The Product Satisfaction Survey Question Guide

The Product Satisfaction Survey Question Guide

Product satisfaction survey questions power their namesake survey, which allows businesses to quickly gain valuable information about their products directly from their paying customers.

Well-designed product satisfaction survey questions will not only measure how satisfied your customers are with your product(s), but also provide valuable information about how to improve your product or the product experience. 

How you create your product satisfaction survey questions can make the difference between lackluster insights and those that can drive real change for the future of your product. 

This article will help you understand how to create strong survey questions that will elicit useful responses that drive improvements, innovations and profitability.

Planning Your Product Satisfaction Survey Questions

The product satisfaction survey comes in a variety of formats and lengths. Your motivation for conducting a product satisfaction survey will influence the survey format that you decide to use. 

In many cases, companies will conduct a variety of surveys over a period of time, with each survey type designed to fulfill a specific purpose. 

Here are two principal considerations for these questions:

  • If your company sells many different types of products, it may be useful to deploy a short product satisfaction survey on each product that customers bought. In order to ensure an optimal survey response rate, your survey questions should remain at just a few critical questions. 
  • On the other hand, if your company develops high-end products or ones that require a longer period of use before a customer could rate it, you may benefit from surveys that are distributed less frequently but ask more in-depth questions. 

In the following section, we provide examples of different types of product satisfaction survey questions. These questions will help you get started, whether you choose to create a survey with 2 questions or 10!

Questions about Overall Product Satisfaction

At the outset of your survey, you should seek to understand your customers’ overall product satisfaction. To get a greater number of responses, consider having just 1 or 2 questions in this part of the survey, followed by an optional second part that dives deeper into the product.

Overall product satisfaction can be understood by asking one or more of the following questions:

  • How satisfied are you with this product? 
      1. If you wish to use the Customer Satisfaction Score survey (CSAT) format, the response should be provided on a 1 - 5 scale, with 5 indicating “highly satisfied.”
      2. Alternately, you could use a visual rating system using emoticons or create your own multiple-choice responses (e.g. “I love it!” / “It could be better.” / “I regret buying this product.”)
  • How likely are you to recommend this product to a friend or colleague?
      1. This is the golden question asked in a Net Promoter Score (NPS) survey, which is popular because it can help companies quickly gauge overall product satisfaction. The response is provided on a scale of 1 - 10, with 10 being “most likely to recommend.”
      2. You could also use binary (yes/no) or multiple-choice responses for this question.
  • How likely are you to purchase this product again?
      1. Responses can be scaled i.e.,. 1 - 10, with 1 being least likely, or multiple choice (“I would definitely buy this product again!” / “I might buy this product again.” / “I would not buy this product again.”.
  • How easy is it to use this product? 
    1. If your product has many features, consider using the Likert scale to get responses about each of its features. 

Questions about Product Features

If your product has multiple features or uses, you may need to get a better understanding of how each feature contributes to product satisfaction or dissatisfaction. This can help you decide how to improve, create, or retire certain product features.

In this section, you may wish to include a combination of close-ended and open-ended questions to give your customers the opportunity to provide additional feedback. 

  • Where do you use this product?
      1. Multiple-choice response (e.g. “At home” / “At work” / “At home and at work”)
      2. A Matrix or Likert scale if you want to understand how frequently the product is used in certain situations.
      3. A text entry field 
  • Why did you purchase this product?
      1. Multiple-choice response
      2. A text entry field
  • Which of the following features do you use and how often?
      1. To quickly gain information about various features, use a Matrix to gather information about the product features. The Matrix can have a list of product features in the first column, with responses along the top row, such “I use it every day.” / “I use it occasionally.” / “I rarely use it.”
  • How would you rate each of the following features?
      1. A matrix with scaled responses is a good way to quickly assess satisfaction with each product feature.
  • What can we do to improve this product for you? 
    1. The response can be a text entry field to give customers the opportunity to provide spontaneous feedback, as you never know where the inspiration for your next product feature will come from.
    2. You could also use multiple-choice responses to prompt users to think about certain ways to improve the product, i.e.,  “Improve the on/off switch.” / “Include timer functionality.”

Questions about Price and Quality Balance 

How your customers perceive the balance between the price and quality of your product can affect their overall satisfaction levels. These questions can help ensure that your pricing strategy is appropriate for your customer base. 

