Question Guide For Product Owners

Radio buttons

New users (3-5 days since purchase) who are active within your app

1. Identifies gaps within your production portfolio

2. Validates items already on your product roadmap

3. Helps you find the users that don't realize what you already offer. This is a perfect scenario because you not only become an instant hero but you can add tactics within your marketing and customer success activities to promote features that aren't widely known to your user base.

To further improve this question, rather than a pre-populated answer selection, you can offer a free form text field allowing the user to write in their response.

Pre-populated answers can sometimes lead to feedback responders selecting the "least wrong" answer. By allowing your users to type in a free form comment, you enter into a dialog with the customer that could lead to a conversation.

Free form text answers do require a lot of time and resources to sort through so consider using a feedback provider that has an integration with IBM Watson that allows you to sort through responses by sentiment and emotional scores.

Free form text

Anyone that has just purchased your product or service. Ask immediately after purchase.

1. Provides insight for your marketing team to discover new messaging to use in their marketing campaigns

2. Validates existing marketing campaigns that tie the to two together

3. Allows you to provide a customized onboarding experience based on what your customer is looking to accomplish with your product or service

While you have the user’s attention, you can further extend the feedback engagement by adding additional questions such as “what other provider did you consider before choosing us?” This allows you to understand what your product is known for and what category your users see you in.

Radio button or Free form text

Customers that have been on your web page designed to provide helpful content for longer than 10 seconds

1. Creates content ideas for pages on your website

2. Illustrates the intent of the customer and how that differs from what the intent of the page is

Follow up with a why. For instance, if you offer the radio button options of "More Pricing Information", "Better Product Descriptions", and "Better Integration Documentation", it sounds like you already know you need to get better at all 3 so what is your visitor going to tell you that you don't already know?

A follow up question that simply asks the user why they want that content allows you to discover, in more depth, how your product or service is perceived and where the gaps lie.

Radio button with Yes or No

Any existing user that is familiar with your product but has yet to use this feature

1. Enables product owners to drive product adoption

2. Drives opportunities for your sales team

Trigger an alert to your team based on user response.

For users that say "Yes", you can enable a next step that asks the users why they haven't started to use that feature.

For users that select "No", you can enable a next step for that user to visit a landing page with product documentation and a use case. Each "No" can also trigger an alert for you sales team to follow up on.

Radio button with branching logic

Active users and/or an audience that is familiar with your product or service

1. Gets your users interested in an upcoming launch

2. Gives you an understanding of how a product should work when released

We recommend adding 3 to 5 additional questions specific to what you want to learn from potential users of your new product. This will keep the amount of time you’re asking from the user at a minimum but also allow you to collect a good set of information from them.