Regularly implementing systems to gather customer feedback is essential for achieving success with your product, as it enables you to avoid making assumptions and misconceptions about the user experience.
For product teams, conducting user research and administering product surveys is crucial for collecting valuable data and validating ideas and hypotheses.
However, organizations sometimes struggle to ensure their questions are relevant and informative. Here, we explore some key product survey questions businesses should ask to understand their customers better and improve their products.
What is a product survey?
Simply put, a product survey is a question about a product. It’s a research method that involves posing questions to customers or potential customers to collect data about a particular product.
While product surveys can take any form, the most common ones are online or written questionnaires. The survey may include product features, pricing, quality, usability, or packaging questions. It may also have other aspects influencing the customer's decision to buy.
The data collected through the survey can help businesses:
- Identify areas of improvement
- Understand customer needs and wants
- Develop better products that meet their expectations
Types of product surveys
Before you start asking relevant and informative questions, you need to understand the different types of product surveys. There are four main types of product surveys:
Idea validation surveys
These surveys gauge customer interest in a new product idea. The survey typically includes questions about:
- The customer's willingness to buy a product
- What features would a customer like to see
- How many customers are willing to pay for certain products
Feedback from such idea validation surveys helps businesses determine whether their product ideas are viable and whether there is a market for them. As such, idea validation surveys can save businesses time and money by allowing them to test a product idea before investing resources in its development.
Concept testing surveys
Concept testing surveys are used to gather feedback on a specific product concept. Some concept testing surveys questions relate to a product's:
- Design
- Features
- Pricing
Customer satisfaction surveys
Customer satisfaction (CSAT) surveys give companies a better perspective on customer thoughts and experiences with company products or services. The survey may include questions about:
- Product performance
- Product ease of use
- Customer service satisfaction
This data is essential in improving or making changes to products and services. These surveys also enhance customer loyalty.
Product feedback surveys
Product feedback surveys collect feedback from company product or service users. The survey questions elicit feedback on various aspects of the product, such as its features, usability, design, and overall satisfaction.
Product feedback surveys can be conducted in various forms, including online surveys, email surveys, phone surveys, or in-person interviews.
Why should I run a product survey?
With the rise of online survey tools, it has become easier and more affordable for organizations to gather information about their target audience. Let’s get into some of the benefits of these surveys.
Get user insights quickly and easily
Conducting user research can provide valuable insights into user behavior, preferences, and needs. The beauty of product surveys is that you can ask closed-ended questions, such as those with multiple choices or open-ended questions that allow personalized responses.
Decision making
Some businesses believe they should only use product surveys when something is wrong. Well, this is wrong.
Using user research findings can inform decision-making and strategy development for organizations.
Improve user experience and satisfaction
Surveys are a tool that lets companies learn about their audience. Therefore, incorporating user feedback into a company can improve user experience and customer satisfaction.
Extra Tip: You can’t always get positive feedback, even if you're a market leader. It’s hard to please everyone.
Why is it important to ask good survey questions
The kind of questions a company asks directly impacts the quality of feedback collected. In turn, this affects the quality of conclusions your company draws from the survey results. Here are some reasons why it’s important to ask good survey questions:
- Accurate data collection: Respondents are more likely to provide accurate and honest answers when the questions are well-constructed.
- Relevant information: A well-crafted survey will ask questions tailored to the studied topic or issue.
- Consistency: Consistency across respondents is crucial when comparing responses between different groups or individuals.
- Minimizes bias: Good survey questions should be neutral and free from potential bias.
- Maximizes response rates: Good survey questions are more likely to optimize response rates because they are clear, easy to understand, and don’t take too long to answer.
Top tips for asking product survey questions
As stated earlier, it can be challenging to craft effective survey questions. If you're not careful, you may end up with poorly designed questions that provide inaccurate data.
To ensure you get the most out of your product survey, here are some top tips for crafting effective survey questions.
1. Ask open-ended questions
Open-ended questions encourage respondents to provide detailed answers in their own words.
For instance, instead of asking, "Did you like our product?" you could ask, "What did you think of our product?" This provides valuable insights and helps you better understand their needs and preferences.
2. Keep it precise
Make sure your survey questions are clear and to the point. Avoid using complex language or asking multiple questions in one. This ensures respondents understand what you are asking and can provide accurate answers.
3. Let them know what they get out of this
Make it clear to respondents why you are conducting the survey and how their feedback will be used. By clarifying the benefits, you can increase engagement and ensure that respondents feel their time and opinions are valued.
