In-App Survey Questions: 65+ Examples and Templates to Use
Discover the best questions to ask in an in-app survey. Learn what questions work best for in-app surveys.
In-app surveys seem pretty much like a dream come true.
These surveys deliver an incredible response rate, far beyond what other channels ever could.
In-app surveys provide the most valuable feedback too. With in-app surveys, you’re collecting responses from customers exactly as they are engaging with your product, after all. Nothing could ever beat it.
Not to mention that they are easy to run. There’s, practically, little to no friction to launching an in-app survey.
And yet… Product managers and researchers often tell us about how they struggle to make their surveys work, and that’s usually for one particular reason - Not knowing what questions to ask.
In this guide, we decided to solve that problem once and for all. We’ve compiled the ultimate reference list of the most effective in-app survey questions. We’ve also shared examples to show you how they work.
Before we get to that, though, let’s cover some basics of in-app surveys, understand how they work, and how different questions affect your results.
A brief introduction to in-app surveys
Note: Below, you’ll find a quick walkthrough of the concept of in-app surveys. If you’d like to learn more about them, check out our complete in-app surveys guide.
The term - in-app survey (sometimes also referred to as an intercept survey) - refers to a feedback mechanism (such as a survey or a questionnaire) that you integrate into a mobile app or web application to collect feedback from customers as they are using it.
There are three elements of the above definition that are important to remember:
The type of collected feedback. In-app surveys serve the exact same purpose as any other survey type. These surveys deliver user feedback and help you make better data-driven decisions to boost growth and customer satisfaction.
The “in-the-moment” approach. In-app surveys trigger directly within the product - be it a mobile app or a web application - as a user interacts with it and, as a result, allows to collect the most relevant, contextual feedback about it.
Survey target - In-app surveys are commonly considered surveys only for mobile apps, but that’s not true at all. These surveys are as equally effective as intercept or popup surveys in web applications as they are in mobile applications and can be used for both (also as cross-platform.)
When to use in-app surveys?
There are several other survey types you could run, after all. You could launch mobile surveys. You could run a website popup survey. You could deliver your surveys by email or distribute them through a shareable link on social media, for example.
So, when should you turn to in-app surveys?
Because of their ability to collect feedback in-the-moment, in-app surveys are ideal for research projects that aim to learn more about users’ preferences and attitudes towards the product, such as:
Customer satisfaction. With in-app surveys, you can evaluate satisfaction and loyalty exactly as the person is engaging with the product. Because of that, you collect responses in the context of the person’s actual experience, not their impressions about it later.
(An example of an in-app customer satisfaction survey.)
Reasons for churn. Triggering surveys at the exact moment of the cancellation allows for a better understanding of issues that have affected the person’s decision to cancel.
(In-app churn survey example)
General product feedback. Similarly, with their ability to ask relevant questions in the moment, in-app surveys are perfect for evaluating your audience’s general attitude towards the product and more.
But there is a catch - The success of your in-app survey largely depends on the question you ask.
Consider this example:
At first sight, there seems to be nothing wrong with the survey, right?
It asks a clear question.
The survey also provides a simple means to reply.
And yet…there is a problem.
The question and the response format don’t match.
First of all, it’s hard to expect a customer to stop whatever they’re doing in the app to provide a lengthy response.
But even if they did, in this format, analyzing any larger volume of replies and driving meaningful responses from those would require cumbersome manual analysis (not to mention possibly having to make some assumptions about what the person meant.)
Now, consider this alternative.
This question is clear and easy to answer. All the person needs to do is to choose an emoji that best describes their attitude, and that’s it.
But the format is just one potential issue with an in-app survey question.
The other challenges might include a lack of clarity or brevity, like in this example.
The question is far too long. It also asks a person to rate more aspects of a product than what could be described with a single emoji.
Both examples, as well as any other issues with in-app survey questions, would result in:
Low response rates. Many users would simply forgo responding to such a survey simply because the question didn’t make any sense to them at all.
Low data accuracy. The lack of understanding of the question would also result in irrelevant responses.
Challenges with data analysis and more. Low data accuracy, on the other hand, would result in any meaningful data analysis being practically impossible.
Best question formats for in-app surveys
In the first example above, we discussed the effect of a wrong question format on the survey’s success. So, what are the best formats for in-app survey questions, then?
Overall, we recommend using one of these four formats for the primary survey question:
Likert scale questions which assess opinions or attitudes by asking respondents to rate their agreement or disagreement on a scale. CSAT survey, for example, uses a Likert scale question to collect feedback.
Rating questions which ask respondents to provide a numeric score or rating to express their evaluation of a product. NPS is one of the most known examples of surveys using a rating question.
Yes/No questions that ask for a binary response for straightforward questions.
Multiple choice questions which ask respondents to provide feedback by selecting one or more of the available options.
Best follow-up question types for in-app surveys
Some surveys ask respondents just one question, and that’s that. The feedback collected is enough for the company to meet its survey goals.
But in some cases, you might want to follow up with a person and dig deeper into the reasoning behind their replies.
It’s quite common for NPS or CSAT surveys to include a follow-up question. Some companies would trigger it to all respondents. Others will only target detractors or those people who rated their satisfaction levels low.
When it comes to follow-up questions, usually, open-ended questions work best. These questions allow respondents to provide a more detailed explanation behind their initial responses.
However, you could also use a multiple-choice question and present the person with a predefined list of options to choose from.
(An example of a multiple choice follow-up question in a CSAT survey)
65+ Best questions to ask in in-app surveys (with examples)
Below, you’ll find more than 65 undeniably best in-app survey questions. To make it easier to find the most relevant questions for your survey, we organized them by categories.
