Customer Needs Analysis Questions for Channel Partners

Use these questions for customer needs analysis when working with channel partners. Refer to our main guide for strategy; use this framework to capture insights and strengthen collaboration.

Dan Wu, JD/PhD

Aug 11, 2025

Innovation Process

TABLE OF CONTENTS

A Ready-to-Use Customer Needs Analysis Questions for Channel Partners

Phase 1: Discovery

Phase 2: Validation

Questions to Refine Needs and Your Offer

Free Template for Channel Partner Customer Needs Analysis

A Ready-to-Use Customer Needs Analysis Questions for Channel Partners

This document provides a practical questions to structure your customer needs analysis conversations with channel partners.

It's designed to help you systematically uncover partner and end-customer needs when you lack direct access to the ultimate buyer or user.

For more on “the why” behind the questions below, check out this guide. These questions are most effective when used alongside the insights from the main guide.

Phase 1: Discovery

Understanding Customer Needs (Partner & Client)

Sequence	Question	Response Notes
1	Define Dream Outcome Ideally, what does success look like for you when you're helping your typical client (e.g., if you're an advisor, perhaps an HNWI client) navigate a key goal (e.g., their philanthropic journey)?	ㅤ
2	Identify the #1 Challenge Thinking about that ideal success, what are the main challenges or limitations – perhaps with current tools, resources, or the overall process – that make achieving that ideal difficult for you or your clients today? If they list many, ask them to rate significance (1-5) to prioritize the biggest misalignment. (Refer to guide for tips)
3	Identify Consequences Thinking about [the #1 challenge identified above], what are the specific consequences for your client or for your work if that challenge isn’t addressed?	ㅤ

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Phase 2: Validation

Analyze Offer Alignment

Sequence	Question	Response Rating & Notes
4	Validate Offer [Share solution/offer] On a scale of 1 to 5 (where 5 is 'definitely yes'), how interested would you be in a brief [brief working session to make more useful to you or your clients]? (Adjust wording based on your desired call to action)	ㅤ
5	Next Steps If 4+ (Strong Alignment): Schedule next step in meeting If 3 or below (Alignment Gap): To help me understand, what's the biggest friction point regarding taking that collaborative step with us and make that session feel like a ‘5/5’ valuable use of your time?

Questions to Refine Needs and Your Offer

Using these customer needs analysis questions provides structured data from your channel partners.

This process helps validate the alignment of your solutions and strengthens partnerships by demonstrating commitment to addressing real-world challenges, ultimately driving mutual success through better alignment.

For more on “the why” behind the questions below, check out this guide. These questions are most effective when used alongside the insights from the main guide.