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    Creating Product Research Surveys

    Product research surveys are essential if you want to collect feedback about your products from key stakeholders. The data captured from surveys will help you to shape future product design, improve your current offerings and ultimately deliver a product that brings true value to your customers. Honest customer feedback is also your most relevant endorsement of your current offering, it can, however, be the first indicator that something needs to change.

    It is essential to seek feedback during each stage of the product lifecycle;

    • Stage 1 - Introduction
    • Stage 2 - Growth
    • Stage 3 - Maturity
    • Stage 4 - Decline

    At each of these clearly defined stages, you will require the views and insight of your internal stakeholders and external product users. Listening to this feedback will assist development and fuel future amends.

    Why use online questionnaires for product research surveys?

    Giving your audience early exposure to a product for research purposes or gathering feedback on existing services allows you to understand first-hand what your users actually think. This insight provides you with the option to design and build your services based on the desires of a target audience. Getting feedback during the early concept stage can help you understand customer requirements and further questioning can shape development to ensure the product is usable and meeting objectives.

    Benefits of using online surveys

    Carry out product research surveys to get customer feedback  


    Your target audience will change depending on the lifecycle stage of the product, so you need a solution that can reach these groups on a regular basis. Idea generation can come from both internal and external audiences but feedback on usage and ‘live’ testing should involve the actual user. External consumers can also provide additional insight that your organisation might not have.

    Working with a product in isolation can make your thinking become insular and blinded to new suggestions. Reaching out to an external consumer panel with product research surveys ensures you remain aware of macro environmental factors and address the market’s needs.

    Should your survey be anonymous?

    Getting relevant feedback can be a struggle if your target audience do not feel they can be honest. By making your survey anonymous you can eliminate any concern respondents may have, making them feel more relaxed and open and more likely to give a true and honest opinion. Remember, you are getting feedback that could potentially lead to improvements that will benefit your business, so give respondents a true understanding of what is required. Whilst you may encourage open feedback at each stage of the development process, giving your respondents the opportunity to be anonymous may lead to an increase in insight.

    Who is the target audience and what size sample?

    As well as your customers, your audience can be a product team, product expert or even an internal department. Consider what each group can contribute before engaging with them and confirm the best methods for asking relevant questions. You need to consider if each target group is likely to be more engaged if you ask the questions face to face, send them a survey or gather feedback via mobile surveys?

    Quick Tips for conducting Product Research Surveys

    • Design the survey with closed questions at the start to ensure you set the scene.
    • Use open-ended questions towards the end of the survey so that you respondents can elaborate if they need to.
    • Give your audience encouragement to be unbiased by using features like skip logic to make your survey relevant.
    • Think about rewards. If you find a group or respondent that provides consistent value then reward them to ensure they stay engaged and can be used again.

    If you are ready to create product research surveys and would like to learn how our powerful features can help you, simply visit our Contact Page to get in touch with our friendly support team.

    Get started and create your first survey

    Request a demo from one of our friendly team members or call us on 0800 0937 822.


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    About Author

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    Phil Cleave

    Phil is part of the Content team at SmartSurvey and has over 20 years experience in the PR and Comms sector writing for Tech Companies.

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