And so, you’ll find the best questions that help:
Evaluate customer satisfaction, including Net Promoter Score and CSAT
Evaluate customer effort score (CES)
Discover unsubscribe reasons
Get more 5-star reviews and ratings
Recruit user participants
Gather product feedback
Research product-market fit
Learn more about your customers and more.
Best Customer Satisfaction Questions
Net Promoter Score
How likely are you to recommend [PRODUCT] to a friend or co-worker (Rating)
Considering your recent experience with our support, how likely are you to recommend [PRODUCT] to a friend or co-worker (Rating)
What is the primary reason for your score? (Open-ended)
What specific features or aspects of our app do you like the most? (Open-ended)
What improvements or changes would make you more likely to recommend our app? (Open-ended)
CSAT
How would you rate your overall satisfaction with [PRODUCT]? (Likert scale)
How would you rate [a product characteristic, i.e., ease of setup] (Rating)
How satisfied are you with [PRODUCT] knowledge base? (Rating)
[PRODUCT] help center makes it easy to find answers for my questions (Rating)
Were you able to accomplish your goals using our app? (Yes/No)
How easy is it to use [Product]? (Likert)
Considering your experience with our app, how likely are you to continue using it in the future? (Likert)
How satisfied are you with this feature? (5-star rating)
How would you rate your most recent interaction with our support (Rating)
Customer Effort Score
How easy was it to use [PRODUCT] so far? (Likert)
On a scale of 1-5, how easy or difficult was it to use [PRODUCT]? (Rating)
How easy was it to accomplish your goal with [PRODUCT]? (Likert)
Were you able to accomplish your goal (Yes/No)
How could we make your experience with [PRODUCT] better? (Open-ended)
Best questions to evaluate churn and unsubscribe reasons
What’s the main reason for your cancellation? (Multiple-choice)
Why did you decide to cancel your account? (Multiple-choice)
What can we do to improve? Open-ended
What’s the one thing we could do to improve your experience? (Open-ended)
If we addressed your concerns, how likely is it that you would consider resubscribing? (Rating)
Best questions to get more 5-star reviews
How would you rate your experience with [PRODUCT]? (5-star rating)
Would you like to write a review for us? (Yes/no)
Best questions to recruit research participants with in-app surveys
Are you interested in participating in user research to help improve our app? (Yes/no)
Would you like to join our research panel? (Yes/no)
What is your preferred method for participating in user research? (Multiple-choice)
Could you please provide your email address or preferred contact method for us to reach out regarding research opportunities? (Open-ended)
During which days of the week and times of day are you most available for user research sessions? (Multiple-choice)
Would you be willing to receive notifications from our app regarding upcoming research opportunities? (Yes/no)
Best questions to) gather general product feedback
How important [solving a problem] is to you? (Likert)
What’s the hardest part about [solving a problem]? (Open-ended)
How valuable to you would it be to have a better way to [solve a problem]? (Rating)
What’s one feature that you miss in [PRODUCT] today? (Open-ended)
How valuable is this feature to you? (Rating)
Which of these features would be the most valuable to you right now? (Multiple-choice)
How satisfied are you with [PRODUCT] so far? (Likert)
How satisfied are you with [FEATURE] so far? (Likert)
Have you encountered any bugs or issues while using [PRODUCT] recently? (Yes/no)
Please describe the issue you encountered in detail. (Open-ended)
Please describe the steps you took that led to this issue. (Open-ended)
How important is it that we fix this issue for you? (Rating)
Based on your experience so far, how likely are you to continue using [PRODUCT] in the future? (Likert)
Please share any additional comments or feedback you have about [PRODUCT]. (Open-ended)
Best questions to evaluate product-market fit
How disappointed would you be if you could no longer use [PRODUCT]? (Likert)
What challenge or problem brought you to use [PRODUCT]? (Open-ended)
What solutions have you tried before using [PRODUCT]? (Open-ended)
What made you not to use those solutions? (Open-ended)
How did you discover [PRODUCT]? (Open-ended)
Who do you think would benefit from [PRODUCT]? (Open-ended)
What is the main benefit you received from [PRODUCT]? (Open-ended)
How can we improve [PRODUCT] for you? (Open-ended)
What do you believe sets [PRODUCT] apart from similar options? (Open-ended)
Best questions to ask when you want to learn more about your customers
What specific goals or tasks do you aim to accomplish with [PRODUCT]? (Open-ended or Multiple-choice)
Are you using the product for business or personal use? (Multiple-choice)
How are you using the product? (Open-ended)
What challenges drove you to try [PRODUCT]? (Open-ended)
Do you use any competing apps or alternatives to accomplish similar tasks? (Open-ended)
What do you like or dislike about them? (Open-ended)
How did you first hear about [PRODUCT]? (Multiple-choice)
What best describes your role in the company? (Multiple-choice)
How big is your company/team, etc? (Multiple-choice)
How often do you use [PRODUCT]? (Multiple-choice)
If you could change one thing about our app to make it more enjoyable or useful for you, what would it be? (Open-ended)
Streamline survey question writing with 1Flow AI
If there’s one thing that’s evident from the list of questions above is that writing them isn’t as simple as it may seem.
We’ve already shared two examples of surveys using poor questions but that’s just the tip of the iceberg.
Even the resources we’ve compiled above may not be sufficient to help you streamline survey creation.
Luckily, we have another option - 1Flow AI for survey creation.
1Flow AI is the world's first AI-powered user research platform to help you instantly create a customized survey based on your goals and specific context.
With 1Flow AI, you can create a complete survey with the most relevant question type and question copy in a matter of clicks. The platform will also tailor the language of the survey to the tone of voice you select and ensure that it’s fully optimized to deliver on your survey goals.
It’s as easy as writing a clear prompt
(Ai prompt screen in 1Flow AI)
(The primary question of a survey 1Flow Ai created based on the above prompt.)
