This guide is designed to be your go-to resource for evaluating and optimizing your product through targeted surveys. It’s here to simplify the process and equip you with everything you need to assess and enhance your product's performance and customer alignment.

Here’s what you can expect to get out of this guide:

Whether you’re new to product satisfaction surveys or looking to refine your current product strategy, this guide will provide you with everything you need to create, launch, and analyze these surveys with confidence and ease. Let’s get started!

Product satisfaction is a metric that measures how well your product meets customer expectations and it helps you understand how satisfied customers are with the features, functionality, and overall experience of your product.

These surveys typically ask customers to rate their experience on a (very dissatisfied)1 to 5 scale (very satisfied), allowing you to gather quantifiable as well as qualitative data on product performance:

The Three Key Templates we’ll be focusing on:

Based on their ratings, customers are categorized into three groups:

The “best” channel for a product satisfaction survey depends on where your customers interact with your product, the timing of feedback collection, and how you can best capture their experience. Here’s a nice breakdown of the most effective channels for different scenarios just to get you started:

💡Something worth trying: Deploy a short product satisfaction survey after a user has completed a specific task or used a new feature. This allows you to capture their initial reactions and identify potential areas for improvement right away.

💡Something worth trying: Send a product satisfaction survey via email a week after a customer has started using your product or after they’ve completed a key action. This helps you understand how satisfied they are after getting familiar with your product’s core features.

💡Something worth trying: Trigger a brief survey like “How satisfied are you with your browsing experience?” after users visit a key product page or checkout. This works well for e-commerce sites or service platforms focused on optimizing the user journey.

💡Something worth trying: Why not share a satisfaction survey link in your monthly newsletter? It’s a great way to gauge how users feel about recent product updates or new features.

When deciding who should receive your product satisfaction surveys, it’s all about focusing on the

To maximize the value of your product satisfaction surveys, it's crucial to target the right user segments. Here’s a guide to different groups that can provide the most impactful feedback:

Creating your first product satisfaction survey is easy, but first, you have to decide which channel you’ll be using. We’ve covered that on the previous section: What is the best channel for product satisfaction surveys?

So whether you want to send product satisfaction through email, or place it on your website or mobile app, we’ve got you covered.

Once you decide on which channel you’re going with, feel free to jump to that section:

In the main dashboard, click on the Create new survey button.

From there, pick how you would like to start. We recommend starting with an AI-assisted creation or template library for a swift creation. These will get you up to starting your survey in

no time!

If you started with the template library or AI survey creator, you’ll get your survey questions already set for you. You can later edit them to your liking, or add new questions by clicking on “Add new question”. Here you can find a complete list of question and action types.

If you’ve started using one of our pre-made templates or the AI survey creator, you’ll see that your survey questions are already set up for you. However, you can always edit these questions to better align with your brand's tone and the feedback you’re looking to gather. To make changes, simply click on “Add new question” or adjust the existing ones. Below, you’ll find a list of different ways to frame your product satisfaction question, as well as some tips for customizing follow-up questions.

The primary product satisfaction question is typically: "How satisfied are you with our product?"

However, we encourage you to tailor this question to better fit your brand voice and communication style. Here are some variations that our customers have used to align more closely with their specific business needs:

Beyond simply asking about overall product satisfaction, it’s essential to follow up based on the responses you receive. This helps you dig deeper into customer perceptions and improve their experience. Below are some of our recommended follow-up questions tailored to different satisfaction levels:

For Customers Who Gave a Score of 4-5 (Highly Satisfied)

These customers are happy with your product, but it’s still valuable to follow up to reinforce their positive experience and gather testimonials:

For Customers Who Gave a Score of 3 (Neutral)

These customers are somewhat satisfied, but there’s room for improvement. Follow up to understand how you can enhance their experience:

For Customers Who Gave a Score of 1-2 (Dissatisfied)

These customers are clearly unhappy, so it’s important to address their concerns promptly to prevent churn:

Going into the Configure tab, you can modify settings responsible for identifying the respondents and survey status.

If you want your respondents to be recognized, you have to have a tool selected in the field. There are plenty of tools to choose from including favorites like:

⚠️Important - if you need your responses to be anonymous, go ahead and skip this step.

In the connect tab, you can also integrate your survey with other apps that you use on a daily basis. This is, of course, optional, but we highly recommend that you take advantage of this feature

Essentially, integrations will help you automate processes and workflows. For example, you can create triggers based on survey responses to automate support tickets, task assignments, and personalized follow-up actions. The idea here is to have everything in one place, saving you time, improving efficiency, and ensuring that you act on customer feedback right away.

