The top 10 product survey questions to ask—examples and tips

What do all the best companies have in common? They leverage feedback as a strategic business growth tool. From creating a better customer experience to building better products, customer feedback plays a critical role in driving revenue and overall business success.

And one of the best ways to get feedback is with a product survey that reveals your users’ true feelings about what you have to offer.

What’s a product survey?

A product survey is a tool companies use to learn what their users think about their products. They help you make adjustments to better serve your customers by discovering what they truly want. 

Just as you conduct audience research, you can leverage product surveys to do product research—what do users want, need, and not want or need from you? Sending surveys pre-launch can provide clarity so you don’t waste resources building something no one wants or needs.

10 questions every product survey should ask

It seems simple enough—ask your users how you can improve your product (and their experience with it) and find out what they’d like that you’re not currently offering. But it’s not that simple. 

Understanding what your users are looking for requires that you ask the right questions. Don’t worry—we’ve done the heavy lifting for you. We’re sharing the top 10 questions your product surveys should include to yield the most powerful feedback—and data—from your users.

Need some inspiration? Check out our product research survey template or product feedback template.

1. How often do you use our products?

Start your survey off simple—you don’t want to overwhelm your customers with an open-ended or lengthy question that requires a lot of deep thinking. Asking how often they use your product is low-lift on your customers’ end but it also helps you see which products they’re using most and how often.

2. Which features are most valuable?

Most product-based companies offer multiple products with an array of features. Just look at Typeform—you can create quizzes, forms, surveys, and more, each with unique features like logic branching or automatic follow-up.

Not every customer is going to use all the features. That’s why you need to find out which features customers are using most and which are collecting dust. You might find the data shows exactly what you expected. Or you might learn that users don’t interact with your product the way you anticipated.

3. How would you compare our products to our competitors’ products?

Let’s be honest—if you have a product that people want, there are likely dozens of competitors out there trying to iterate on your product and build something better. You want to know how you measure up.

Knowing where you fall in the market, or at least how your customers view your product, can unveil powerful insights—like how to market your product to the right people.

4. What important features are we missing?

Let your customers inform your roadmap. What features do they wish you had? What could they do without? 

More often than not, companies spend hundreds of thousands of dollars and countless hours on research and product development only to discover their customers don’t actually need—or want—the new product or feature.

Asking customers what features they wish you offered can guide your roadmap, reveal tiny details that can make a big impact, and show you whether you’re on the right track with product development.

5. What’re you trying to solve by using our products?

Your users didn’t buy your product because they just wanted to help your business grow. They bought it because it solves a problem they have. But do you know what that problem is? Ask your customers!

Their answers can unearth the real answer and show you which aspects of your product need improving and any potential features that could further solve their problems. They could also show that customers are using your product to solve a problem you hadn’t considered—hello, new marketing opportunities!

6. Who else could find our products useful?

Asking customers who they know who might also benefit from your products is a quick and easy way to find potential new users. Their answers might reveal an audience you’re not serving or give you the validation you need to double down on your marketing efforts on your existing customers.

7. How easy is it to use our product?

When you’re in your product day in and day out, everything seems easy. And your seasoned customers might agree. But what about new users? 

Asking all users—but especially those who just signed up—is a great way to see if your product:

• Is as intuitive as you thought
• Has many points of friction
• Is user-friendly for all users

If users struggle to figure out how to use your product, they likely won’t get value from it… and churn may be a few more bad experiences away. Your users’ feedback can tell you if you need to work on the user interface or experience or if you simply need to create in-product guidance to help new users through your product.

8. How would you rate the value for the money?

Knowing whether your customers think your product is worth the money is invaluable. If a majority of customers think your product is too expensive, you have likely lost out on dozens (or hundreds) of sales by pricing out more value-focused people. 

But if users are satisfied with what they get for the money? You know you have some room to build out some premium features to generate additional revenue.

Note: If you’re sending the product survey to existing customers, you’re only speaking to customers you know can afford your product.

9. How likely are you to recommend our products to others?

Asking customers how likely they are to recommend you is one of the most popular survey questions—and for good reason. Your net promoter score (NPS) gives you insights into how your customers talk about your products to others.

If you have a positive NPS, good news: many of your customers are promoting your products for you. 

Negative NPS score? Use this survey as an opportunity to understand why your customers aren’t happy and are saying negative things about your products. You really need this feedback so you can mitigate their risk of leaving and spreading negative word-of-mouth.

Let unhappy customers know that you’re listening and start implementing their requested changes. And tell them that you’re making those changes. It builds trust and gets your customers back on track.

10. How could we improve our product to better meet your needs?

Now that users have made it through a few simple questions, it’s time to ask a broad, open-ended question. Your customers know better than anyone else how useful (or not) your products are. Asking how you can improve shows them:

• You care about making customers happy
• You value their feedback
• You’re committed to meeting their needs

Their answers also show you where you should focus your efforts to make customers as satisfied as possible.

Pro tip: Save this question for the end of your survey—you want users to have time to think about the product by asking the other questions first.

Tried-and-true tips for asking product survey questions

Before you send out any survey, be clear on your purpose. Sending a survey doesn’t do anything for your business if no one’s going to review the results or take any kind of action. Plan, identify the key information you want to get from the survey, and build your survey around gathering that information.

Collecting as much data as possible sounds good in theory. But do it in steps—you probably don’t want to include every survey question on this list in a single survey. You’ll likely bore or overwhelm your users and get rushed answers that don’t yield valuable information.

Pick a few questions you need answers to now and send more surveys down the road if you need more data.

The last tip? Let your customers know you’ll use their feedback. No one wants to spend time filling out surveys only to find out their responses went into the abyss. They’re giving up their time to help you—show them respect by using that feedback to improve, refine your product, or create a better customer experience.