15 product survey questions for better customer insights 

Imagine being able to step inside your customers’ heads and hear what they really think about every part of your product — new feature ideas, pricing and their overall experience.

Well-crafted surveys give you that and provide valuable insights that drive smarter product decisions. The key is asking the right questions, but what actually makes a product survey question “good”?

Ask the wrong ones, and you’ll end up with vague or misleading insights. Ask the right ones, and you’ll uncover exactly what your customers want and how to refine your product for success.

In this guide, we’ll break down essential product feedback survey questions to ask your customers. 

Also, we’ll explain why each one matters and how to get the most useful responses. By the end, you’ll have a clear roadmap for crafting surveys that deliver real, actionable feedback.

TL;DR

• What product surveys are: They are structured tools for collecting real customer feedback. You can use them at any point in the product lifecycle.
• What a good product survey includes: It blends product-focused questions with demographic and user experience questions. It also uses rating scales and open-ended responses to capture measurable data and richer context.
• Types of product surveys: Concept testing, new product development and feature evaluation help you assess direction. Usage analysis and product improvement surveys show how people interact with your product. Competitor analysis and pricing surveys reveal how you compare in the market.
• 15 essential product survey questions: These questions show how people use your product and what they value. They highlight confusing areas, missing features and overall satisfaction. They also surface how your pricing and positioning stack up against competitors.
• Why product surveys matter: They uncover true customer needs and help you prioritise meaningful improvements. They show friction points, validate product–market fit and help you track sentiment over time.
• How to run better surveys: Start by defining your goals. Keep surveys focused and short. Let participants know why their feedback matters. Use a mix of question types. Analyse partial responses. Tools like Attest help you target the right audiences and surface trends quickly.

What is a product survey?

A product survey is a fast, structured way to collect real customer feedback on how your product lands. You can use it to test an early concept, refine features or evaluate the experience post launch.

It gives product and insight teams a clear read on what users need, prefer and struggle with. This helps you to make decisions rooted in actual customer behaviour rather than assumptions.

Unlike broad market research, product surveys zoom in on the details that shape a stronger product. 

They reveal which problems matter most, which features resonate, what feels confusing or frustrating and where you might be missing the mark.

You can run product surveys at any stage of the lifecycle, including idea validation, new product development, product optimisation or ongoing user experience tracking. This keeps you close to what your audience really wants.

Above all, product surveys bridge the gap between customer insight and confident product decision making. 

They turn scattered opinions into structured data to help you prioritise improvements, validate direction and build products that genuinely meet your users needs.

What should a product survey include?

A strong product survey blends a few essential question types to capture a full picture of customer experience. This often includes:

• Product-focused questions that explore what people like, dislike and how satisfied they are with the product. These uncover strengths and weaknesses that shape development priorities.
• Basic demographic questions such as age, location or income, which help segment feedback and understand how needs differ across groups.
• User experience questions that dig into how long someone has used the product, how often they use it and any issues they have encountered. These expose friction points and opportunities to improve the journey.
• Rating scale questions, like Likert scales, which quantify satisfaction or agreement and make it easier to spot patterns in the data.
• Open-ended questions that let customers share richer feedback in their own words and give you nuance you cannot get from pre-set options. 

Together, these elements help you gather insight that is both measurable and meaningful, so you can understand what customers think and why they think it.

💡Pro-tip: For even better survey design, check out how our experts write survey questions that drive actionable responses.

What are the different types of product surveys? 

Once you have the right building blocks in place, it helps to understand the different types of product surveys and what each one is designed to reveal. Here are the main types and how they can support your product decisions:

➡️ Concept testing surveys help brands gauge a potential customer’s initial impression of a new product or feature before they invest in development. You can identify whether your idea resonates with your target audience and what concerns they may have.

➡️ New product development surveys ensure your product aligns with customer needs before launch. Early feedback helps you refine the product to meet customer expectations. 

➡️ Product features surveys identify which features customers find most valuable and which need improvement. This helps you prioritize enhancements that will make the biggest impact.

➡️ Product usage surveys reveal how customers interact with your product. These types of customer satisfaction surveys highlight what users find useful, where they struggle and what could improve their experience.

➡️ Product improvement surveys uncover pain points and provide exactly what customers would like to see changed.

➡️ Competitive analysis surveys compare your product to others in the market. They reveal what customers prefer, what they dislike and the key factors that drive purchase decisions. 