  • How would you rate the price of this product? 
      1. The response may be scaled or multiple choice (i.e.e.g. “Too expensive” / “somewhat expensive” / “as expected” / “less expensive” / “much less expensive”).
  • If this product was priced at [insert a lower value here], how would you describe your feelings?
      1. Multiple choice answers with responses such as: “I would start to doubt the quality of the product and might not purchase it. / “I would think it was a good deal and would consider purchasing.“ / “I think this is a better price for the product.”)
  • How likely would you be to try this product if it were priced at [enter a value you wish to test here]?
    1. Scaled answer, with 1 being extremely unlikely and 5 being extremely likely.

Questions to Help with Product Innovation

One of the most exciting aspects of evaluating product satisfaction is the opportunity to learn how your customers would like to see your product evolve in the future. This is your opportunity to explore potential features and, potentially, uncover some unexpected ideas.

  • Please rate how likely you are to use the following features:
      1. For this question, a matrix will allow you to understand how likely your customers would be to use any number of potential features. List out the features and allow users to select from options such as: “extremely likely” / “likely” / “unlikely” / extremely unlikely.”
  • What is the one thing that you wish this product could do?
      1. Multiple choice (list out potential features that could be added)
      2. Text entry field to allow for free-form responses. 
  • What do you like least about this product?
      1. Text entry field
      2. Multiple choice (list out some of the potential flaws in your product).
  • What do you like most about this product?
    1. Text entry field
    2. Multiple choice (list out some of the most important features of your product).

Questions about Product Retention 

Finally, you may wish to explore how product retention affects satisfaction. Long-term company profitability has been linked to how long customers keep a product, so this is an important metric to explore. This information can also be used to segment your customers and understand how product retention affects satisfaction levels. 

  • Did you keep this product?
      1. Binary response. 
      2. Those who answered “no” could be directed to the following questions.
  • If you did not keep this product, what did you do with it?
      1. Multiple-choice answer (e.g. “Returned it for a refund.” / “Exchanged it for another similar product.” / “Gave it away.” / “Threw it in the trash.”
  • Why didn’t you keep the product?
      1. Multiple-choice answer (e.g. “I wasn’t happy with the quality.” “It didn’t work properly.” “I found a better price.”)
      2. Provide an optional text entry field for additional information.
  • How long did you use the product before you returned or discarded it?
    1. Multiple choice response (e.g. “1 day” / “3 days” / “1 week” / “Longer than a week”).

Tips for Creating Strong Product Satisfaction Survey Questions

Regardless of the type of survey you choose to conduct, it’s important that you give careful thought to each question. Here are some tips to keep in mind:

  1. Ask questions about overall product satisfaction first, before diving into more specific questions. 
    1. This ensures that you have at least one strong metric to track over time. 
  2. Keep the survey short and focused to ensure an optimal response rate. Aim for 3 - 6 well-written questions (less if you are using the NPS or CSAT format).
  3. Give participants the opportunity to provide additional feedback by including open-ended questions with text entry boxes. 
    1. This type of question should be optional, so it doesn’t prevent other users from completing the survey. 
  4. Consider using a combination of quantitative and qualitative survey questions to gain a 360-degree view of your product from the customer’s perspective.
  5. Ensure that each question has a single focus. Cramming two questions into one will confuse your respondent.
  6. Use clear language and avoid using industry jargon. This helps respondents understand each question and pick the appropriate answer accurately.  

To learn more about creating powerful survey questions, visit our comprehensive guide about creating survey questions and responses

Better Planning with Product Satisfaction Surveys

Product satisfaction surveys are essential tools for granting companies the ability to understand much more than just overall satisfaction levels. These tools can be used to help chart out the course of your product by learning how to improve it over time.

Whether you choose to deploy a short survey or a more comprehensive one, you will gain invaluable data that describes exactly how your customers feel about your product. By taking the time to plan out more detailed questions, you can also make smart decisions about adding new product features and improving or retiring existing ones.

Unlike many other survey types, your audience is preselected, which means you don't need to go hunting for people to take your survey. Once you take the time to create strong product satisfaction survey questions, simply distribute the survey to your customers and get ready to dig into the data.

Frequently asked questions

What is a product satisfaction survey?

A product satisfaction survey is any type of survey that is conducted in order to better understand how satisfied existing customers are with a company’s products.

What types of companies can benefit from product satisfaction surveys?

