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Product feedback survey template

A feedback survey after launch tells you who the product is really for and what's in the way. Keep it short enough to finish in two minutes, ask mostly open questions, and send it after people have used the product, not the moment they sign up.

Use it for

  • One to two weeks after signup.
  • After launch week, to all active users.
  • After a beta period.

Limits and rules

  • If you send the survey by email, the usual sender rules apply: authenticated domain and a working unsubscribe for marketing email.[1]

The template

Copy it, then replace everything in [BRACKETS]. Delete lines that don't apply rather than leaving them vague.

Feedback survey template
SUBJECT: 2 minutes to shape [PRODUCT]?

1. How would you feel if you could no longer use [PRODUCT]?
   ( ) Very disappointed  ( ) Somewhat disappointed  ( ) Not disappointed

2. What's the main thing you use [PRODUCT] for?
   [OPEN TEXT]

3. What type of person do you think would benefit most from [PRODUCT]?
   [OPEN TEXT]

4. What almost stopped you from signing up or getting started?
   [OPEN TEXT]

5. What would you use instead if [PRODUCT] didn't exist?
   [OPEN TEXT]

6. What's the one thing we should improve next?
   [OPEN TEXT]

7. Can we follow up with you about your answers?
   ( ) Yes: [EMAIL]  ( ) No

How to fill it in

  1. Question 1

    Compare answers across user types to see who values the product most.

  2. Question 3

    People describe your best audience in their own words.

  3. Question 5

    Your real competitors, including spreadsheets and doing nothing.

Filled example

Fictional example. Paperlark is a fictional product we made up for these examples: an invoice-reminder tool for freelancers that sends polite follow-ups when a client pays late. Names, prices and details are invented to show the template filled in; they aren't a real company or real results.

Example (fictional product)
SUBJECT: 2 minutes to shape Paperlark?

1. How would you feel if you could no longer use Paperlark?
   Example answer: Very disappointed

2. What's the main thing you use Paperlark for?
   "Chasing two retainer clients who always pay late."

3. Who would benefit most?
   "Freelancers with a few regular clients."

4. What almost stopped you?
   "Worried the reminders would sound like a debt collector."

5. What would you use instead?
   "Calendar reminders and guilt."

6. One thing to improve?
   "Let me edit the wording per client."

(Fictional answers for a fictional product.)

Do

  • Send it after real use.
  • Keep it to about seven questions.
  • Read answers by segment.
  • Thank people and tell them what changed.

Don't

  • Don't make every question required.
  • Don't ask leading questions.
  • Don't survey the same person every month.

FAQ

When should I send a feedback survey?

After people have used the product enough to have an opinion, often one to two weeks after signup.

How long should a product survey be?

Short enough to finish in about two minutes; around seven questions.

What do I do with the answers?

Group them by the type of user and look for patterns in who values the product most and what blocks others.

Launch guides that use this template

Sources

  1. Google Workspace Admin Help: Email sender guidelines

Checked . Platforms change their rules; open the source before you rely on a number.

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