Launching a new product is exciting—until you realize you have no idea what your customers actually think about it. If you’re hoping for honest feedback (not just “looks great!”), you’ll need a survey that people will actually answer—and one that gives you real, actionable insights.
This guide is for anyone launching a product who wants to use SurveyMonkey to get useful, no-nonsense feedback. If you’re tired of fluffy survey templates and vague advice, you’re in the right place.
Let’s walk through exactly how to build, send, and get value from a customer feedback survey using SurveyMonkey—without overcomplicating things or wasting your customers’ time.
1. Get Clear On What You Need To Know
Before you log in and start dragging survey questions around, pause for a second. What do you want to learn from this launch?
Don’t just ask “Did you like it?”—that’s not helpful. Get specific. For most product launches, a few things are worth focusing on:
- First impressions: What did people expect? Did the product meet those expectations?
- Ease of use: Was anything confusing, broken, or just annoying?
- Value: Was the product useful or worth the price?
- Likelihood to recommend: Would they tell a friend, or warn them off?
- Open comments: Anything you missed, or something that surprised them?
If you’re not sure what to ask, talk to a few customers live before you draft your survey. Actual conversations beat guessing every time.
Pro tip: Fewer, better questions get more (and better) responses. Aim for 5–10 questions, max.
2. Set Up Your SurveyMonkey Account
If you’re new to SurveyMonkey, you’ll need an account. A free plan lets you create basic surveys, but has limits (like max 10 questions and 40 responses per survey). If you’re launching to a bigger group or need more advanced features (like logic or export), you’ll probably need a paid plan.
- Sign up: Go to SurveyMonkey and create an account.
- Pick a plan: Be honest about your needs. The free plan is fine for a small, simple launch, but don’t try to force it if you need more.
- Explore templates (if you must): SurveyMonkey has templates, but most are generic. It’s fine to peek for ideas, but don’t just copy-paste.
3. Create a New Survey (Start from Scratch)
Once you’re logged in, click “Create Survey.” You’ll get three choices: Start from scratch, copy an existing survey, or use a template. Start from scratch. Templates are usually too generic or too long.
- Name your survey: Make it specific, like “Widget 2.0 Launch Feedback.”
- Add a short description: Tell people why you’re asking and how long it’ll take. (“Help us improve Widget 2.0—this takes less than 3 minutes.”)
- Keep it anonymous if possible: You’ll get more honest answers.
4. Write Clear, Honest Questions
This is where most surveys go off the rails. If you ask leading, vague, or endless questions, people will bail or feed you useless data.
Stick to these rules: - One idea per question. - No jargon or internal lingo. - Mix of multiple choice and one or two open-ended questions. - Use scales sparingly. (Don’t ask someone to rate ten things on a scale of 1–10. It’s boring and confusing.)
A sample outline for a product launch feedback survey:
- What was your first impression of [Product]?
- Multiple choice: “Very positive,” “Somewhat positive,” “Neutral,” “Somewhat negative,” “Very negative”
- How easy was it to get started?
- Multiple choice or short scale.
- Did you experience any issues or confusion?
- Yes/No + (If yes, open comment)
- What features did you find most valuable?
- Multiple choice (select all that apply) + “Other” with write-in.
- What, if anything, didn’t meet your expectations?
- Open-ended.
- How likely are you to recommend [Product] to a friend or colleague?
- 0–10 scale (Net Promoter Score style).
- Anything else you’d like to share?
- Open-ended.
What to avoid: - Questions you can answer yourself (e.g., “How did you hear about us?” if you already know). - Huge grids of ratings. Nobody likes filling those out. - “Trick” or leading questions designed to get people to say what you want to hear.
5. Use Logic Sparingly
SurveyMonkey lets you set up logic—like skipping questions based on previous answers. This can be powerful, but don’t get fancy unless you have a clear reason.
When to use logic: - If a “Yes” answer triggers a follow-up (“You said you had issues—please describe”). - To skip irrelevant sections for certain users.
But unless you have a big, complex launch, keep it simple. More logic equals more ways to break things or confuse people.
6. Test Your Survey—On a Real Human
Before you send it out, preview your survey. But don’t stop there—have someone outside your team take it. (Ideally, someone who isn’t afraid to give blunt feedback.)
- Ask them: “What didn’t make sense?” “Where did you hesitate?”
- Time them. If it takes more than 3–5 minutes, cut something.
- Check for typos and broken logic.
Pro tip: If you’re cringing at any question, cut it. If you’re bored halfway through, so will your customers.
7. Distribute the Survey to Your Customers
You have three main options:
- Email: The most common and usually most effective. Write a short, direct note. Tell people why you want their feedback and how long it’ll take.
- Don’t promise the world. A thank-you or a small incentive (discount, gift card, etc.) can help, but don’t bribe people for fake positivity.
- Embed on your website: Good for products with active user dashboards or communities.
- Share via social or in-app: If you have a community, forum, or in-app notification, drop the link there.
Tips: - Don’t send too soon after launch—give people a chance to actually use the product. - Don’t nag. One or two reminders, max.
8. Analyze Results (Without Cherry-Picking)
SurveyMonkey gives you charts, exports, and filters. Here’s how to actually get value:
- Look for patterns, not just averages. If 80% loved it but the 20% who didn’t all mention the same problem, pay attention.
- Read every open-ended response. Yes, it’s a pain. Yes, you’ll get real gold here.
- Don’t ignore negative feedback. It stings, but it’s the only way to get better.
- Share highlights with your team. Not just the good stuff.
What doesn’t work: Obsessing over your Net Promoter Score as the only metric. It’s one signal, not the whole story.
9. Follow Up (But Don’t Pester)
If someone gave you thoughtful, detailed feedback, it’s worth a quick thank-you note. If you make changes based on feedback, tell your customers. People love knowing their input mattered.
But don’t turn this into an endless loop of surveys or spammy requests. Acknowledge, thank, maybe loop back after you’ve improved something—but don’t overdo it.
10. Iterate—Don’t Overthink It
Your first survey won’t be perfect. That’s fine. The key is to keep it short, honest, and useful. After launch, look at what worked and what didn’t. Next time, tweak your questions or your process.
Keep in mind: - Most people hate surveys. Make it painless. - Simple, direct questions beat “innovative” survey designs every time. - More data isn’t always better—look for clear trends.
Bottom line: Building a customer feedback survey in SurveyMonkey isn’t rocket science. Stay focused, keep it simple, ask real questions, and actually listen to the answers. That’s how you get feedback you can use—not just a spreadsheet full of noise.
Now go get some honest answers and make your product better.