(The complete survey flow based on the above prompt.)
1Flow AI is perfect when:
You’re experiencing a writer’s block.
You aren’t sure what to ask about in the in-app survey.
You’re worried that you might be asking the wrong question and cause friction with your users.
See 1Flow AI in action:
In-app surveys seem pretty much like a dream come true.
These surveys deliver an incredible response rate, far beyond what other channels ever could.
In-app surveys provide the most valuable feedback too. With in-app surveys, you’re collecting responses from customers exactly as they are engaging with your product, after all. Nothing could ever beat it.
Not to mention that they are easy to run. There’s, practically, little to no friction to launching an in-app survey.
And yet… Product managers and researchers often tell us about how they struggle to make their surveys work, and that’s usually for one particular reason - Not knowing what questions to ask.
In this guide, we decided to solve that problem once and for all. We’ve compiled the ultimate reference list of the most effective in-app survey questions. We’ve also shared examples to show you how they work.
Before we get to that, though, let’s cover some basics of in-app surveys, understand how they work, and how different questions affect your results.
A brief introduction to in-app surveys
Note: Below, you’ll find a quick walkthrough of the concept of in-app surveys. If you’d like to learn more about them, check out our complete in-app surveys guide.
The term - in-app survey (sometimes also referred to as an intercept survey) - refers to a feedback mechanism (such as a survey or a questionnaire) that you integrate into a mobile app or web application to collect feedback from customers as they are using it.
There are three elements of the above definition that are important to remember:
The type of collected feedback. In-app surveys serve the exact same purpose as any other survey type. These surveys deliver user feedback and help you make better data-driven decisions to boost growth and customer satisfaction.
The “in-the-moment” approach. In-app surveys trigger directly within the product - be it a mobile app or a web application - as a user interacts with it and, as a result, allows to collect the most relevant, contextual feedback about it.
Survey target - In-app surveys are commonly considered surveys only for mobile apps, but that’s not true at all. These surveys are as equally effective as intercept or popup surveys in web applications as they are in mobile applications and can be used for both (also as cross-platform.)
When to use in-app surveys?
There are several other survey types you could run, after all. You could launch mobile surveys. You could run a website popup survey. You could deliver your surveys by email or distribute them through a shareable link on social media, for example.
So, when should you turn to in-app surveys?
Because of their ability to collect feedback in-the-moment, in-app surveys are ideal for research projects that aim to learn more about users’ preferences and attitudes towards the product, such as:
Customer satisfaction. With in-app surveys, you can evaluate satisfaction and loyalty exactly as the person is engaging with the product. Because of that, you collect responses in the context of the person’s actual experience, not their impressions about it later.
(An example of an in-app customer satisfaction survey.)
Reasons for churn. Triggering surveys at the exact moment of the cancellation allows for a better understanding of issues that have affected the person’s decision to cancel.
(In-app churn survey example)
General product feedback. Similarly, with their ability to ask relevant questions in the moment, in-app surveys are perfect for evaluating your audience’s general attitude towards the product and more.
But there is a catch - The success of your in-app survey largely depends on the question you ask.
Consider this example:
At first sight, there seems to be nothing wrong with the survey, right?
It asks a clear question.
The survey also provides a simple means to reply.
And yet…there is a problem.
The question and the response format don’t match.
First of all, it’s hard to expect a customer to stop whatever they’re doing in the app to provide a lengthy response.
But even if they did, in this format, analyzing any larger volume of replies and driving meaningful responses from those would require cumbersome manual analysis (not to mention possibly having to make some assumptions about what the person meant.)
Now, consider this alternative.
This question is clear and easy to answer. All the person needs to do is to choose an emoji that best describes their attitude, and that’s it.
But the format is just one potential issue with an in-app survey question.
The other challenges might include a lack of clarity or brevity, like in this example.
The question is far too long. It also asks a person to rate more aspects of a product than what could be described with a single emoji.
Both examples, as well as any other issues with in-app survey questions, would result in:
Low response rates. Many users would simply forgo responding to such a survey simply because the question didn’t make any sense to them at all.
Low data accuracy. The lack of understanding of the question would also result in irrelevant responses.
Challenges with data analysis and more. Low data accuracy, on the other hand, would result in any meaningful data analysis being practically impossible.
Best question formats for in-app surveys
In the first example above, we discussed the effect of a wrong question format on the survey’s success. So, what are the best formats for in-app survey questions, then?
Overall, we recommend using one of these four formats for the primary survey question:
Likert scale questions which assess opinions or attitudes by asking respondents to rate their agreement or disagreement on a scale. CSAT survey, for example, uses a Likert scale question to collect feedback.
Rating questions which ask respondents to provide a numeric score or rating to express their evaluation of a product. NPS is one of the most known examples of surveys using a rating question.
Yes/No questions that ask for a binary response for straightforward questions.
Multiple choice questions which ask respondents to provide feedback by selecting one or more of the available options.
Best follow-up question types for in-app surveys
Some surveys ask respondents just one question, and that’s that. The feedback collected is enough for the company to meet its survey goals.
But in some cases, you might want to follow up with a person and dig deeper into the reasoning behind their replies.
It’s quite common for NPS or CSAT surveys to include a follow-up question. Some companies would trigger it to all respondents. Others will only target detractors or those people who rated their satisfaction levels low.
When it comes to follow-up questions, usually, open-ended questions work best. These questions allow respondents to provide a more detailed explanation behind their initial responses.
However, you could also use a multiple-choice question and present the person with a predefined list of options to choose from.
(An example of a multiple choice follow-up question in a CSAT survey)
65+ Best questions to ask in in-app surveys (with examples)
Below, you’ll find more than 65 undeniably best in-app survey questions. To make it easier to find the most relevant questions for your survey, we organized them by categories.
