Online surveys are often used by customer service teams, to improve the customer experience; and marketing teams, to better serve their target audience. Product teams can use online surveys to improve a product—and better serve your customers.
Since you're building a survey to gather actionable user data, start backwards from your goal. Knowing what you want to accomplish will inform the questions you ask in your survey.
You may have different goals depending on your focus or the stage of your product. For example:
- Product launch
- Product development pipeline
- User testing (of new services, features, upgrades, integrations, etc.)
Having specific goals in mind gives you the power to iterate on specific variables from your survey data and keep your surveys short and to-the-point, increasing the number of completed surveys.
To understand what your survey goals could be, ask yourself:
- What are the questions I want to answer or the problems I need to solve for my users?
- What do I want to learn about the user experience?
- How am I going to use the data I collect from this survey?*
* This one is especially important because it will help you understand whether the questions you ask in your survey will lead to actionable insights or not. Think of it this way: the more specific your goals, and the more direct your survey questions, the more actionable your data will be.
Once you've set your goals, it will become much clearer which questions to ask—and who to ask…