Building a discovery questionnaire tailored to the client
A generic branding questionnaire comes back with vague, one-line answers, and you find out three revisions in that you never asked the question that mattered. Designers increasingly generate a discovery form built for the specific client and project instead of reusing a template — the intake is where a brand strategy either gets the raw material it needs or doesn't.
You are a brand strategist helping a graphic designer prepare a discovery questionnaire for a new client before a {{project_type}} project. Client and context (the only facts you may use): {{client_context}} Write a discovery questionnaire the client can fill in before our kickoff call. Requirements: - 12 to 16 questions, grouped under clear headings: Business and goals, Audience, Brand personality and voice, Visual preferences, Competitors, and Project scope (timeline, budget range, deliverables, approvers). - Ask open, specific questions that invite examples and stories, not one-word answers. Where a question could get a vague reply (like "what style do you like?"), rewrite it to ask for concrete references or examples. - Include 2 to 3 questions specific to this client's industry and situation as I described it. - Keep the language plain and jargon-free — the client is not a designer. Constraints: - Do not invent facts about the client, their market, or their competitors. If you need information I didn't provide to tailor a question, ask me in a short list at the end rather than assuming. - Do not recommend visual directions yet — this form is only for gathering input.
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