And so, you’ll find the best questions that help:
Evaluate customer satisfaction, including Net Promoter Score and CSAT
Evaluate customer effort score (CES)
Discover unsubscribe reasons
Get more 5-star reviews and ratings
Recruit user participants
Gather product feedback
Research product-market fit
Learn more about your customers and more.
Best Customer Satisfaction Questions
Net Promoter Score
How likely are you to recommend [PRODUCT] to a friend or co-worker (Rating)
Considering your recent experience with our support, how likely are you to recommend [PRODUCT] to a friend or co-worker (Rating)
What is the primary reason for your score? (Open-ended)
What specific features or aspects of our app do you like the most? (Open-ended)
What improvements or changes would make you more likely to recommend our app? (Open-ended)
CSAT
How would you rate your overall satisfaction with [PRODUCT]? (Likert scale)
How would you rate [a product characteristic, i.e., ease of setup] (Rating)
How satisfied are you with [PRODUCT] knowledge base? (Rating)
[PRODUCT] help center makes it easy to find answers for my questions (Rating)
Were you able to accomplish your goals using our app? (Yes/No)
How easy is it to use [Product]? (Likert)
Considering your experience with our app, how likely are you to continue using it in the future? (Likert)
How satisfied are you with this feature? (5-star rating)
How would you rate your most recent interaction with our support (Rating)
Customer Effort Score
How easy was it to use [PRODUCT] so far? (Likert)
On a scale of 1-5, how easy or difficult was it to use [PRODUCT]? (Rating)
How easy was it to accomplish your goal with [PRODUCT]? (Likert)
Were you able to accomplish your goal (Yes/No)
How could we make your experience with [PRODUCT] better? (Open-ended)
Best questions to evaluate churn and unsubscribe reasons
What’s the main reason for your cancellation? (Multiple-choice)
Why did you decide to cancel your account? (Multiple-choice)
What can we do to improve? Open-ended
What’s the one thing we could do to improve your experience? (Open-ended)
If we addressed your concerns, how likely is it that you would consider resubscribing? (Rating)
Best questions to get more 5-star reviews
How would you rate your experience with [PRODUCT]? (5-star rating)
Would you like to write a review for us? (Yes/no)
Best questions to recruit research participants with in-app surveys
Are you interested in participating in user research to help improve our app? (Yes/no)
Would you like to join our research panel? (Yes/no)
What is your preferred method for participating in user research? (Multiple-choice)
Could you please provide your email address or preferred contact method for us to reach out regarding research opportunities? (Open-ended)
During which days of the week and times of day are you most available for user research sessions? (Multiple-choice)
Would you be willing to receive notifications from our app regarding upcoming research opportunities? (Yes/no)
Best questions to) gather general product feedback
How important [solving a problem] is to you? (Likert)
What’s the hardest part about [solving a problem]? (Open-ended)
How valuable to you would it be to have a better way to [solve a problem]? (Rating)
What’s one feature that you miss in [PRODUCT] today? (Open-ended)
How valuable is this feature to you? (Rating)
Which of these features would be the most valuable to you right now? (Multiple-choice)
How satisfied are you with [PRODUCT] so far? (Likert)
How satisfied are you with [FEATURE] so far? (Likert)
Have you encountered any bugs or issues while using [PRODUCT] recently? (Yes/no)
Please describe the issue you encountered in detail. (Open-ended)
Please describe the steps you took that led to this issue. (Open-ended)
How important is it that we fix this issue for you? (Rating)
Based on your experience so far, how likely are you to continue using [PRODUCT] in the future? (Likert)
Please share any additional comments or feedback you have about [PRODUCT]. (Open-ended)
Best questions to evaluate product-market fit
How disappointed would you be if you could no longer use [PRODUCT]? (Likert)
What challenge or problem brought you to use [PRODUCT]? (Open-ended)
What solutions have you tried before using [PRODUCT]? (Open-ended)
What made you not to use those solutions? (Open-ended)
How did you discover [PRODUCT]? (Open-ended)
Who do you think would benefit from [PRODUCT]? (Open-ended)
What is the main benefit you received from [PRODUCT]? (Open-ended)
How can we improve [PRODUCT] for you? (Open-ended)
What do you believe sets [PRODUCT] apart from similar options? (Open-ended)
Best questions to ask when you want to learn more about your customers
What specific goals or tasks do you aim to accomplish with [PRODUCT]? (Open-ended or Multiple-choice)
Are you using the product for business or personal use? (Multiple-choice)
How are you using the product? (Open-ended)
What challenges drove you to try [PRODUCT]? (Open-ended)
Do you use any competing apps or alternatives to accomplish similar tasks? (Open-ended)
What do you like or dislike about them? (Open-ended)
How did you first hear about [PRODUCT]? (Multiple-choice)
What best describes your role in the company? (Multiple-choice)
How big is your company/team, etc? (Multiple-choice)
How often do you use [PRODUCT]? (Multiple-choice)
If you could change one thing about our app to make it more enjoyable or useful for you, what would it be? (Open-ended)
Streamline survey question writing with 1Flow AI
If there’s one thing that’s evident from the list of questions above is that writing them isn’t as simple as it may seem.
We’ve already shared two examples of surveys using poor questions but that’s just the tip of the iceberg.
Even the resources we’ve compiled above may not be sufficient to help you streamline survey creation.
Luckily, we have another option - 1Flow AI for survey creation.
1Flow AI is the world's first AI-powered user research platform to help you instantly create a customized survey based on your goals and specific context.
With 1Flow AI, you can create a complete survey with the most relevant question type and question copy in a matter of clicks. The platform will also tailor the language of the survey to the tone of voice you select and ensure that it’s fully optimized to deliver on your survey goals.