➡️ Pricing surveys assess how much customers will pay for a product and how price influences their perception of value. This honest feedback helps businesses find the right pricing strategy

15 examples of product survey questions for actionable customer insights

Below we’ll break down 15 essential product survey questions into five key categories, each designed to help you make data-driven decisions that drive product success.

1. How would you use this product?
2. What issues could you solve through the use of this concept or product?
3. What do you like most about the concept or product?
4. What do you like least about the concept or product?
5. How long have you been using this product?
6. How often do you use this product?
7. How important is each of this product’s features to you? Please rank the following features from most to least important.
8. How simple is it to use this product?
9. How would you improve this product?
10. What features, if any, do you feel are missing from this product?
11. How likely or unlikely would you be to recommend our product to people you know?
12. How satisfied are you with this product?
13. If you could change one thing about this product, what would it be?
14. Which brands would you consider next time you purchase a product like this?
15. At what price would you consider this product to be too cheap, good value for money, starting to get expensive or too expensive?

Survey question examples for new product concept testing and development 

Before you move forward with development, you need to ask: Does your idea solve a real problem and will people actually use it? If the answer isn’t clear, you can risk building a product or service that doesn’t connect with your audience. 

Market research for new product development helps validate demand, highlight potential challenges and refine your key messaging early in the process. To help you get started, here are some key questions to ask when testing a new product or concept. 

#1: How would you use this product?

This question goes beyond theoretical interest and helps paint a clear picture of day-to-day use.

For example, if the product is a wearable fitness tracker, would customers use it for casual step tracking, intense workouts or health monitoring? Their responses will guide everything from feature prioritization to marketing messaging.

#2: What issues could you solve through the use of this concept / product?

A successful product or service solves a clear and pressing problem — but do customers see it the same way? This question helps validate whether your product truly addresses pain points or if you need to make changes.

For instance, a new fitness app might be designed to help users build workout consistency, but feedback could reveal that customers actually struggle more with creating meal plans and nutrition tracking. When you uncover hidden priorities, you can refine your value proposition and ensure the product meets real needs.

#3: What do you like most about the concept / product?

This feedback allows you to focus on what truly matters and not waste time on features users won’t actually use. 

Plus, you can leverage those favorite features to craft great USPs when marketing your new product.

#4: What do you like least about the concept / product?

Even if potential users like your concept, there could be barriers to adoption. Ask users what may make them hesitate and you can uncover potential dealbreakers early in development.

For instance, your target audience may love the idea of a personalized AI shopping assistant but have concerns about data privacy. Knowing this in advance gives you an opportunity to address these concerns head-on through communicating your security measures and being transparent about your policies.

You can tailor this question to focus on practical product concerns (e.g., ease of use, pricing or compatibility) or widen the scope to explore brand trust and credibility.

💡Pro tip: Want to take your product testing to the next level? Before you invest time and resources in development, validate your ideas with concept testing. Check out our guide to concept testing, concept survey questions and our handy concept testing template to get started.

Survey question examples for analyzing product features and usage 

A product’s success isn’t just about how many people buy it — it’s about how often they use it, and which features keep them coming back. 

By analyzing product usage, you can identify which features customers love, which they ignore and where improvements are needed. Here are some questions to get you started. 

#5: How long have you been using this product?

This helps measure retention, brand loyalty and overall customer experience. If customers consistently stop using a product after a few months, it could indicate that there is a problem with usability or that it has missing features. 

For example, a fitness subscription customer might churn within three months because they didn’t get enough guidance on starting out. By identifying this pattern, the company could introduce guided onboarding, better tutorials or customer check-ins to improve retention and customer experience.

#6: How often do you use this product? [Options: daily, weekly, monthly, rarely, never] 

Why does this matter? Well, if “rarely” pops up too often, it’s time to dig deeper. Is it a feature gap? A price point mismatch? Or something else entirely? This feedback is a key part of your product roadmap. 

Plus, understanding how often your product is used impacts everything from your marketing messaging to pricing strategies. A product used daily might require a different approach than one used monthly. 

#7: How important is each of this product’s features to you? Please rank the following features from most to least important.

This question reveals what your customers truly value. This is crucial when developing new products or features. Do you focus on new features or improve customer favorites? The answer lies in how customers rank your features.

For example, you might think the new personalized skincare quiz is the highlight of your beauty app, but users may actually prioritize a simple subscription refill option that makes their routine effortless.

You might be surprised by what resonates. This data helps you focus development on what truly matters.

