New Product & Concept Testing Survey
1. “What is your favorite product?”
This question is a great starter for your survey. Most companies want to know what their most popular products are and this question cuts right to the point.
It’s important to note that this question provides you with the customer’s perspective, not empirical evidence. You should compare the results to your inventory to see if your customers’ answers match your actual sales. You may be surprised to find your customers’ “favorite” product isn’t the highest-selling one.
2. “Why did you purchase this product?”
Once you know what their favorite product is, you need to know why they like it so much. This qualitative data helps your marketing and sales teams attract and engage customers. They’ll know which features to advertise most and can seek out new leads who have similar needs to your existing customers.
3. “How satisfied are you with [product]?”
When you have a product that isn’t selling, you can ask this question to see why customers are unhappy with it. If these reviews are poor, you’ll know that product needs tweaking and can send it back to product management for improvement. Or, if these results are positive, it may have something to do with your marketing or sales techniques. You can then gather more info during the questionnaire and re-strategize your campaigns based on your findings.
4. “Would you recommend [product] to a friend?”
This is a classic survey question that’s used with most NPS® surveys. It asks the customer if they would recommend your product to one of their peers. This is extremely important because most people trust customer referrals more than traditional advertisement. So, if your customers are willing to refer your products, you’ll have an easier time acquiring new leads.
5. “Would you recommend [company name] to a friend?”
Similar to the question above, however, this question asks the customer to consider your business as a whole and not just your product. This provides you insight into brand reputation and shows you how customers feel about your company’s actions. Even if you have an excellent product, your brand’s reputation may be the cause of customer churn. Your marketing team should pay close attention to this question to see how they can improve the customer experience.
6. “If you could change one thing about [product], what would it be?”
This is a good question to ask your most loyal customers or ones that have recently churned. For loyal customers, you want to keep adding value to their experience. Asking them how your product can improve helps your development team identify flaws that to correct and increases your chances of retaining a valuable customer segment.
For customers that have recently churned, this question provides insight into how you can retain future users that are unhappy with your product or service. By giving these customers a space to voice their criticisms, you can either reach out and provide solutions or relay feedback for consideration.
7. “Which other options were you considering before [product or company name]?”
If you’re operating in a competitive industry, customers will have more than one option when considering your brand. Additionally, if you sell different variations of your product or produce new models periodically, customers may prefer one version over another.
For this question, you should provide answers to choose from in a multiple-selection format. This will limit the types of responses you’ll receive and help you obtain the exact information you’re searching for.
8. “Did [product] help you accomplish your goal?”
The purpose of any product or service is to help customers accomplish a goal. Therefore, you should be direct and ask them if your company steered them toward success. After all, customer success is an excellent retention tool. If customers are succeeding with your product, they’re more likely to remain loyal to your brand.
9. “What’s the primary reason for canceling your account?”
Finding out why customers are unhappy with your product or service is key to decreasing your churn rate. If you don’t understand why people are leaving your brand, it’s hard to make effective changes that will prevent future turnover. Or worse, you might alter your product or service in a way that increases your churn rate, causing you to lose customers who were once loyal supporters.
10. “How satisfied are you with our customer support?”
It’s worth asking customers how happy they are with your support or service team. After all, an excellent product doesn’t always guarantee that customers will remain loyal to your brand. Research shows that one in three customers will leave a brand that they love after just one poor service experience.