It’s as easy as writing a clear prompt
(Ai prompt screen in 1Flow AI)
(The primary question of a survey 1Flow Ai created based on the above prompt.)
(The complete survey flow based on the above prompt.)
1Flow AI is perfect when:
You’re experiencing a writer’s block.
You aren’t sure what to ask about in the in-app survey.
You’re worried that you might be asking the wrong question and cause friction with your users.
See 1Flow AI in action:
In-app surveys seem pretty much like a dream come true.
These surveys deliver an incredible response rate, far beyond what other channels ever could.
In-app surveys provide the most valuable feedback too. With in-app surveys, you’re collecting responses from customers exactly as they are engaging with your product, after all. Nothing could ever beat it.
Not to mention that they are easy to run. There’s, practically, little to no friction to launching an in-app survey.
And yet… Product managers and researchers often tell us about how they struggle to make their surveys work, and that’s usually for one particular reason - Not knowing what questions to ask.
In this guide, we decided to solve that problem once and for all. We’ve compiled the ultimate reference list of the most effective in-app survey questions. We’ve also shared examples to show you how they work.
Before we get to that, though, let’s cover some basics of in-app surveys, understand how they work, and how different questions affect your results.
A brief introduction to in-app surveys
Note: Below, you’ll find a quick walkthrough of the concept of in-app surveys. If you’d like to learn more about them, check out our complete in-app surveys guide.
The term - in-app survey (sometimes also referred to as an intercept survey) - refers to a feedback mechanism (such as a survey or a questionnaire) that you integrate into a mobile app or web application to collect feedback from customers as they are using it.
There are three elements of the above definition that are important to remember:
The type of collected feedback. In-app surveys serve the exact same purpose as any other survey type. These surveys deliver user feedback and help you make better data-driven decisions to boost growth and customer satisfaction.
The “in-the-moment” approach. In-app surveys trigger directly within the product - be it a mobile app or a web application - as a user interacts with it and, as a result, allows to collect the most relevant, contextual feedback about it.
Survey target - In-app surveys are commonly considered surveys only for mobile apps, but that’s not true at all. These surveys are as equally effective as intercept or popup surveys in web applications as they are in mobile applications and can be used for both (also as cross-platform.)
When to use in-app surveys?
There are several other survey types you could run, after all. You could launch mobile surveys. You could run a website popup survey. You could deliver your surveys by email or distribute them through a shareable link on social media, for example.
So, when should you turn to in-app surveys?
Because of their ability to collect feedback in-the-moment, in-app surveys are ideal for research projects that aim to learn more about users’ preferences and attitudes towards the product, such as:
Customer satisfaction. With in-app surveys, you can evaluate satisfaction and loyalty exactly as the person is engaging with the product. Because of that, you collect responses in the context of the person’s actual experience, not their impressions about it later.
(An example of an in-app customer satisfaction survey.)
Reasons for churn. Triggering surveys at the exact moment of the cancellation allows for a better understanding of issues that have affected the person’s decision to cancel.
(In-app churn survey example)
General product feedback. Similarly, with their ability to ask relevant questions in the moment, in-app surveys are perfect for evaluating your audience’s general attitude towards the product and more.
But there is a catch - The success of your in-app survey largely depends on the question you ask.
Consider this example:
At first sight, there seems to be nothing wrong with the survey, right?
It asks a clear question.
The survey also provides a simple means to reply.
And yet…there is a problem.
The question and the response format don’t match.
First of all, it’s hard to expect a customer to stop whatever they’re doing in the app to provide a lengthy response.
But even if they did, in this format, analyzing any larger volume of replies and driving meaningful responses from those would require cumbersome manual analysis (not to mention possibly having to make some assumptions about what the person meant.)
Now, consider this alternative.
This question is clear and easy to answer. All the person needs to do is to choose an emoji that best describes their attitude, and that’s it.
But the format is just one potential issue with an in-app survey question.
The other challenges might include a lack of clarity or brevity, like in this example.
The question is far too long. It also asks a person to rate more aspects of a product than what could be described with a single emoji.
Both examples, as well as any other issues with in-app survey questions, would result in:
Low response rates. Many users would simply forgo responding to such a survey simply because the question didn’t make any sense to them at all.
Low data accuracy. The lack of understanding of the question would also result in irrelevant responses.
Challenges with data analysis and more. Low data accuracy, on the other hand, would result in any meaningful data analysis being practically impossible.
Best question formats for in-app surveys
In the first example above, we discussed the effect of a wrong question format on the survey’s success. So, what are the best formats for in-app survey questions, then?
Overall, we recommend using one of these four formats for the primary survey question:
Likert scale questions which assess opinions or attitudes by asking respondents to rate their agreement or disagreement on a scale. CSAT survey, for example, uses a Likert scale question to collect feedback.
Rating questions which ask respondents to provide a numeric score or rating to express their evaluation of a product. NPS is one of the most known examples of surveys using a rating question.
Yes/No questions that ask for a binary response for straightforward questions.
Multiple choice questions which ask respondents to provide feedback by selecting one or more of the available options.
Best follow-up question types for in-app surveys
Some surveys ask respondents just one question, and that’s that. The feedback collected is enough for the company to meet its survey goals.
But in some cases, you might want to follow up with a person and dig deeper into the reasoning behind their replies.
It’s quite common for NPS or CSAT surveys to include a follow-up question. Some companies would trigger it to all respondents. Others will only target detractors or those people who rated their satisfaction levels low.
When it comes to follow-up questions, usually, open-ended questions work best. These questions allow respondents to provide a more detailed explanation behind their initial responses.
However, you could also use a multiple-choice question and present the person with a predefined list of options to choose from.
