What is Product Feedback Survey (+ 59 Best Questions to Ask)

Written by Moritz Dausinger, CEO of Refiner

Worried about a high churn rate? Feeling pressure because competitors are outdoing you on every front? Or maybe your customer satisfaction scores aren’t as high as you’d like, and you have no idea why (and, more importantly, how to beat it)… 

Well, that’s usually the best time to get your users involved

Because let’s face it: No one has a better idea of what’s causing all this (and how to change it) than the people who experience your product every single day.

And how do you get that information from them? Yup, exactly, with a product feedback survey

Below, I’ve compiled everything you need to know to run product feedback surveys. I’ll also provided you with a list of the best questions to ask so that you can get started right away. 

So, let’s do it!

What is a product feedback survey?

The simplest way to explain a product feedback survey is as a questionnaire you use to find out what customers think about your product

It really is that simple. 

Here’s an example of a product feedback survey created with my tool, Refiner.

Example of a product feedback survey.

But there is far more to product feedback surveys, though. 

For one, you can run product feedback surveys to uncover a whole range of information: 

You can learn quite a lot about your customers

For example:

  • A good product feedback survey can help you uncover their needs, preferences, and insights into what customers expect from your product. 
  • It can also tell you what they think of it in the first place, and how satisfied (or not) are they with your product. 
  • Product feedback surveys can also tell you what customers struggle with when using your product. And let me tell you, that one insight alone can make a huge difference to your growth and product adoption. 
Another example of a product feedback survey.

(An example of a product feedback survey focusing on profiling users.)

You can find out how well (or not) customers adopt to new features

Remember, these types of surveys focus on the product. And this means that you can also inquire about the success or failure of any changes or new features that you’ve brought in recently. 

You can find out how easy a new feature is to use. 

A product feedback survey aiming to uncover feature adoption levels.

Ask what options it might still be lacking, and more. 

Roadmap prioritization survey.

Insights from product feedback surveys can help you shape and focus the roadmap, too. 

  • With these surveys, you can identify high-value features to your customers, and prioritize your product roadmap around those use cases. 
  • Understanding customer pain points will also help you figure out what features or improvements would make your product even more valuable to users.
  • By uncovering issues with the product, these surveys will also help you figure out how much time to devote to building new features, and how much effort you should be putting into fixing what’s not working perfectly right now.

Finally, these surveys will boost customer trust in you and your product

Again, this can happen on many levels:

  • Even just the fact that you’re running those surveys will demonstrate your customer-centric approach and values. 
  • The trust in your business is going to go up too, particularly when customers will see their feedback leading to tangible changes. 
  • This will lead to greater customer satisfaction, and in turn, more positive reviews and word of mouth. 

Different types of product feedback surveys

Having so many potential outcomes from a simple survey immediately suggests that well, the survey isn’t that simple after all. And it’s true, at least to some extent. 

Because you see – The term product feedback survey is actually an umbrella term for many different survey types. Naturally, not every survey is a product survey. But many such questionnaires help collect product feedback. 

So, here are the examples of the most common product feedback surveys.

Net Promoter Score (NPS)

By far and away, this is the most well-known and most used product survey ever and that’s for a reason. 

After all, NPS can deliver an incredible insight about your customers, their satisfaction, and their likelihood of remaining loyal customers.

What is Net Promoter Score

Net Promoter Score is a simple, one-question survey used to evaluate the person’s likelihood of referring a product to others. 

NPS uses just one question – typically something along the lines of “On a scale of 1-10, how likely are you to recommend this product to a friend or colleague?

NPS survey example.

But this seemingly simple question delivers an incredible insight into your customer base’s attitudes towards your product. 

For one, it helps you categorize your users into three groups:

  • Promoters, who are your most loyal customers, who are beyond enthusiastic about your product. 
  • Passives, who are satisfied with your product but aren’t happy enough not to be swayed by competitors for example. 
  • Detractors, who are dissatisfied users, basically. 
Breakdown of NPS scores.

And let me tell you – This single insight – knowing how many Promoters and Detractors you have – can tell you an incredible lot about the quality of your product. 

FURTHER READING: What is Net Promoter Score

Customer Satisfaction Score (CSAT)

CSAT is similar in form to NPS. This survey also uses just one question. However, in a case of CSAT, it focuses on evaluating customer satisfaction. 

What is the CSAT Survey

Customer satisfaction survey (CSAT) is a survey designed to help companies understand how satisfied customers are with their products or services.

CSAT survey typically looks like this:

Note how simple this survey is to answer. It just requires a person to select the right options from a string of emoticons like in the example above. That’s all. 

But the impact of this insight is beyond incredible. 

  • With it, you can discover your customers’ overall satisfaction with your product. 
  • You can do the same for its specific features but also, the product experience, or even your support experience. 


Customer Effort Score (CES)

NPS and CSAT focus on satisfaction with the product. The Customer Effort Score, on the other hand, goes deeper into usability and customer and product experience.

What is CES

Customer Effort Score (CES) is another single-question survey. But this one helps you evaluate how easy to use (or not) customers find your product or its particular features, etc. 

The survey looks like this.

CES survey example.

And in a nutshell, it can help you:

  • Identify and reduce friction points and improve the product experience
  • Improve customer service and overall customer experience
  • Close the customer feedback loop

FURTHER READING: What is Customer Effort Score Survey?

Product and feature adoption surveys

Unlike the three surveys above, this category does not include a one specific survey type. Instead, it’s more about a type of insights that you collect – Insights that help you establish how well customers have embraced your new features or product improvements.

There are several ways to collect those insights. 