Survey question examples for pinpointing how to improve your product

Even successful products have room for improvement. To boost customer satisfaction, it’s crucial to understand what’s working well, what frustrates customers and what features are missing.

Here are some key questions to ask.

#8: How simple is it to use this product? 

Is your product user friendly? If users hit roadblocks, they’re unlikely to stick around. This feedback tells you what needs fixing. 

For example, if you’re selling flat-pack furniture and users say it’s hard to figure out which screws to use, better labeling and clearer instructions could make assembly easier.

#9: How would you improve this product?

This open-ended question gives your existing customers the floor to share their product feedback. It can provide valuable insights you might otherwise miss. 

For example, if you create a meal-kit service, customers might suggest more diverse recipe options, clearer instructions or even eco-friendly packaging. 

This feedback can spark innovation and help you tailor your product to better meet customer needs, ultimately boost user satisfaction and, yes, even increase revenue. 

#10: What feature(s), if any, do you feel are missing from this product?

Think your product is perfect as is? Your customers might have other ideas! This question taps into your audience’s creativity and reveals potential hidden gems you might have overlooked.

For example, if you run a travel booking app, customers might suggest a “local insider recommendations” feature that offers tips from residents instead of just tourist attractions. Or if you have a meal kit delivery service, customers may want a “customized meal swaps” option so they can personalize their weekly menu.This out-of-the-box feedback can spark innovation and help you differentiate your product from the competition to ensure it caters to the evolving needs of your users.

💡 Pro tip: Want to better understand how different customer segments feel about missing features? Add demographic questions to your survey (like age or industry) to see how feature preferences vary. This can help you prioritize improvements that matter most to specific groups. And if you’re expanding internationally, ensure your survey is optimized for different markets with our best practices for international surveys.

Survey question examples for gauging customer satisfaction 

Want happy customers? It’s about more than just asking if they like your product. You need to understand what they love, what frustrates them and what might make them leave.

Here are some key questions to ask.

#11: How likely or unlikely would you be to recommend our product to people you know? [Use a Net Promoter Score (NPS) scale from 0 to 10, where 0 is “Not at all likely” and 10 is “Extremely likely”]

This question gives you a customer satisfaction score that shows how likely people are to recommend your product to others.

Those who score high are your biggest fans, the ones who’ll spread the word. But don’t ignore the ones who would not recommend your product. This critical feedback will help you gain valuable insights on how to improve customer satisfaction.

It’s possible they hit a snag, found a competitor they like better or just aren’t getting the value they expected. This is your chance to turn things around and transform a critic into a loyal advocate.

#12 How satisfied are you with [product]?

Think of this question as your customer satisfaction barometer. It gives you a quick pulse check on how your customers feel about your product overall.

But it’s more than just a simple “thumbs up” or “thumbs down.” When you offer a range of options, you can gauge the intensity of their satisfaction (or dissatisfaction). This helps you identify areas where you excel and areas where you need to improve. 

For example, if you see a lot of “neutral” customer sentiment, it might be a sign that your product may meet basic expectations but isn’t truly delighting customers. This could be an opportunity to add new features, improve the user experience or simply spice things up with a fresh marketing campaign. 

#13: If you could change one thing about this product, what would it be?

This product feedback survey question gives your customers a chance to pinpoint the most important improvement they want in your product. 

These answers could help you fine-tune features to better meet their needs. Maybe it’s a small tweak to the design, a simplification of a complex process or even a change in the product’s packaging.

When you make those targeted changes, you show your customers that you care about their experience and increase the chances they’ll stick around for the long haul. After all, happy customers are loyal customers!

💡Pro tip: Need more inspiration for your survey? Check out our comprehensive list of 100 great survey questions to spark your creativity and gather even richer data.

Survey question examples for competitor and pricing analysis 

Want to dominate your market? You need to know what your customers really think about your pricing and how you stack up against the competition. These questions will give you the intel you need to stay ahead of the game. 

#14 Which brands would you consider next time you purchase a product like this?

Aside from being a valuable tool for market research, your customers are the ultimate experts on what they need. And their answers here can reveal a lot about your strengths and weaknesses compared to other brands. 

Say, for example, you’re a clothing retailer and your customers consistently mention a competitor with a wider range of sizes. It might be time to expand your offerings to keep pace with your competitors. 

#15: At what price would you consider this product to be [too cheap/good value for money/starting to get expensive/too expensive]?

Pricing can be tricky. This question helps you find the price that feels just right to your customers.