(An example of a multiple choice follow-up question in a CSAT survey)
65+ Best questions to ask in in-app surveys (with examples)
Below, you’ll find more than 65 undeniably best in-app survey questions. To make it easier to find the most relevant questions for your survey, we organized them by categories.
And so, you’ll find the best questions that help:
Evaluate customer satisfaction, including Net Promoter Score and CSAT
Evaluate customer effort score (CES)
Discover unsubscribe reasons
Get more 5-star reviews and ratings
Recruit user participants
Gather product feedback
Research product-market fit
Learn more about your customers and more.
Best Customer Satisfaction Questions
Net Promoter Score
How likely are you to recommend [PRODUCT] to a friend or co-worker (Rating)
Considering your recent experience with our support, how likely are you to recommend [PRODUCT] to a friend or co-worker (Rating)
What is the primary reason for your score? (Open-ended)
What specific features or aspects of our app do you like the most? (Open-ended)
What improvements or changes would make you more likely to recommend our app? (Open-ended)
CSAT
How would you rate your overall satisfaction with [PRODUCT]? (Likert scale)
How would you rate [a product characteristic, i.e., ease of setup] (Rating)
How satisfied are you with [PRODUCT] knowledge base? (Rating)
[PRODUCT] help center makes it easy to find answers for my questions (Rating)
Were you able to accomplish your goals using our app? (Yes/No)
How easy is it to use [Product]? (Likert)
Considering your experience with our app, how likely are you to continue using it in the future? (Likert)
How satisfied are you with this feature? (5-star rating)
How would you rate your most recent interaction with our support (Rating)
Customer Effort Score
How easy was it to use [PRODUCT] so far? (Likert)
On a scale of 1-5, how easy or difficult was it to use [PRODUCT]? (Rating)
How easy was it to accomplish your goal with [PRODUCT]? (Likert)
Were you able to accomplish your goal (Yes/No)
How could we make your experience with [PRODUCT] better? (Open-ended)
Best questions to evaluate churn and unsubscribe reasons
What’s the main reason for your cancellation? (Multiple-choice)
Why did you decide to cancel your account? (Multiple-choice)
What can we do to improve? Open-ended
What’s the one thing we could do to improve your experience? (Open-ended)
If we addressed your concerns, how likely is it that you would consider resubscribing? (Rating)
Best questions to get more 5-star reviews
How would you rate your experience with [PRODUCT]? (5-star rating)
Would you like to write a review for us? (Yes/no)
Best questions to recruit research participants with in-app surveys
Are you interested in participating in user research to help improve our app? (Yes/no)
Would you like to join our research panel? (Yes/no)
What is your preferred method for participating in user research? (Multiple-choice)
Could you please provide your email address or preferred contact method for us to reach out regarding research opportunities? (Open-ended)
During which days of the week and times of day are you most available for user research sessions? (Multiple-choice)
Would you be willing to receive notifications from our app regarding upcoming research opportunities? (Yes/no)
Best questions to) gather general product feedback
How important [solving a problem] is to you? (Likert)
What’s the hardest part about [solving a problem]? (Open-ended)
How valuable to you would it be to have a better way to [solve a problem]? (Rating)
What’s one feature that you miss in [PRODUCT] today? (Open-ended)
How valuable is this feature to you? (Rating)
Which of these features would be the most valuable to you right now? (Multiple-choice)
How satisfied are you with [PRODUCT] so far? (Likert)
How satisfied are you with [FEATURE] so far? (Likert)
Have you encountered any bugs or issues while using [PRODUCT] recently? (Yes/no)
Please describe the issue you encountered in detail. (Open-ended)
Please describe the steps you took that led to this issue. (Open-ended)
How important is it that we fix this issue for you? (Rating)
Based on your experience so far, how likely are you to continue using [PRODUCT] in the future? (Likert)
Please share any additional comments or feedback you have about [PRODUCT]. (Open-ended)
Best questions to evaluate product-market fit
How disappointed would you be if you could no longer use [PRODUCT]? (Likert)
What challenge or problem brought you to use [PRODUCT]? (Open-ended)
What solutions have you tried before using [PRODUCT]? (Open-ended)
What made you not to use those solutions? (Open-ended)
How did you discover [PRODUCT]? (Open-ended)
Who do you think would benefit from [PRODUCT]? (Open-ended)
What is the main benefit you received from [PRODUCT]? (Open-ended)
How can we improve [PRODUCT] for you? (Open-ended)
What do you believe sets [PRODUCT] apart from similar options? (Open-ended)
Best questions to ask when you want to learn more about your customers
What specific goals or tasks do you aim to accomplish with [PRODUCT]? (Open-ended or Multiple-choice)
Are you using the product for business or personal use? (Multiple-choice)
How are you using the product? (Open-ended)
What challenges drove you to try [PRODUCT]? (Open-ended)
Do you use any competing apps or alternatives to accomplish similar tasks? (Open-ended)
What do you like or dislike about them? (Open-ended)
How did you first hear about [PRODUCT]? (Multiple-choice)
What best describes your role in the company? (Multiple-choice)
How big is your company/team, etc? (Multiple-choice)
How often do you use [PRODUCT]? (Multiple-choice)
If you could change one thing about our app to make it more enjoyable or useful for you, what would it be? (Open-ended)
Streamline survey question writing with 1Flow AI
If there’s one thing that’s evident from the list of questions above is that writing them isn’t as simple as it may seem.
We’ve already shared two examples of surveys using poor questions but that’s just the tip of the iceberg.
Even the resources we’ve compiled above may not be sufficient to help you streamline survey creation.
Luckily, we have another option - 1Flow AI for survey creation.
1Flow AI is the world's first AI-powered user research platform to help you instantly create a customized survey based on your goals and specific context.
With 1Flow AI, you can create a complete survey with the most relevant question type and question copy in a matter of clicks. The platform will also tailor the language of the survey to the tone of voice you select and ensure that it’s fully optimized to deliver on your survey goals.
