Creating detailed buyer personas is essential for any Web3 startup looking to grow. By understanding who your users are—their needs, behaviors, and goals—you can tailor your product, messaging, and campaigns to drive meaningful engagement.

Surveys are one of the most effective ways to uncover insights at scale. In the fast-moving world of Web3, combining survey data with onchain analytics allows you to build a complete picture of your audience.

Buyer persona survey questions are critical for startups to understand their target users

In this guide, we’ll walk you through 90+ Web3 buyer persona survey questions—categorized by demographics, job roles, motivations, preferences, and purchasing behavior—to help you design smarter strategies and better products.

Key Takeaways

• Buyer personas help Web3 teams tailor messaging, product strategy, and growth campaigns.

• Surveys reveal user demographics, motivations, and behaviors at scale.

• Categorized questions help identify pain points, purchase drivers, and retention factors.

• Use surveys alongside onchain analytics to build a full picture of your users.

• Tools like Formo help you combine offchain survey data with wallet-level insights.

Why Buyer Personas Matter in Web3

Buyer personas are detailed representations of your target users based on research and behavioral data. In Web3, where users are pseudonymous and wallet-based, personas are especially useful for bridging the gap between offchain and onchain identities.

Buyer personas help you:

• Personalize content and marketing strategies

• Optimize product positioning

• Improve user retention and engagement

• Align team decisions around user needs

How Surveys Help You Build Accurate Personas

Analyze demographic information to identify the segments most interested in your products or services

Surveys are a scalable way to collect insights from your users. Unlike interviews or community feedback, surveys allow you to reach a larger, more diverse sample of your audience. You can gather:

• Demographics and career background

• Motivations and pain points

• Preferences in tools, content, and communication

• Buying behaviors and decision-making criteria

When paired with onchain analytics, surveys provide a 360-degree view of your users.

How to Write Effective Web3 Buyer Persona Questions

When developing persona surveys, focus on questions that explore the user’s background, goals, and behaviors. Structure the survey to build trust gradually—ask general questions first, then more personal or sensitive ones later. Aim for 8–10 questions per category.

Examples:

• What is your age?

• What is your most common challenge when evaluating Web3 tools?

• What are your top priorities when selecting a dApp or protocol?

Include at least one open-ended question to gather qualitative insights.

90+ Web3 Buyer Persona Survey Questions (by Category)

A key goal of creating buyer personas is to identify the ideal user's background, challenges, and buying behaviors

Attitudes, Values, and Challenges

• What causes you daily stress?

• What are your long-term life goals?

• What motivates you to take action? (Fear, ambition, curiosity, etc.)

• What keeps you from achieving your goals?

• What values are most important to you?

• What are your top fears when trying new products or services?

Preferences and Habits

• How do they define "fun"?

• What are their hobbies and interests outside of work?

• How do their hobbies relate to your brand?

• Who is most important in their lives?

• How do they spend their weekends?

• Where do they get their news?

• Where do they go for advice or information?

• What are their favorite websites?

• What blogs or publications are they reading?

• How do they prefer to consume this information (online newspapers/television/podcasts)?

• What social media platforms do they use (and how actively)?

• How tech-savvy are they?

• How do they prefer to communicate (phone/email/text)?

• What associations, forums, or social networks do they participate in?

• What resources do they use to keep up with current events?

• What channels do they use to connect with people they know?

• How likely is the user to use a search engine to learn about a product?

• What keywords about your products might interest the user?

• Discuss the user's reading habits, including news articles, blogs, and editorials.

• Does the user have an active social media profile? If so, on what platforms?

• What types of digital content resonate best with the user? Graphics or video?

• What online communities does the user actively participate in?

• Does the user click on links to visit a brand's website?

• Identify industry conferences and trade shows the user is likely to attend.

Behavior

1. Where do they spend their money? Do they tend to shop in person or online?

2. What are their most common hesitations, doubts, or objections?

3. How do they research what to buy? Google, review sites, word of mouth, thought leaders?

4. What keywords do they use to search for answers?

5. How long does their evaluation process take?

6. What criteria do they consider? Price, features, appearance, ease of use, etc.?

7. What emotional buttons trigger their purchases?

8. Do they prefer to buy online, over the phone, or in person?

9. How do they want to feel when they use the product?

10. What are their favorite and most used brands?

11. Why do they choose those brands over others? 

12. How likely is the user to make repeat purchases of the same products?

13. How long does it take the user to make a purchase decision?

14. Does the user often buy expensive or inexpensive products?

15. How does the user determine whether a product is expensive or inexpensive?

Product- or service-specific characteristics

These questions relate to your persona's relationship with your company.

1. What are their reasons for buying your product or using your service?

2. Is this their first time buying from your company?

3. How specifically can your company help them overcome their challenges?

4. How does your solution fit into their lives?

5. What will they ultimately achieve by using your product or service?

6. What features are they looking for when they browse your inventory?

7. What are their values?

8. What are their fears about making an investment?

9. Identify other companies that sell similar products and target the same users as the company you work for.

10.  How likely is the user to consider a competitor over the products you promote?

11. What does the user want to accomplish with the purchase?

12. How do they differentiate their goals?

13. What challenges might affect their journey to their goals?

14. What impact do these challenges have on the user's life?

15. How can your product help alleviate these challenges?

16. What information can motivate the user to seek help?

Get actionable insights with Formo’s survey templates

Understand onchain users and build better products with Formo

Get actionable insights on web3 user behavior with Formo’s survey templates. Formo helps you gain a deeper understanding of your Web3 users based on onchain wallet analytics and offchain data With features like token gating, survey logic, and wallet-based segmentation, Formo enables you to:

• Discover your users’ motivations and behaviors

• Segment your users more effectively

• Personalize marketing and onboarding to boost conversions

Use these 90+ questions to shape your Web3 user personas, then enrich them with real-time, unified analytics with Formo.

Follow us on LinkedIn and Twitter, and join our community to see how Web3 leaders use Formo to drive growth in less time.

Read more: 

• Web3 Customer Health Scores: Questions for Success

• 8 Proven Tips for building the best Anonymous Surveys

• 90+ Web3 Market Research questions to ask your audiences

Frequently Asked Questions

1. Why should Web3 startups create buyer personas?
Buyer personas help Web3 teams understand their users' backgrounds, goals, and behaviors. This allows for more targeted marketing, better product design, and stronger user retention.

2. How do surveys help build accurate buyer personas?
Surveys offer direct insights into user demographics, motivations, and preferences. This structured data makes it easier to identify key user segments and tailor your messaging to each.

3. What types of questions should be included in a Web3 persona survey?
Include questions about demographics, job roles, lifestyle, goals, challenges, and buying behavior. This mix helps you understand both personal and decision-making factors.

4. How many survey questions are ideal for building a buyer persona?
Start with 8–10 focused questions. That’s enough to collect meaningful insights without overwhelming the respondent. Save more personal or sensitive questions for the end.

5. How can Formo help with Web3 buyer research? Formo offers Web3-native survey tools with token gating and onchain data integration. It helps you collect user insights and combine them with wallet activity for a full view of your users.