Any type of company, from brick-and-mortar shops to online stores, that sells products can benefit from conducting product satisfaction surveys.

Why is it important to ask questions about product features in a product satisfaction survey?

Companies can gain a better understanding of which product features are beneficial and which are problematic by carefully examining the various features in a product satisfaction survey.

Why is the Net Promoter Score (NPS) a useful product satisfaction survey question?

Based on a scale of 1 - 10, the Net Promoter Score (NPS) seeks to measure how likely a customer is to recommend a company’s product to a friend or colleague. This simple indicator gives the company an overall idea of how satisfied customers are with their product.

What is the right number of questions to include in a product satisfaction survey?

Product satisfaction surveys can contain any number of questions, but short surveys of 3 - 6 questions are more likely to yield an optimal response rate.

Diving Into the Product Satisfaction Survey

Diving Into the Product Satisfaction Survey

Diving Into the Product Satisfaction Survey

With the advent of online survey platforms, delivering a product satisfaction survey into the hands of your customers has never been easier. A product satisfaction survey provides insights that can help ensure the success of your product. Whether you need to measure the general opinions towards your product, its successes, ease or difficulty of use, points of friction, etc., conducting survey research will empower your business. 

Product surveys are thus an essential part of your business upkeep. Routine use of product satisfaction surveys will help you create products that your customers will love and enthusiastically recommend to others. 

This article will help you understand what you can achieve through a product satisfaction survey and present several  tips on how to use the data that you amassed.

Defining Product Satisfaction 

At its most basic level, a product satisfaction survey is used to measure how satisfied customers are with your product. This type of survey provides valuable information about how your product is used and how it can be improved. 

Product satisfaction differs from customer satisfaction because it seeks to measure satisfaction with the product itself, rather than the entire customer experience While this type of survey focuses primarily on the product itself, you may also examine how your shopping, support, and return experiences affect your overall product satisfaction.

A product satisfaction survey provides candid feedback about the product, while also helping a company understand any discrepancy between the product and customer satisfaction, the latter of which you can determine with customer satisfaction surveys

Insights Gained in a Product Satisfaction Survey

By focusing the questions on the product itself, a company can learn a great deal about how customers interact with a product. You may consider conducting a product satisfaction survey to:

  1. Glean insights into the user experience (UX) of your product.
  2. Understand what customers like and dislike about your product.
  3. See how your product compares to your competitors’ products.
  4. Discover how customers use your product.
  5. Decide how to improve the product.
  6. Identify features that are lacking or extraneous. 
  7. Measure the useful lifespan of your product.
  8. Learn what factors lead customers to return your product. 
  9. Understand how the product purchase experience affects overall feelings about the product.
  10. Determine how much customer support is needed to use the product.
  11. Gain insights during prototyping and product development to drive key decisions.
  12. Choose how to market your product to certain market segments.

Questions to Ask to Measure Product Satisfaction

When conducting a product satisfaction survey, you need to understand more than just how satisfied the customer is with your product. It is important to understand how demographics, product features, customer experience, and product retention affect your customers’ overall satisfaction with your product.

You can benefit from using a combination of long and short survey formats. For example, if you want to understand how customer satisfaction changes over time or during a product development cycle, deploying short surveys to anyone who purchased the product will yield a large number of responses. 

For short surveys, the most important questions are:

  • How satisfied are you with this product?
  • How likely are you to recommend this product to a friend? (Also referred to as Net Promoter Score)
  • Does the product fulfill the purpose for which you bought it?
  • If you could change any part of the product, what would it be?
  • Did you experience any problems when using this product?

A short survey can provide quick insights, but a longer survey will provide data that can help shape the future of your product. Below we outline the categories of questions that you should consider including in a more comprehensive product satisfaction survey. 

Customer Demographics

During data analysis, you will want to segment and cross-tabulate your data to understand how product satisfaction correlates with various demographic data. Types of information to gather in your product satisfaction survey are:

  1. Customer age and gender
  2. Race and ethnicity
  3. Education level
  4. Employment status
  5. Salary range
  6. Employment type
  7. Organization type
  8. Geographic location
  9. Domestic relationship status
  10. Number of children

Product Satisfaction

Next, you will want to understand the overall satisfaction with your product. You should include questions that cover all or some of the following topics: 

  1. Overall, how satisfied are the customers with your product (The CSAT format is typically used, measuring customer satisfaction on a scale of 1 to 10)
  2. How likely your customer is to recommend the product to a friend 
  3. How your product compares to competitors’ products
  4. How likely your customer is to purchase the product again
  5. How easy is it is to use the product

Product Features

This section of the survey is the most useful in terms of understanding how to improve or develop your product further. By understanding how existing customers are using your product, you can make informed decisions about the features to include (or remove) in subsequent iterations. 