It’s as easy as writing a clear prompt
(Ai prompt screen in 1Flow AI)
(The primary question of a survey 1Flow Ai created based on the above prompt.)
(The complete survey flow based on the above prompt.)
1Flow AI is perfect when:
You’re experiencing a writer’s block.
You aren’t sure what to ask about in the in-app survey.
You’re worried that you might be asking the wrong question and cause friction with your users.
See 1Flow AI in action:
In-app surveys seem pretty much like a dream come true.
These surveys deliver an incredible response rate, far beyond what other channels ever could.
In-app surveys provide the most valuable feedback too. With in-app surveys, you’re collecting responses from customers exactly as they are engaging with your product, after all. Nothing could ever beat it.
Not to mention that they are easy to run. There’s, practically, little to no friction to launching an in-app survey.
And yet… Product managers and researchers often tell us about how they struggle to make their surveys work, and that’s usually for one particular reason - Not knowing what questions to ask.
In this guide, we decided to solve that problem once and for all. We’ve compiled the ultimate reference list of the most effective in-app survey questions. We’ve also shared examples to show you how they work.
Before we get to that, though, let’s cover some basics of in-app surveys, understand how they work, and how different questions affect your results.
A brief introduction to in-app surveys
Note: Below, you’ll find a quick walkthrough of the concept of in-app surveys. If you’d like to learn more about them, check out our complete in-app surveys guide.
The term - in-app survey (sometimes also referred to as an intercept survey) - refers to a feedback mechanism (such as a survey or a questionnaire) that you integrate into a mobile app or web application to collect feedback from customers as they are using it.
There are three elements of the above definition that are important to remember:
The type of collected feedback. In-app surveys serve the exact same purpose as any other survey type. These surveys deliver user feedback and help you make better data-driven decisions to boost growth and customer satisfaction.
The “in-the-moment” approach. In-app surveys trigger directly within the product - be it a mobile app or a web application - as a user interacts with it and, as a result, allows to collect the most relevant, contextual feedback about it.
Survey target - In-app surveys are commonly considered surveys only for mobile apps, but that’s not true at all. These surveys are as equally effective as intercept or popup surveys in web applications as they are in mobile applications and can be used for both (also as cross-platform.)
When to use in-app surveys?
There are several other survey types you could run, after all. You could launch mobile surveys. You could run a website popup survey. You could deliver your surveys by email or distribute them through a shareable link on social media, for example.
So, when should you turn to in-app surveys?
Because of their ability to collect feedback in-the-moment, in-app surveys are ideal for research projects that aim to learn more about users’ preferences and attitudes towards the product, such as:
Customer satisfaction. With in-app surveys, you can evaluate satisfaction and loyalty exactly as the person is engaging with the product. Because of that, you collect responses in the context of the person’s actual experience, not their impressions about it later.
(An example of an in-app customer satisfaction survey.)
Reasons for churn. Triggering surveys at the exact moment of the cancellation allows for a better understanding of issues that have affected the person’s decision to cancel.
(In-app churn survey example)
General product feedback. Similarly, with their ability to ask relevant questions in the moment, in-app surveys are perfect for evaluating your audience’s general attitude towards the product and more.
But there is a catch - The success of your in-app survey largely depends on the question you ask.
Consider this example:
At first sight, there seems to be nothing wrong with the survey, right?
It asks a clear question.
The survey also provides a simple means to reply.
And yet…there is a problem.
The question and the response format don’t match.
First of all, it’s hard to expect a customer to stop whatever they’re doing in the app to provide a lengthy response.
But even if they did, in this format, analyzing any larger volume of replies and driving meaningful responses from those would require cumbersome manual analysis (not to mention possibly having to make some assumptions about what the person meant.)
Now, consider this alternative.
This question is clear and easy to answer. All the person needs to do is to choose an emoji that best describes their attitude, and that’s it.
But the format is just one potential issue with an in-app survey question.
The other challenges might include a lack of clarity or brevity, like in this example.
The question is far too long. It also asks a person to rate more aspects of a product than what could be described with a single emoji.
Both examples, as well as any other issues with in-app survey questions, would result in:
Low response rates. Many users would simply forgo responding to such a survey simply because the question didn’t make any sense to them at all.
Low data accuracy. The lack of understanding of the question would also result in irrelevant responses.
Challenges with data analysis and more. Low data accuracy, on the other hand, would result in any meaningful data analysis being practically impossible.
Best question formats for in-app surveys
In the first example above, we discussed the effect of a wrong question format on the survey’s success. So, what are the best formats for in-app survey questions, then?
Overall, we recommend using one of these four formats for the primary survey question:
Likert scale questions which assess opinions or attitudes by asking respondents to rate their agreement or disagreement on a scale. CSAT survey, for example, uses a Likert scale question to collect feedback.
Rating questions which ask respondents to provide a numeric score or rating to express their evaluation of a product. NPS is one of the most known examples of surveys using a rating question.
Yes/No questions that ask for a binary response for straightforward questions.
Multiple choice questions which ask respondents to provide feedback by selecting one or more of the available options.
Best follow-up question types for in-app surveys
Some surveys ask respondents just one question, and that’s that. The feedback collected is enough for the company to meet its survey goals.
But in some cases, you might want to follow up with a person and dig deeper into the reasoning behind their replies.
It’s quite common for NPS or CSAT surveys to include a follow-up question. Some companies would trigger it to all respondents. Others will only target detractors or those people who rated their satisfaction levels low.
When it comes to follow-up questions, usually, open-ended questions work best. These questions allow respondents to provide a more detailed explanation behind their initial responses.
However, you could also use a multiple-choice question and present the person with a predefined list of options to choose from.
