typeformresearchAPP-086

The Typeform Research and Marketing User

#typeform#forms#research#survey#lead-generation#data-collection

Aha Moment

“What was the moment this product clicked?” —

Identity

A UX researcher, marketer, or operations person who uses Typeform because they've seen what happens to completion rates when you use Google Forms. They care about the quality of the responses they collect — which means they care about the experience of filling in the form. They design forms deliberately: question order, logic branches, conversational tone. They know their completion rate. They have an opinion about it.

Intention

What are they trying to do? —

Outcome

What do they produce? —

Goals

→Collect high-quality, complete responses from people who would otherwise bail halfway through
→Route different respondents to different questions without the form feeling like a flowchart
→Get responses into the tools they actually work in without manually exporting a CSV

Frustrations

—Conditional logic that works for simple branches but breaks down on complex routing
—Response limits on lower plans that are hit right when a campaign goes well
—Integrations that technically work but require cleanup before the data is usable
—Long forms where the conversational design still can't prevent dropout at question 12

Worldview

Form completion is a UX problem, not a content problem
Every unnecessary question is a question that kills a completion
Data quality is downstream of form quality — bad form, bad data, bad decisions

Scenario

They're designing a post-purchase survey for an e-commerce client. The survey needs to ask about the purchase experience, collect an NPS score, and — only if the NPS is below 7 — ask a follow-up about what went wrong. If the NPS is 8 or above, it should route to a referral ask. There are 4 questions maximum. The form will be embedded in a post-purchase email. The client wants results in Salesforce. They're in the Typeform logic builder. It's working. Mostly.

Context

Creates 2–8 new Typeforms per month for research, feedback, lead capture, and events. Uses Typeform Business or above. Embeds forms in websites and sends via email. Connects to Zapier, HubSpot, Slack, or Google Sheets depending on the project. Reviews completion rates and drop-off by question for each form. Has strong opinions about question types — uses Opinion Scale over 1–10 number inputs. Has built a multi-page form that they're still proud of. Has had a form break during a live event.

Impact

→Conditional logic that handles multi-branch, multi-condition routing without a support ticket
→unlocks the research designs that currently require workarounds
→Response analytics that show drop-off by question in real time enable iteration
→during active campaigns, not just after
→Native integrations that map form fields to destination fields without manual mapping
→remove the Zapier middleware for standard connections
→Completion rate benchmarks by form type and length give designers a target to design toward

Composability Notes

Pairs with `ux-researcher` interviewer persona for qual-to-quant research workflow design. Contrast with `google-forms-user` to map the form completion rate tradeoff between simplicity and fidelity. Use with `hubspot-primary-user` for the lead capture form-to-CRM workflow.