4. Take partial responses seriously
Respondents may not always answer all survey questions. However, even partial responses can provide valuable information. As such, be sure to consider them when analyzing the data.
5. Ask for feedback from customers after product survey questions
Once you've gathered data from your product survey, consider asking for feedback from customers on the survey itself. With such information, you can improve future surveys and ensure you're asking the right questions.
20 best product survey questions
Here are 20 sample questions you can ask in your survey:
How easy was it to use our product?
How did you hear about our product?
How frequently do you use our product?
Did our product meet your expectations?
How did our product improve your life or work?
What was your overall experience with our product?
Which product features did you find the most valuable?
How likely are you to recommend our product to others?
How would you rate the value for money of our product?
How likely are you to purchase our product again in the future?
What other improvements would you like to see in our product?
How does our product compare to similar products on the market?
Were there any features of our product that you didn’t find helpful?
Were there any issues that you encountered when using our product?
On a scale of 1-5, how satisfied are you with the quality of our product?
Product survey questions examples explained
Let’s analyze some of the previously mentioned product survey questions.
Category #1:Product performance
1. Did our product meet your expectations?
The product team can gain insight into whether a product meets user requirements and fulfills its value proposition. The question can also help identify gaps or mismatches between expectations and product features.
2. Which product features did you find the most valuable?
This question asks customers to identify which specific features of a product they found most valuable. With this, it provides valuable feedback to the company on what aspects of the product resonate with customers. Consequently, this can inform future product development.
3. Did our product meet your expectations?
This is a basic yes/no question. It’s useful when companies want a general sense of customer satisfaction with their product.
However, like the first question, it’s a closed-ended question and doesn’t provide specific details on what customers liked or disliked about a product. This limits the actionable feedback that the company can gather.
4. On a scale of 1–5, how satisfied are you with the quality of our product?
Using a numerical scale from 1 (very dissatisfied) to 5 (very satisfied), this question can gather details about your customer's level of satisfaction.
It helps the product team to measure the user’s perception of a product’s quality. This can include functionality, reliability, durability, design, and more. It can also show how likely your customers are to recommend your product to others.
Category #2: Competitor comparison
5. How does our product compare to similar products on the market?
This question seeks to compare your product with others that offer similar solutions, either from competitors or alternatives. It lets you understand how your product stands out from the rest. It can also provide unique insights into a company's selling points or advantages.
On the other hand, feedback from this question can reveal any areas where a product falls short or needs improvement compared to other products.
6. How likely are you to purchase our product again in the future?
Using a scale from 1–10, users can indicate their probability of repurchasing a product in the future. This is crucial because it measures user loyalty and retention, which are key indicators of product success and growth.
But that's not all! The question also shows how satisfied or dissatisfied users are and how much they value our product.
Category #3: Product’s appealing features
7. Which product features did you find the most valuable?
Users identify and rank the features of a product that they found most useful, beneficial, or appealing. This lets a company gain insight into the core features driving user satisfaction.
The question also informs future product development and prioritization by highlighting the features most in-demand or desired by users.
Category #4: Overlooked product features
8. Were there any features of our product that you didn’t find useful?
The product team can use this feedback to identify redundant or unnecessary features that don’t add value or may even detract from user satisfaction. The feedback can inform future product development by analyzing features that can be removed, simplified, or improved.
Category #5: Product feedback and improvement
9. What other improvements would you like to see in our product?
This question allows the product team to collect user feedback and ideas for future product development and innovation, as well as validate existing assumptions or hypotheses.
In addition, it can increase user engagement and loyalty by showing that their opinions and suggestions are valued.
10. Were there any issues that you encountered when using our product?
The user is asked to report any difficulties, bugs, errors, or frustrations they experienced when using a product. This helps the product team to identify and fix the problems and prevent negative word-of-mouth.
It can also improve user experience and trust by showing that their issues and concerns are acknowledged and addressed.
FAQ about product surveys
How do I create a product survey
To create a product survey:
- Identify the goals of the survey
- Select a survey method
- Develop survey questions
- Pilot test the survey
What are good survey questions for customers
Good survey questions for customers should be clear, concise, and focused on the customer experience, product satisfaction, and suggestions for improvement.
How do you interview customers for a product
To interview customers for a product, identify a sample of customers, prepare interview questions, conduct the interviews, and analyze the data.
What are 3 open-ended questions to ask customers
- What did you like most about our product?
- What suggestions do you have for improving our product?
- What similar products do you use, and how does ours compare?
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