Form questions
Product feedback survey questions for in app and email
Ask 8 to 12, more in an email than in app. Never skip overall satisfaction, the one thing missing and the user's role. Satisfaction tracks the trend, the missing thing guides the roadmap, and role lets the team see whether admins and everyday users want different things.
A product feedback survey asks how satisfied users are, which features they use and how important each one is, what is missing, how easy the product is and whether it is good value. These twenty two questions work in an in app prompt or an email, with the role question near the end so answers can be split by user type.
The questions
Satisfaction
Overall, how satisfied are you with the product?Single choiceRequired
A five point scale. Ask the same way every time so the trend holds.
How likely are you to recommend it to someone in your position?Single choice
0 to 10 as eleven options.
What is the main reason for that score?Long text
Use
How long have you used the product?Single choice
How often do you use it?Single choice
Which features have you used in the last month?Multiple choice
How important is each feature to your work?Rating grid
Rows are features; columns not important to essential. Pair with use to find features that are used but not valued.
Gaps and ease
What is the one thing the product does not do that you need?Long textRequired
How easy is the product to use?Single choice
A five point scale from very difficult to very easy.
Where do you get stuck most often?Short text
Which tool would you use if this one had not existed?Short text
Asked before value questions, it shows the comparison the user has in mind.
Have you contacted support in the last three months?Single choice
Did support solve your problem?Single choice
Value
For what you get, is the price fair?Single choice
Which plan are you on?Dropdown
If the product disappeared tomorrow, what would you use instead?Short text
Shows the real alternative and how replaceable the product is.
About you
Which best describes your role?DropdownRequired
Admin or owner, everyday user, occasional user, finance or approver.
How many people at your organisation use it?Single choice
IndustryDropdown
Can the product team contact you about your answers?Single choice
Email, if yesEmail
Anything else?Long text
Which questions to make required
Three are required: overall satisfaction, the one missing thing and the role. Satisfaction is the measure tracked over time, and a response without it cannot be counted. The missing thing is the most useful open answer for the roadmap. Role lets results be split by user type, which is often where the real story is.
- Overall, how satisfied are you with the product?
- What is the one thing the product does not do that you need?
- Which best describes your role?
The form built from these questions
A static copy of the finished form, from its own example page.
Three ways to change this bank
For a physical product, swap feature use for how often and where it is used, and ask about durability and what broke. For a free product, replace the price question with what would make the person upgrade or pay. For a new feature launch, keep satisfaction and role and replace the feature grid with three questions about the new feature: did you find it, did you use it, would you miss it. Keep the satisfaction question identical across all versions, so the quarterly trend is not broken by a change of wording.
Questions people ask
How often should a product feedback survey be sent?
Quarterly or twice a year works for most software products, with lighter in app questions in between. Sending the same core questions on a regular schedule builds a trend. Avoid surveying the same user more than once in a few months, or response rates and goodwill drop.
In app or email: which is better for product feedback?
In app reaches active users at the moment of use and suits two or three questions. Email reaches lapsed users too and suits a longer survey. Many teams use both: a short in app pulse for satisfaction and an email survey for the feature grid and open questions.
Why ask about feature importance and use together?
Use alone shows what people click; importance shows what they value. A feature used often but rated unimportant may be in the way. A feature rated essential but rarely used may be hard to find. Plotting the two side by side points to where to invest.
Should product feedback surveys be anonymous?
Usually they are linked to an account so answers can be split by plan and usage. Ask separately whether the team may contact the person, and only follow up with those who agree. Anonymous surveys suit sensitive topics, such as views on pricing within a company.
What do you do with open answers about missing features?
Read them all, group them into themes and count how often each theme appears, split by role and plan. The count matters more than the most eloquent comment. Share the top themes with the product team each quarter and tell users what changed as a result.
How do you raise response rates for product feedback?
Ask at a sensible moment, keep it short, say how long it takes and explain what the answers will change. Send from a person rather than a no reply address. Closing the loop matters most: users who saw changes after the last survey answer the next one far more often.
How long should a product feedback survey be?
Short enough to finish in a few minutes: around eight to twelve questions for email and two or three in app. Every question should lead to a decision. If nobody will act on an answer, drop the question, and rotate optional questions between survey waves so the core stays short.
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On writing the questions themselves, read How to collect customer feedback: five channels compared. For everything the builder can do, see the form maker. Step by step: Create a conversational form with AI, then View, export and manage your responses.
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