To give you a better idea of what you can do, here are some popular integrations that our customers use:

Hubspot -

The Surivcate and HubSpot integration allows you to:

⚠️Bonus - with the new HubSpot App Cards feature, you can also:

Find out more about the HubSpot integration here.

Slack -

The Surivcate and Slack integration allows you to:

Find out more about the Slack integration here.

Klaviyo -

The Surivcate and Klaviyo integration allows you to:

Find out more about the Klaviyo integration here.

Survicate natively integrates with 80+ tools. If you didn’t see your favorite integration listed in these examples, don’t worry, here’s a full list.

And the most important step to get your survey out there is to share it. In the Share tab, you can adjust the preview, description, and the name the respondents will see when the survey is opened in your browser.

⚠️Important - To share your survey, you will need to create that email in your email service provider and set up the audience there. From there, you can simply follow one of the options below to finish sending your survey:

All you need to do is copy the code generated once you click on the ‘Get your code’ button and paste it into an HTML editor of your software. It’s as easy as 1-2-3. No coding or technical skills required.

⚠️Important - Don’t forget to choose your email software in ‘Responses identification’ to see the names and emails of your respondents.

Use AI to do the work for you!

And if you’re not a fan of the manual work…as luck would have it, we’ve got some new AI-powered tools to sort of…do the dirty work for you when it comes to taking your data and turning it into actionable insights.

Insights Hub

Here you can make great use of our topics feature. Provided you have connected your survey to Insights Hub, it will take all of the feedback and automatically categorize it into different topics. Within every topic, you’ll find the direct feedback that it relates to making it easier for you act on it immediately.

Topics you’ll most often find:

Insights Hub is mainly used to:

For a full guide on how to use it, check this out. But not to leave you empty-handed, here are some ways you can apply it for your product satisfaction surveys:

Research Assistant

And of course on top of that, you get our research assistant. It…assists you with your…research 😀. Find answers to all your questions quickly and effectively just by asking it.

The research assistant takes your feedback and can answer your questions based on:

For a full guide on how to use it, check this out.

For now, here’s the top reasons why you should try it out for your evaluate product satisfaction surveys:

To get you on your way, try asking your research assistant some of these questions:

Try Asking the Research Assistant These Questions:

Use the momentum and ask your Promoters for a positive review. Using the ‘Thank you’ question type, you can redirect your Promoters straight to your favorite review site.

A very popular way of building NPS surveys is asking different follow-up questions to your respondent based on their previous response.

For example, to your Promoters, you can ask what is their favorite thing about your business, and to your Detractors you can ask what do you need to improve. You can achive that using survey logic feature. This feature allows you to ask different follow-up questions based on the selected NPS score.

Survey logic simplifies the creation of different paths for respondents by skipping certain questions based on their previous answers. This allows you to customize the survey experience with tailored question flows and segment users according to their feedback.

As mentioned previously, your NPS survey comes ‘pre-packaged’ with logic. You can check how each question uses this feature, by simply clicking on the desired question and clicking the ‘Logic’ tab:

If you’d like to use this feature for your newly added questions, it’s quite easy to set up

How to add logic

Step 1.

Once you’ve added your question and added a Single answer selection or a Dropdown list, as well as the other survey questions, head over to the Logic tab of the question and click on + Add new logic.

Step 2.

Here, you'll see the If answer condition, letting you decide when to apply logic.

You can choose to apply logic if the response is or is not equal to one of the answer choices or when it has any value.

This means you’ve got a lot of possibilities to work with. Here’s a breakdown:

If you select Answer 1 or Answer 2, this logic will work for the respondents who select Answer 1 or Answer 2.

If you select Answer 1 or Answer 2, this logic will work for the respondents who select anything other than Answer 1 and Answer 2, such as Answer 3.

In the main dashboard, click on the Create new survey button.

And from there you are met with a new screen. There are four options to choose from:

For the purpose of this guide, we’ll be focusing on ‘Use a template’.

If you started with the template library or AI survey creator, you’ll get your survey questions already set for you. You can later edit them to your liking, or add new questions by clicking on “Add new question”. Here you can find a complete list of question and action types.

The product satisfaction question is typically formulated as “How would you rate your overall satisfaction with the service you received?”. But we recommend changing the way you formulate your question to fit your business and the way you communicate with your customers. Below, we’ve selected a few of our favorite ways our customers have formulated their product satisfaction question to fit their business. Each version simply focuses on slightly different aspects of customer perception, while still holding the core idea of product satisfaction. We hope these will get you inspired to make your own:

As much as the way you formulate your product satisfaction question, you can also reconsider the way you ask your product satisfaction follow-ups. Below you can find a few examples of our favorite ways product satisfaction follow-up questions were asked:

Follow-up questions to people who give you a score of 4-5 (satisfied customers): .

