Customer Experience

Product Market Fit Surveys: What You Need to Know

Sep 22, 2023

13 mins read

Manisha Khandelwal


Every business aims for the perfect product that customers adore. Take Apple, for example, who just launched products as per the market i.e., its latest iPhone 15 and sleek smartwatches. Apple continuously introduces products that not only excel but also cater to their customers’ desires. This fosters unwavering loyalty turning them into devoted fans. 

You can achieve this by launching product-market fit surveys. To do this effectively, you require a comprehensive product feedback platform that can guide you through every step to create product feedback and do the analysis. 

Not just that. You also have to consistently deliver the same outstanding experience to your all customers. This will not only acquire new customers but will also help you to retain your existing SaaS customers.

In this blog, we’ll delve deep into the concept of product-market fit, exploring how you can attain it and pave the way for your business’s success. 

Let’s understand what is the meaning of product market fit. 

What is Product Market Fit?

An image curated by SurveySensum illustrating how product-market fit becomes possible when your idea aligns with market requirements, resulting in your product fitting perfectly into the market.

Product-market fit is when your product is exactly what a specific group of customers wants. It’s a state where your product not only meets but exceeds your customer expectations, making it the preferred choice amongst the alternatives. 

And when your product achieves product-market fit, you can not just acquire new customers but also increase customer retention and satisfaction leading to sustainable growth and profitability.

Now let’s explore why measuring product-market fit is crucial. 

Why is it important to measure product market fit?

Measuring product-market fit is crucial for businesses because it tells you:

  • How satisfied your customers are with your product? Happy customers often become loyal advocates for your brand.
  • How to allocate resources effectively, avoiding wasteful spending?
  • Whether your product sets you apart from your competitors and fosters customer loyalty.
  • Where to focus innovation efforts, ensuring your product evolves with market demands?

This helps you understand whether your product meets the needs of your target customers, informing product development, marketing, and sales strategies. 

In this product-market fit journey, surveys play a vital role in understanding product-market fit, offering valuable insights directly from your target audience. They help you collect customer feedback, analyze the gathered quantitative and qualitative data by Text Analytics software, segment customers for personalized product development, and ongoing progress tracking for continuous improvement.

There’s one standout survey that assesses product-market fit → product market fit surveys

Let’s understand what are these surveys. 

What are Product Market Fit Surveys?

Product Market Fit surveys, often abbreviated as PMF surveys are designed to evaluate how well your product fits into the market. 

These surveys ask customers about their satisfaction, likelihood to recommend, and continued use of the product. The goal is to see if the product meets customer needs and is likely to be successful in the market.

The question that you should ask in PMF surveys is – ‘How would you feel if you could no longer use this product?’


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But how will you measure it? Find it out here. 

How to Measure the Product Market Fit?

Measuring product-market fit involves various metrics such as customer satisfaction, customer churn, changes in the CLV, or engagement levels. Among these metrics, the PMF survey is one of the quickest and most accessible methods for any business. And there are two ways to measure this survey: 

1. Sean Ellis Test

An image showing Product market fit survey created for Allianz, a client of SurveySensum asking how would you feel if you could no longer use our insurance policy on the 5-point scale where 1 is not at all disappointed and 5 is extremely disappointed. 

One effective approach for measuring product-market fit is the Sean Ellis test. It involves a straightforward question – How would you feel if you could no longer use the product?

Your customers can choose from three response options:

  • Very disappointed
  • Somewhat disappointed
  • Not disappointed (it isn’t that useful)

By analyzing these responses, you can gauge the emotional connection customers have with your offering. 

For example, if more than 40% of surveyed customers respond with “very disappointed,” it indicates a strong product-market fit. In this scenario, your product resonates well with the target audience, and they would genuinely miss it if it were no longer available.

2. Comprehensive Satisfaction Survey

An image showing Product market fit CSAT survey asking how well our product fits into your existing workflow on the 5-point rating scale where 1 stands for not well at all and 5 stands for extremely well. 

The second way to measure PMF surveys is by using comprehensive CSAT surveys that explore various aspects of customer satisfaction with your product. These questions include features, usability, and overall value. This method aims to provide a deeper understanding of how customers utilize your product and their sentiments toward it.

