The Client Questionnaire


In my last post I wrote about who the design process is for and what it accomplishes. I talked about using it for the purpose of serving, how it helps me flourish creatively, and how it helps produce more holistic design.

The Discovery Phase

The first phase of my design process is the discovery phase. The discovery phase is all about understanding the project’s goal and the “why” behind it.

This phase requires both research and inner reflection. It’s where you lay out what your project is about, who your ideal client is, your dreams for where you want to go, and more.

The research phase begins with a questionnaire.

The questionnaire is my favourite part of the design process with my clients!

Reading through a finished questionnaire submitted by a client fires me up (and feeling completely honoured) to have a small part in these women’s dreams.


What you and Anthropologie probably have in common.

“What are three brands you love and why?”

I recently compared questionnaires from all past clients to analyze commonalities. 95% of the answers to the above question included Anthropologie. I’m not surprised by this! Here’s who Anthropologie says their customer is:

“A creative-minded woman, who wants to look like herself, not the masses. She has a sense of adventure about what she wears, and although fashion is important to her, she is too busy enjoying life to be governed by the latest trends.”

There’s an Anthropologie down the road from me and it’s my happy place! I walk in and am inspired by the creativity gone into every last detail, from the unique products to the stunning visual merchandising. I wrote yesterday on Instagram about being “fierce and original in your work.” (a Gustave Flaubert quote). It’s undeniable that Anthropologie embodies and encourages you to live this. I find myself with creative juices flowing and wanting to head straight to a thrift store or a craft store after visiting!

Why am I saying all of this? Chances are, you’re reading this blog because you, like me, value and pursue a beautiful life marked by fierce creativity, originality, and joy. And I truly love both connecting and working with you because of these shared values!


Tap into your core values and beliefs.

Especially as service-based business owners, it’s important for us to dig deep and understand core values and beliefs if we want to attract customers/clients that have similar values. If you can tap into this, you can speak to them with words, colours, and imagery that will actually resonate.

How I practically guide my clients through this is with an in-depth questionnaire.

The answers to the questionnaire help provide me a holistic view of the project, so I can execute design that is relevant, streamlined and meets the goal “why”, the core values.

Ask questions that dig deep.

Depending on what your service is, your questions will vary. Here are some ideas to get your ideas flowing.

Business Services (Copywriters, Designers, Virtual Assistants, etc.)

  • What makes your business unique?

  • What do your clients love about collaborating with you?

  • What adjectives best describe your brand?

  • Who are your competitors?

(I found Spruce Rd.’s questionnaire resource very helpful in establishing my own.)

Event Services (Stationers, Calligraphers, Florists, Planners, etc.)

  • What makes your love story unique?

  • What three weddings have you been to and loved?

  • Any specific meaning you want the day to reflect?

  • What adjectives do you want to describe your day?

Remember - The success of your project is dependent upon how clear or unclear the goal is.

Even timelines are dependent! For less clear project goals, allow more time for research upfront and/or iteration throughout.