Customers in this range indicate high satisfaction, which means they’re generally happy with your product or service. Nevertheless, you should still take this time to follow up. It’s the perfect chance to reinforce their positive experience:

Follow-up questions to people who give you a score of 3 (neutral customers):

These costumers had an average experience, which is important you follow up to understand how you can improve their experience going forward.

Follow-up questions to people who give you a score of 1-2 (dissatisfied customers):

Clearly the customers with this score are simply dissatisfied. Make sure to follow-up with them as soon as you can to resolve the issue and prevent potential customer churn.

Going into the Target tab, this will give you a chance to target your website surveys to specific times, a certain group of visitors, and beyond.

It’s important that you target each survey to the visitors who are more likely to contribute meaningfully. Targeting has a lot of benefits, these include:

In the connect tab, you can also integrate your survey with other apps that you use on a daily basis. This is, of course, optional, but we highly recommend that you take advantage of this feature.

Essentially, integrations will help you automate processes and workflows. For example, you can create triggers based on survey responses to automate support tickets, task assignments, and personalized follow-up actions. The idea here is to have everything in one place, saving you time, improving efficiency, and ensuring that you act on customer feedback right away.

To give you a better idea of what you can do, here are some popular integrations that our customers use:

The Surivcate and HubSpot integration allows you to:

⚠️Bonus - with the new HubSpot App Cards feature, you can also:

Find out more about the HubSpot integration here.

The Surivcate and Slack integration allows you to:

Find out more about the Slack integration here.

The Surivcate and Klaviyo integration allows you to:

Find out more about the Klaviyo integration here.

And the most important step to get your survey out there is to launch it. In the Launch tab, if you haven’t done so already, you’ll need to install the Survicate code on your site. You’ve got a couple of options to choose from:

Great, you’re to go now. Start your survey and gather customer insights right from your website or in-product. You can start it right awa or set a custom date to start your survey.

Once you’ve collected some feedback, you’re ready to analyze it. Here’s a section dedicated to analyzing your data.

In the main dashboard, click on the Create new survey button.

And from there you are met with a new screen. There are four options to choose from:

For the purpose of this guide, we’ll be focusing on ‘Use a template’.

If you started with the template library or AI survey creator, you’ll get your survey questions already set for you. You can later edit them to your liking, or add new questions by clicking on “Add new question”. Here you can find a complete list of question and action types.

The product satisfaction question is typically formulated as “How would you rate your overall satisfaction with the service you received?”. But we recommend changing the way you formulate your question to fit your business and the way you communicate with your customers. Below, we’ve selected a few of our favorite ways our customers have formulated their product satisfaction question to fit their business. Each version simply focuses on slightly different aspects of customer perception, while still holding the core idea of product satisfaction. We hope these will get you inspired to make your own:

As much as the way you formulate your product satisfaction question, you can also reconsider the way you ask your product satisfaction follow-ups. Below you can find a few examples of our favorite ways product satisfaction follow-up questions were asked:

Follow-up questions to people who give you a score of 4-5 (satisfied customers): .

Customers in this range indicate high satisfaction, which means they’re generally happy with your product or service. Nevertheless, you should still take this time to follow up. It’s the perfect chance to reinforce their positive experience:

Follow-up questions to people who give you a score of 3 (neutral customers):

These costumers had an average experience, which is important you follow up to understand how you can improve their experience going forward.

Follow-up questions to people who give you a score of 1-2 (dissatisfied customers):

Clearly the customers with this score are simply dissatisfied. Make sure to follow-up with them as soon as you can to resolve the issue and prevent potential customer churn.

Going into the Target tab, this will give you a chance to target your website surveys to specific times, a certain group of visitors, and beyond.

It’s important that you target each survey to the visitors who are more likely to contribute meaningfully. Targeting has a lot of benefits, these include:

In the connect tab, you can also integrate your survey with other apps that you use on a daily basis. This is, of course, optional, but we highly recommend that you take advantage of this feature.

Essentially, integrations will help you automate processes and workflows. For example, you can create triggers based on survey responses to automate support tickets, task assignments, and personalized follow-up actions. The idea here is to have everything in one place, saving you time, improving efficiency, and ensuring that you act on customer feedback right away.

To give you a better idea of what you can do, here are some popular integrations that our customers use:

Hubspot -

The Surivcate and HubSpot integration allows you to:

⚠️Bonus - with the new HubSpot App Cards feature, you can also:

Find out more about the HubSpot integration here.

