How to Develop Product Surveys
A product survey is a great way to find out how well a product is performing and what people think of it, from customers who have utilized the product to those interested in using it for one reason or another. Developing a survey is an in-depth process that requires serious thought as to what result you hope to obtain from administering it.
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Instructions
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Start from the end and determine what you hope to accomplish with the survey. If you want to know how useful a product is or the reason that people purchase it, you can plan the rest of the questions and other inquiries on the survey accordingly. If you simply want to know whether people will purchase a new product, you can ask questions in that vein.
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Keep it simple and concise. The more in-depth a product survey is, the more chance you have of losing the attention of the survey participant. Ask your most pertinent questions first and eliminate any questions that are not truly relevant to the end result of the survey.
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Ask questions that solicit specific responses instead of open-ended inquiries. For example, you might ask, "Does XYZ product accomplish task A and task B or neither task at all?" instead of "Is XYZ product helpful?" Finding out that it is helpful is not specific enough to improve or change the product in any way if necessary.
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Develop product surveys with a specific audience in mind. Determine if you want information from potential customers or existing customers and which audience is most important to the success of your product. Perhaps you may develop two different surveys, one for each group; think about who would be most willing to answer questions on your survey and what you can accomplish with this kind of valuable feedback from your product's target audience.
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Consider the format of your survey. If it's too complex, the survey takers may be deterred from taking it. Make sure the layout is clean and clutter-free, without too many graphics and other elements on the page. Keep the focus on the questions being asked and make it easy for participants to choose answers and fill in blanks.
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