When sending a survey to customers, how do you ensure you aren't sending too many questions, but also covering all the things your product managers need?

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3 Answers

Scott Heimgartner

Sphera Senior Director, Product Line Marketing • 7y

Understand that surveys suck! Rarely do I hear customers say how much they love taking surveys. However, they are a necessary requirement to understanding pervasive challenges and needs of your customers. I usually follow a few rules of thumb: Have a general hypothesis that you need to validate or have understanding of what you're trying to learn. Perhaps you're trying to understand why customers are churning. Or trying to validate the next set of features. Talk to a few customers to hear thei ...Read More

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Shanna Oskin

Confirm Head Of Marketing • 6y

Agreed that surveys suck - you're usually not getting near enough responses to constitute a representative sample. Worse, they're often used as a crutch to prop up assumptions. But they're a necessary evil sometimes so to add to your list, here are a few principles I use: Make sure you're prepared to act on the data. For each question, ask yourself, what will we do if the answer is A? What if the answer is B? If you don't know, or they aren't different actions, maybe you don't need to ask the q ...Read More

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Pulkit Agrawal

Chameleon Co-founder & CEO • 7y

Great points from Scott. One perspective I'll add: "Too many" implies the customer isn't motivated to answer the questions presented. Too many questions might be 1 question, or 15 questions. Therefore this is also a problem of UX design. Some things to consider: Help a customer understand the value / impact of what you're asking (why it will help them) Ask at the right time! Sending a survey via email is really hit and miss. Maybe try to ask them when they're using your product; this might be vi ...Read More

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