Good product survey questions ask about one moment in the user's week, not the product in general. Below are 35 product feedback survey questions for new users, active users, a new feature, people who stopped, pricing, and a new product idea, each with the follow-up Spoke asks when the answer is just “it's fine.”
Users want calendar sync most, because they retype every booking twice.
An example of the line the Agent Results Brief leads with.Under every question is the follow-up Spoke asks when the first answer is vague. That second question is where the real answer usually is.
What were you hoping this product would help you do when you signed up?
What made you look for something new for that?
What was the first thing you tried to do after signing up?
Where, if anywhere, did you get stuck?
Was there a moment in setup when you weren't sure what to do next?
What were you looking at on the screen right then?
When, if ever, did the product first feel useful?
What were you doing at that moment?
What almost stopped you from getting started?
What made you push through it anyway?
What would you tell a friend this product is for?
Who would you not recommend it to?
What do you use the product for most often?
What happened, step by step, the last time you did that?
What, if anything, slows you down when you use it?
How do you work around it today?
If you could change one thing about the product, what would it be?
What would that change let you do that you can't do now?
What do you still do outside the product that you wish you could do inside it?
What do you use for that instead?
How would you feel if you could no longer use the product?
What would you miss most?
Which part of the product do you never use?
Did you try it and stop, or never see a reason to try?
How easy or hard is it to get your work done in the product?
What's one task that takes more clicks or steps than it should?
What did you expect the new feature to do before you tried it?
Where did what it actually does differ from that?
What did you use the feature for the first time you tried it?
Did it get that job done, or did you finish it another way?
How does the feature fit into the way you already work?
What do you do differently because of it?
What's missing from the feature for it to be part of your routine?
If that were there tomorrow, when would you use it next?
Was anything about the feature confusing?
What did you try first when it didn't make sense?
If the feature disappeared next week, what would you do instead?
How much would that cost you in time or hassle?
What were you using the product for before you stopped?
Is that job still something you need to get done?
What made you stop using it?
Was there a specific day or task when you decided it wasn't worth it?
What are you using instead now?
What does it do that we didn't?
What would have had to be different for you to keep using it?
What happened when you told us about it, if you did?
What did you like about the product, even if you stopped?
When did you last use that part?
What would make you try it again?
What's the first thing you'd check to see if that had changed?
How do you decide whether the product is worth what you pay?
What would you compare it against when you make that call?
What would you expect to get on a paid plan that you don't get now?
Which of those have you needed in the last month?
Was anything about the pricing unclear when you looked at it?
What question did you still have after reading the pricing page?
What made you hold off on paying, or almost hold off?
What tipped it the other way in the end?
Who else has a say in whether you keep paying for this?
What would they need to see to say yes again next year?
How do you handle this problem today?
What does that cost you each week in time, money or hassle?
When did this problem last come up for you?
What did you do about it that time?
What have you already tried to fix it?
Why didn't that stick?
What would a good solution let you stop doing?
How much time would that give you back each week?
What would make you hesitate to try something new for this?
What would you need to see first to get past that?
Every person gets interviewed, not surveyed. Spoke asks, listens, and follows up on what that person actually said. Here's an example.
Read the answer, not the transcripts: themes ranked by how many people raised them, the quotes behind each, and the places where two groups disagree.
Active users like the product but still do part of the job elsewhere. The top request is calendar sync: most who asked for it retype every booking by hand and have missed at least one. Bulk editing comes next, mostly from people with larger client lists. A mobile app splits people: some book on the go, others only work at a desk.
An example Agent Results Brief. The counts, themes and quotes are illustrative, not from a real survey.
Most users are polite about your product, and the first answer is usually the vague one. Here is what one follow-up turns it into. Examples, not real respondents.
A weekly chore outside the product: the export needs a saved format.
Not general confusion: a sync screen with no progress that causes duplicates.
One missing date range is why the feature isn't sticking.
Not lost need: a broken invite for the second person.
The moment decides the questions. Ask right after the thing you want to learn about, while people still remember the details. Testing a concept with a group of people instead? See focus group questions.
| Moment | Who to send it to | How to send it | What you learn |
|---|---|---|---|
| New users | Everyone who signed up in the last week or two, including people who stalled | An email link, so people who stalled in setup still see it | Why they came, and the step where setup lost them |
| Active users | People who use it most weeks, not everyone on the list | A link on a page in your product, where they already are | What they still do elsewhere, and what to build next |
| A new feature | Only people who have used the feature at least once | A link on the feature's page in your product | Whether it fits real work, and what stops it becoming a habit |
| Users who stopped | People who cancelled or haven't been back in weeks | An email link: they won't see anything in the product | The day it stopped being worth it, and what they use now |
| Pricing | People up for renewal, or who looked at pricing and didn't upgrade | An email link, or a link on your billing page | How they judge value, and what a paid plan must include |
| Before you build | People who have the problem, whether or not they know you | An email link or a link in a post where they gather | Whether the problem costs them enough to switch |
Tracking a score such as NPS or CSAT? See NPS follow-up questions for what to ask after the number. Running deeper user research? See AI-moderated interviews.
A request list tells you what people typed. The reason behind it tells you whether building it will help, and whether something smaller would do. Measuring whether the product is a must-have at all? Run a product-market fit survey.
What do you want to learn, and who's answering?
Drafted it. Should Spoke ask about pricing too, or keep it to features and workflow?
Ask about one moment at a time: why new users signed up and where setup lost them, what active users still do elsewhere, how a new feature fits their work, and why people stopped. Pair each question with a follow-up for when the answer is vague.
Few. Three to five questions keeps a form short enough to finish, so pick the one group that matches your moment rather than sending all 35. With Spoke you can pick a handful and set a five, ten or fifteen-minute budget, and it follows up where the answers are thin.
It asks active users how they'd feel if they could no longer use the product: very disappointed, somewhat disappointed, or not disappointed. Ask the people who answer “very disappointed” what they'd miss most.
Ask how people handle the problem today, when it last came up, and what they have already tried. Questions about past behavior tell you more than asking whether they would use your idea.
Ask them within a few weeks of their last visit, starting with what they were using it for and what made them stop. The “users who stopped” group above has six questions, each with the follow-up that gets past “we didn't need it anymore.”
Ask what they still do outside the product and what one change they would make, then ask why. The reason tells you which requests share one problem and which one to build first.
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