In this section, you can benefit from asking a mix of multiple-choice/scaled and open-ended questions to maximize insights.  When using multiple-choice questions, consider “piping” response text from a previous question to personalize the survey and gather deeper data.

Your questions should cover the following aspects:

  1. Why and when the product is used
  2. How often the product is used
  3. Which features are used most frequently 
  4. Which features are missing
  5. What can be changed or improved about your product

Company experience

While the focus of the product satisfaction survey is on the product itself, it is important to understand how the customer’s experience with your company may negatively or positively affect their feelings about your product. Include questions about the following:

  1. The purchase experience 
  2. Shipping, processing and returns
  3. Whether customer service or support was needed
  4. How well support teams managed the customer’s issue

Product Retention 

A final aspect to consider is whether or not your customers tend to keep or return the product and how long it was useful to them. You may wish to include these questions with your product satisfaction survey to help cross-tabulate the data or use them as pre-screening criteria.

  1. What percentage of customers kept the product vs. returned it
  2. What are the reasons for returning the product
  3. The amount of time the product was used before it was discarded or no longer useful to the customer

How to Analyze Product Satisfaction Data

Once the results are in, it is time to start the process of survey data analysis. We’ll provide a brief overview of the data analysis process here. For further information, we encourage you to read our guide, How to Analyze Survey Data Like a Pro

Survey data analysis is the process of organizing, reviewing, and drawing conclusions from your survey data. When it comes to a product satisfaction survey, you should follow these general steps:

  • Review the purpose of your survey. You will have a lot of data to sift through, but staying focused on the data that will help answer your key questions will ensure that you answer your top questions. 
  • Review, filter, and use crosstabs. Review the data and think about how you will organize it. For example, you may wish to review all scale and multiple-choice questions first and save the open-ended responses for the end. You should use crosstabs reports to dive deeper into your data and understand how satisfaction levels vary between segments. 
  • Interrogate your data. Before drawing conclusions, take the time to examine your data for irregularities. Try to identify instances of sampling bias and ensure that your results are statistically significant before drawing any firm conclusions. 
  • Draw conclusions and create a plan for improvement. Based on the results of your survey, you can draw certain conclusions about your product. Once you have a deeper understanding of how satisfied your customers are with your product, you can create a plan to improve your product and/or the customer experience that surrounds it.

Investing in a Product Satisfaction Survey

While product satisfaction surveys are undoubtedly valuable in gauging satisfaction with an existing product, another important application of these surveys is during the product development cycle. 

If you are developing a new product or considering how to innovate an existing one, product satisfaction surveys deployed during development allow you to test new features and validate decisions. 

Product surveys are a relatively low cost and low effort research method, yet they are capable of yielding rich insights about your product. The results can be used to ensure your product will remain relevant in a competitive marketplace, thereby ensuring the success of your company. 

Given all this, it should not be difficult to convince stakeholders to invest in a product satisfaction survey. 

Frequently asked questions

What is a product satisfaction survey?

A product satisfaction survey is a type of customer satisfaction survey that focuses on how customers feel about a certain product.

What insights can be gained from a product satisfaction survey?

A product satisfaction survey can be used to gain wide-ranging insights about a product, including what customers like or dislike, how the product is used, what features are missing, how easy it is to use the product, and how to best market the product.

What is the Net Promoter Score?

The Net Promoter Score is a type of product satisfaction survey that results in a numerical value representing the overall customer experience. The survey asks just one question: “How likely are you to recommend our product/company/service to a friend or colleague?” The response is given on a scale of 1 to 10, with 1 being the least likely to recommend the product to a friend or colleague.

What can questions about product retention reveal?

In a product satisfaction survey, understanding why a customer returns a product can help the business understand how to improve their product or change marketing campaigns to ensure the product is purchased by the most appropriate customers.

How does product satisfaction differ from customer satisfaction?

Customer satisfaction levels can be influenced by a variety of factors, including the shopping and support experience. Product satisfaction surveys try to peel away these layers so they can focus on the customer’s satisfaction with the product itself.