How do I target the right recipients with my survey?

I have a product survey that I want to send out to customers that use my products. However, the people who buy my products are usually in a purchasing department, not the actual users of it. The users are operators on a manufacturing plant floor (they don't buy the products). Does anyone have ideas on how I can use SFDC to determine the actual users of my products, and trigger the survey to them vs. the purchasing manager who signed the PO?