Run product market fit surveys

Feature adoption survey.

Feature satisfaction surveys

Feature satisfaction survey.

Roadmap validation surveys

Roadmap validation survey.

Product value surveys

Product value surveys evaluate exactly that – The value your product provides to users. In other words, they help you establish how helpful your product is to them. With such insight, you can start at least predicting the likelihood of your success. 

Because, as I’m sure you’ve guessed, the greater the value customers see in your product, the more likely they are to keep on using it month after month after month. 

Value delivered survey.
Improve your product with better customer insights Analytics tools tell you what a user does, but not why they are doing it. Our customizable in-product microsurveys give you all the answers you need to make great product decisions. Discover Refiner

59 Best Product Feedback Survey Questions to Ask

I promised to help you get started with product feedback surveys pretty quickly, and I also promised to give you a list of the best questions to ask. 

So, let’s tackle the latter first.

Below is a list of 59 questions that you can run to evaluate various aspects of your product and user experience. 

NPS Questions

  • On a scale of 0-10, how likely are you to recommend our product to a friend or colleague?
  • What is the primary reason for your score?
  • How can we improve your experience to rate us higher?

CES Questions

  • How easy was it to use our product?
  • How easy was it to integrate our product with other tools?
  • How much effort did you have to put forth to resolve your issue?
  • How easy was it to navigate through our product?

CSAT Questions

  • How satisfied are you with our product overall?
  • How satisfied are you with the customer service you received?
  • How satisfied are you with our product’s ease of use?
  • How satisfied are you with the features of our product?
  • How satisfied are you with the value for money of our product?

Questions Inquiring About Product Value

  • What is the biggest problem our product solves for you?
  • What do you like most about our product?
  • What do you dislike most about our product?
  • How does our product compare to competitors in terms of value?
  • Would you consider our product to be essential to your work/life?

Feature Adoption Questions

  • Which features of our product do you use the most?
  • Are there any features you do not understand or use?
  • Which feature would you like to see improved?
  • How often do you use our product?
  • How did you first learn about new features in our product?

Product Roadmap Planning Questions

  • What features do you wish our product had?
  • What are the most important features to you?
  • How could we improve our product to better meet your needs?
  • Are there any functionalities you feel are missing?
  • What future updates would make our product more valuable to you?

Market Positioning and Product Positioning Questions

  • How would you describe our product to others?
  • What made you choose our product over competitors?
  • How do you think our product could better serve your industry?

User Profiling

  • How long have you been using our product?
  • How often do you use our product?
  • What other similar products do you use?

Product Market Fit

  • How would you feel if you could no longer use our product?
  • What problem does our product solve for you?
  • How well does our product meet your needs?
  • How does our product compare to similar products in the market?
  • What do you find most valuable about our product?
  • What do you find least valuable about our product?
  • What made you choose our product over others?

Overall User Experience

  • How would you rate the ease of use of our product?
  • Did you encounter any issues or difficulties while using our product?
  • How easy was it to find the features you were looking for?
  • How would you rate the overall navigation experience?
  • How would you rate the visual design of our product?
  • Were the resources (tutorials, guides) useful?
  • How satisfied are you with the onboarding process?
  • What is the hardest part about using our product?
  • Are there any features you find confusing or unnecessary?

How to Run Product Feedback Surveys?

Well, good news – You don’t actually need any fancy setup or a string of tools to do that. 

In fact, you just need one tool that integrates with your product, and let’s you trigger your surveys right within the app. 

You need an in-app survey software. 

That. Is. All.

An in-app survey software is exactly that, a product that let’s you trigger product feedback surveys to customers as they are engaging with your product. 

These surveys collect contextual product feedback. This means that whatever insights customers share with you are based on their actual experience in the moment as opposed to an impression about it, as it’s often the case with email surveys or so.

In-app product feedback generates ridiculously high response rates. Here is the data from our most recent research into in-app survey response rates:

Surveys in our sample set of 500 generated a whopping 25.25% of response rates. Completion rates fared just slightly below that, at 23.04%.

In-app survey response rates.

These surveys also deliver insights fast. gain, because the survey happens in an app, you collect feedback almost instantly. The customer doesn’t have to consciously decide to switch from what they were doing to completing the survey.

Introducing Refiner, a dedicated in-app product feedback survey software

Example of a product feedback survey with video.

Refiner (disclaimer – this is my tool) is a customer feedback tool focusing on in-app feedback. 

I created Refiner to help SaaS and digital companies close the customer feedback loop with perfectly timed in-app micro surveys. For that reason, Refiner is packed with all the features that you’d need to run in-app surveys, in-app NPS or CSAT surveys, and more.

Refiner features:

  • Precise targeting options allowing you to segment customers by traits or in-app behavior. 
  • Timing and survey frequency opinions to launch your survey at the exact right time with advanced launch triggers.
  • Widget customization. Customize your widget and let it blend with your brand experience.
  • Branching logic to provide relevant experiences with branching and dynamic instructions.
  • Ready-made templates allowing you to get started in minutes. 
  • Built for web and mobile. Launch surveys in web-based applications with our Javascript client, or use our Mobile SDKs for iOS, Android and React-Native.
  • Liquid tags that allow you to create more personalized surveys by using customers’ names and information.
  • Follow-up mode, partial responses, and more to ensure that you collect as much feedback as possible. 
  • Integrations, and more.

Want to learn more about Refiner? Check out a live demo showing different survey types, or try the app for free.

Improve your product with better customer insights Analytics tools tell you what a user does, but not why they are doing it. Our customizable in-product microsurveys give you all the answers you need to make great product decisions. Discover Refiner

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