Here are some examples of asking a series of CSAT questions:

  • How satisfied are you with the features of our product?
  • How easy is it to use our product?
  • How would you rate the overall value you receive from our product?
  • What improvements would you like to see in our product?

And the response options can be on a Likert scale

  • Very satisfied
  • Satisfied
  • Neutral
  • Dissatisfied
  • Very dissatisfied

Let’s say after analyzing the survey responses, you find that 80% of customers are either “very satisfied” or “satisfied” with your product’s features, usability, and value. This shows a positive product-market fit, as most customers express satisfaction with your offering.

This is how both methods offer valuable insights into how well your product aligns with your target audience’s needs and preferences. 


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Now comes the questions that you can ask in your surveys to gauge customers’ experience and expectations. 

10 Product Market Fit Survey Questions

Here are 10 questions you should ask to measure the fit of your product in the market:

  1. How did you first hear about our product? – This question helps you understand the effectiveness of your marketing channels.
  2. What challenges were you facing before using our product? – Identifying pain points your product addresses can highlight its value.
  3. On a scale of 1-10, how would you rate your overall satisfaction with our product? – This provides a numerical gauge of customer satisfaction.
  4. Would you recommend our product to your friends and colleagues? – An NPS question to assess customer loyalty.
  5. Which specific features of our product do you find most valuable? – Helps pinpoint the aspects that resonate with customers.
  6. Have you encountered any issues while using our product? – Identifies potential areas for improvement.
  7. How frequently do you use our product? – Indicates the level of engagement and product utility.
  8. What made you choose our product over alternatives in the market? – Insights into your product’s competitive advantage.
  9. How likely are you to continue using our product in the future? – Measures customer retention and long-term commitment.
  10. Is there anything else you would like to share about your experience with our product? – An open-ended question that encourages customers to provide additional feedback.

These questions can help you gather valuable insights about your product’s market fit, customer satisfaction, and areas for improvement. 

But wait, do you know how big should be the sample size of your PMF surveys? 

What should be the Sample Size?

When it comes to conducting a product-market fit survey, the sample size you need can vary based on your target market’s size and your desired level. 

A general guideline is to aim for a sample size of a minimum of 40-50 respondents. This ensures that your survey results are statistically significant and can provide meaningful insights into your product’s market fit. However, in larger target markets, you want to consider a larger sample size to enhance the accuracy and reliability of your findings.

So make sure you thoroughly research your market before conducting the survey. 

And now let’s dive in to find out the best practices for creating effective PMF surveys. 

10 Best Practices for Creating Effective Product Market Fit Surveys

An infographic illustrating the top 10 best practices for crafting effective PMF Surveys: Define Clear Goals, Target the Right Audience, Keep It Concise, Use Simple Language, Offer Incentives, Conduct Pilot Testing, Employ Diverse Question Types, Enhance Interactivity, Personalize Surveys, and Time Survey Deployment Appropriately.

Here are ten best practices to ensure your PMF surveys deliver actionable results:

  1. Define Clear Goals: Determine your survey’s purpose, whether it’s assessing PMF, identifying pain points, or gathering feedback on new features. This helps you create the questions that give you the answers that you are looking for. 
  2. Target the Right Audience: Survey those who use your product or service regularly, ensuring your data reflects your ideal customer base.
  3. Keep it Concise: Short surveys are more likely to be completed, so keep questions to the point. A smart way to keep the surveys concise and to the point is by condensing them with an online summarizer.
  4. Use Simple Language: Avoid jargon or technical terms to make your survey accessible and understandable.
  5. Offer Incentives: Encourage participation by organizing loyalty programs where you can offer incentives like discounts or free gifts. 
  6. Do a Pilot Test: Test your survey with a small group of people to ensure there are no mistakes in your surveys.
  7. Diverse Question Types: Utilize multiple question types, such as multiple-choice, rating scales, and open-ended queries.
  8. Incorporate Visuals: Make surveys engaging with visuals like images or diagrams.  Doing so makes your surveys more appealing and easier to understand for respondents, increasing their willingness to participate and providing clearer insights into the questions being asked.  
  9. Personalize Surveys: Tailor surveys to individual respondents whenever possible because it makes them more interested in completing the survey. 
  10. Timing Matters: Send PMF surveys at the right moment in the customer journey for relevant feedback to ensure that you gather feedback when it’s most meaningful to the customer. This increases response rates and provides insights that can lead to immediate improvements. 