Their answers reveal how they perceive your product’s value at different price points. For example, if you launch a new line of skincare products and most people think your prices are “too cheap,” it might send the wrong message about quality. You might consider raising prices slightly. 

On the other hand, if people find your prices “too expensive,” it might be a sign that you need to offer more value to justify the cost. This feedback helps you fine-tune your pricing strategy and ensure you find that perfect balance.

Benefits of product surveys

Product surveys give teams a clear line of sight into what customers think, want and experience. 

Instead of relying on hunches or scattered feedback, they provide structured insight that helps you shape a better product at every stage. 

Below are some of the core ways surveys support confident product decision making.

Understand what your customers really need

Customer needs are not always obvious from analytics or one-off conversations. Product surveys reveal the problems your audience is trying to solve, the outcomes they expect and the features they value most. 

Knowing exactly what your customers need helps you to build products that reflect real customer priorities instead of internal assumptions.

Prioritise features and fixes with confidence

A product backlog fills up quickly, but not everything deserves equal attention. Analyzing survey data reveals which improvements will have the biggest impact and which issues customers can live with. 

This makes it easier to set priorities, defend trade offs and focus resources on changes that move the needle.

Spot friction and improve the user experience

Surveys can uncover areas where customers struggle, feel confused or lose momentum in their journey. 

These insights highlight opportunities to refine onboarding, simplify flows or remove barriers. 

These insights help product and CX teams refine onboarding, simplify journeys and strengthen the overall experience.

Validate product market fit early

Running surveys during concept testing or development helps you see whether an idea resonates before you invest heavily. 

You learn how customers perceive your value proposition, which benefits stand out and what might stop them from adopting the product. 

This reduces risk and strengthens your positioning.

Track sentiment and satisfaction over time

Customer expectations evolve and surveys help you keep pace with that change. 

Regular feedback shows how sentiment shifts after updates, how loyal your users feel and where warning signs are emerging. 

This ongoing read helps teams stay proactive rather than reactive.

Tips for conducting product surveys that bring in valuable insights

To create a successful product survey, you need more than just the right questions. Here are some tips to ensure you get the most out of your research.

1. Plan ahead: Before you start writing survey questions, figure out what you want to learn. What are the key insights you’re hoping to gain? This will help you focus your questions and make sure you’re getting the most relevant data.
   
2. Keep it short: No one wants to spend hours filling out a survey. Stick to the essential questions and keep it brief to maximize those completion rates.
   
3. Show the value: Let your customers know how their feedback will be used. This shows them that their time is valuable and that you’re committed to using their input to make your products even better. Plus, a little incentive never hurts! Offer a small reward or discount to show your appreciation.
   
4. Mix it up: Multiple-choice questions are great for quick answers but don’t underestimate the power of open-ended questions. These allow for richer insights to deeply understand what your customers are really thinking.
   
5. Don’t ignore partial responses: Even incomplete surveys can hold valuable information. Take a look at those partial responses for potential patterns or insights that might inform future surveys or product decisions.
   
6. Follow up for more detailed feedback: Send a follow-up email after the survey to gather more specific suggestions or insights.
   
7. Use the right tools: Platforms like Attest can help you target specific demographics to ensure you get feedback from the right people. Attest also provides powerful analytics tools to help you identify key trends and insights from your data so you can make data-driven decisions and take action quickly.

Better understand your audience so you can create a product they’ll love 

Building a successful product isn’t about guesswork — it’s about listening to your audience. Well-structured product surveys give you direct insights into what customers want. This allows you to validate ideas, refine features and optimize your offering.

Product feedback doesn’t have to be complicated. Attest makes it easy to test ideas, track consumer preferences and refine your product strategy with real-world insights. With access to 150+ million people across 59, Attest provides fast, reliable data to ensure your product aligns with customer needs.

How businesses use Attest

When premium stroller brand Bugaboo set out to develop three new products, they needed to ensure alignment with what parents truly wanted while maintaining their brand’s premium positioning.

Using Attest’s concept testing solution, Bugaboo surveyed expectant parents and parents with stroller-age children across multiple markets. The goal was to explore purchase drivers in the “comfort” segment and determine how to position their new strollers to match consumer preferences. 

These insights helped Bugaboo validate its key messaging and refine its product strategy based on real-world demand.

“It was important to get a feel about the impact of launching these strollers without putting it into extensive research. We wanted to get these insights quickly to be able to keep the ball rolling on creative work in preparation for a bigger validation research project.” 

— Eleonore Schut, Market Intelligence Specialist, Bugaboo