding path changes).

G) Privacy + ethics

• Data minimization: only collecting role, company size, use case, evaluation scope.
• No sensitive PII beyond registration data.
• Consent: standard product privacy policy applies.
• Storage/retention policy: flagged as open question for legal confirmation.

Rubric Scores

Overall: 4.6 average, no dimension below 4 -- Excellent.