These practices will help you design effective PMF surveys, gather valuable insights, and make data-driven decisions to enhance your product-market fit.


Achieve Product Market Fit with SurveySensum – Request a Demo


When should you send the Product Market Fit Survey?

Deploying PMF surveys at the right time is very important because of the following: 

  • Stagnant Growth or Decreased Customer Lifetime Value: If your company’s growth is stagnating or your customer lifetime value is declining, it’s a clear sign that your product is not meeting customer needs. So, launch a PMF survey that can pinpoint issues and guide improvements.
  • Steady Business but Lacking Growth: When your business is stable but not experiencing the desired growth, launching a PMF survey can help identify areas for product or marketing enhancement.
  • Launching a New Product: Before launching a new product, assess the market’s interest and potential pain points through a PMF survey.
  • Changing Product or Service Offerings: If you’re modifying your product or service offerings, gather customer feedback to confirm that the changes align with their needs and expectations.
  • Expanding into New Markets: Before entering a new market, understand your customer needs and preferences through a PMF survey to tailor your approach effectively.
  • Significant Product Changes or New Features: After making substantial product changes or introducing new features, use a PMF survey to gather customer feedback and know they are satisfied with the alterations.
Pro Tip: To assess Product-Market Fit for your online product, monitor metrics like bounce rate, time on site, pages per visit, returning visitor count, and customer lifetime value on your website.

That’s how you do it. But there are certain pitfalls that you must avoid. 

Common Mistakes to Avoid

You should steer clear of common mistakes to obtain accurate and valuable feedback. Here are the following mistakes that you should avoid:

  • Too Many Questions: Keep your survey short and focused to prevent overwhelming respondents.
  • Complex Language: Use simple language, not technical jargon, to ensure everyone can understand.
  • Lengthy Surveys: Shorter surveys are better; lengthy ones can lead to survey fatigue.
  • No Incentives: Incentivize your customers to boost survey participation and feedback quality.

By sidestepping these common missteps, you can create an effective PMF survey that garners valuable insights and drives improvements in your product or service.

Let’s wrap up

The crux of it is that you should use PMF surveys to improve your product and achieve the market fit for your product to drive business. And don’t forget to follow the best practices to effectively launch these surveys and get the most lucrative results. 

So, start surveying and enhancing your product to excel in the competitive market. If you’re unsure of which survey platform you should use to leverage these surveys then explore SurveySensum. It is one of the best tools that can assist you thoroughly from creating surveys to launching them and viewing the real-time reports on their bird’s eye view dashboard. 


Frequently Asked Questions

Q.1. What are product market fit survey questions?

Product market fit survey questions help assess whether your product aligns with your target customers’ needs. Here are the following examples:

  • How would you feel if you could no longer use our product?
  • How satisfied are you with the product?
  • Would you recommend the product to a friend?
  • What are the most crucial product features for you?
  • In what areas should we improve the product?


Q.2. How do you test for product market fit?

Testing for product market fit involves various methods:

  • Sean Ellis Test: This test gauges customer sentiment by asking how they’d feel without the product.
  • Product Market Fit Survey: Send surveys to collect customer feedback.
  • Key Metrics: Analyze metrics like low bounce rates, high time spent on the site, pages visited, returning visitors, and customer lifetime value.


Q.3. What is the 40% rule of product market fit?

The 40% rule of product market fit indicates that if over 40% of your customers would be “very disappointed” without your product, you likely have product market fit. This rule stems from the Sean Ellis test, which gauges customer satisfaction. If a significant portion of your customers expresses high satisfaction, it suggests your product meets their needs and has achieved product market fit.

Manisha Khandelwal

Senior Content Marketer at SurveySensum

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