Salesforce -

The Surivcate and Salesforce integration allows you to:

Find out more about the Salesforce integration here

Klaviyo -

The Surivcate and Klaviyo integration allows you to:

Find out more about the Klaviyo integration here.

Survicate natively integrates with 80+ tools. If you didn’t see your favorite integration listed in these examples, don’t worry, here’s a full list.

And the most important step to get your survey out there is to launch it. In the Launch tab, if you haven’t done so already, you’ll need to install and configure our SDK. Here are the options you can choose from:

Great, you’re to go now. Start your survey and gather customer insights right from your website or in-product. You can start it right awa or set a custom date to start your survey.

Once you’ve collected some feedback, you’re ready to analyze it. Here’s a section dedicated to analyzing your data.

Curious how others are using their product satisfaction surveys? Here’s a collection of amazing customer success stories to spark some ideas and inspire you.

Packhelp leverages our product satisfaction surveys to drive growth and customer loyalty

By introducing product satisfaction surveys like NPS and CSAT, Packhelp set up a continuous feedback loop, driving data-informed product and business decisions.

Key Achievements:

Our product satisfaction surveys helped Packhelp refine product development, prioritize the right features, and re-engage customers more effectively.

Here’s the full story

PowerUs leverages product satisfaction surveys to validate its platform and drive user growth

Launching a new product in a niche market is challenging—especially when targeting audiences unfamiliar with online tools. PowerUs, a Berlin-based startup, tackled this challenge head-on by using continuous customer feedback to shape its platform for skilled blue-collar workers. By adopting our surveys early on, they were able to align their product strategy with real user needs.

Key Achievements:

PowerUs uses NPS and product/market fit surveys to gather crucial feedback from both users and partners. This allows them to continually refine the platform and improve the user experience.

By leveraging our surveys, PowerUs has turned customer feedback into a key driver for product development, ensuring they stay in tune with their market and deliver a platform that truly resonates.

Here’s the full story

Vestd leverages product satisfaction surveys to enhance user experience and optimize app development

For Vestd, a UK-based share scheme and equity management platform, ensuring a seamless user experience is crucial to their growth strategy. To achieve this, they combined quantitative data with qualitative insights using our surveys and FullStory session recordings. This approach helped them eliminate guesswork and make data-driven product decisions.

Key Achievements:

By leveraging our in-app surveys, Vestd’s product team could quickly gather feedback and improve customer satisfaction.

Here’s the full story

Landing leverages product satisfaction surveys to stay in sync with its Gen Z community

For Gen Z, social media is all about authenticity and connection, not follower counts or curated feeds. That’s where Landing shines—offering a creative space that focuses on community and genuine interaction. To keep up with its users’ needs, Landing relies on Survicate surveys to gather continuous feedback and refine its platform.

Key Achievements:

Our product-market fit surveys helped Landing gauge its value proposition and uncover what users truly wanted. By using Survicate, Landing has been able to align its product with Gen Z’s evolving expectations, driving authentic engagement and community growth.

Here’s the full story

Brainly leverages product satisfaction surveys to optimize user engagement and refine marketing strategies

For Brainly, the world’s largest online learning community with over 300 million users, staying in tune with customer feedback is critical. To navigate the challenges of gathering insights at scale, Brainly turned to Survicate to collect and analyze feedback efficiently across multiple teams and regions.

Key Achievements:

Our surveys help Brainly’s teams, from product to marketing, gather actionable data.

By leveraging Survicate, Brainly creates high-impact content, optimizes its value proposition, and maintains a strong connection with its vast user community.

Here’s the full story

How can I identify key trends from product satisfaction survey results?

Insights Hub! Use it to analyze responses, it helps you identify common themes and sentiments in open-text feedback. Additionally, you can segment responses by customer type, product version, or other attributes to uncover specific trends. Check out more on that in this section.

What should I do if product satisfaction scores are declining?

Start by analyzing the feedback from respondents who gave low scores. Use Research Assistant to identify common pain points and address these issues through product improvements or proactive customer communication.

Can I measure satisfaction for specific product features instead of the entire product?

Yes. You can design your survey to focus on specific features by using targeted questions. For example, include matrix questions to assess satisfaction across multiple features in one survey.

What can I do to re-engage customers who have not responded to my product satisfaction survey?

Send a follow-up email or message reminding them to complete the survey. And make sure to personalize the message to highlight the importance of their feedback.

What integrations can I use with Survicate to enhance product satisfaction survey analysis?

More on that in this section.