What tools do you use to survey your customers and how do you extract qualitative vs quantitative insights from it?

This probably won’t come as a huge surprise, but our most used tool for surveys at Airtable is...Airtable. A lot of our customer surveys are done using Airtable Forms, which help us store that feedback directly in Airtable to report on and sync to other important bases, so everyone in the org has access to valuable customer feedback. I won’t make this just an Airtable product pitch, so I'll share that I’ve also used SurveyMonkey and GetFeedback and both have worked well for my survey needs. Extr ...Read More

At Atlassian, we use many methods for understanding customers both qualitatively and quantitatively.  The most standardized, larger-scale tool we use across all of our cloud products is our Happiness Tracking Survey known as HaTS (developed by Google). Our research teams sends out weekly emails to employees who subscribe that give the overall customer satisfaction score and short clips of customer feedback such as what customers find frustrating about our products or what they like best. This is ...Read More

I like Typeform (super simple for users, works for my use case right now) for surveys where I have pointed questions on a research topic, and also work with other teams to run evergreen G2 campaigns and NPS surveys which I think give you an ongoing thread of general feedback. Extracting value depends a lot on what you're working with. For example, a 1-question free text survey that 10 users complete can help you get a TON of qualitative insights but not as much quantitative you can pull from the ...Read More

There are a few ways to collect customer insights. First, you can look at your own data to understand how your customers are using the product and what they are doing on your site. Tools like Google Analytics, MixPanel, Crazy Egg, and Segment are great for journey mapping customer behavior at scale. Next, you can do qualitative and quantitative studies to understand why your customers are using your product and who they are - this is important for segmentation. You can run surveys in-house using ...Read More

It’s no surprise since at Intercom we offer an in-product surveys tool, so I’m naturally a big fan of in-product surveys. Even before Intercom, I had always seen a 3-4x response rate to in-product surveys than email or any other channel. I think surveys in-product are generally more valuable for quantitative insight and tactics like interviews, a customer advisory board and focus groups are more helpful for those rich emotional or granular feedback. How does your customer feel about your product ...Read More

Ok, well, I work at SurveyMonkey so I'm a bit biased here. :) And I feel especially lucky to be a product marketer with the ability to survey the market and our customers (and internal customer-facing teams) so easily using our own product! These are several of the types of surveys we own on the product marketing team (the list is much longer for the entire marketing department): Market and competitive intel Buyer persona research Message & claims testing Product value prop prioritization Cu ...Read More

Great question — it's all too easy for self-serve marketers to get disconnected from customers, especially if you're used to gathering this feedback through customer-facing orgs. As a leader at SurveyMonkey, I'm going to be a bit biased here, but I'll provide some general guidance on choosing a feedback solution, and you can guess what product I'm recommending: Research teams are great — we have an awesome one — but lots of orgs don't have dedicated product/market research functions, or those th ...Read More

Utilize product data for quantitative insight. For example, how many people clicked through the in-app product tour?  Utilize surveys and interviews for quantitative insight. Extracting qualitative insight from interviews is a special skill to hone - you've got to think critically and analyze patterns in real time to make the most of it. Surveys are great for snapshots, but they do have a low response rate so come prepared with a reward!  Big fan of Pendo for self-serve analytics. I've used Goog ...Read More