Client Discovery Questionnaire

WHO THIS IS FOR

Designers meeting a new client for the first time, or starting a new project with an existing one, who want structured answers instead of a vague verbal brief.

HOW TO USE IT

Send this ahead of a kickoff call so the client has time to think, then walk through the answers together — the follow-up conversation usually surfaces more than the written answers alone.

1. THE BUSINESS

• In your own words, what does your business do, and for whom?
• How long has the business been running, and what's changed recently?
• Who are your 2–3 biggest competitors, and what do you think they do better than you?

2. THE CUSTOMER

• Describe your ideal customer as a real person — age, situation, what they care about.
• What do customers say when they explain why they chose you?
• What objection or hesitation comes up most before someone buys?

3. THE PROJECT

• What made you decide to start this project now?
• What does success look like when this is finished — be as concrete as possible.
• Is there a past design (yours or someone else's) that failed, and why do you think it did?

4. TASTE & DIRECTION

• Name 2–3 brands, in or outside your industry, whose look you admire — and say what specifically you like.
• Is there anything you definitely don't want — colors, styles, comparisons to avoid?

5. PRACTICAL DETAILS

• Decision-maker for final approval
• Hard deadline, if one exists, and why it's fixed
• Confirmed budget range
• Where the finished work will be used (print, web, signage, social, packaging)

IN THE FOLLOW-UP CALL

Listen for gaps between what the client says and what they've actually built so far — a mismatch there is usually the real project, even if it's not what they asked for.

NEXT STEPS

Keep completed questionnaires on file for every client. Six months into a working relationship, this document is often the fastest way to settle a disagreement about what was actually agreed at the start.