(An example of a multiple choice follow-up question in a CSAT survey)
65+ Best questions to ask in in-app surveys (with examples)
Below, you’ll find more than 65 undeniably best in-app survey questions. To make it easier to find the most relevant questions for your survey, we organized them by categories.
And so, you’ll find the best questions that help:
Evaluate customer satisfaction, including Net Promoter Score and CSAT
Evaluate customer effort score (CES)
Discover unsubscribe reasons
Get more 5-star reviews and ratings
Recruit user participants
Gather product feedback
Research product-market fit
Learn more about your customers and more.
Best Customer Satisfaction Questions
Net Promoter Score
How likely are you to recommend [PRODUCT] to a friend or co-worker (Rating)
Considering your recent experience with our support, how likely are you to recommend [PRODUCT] to a friend or co-worker (Rating)
What is the primary reason for your score? (Open-ended)
What specific features or aspects of our app do you like the most? (Open-ended)
What improvements or changes would make you more likely to recommend our app? (Open-ended)
CSAT
How would you rate your overall satisfaction with [PRODUCT]? (Likert scale)
How would you rate [a product characteristic, i.e., ease of setup] (Rating)
How satisfied are you with [PRODUCT] knowledge base? (Rating)
[PRODUCT] help center makes it easy to find answers for my questions (Rating)
Were you able to accomplish your goals using our app? (Yes/No)
How easy is it to use [Product]? (Likert)
Considering your experience with our app, how likely are you to continue using it in the future? (Likert)
How satisfied are you with this feature? (5-star rating)
How would you rate your most recent interaction with our support (Rating)
Customer Effort Score
How easy was it to use [PRODUCT] so far? (Likert)
On a scale of 1-5, how easy or difficult was it to use [PRODUCT]? (Rating)
How easy was it to accomplish your goal with [PRODUCT]? (Likert)
Were you able to accomplish your goal (Yes/No)
How could we make your experience with [PRODUCT] better? (Open-ended)
Best questions to evaluate churn and unsubscribe reasons
What’s the main reason for your cancellation? (Multiple-choice)
Why did you decide to cancel your account? (Multiple-choice)
What can we do to improve? Open-ended
What’s the one thing we could do to improve your experience? (Open-ended)
If we addressed your concerns, how likely is it that you would consider resubscribing? (Rating)
Best questions to get more 5-star reviews
How would you rate your experience with [PRODUCT]? (5-star rating)
Would you like to write a review for us? (Yes/no)
Best questions to recruit research participants with in-app surveys
Are you interested in participating in user research to help improve our app? (Yes/no)
Would you like to join our research panel? (Yes/no)
What is your preferred method for participating in user research? (Multiple-choice)
Could you please provide your email address or preferred contact method for us to reach out regarding research opportunities? (Open-ended)
During which days of the week and times of day are you most available for user research sessions? (Multiple-choice)
Would you be willing to receive notifications from our app regarding upcoming research opportunities? (Yes/no)
Best questions to) gather general product feedback
How important [solving a problem] is to you? (Likert)
What’s the hardest part about [solving a problem]? (Open-ended)
How valuable to you would it be to have a better way to [solve a problem]? (Rating)
What’s one feature that you miss in [PRODUCT] today? (Open-ended)
How valuable is this feature to you? (Rating)
Which of these features would be the most valuable to you right now? (Multiple-choice)
How satisfied are you with [PRODUCT] so far? (Likert)
How satisfied are you with [FEATURE] so far? (Likert)
Have you encountered any bugs or issues while using [PRODUCT] recently? (Yes/no)
Please describe the issue you encountered in detail. (Open-ended)
Please describe the steps you took that led to this issue. (Open-ended)
How important is it that we fix this issue for you? (Rating)
Based on your experience so far, how likely are you to continue using [PRODUCT] in the future? (Likert)
Please share any additional comments or feedback you have about [PRODUCT]. (Open-ended)
Best questions to evaluate product-market fit
How disappointed would you be if you could no longer use [PRODUCT]? (Likert)
What challenge or problem brought you to use [PRODUCT]? (Open-ended)
What solutions have you tried before using [PRODUCT]? (Open-ended)
What made you not to use those solutions? (Open-ended)
How did you discover [PRODUCT]? (Open-ended)
Who do you think would benefit from [PRODUCT]? (Open-ended)
What is the main benefit you received from [PRODUCT]? (Open-ended)
How can we improve [PRODUCT] for you? (Open-ended)
What do you believe sets [PRODUCT] apart from similar options? (Open-ended)
Best questions to ask when you want to learn more about your customers
What specific goals or tasks do you aim to accomplish with [PRODUCT]? (Open-ended or Multiple-choice)
Are you using the product for business or personal use? (Multiple-choice)
How are you using the product? (Open-ended)
What challenges drove you to try [PRODUCT]? (Open-ended)
Do you use any competing apps or alternatives to accomplish similar tasks? (Open-ended)
What do you like or dislike about them? (Open-ended)
How did you first hear about [PRODUCT]? (Multiple-choice)
What best describes your role in the company? (Multiple-choice)
How big is your company/team, etc? (Multiple-choice)
How often do you use [PRODUCT]? (Multiple-choice)
If you could change one thing about our app to make it more enjoyable or useful for you, what would it be? (Open-ended)
Streamline survey question writing with 1Flow AI
If there’s one thing that’s evident from the list of questions above is that writing them isn’t as simple as it may seem.
We’ve already shared two examples of surveys using poor questions but that’s just the tip of the iceberg.
Even the resources we’ve compiled above may not be sufficient to help you streamline survey creation.
Luckily, we have another option - 1Flow AI for survey creation.
1Flow AI is the world's first AI-powered user research platform to help you instantly create a customized survey based on your goals and specific context.
With 1Flow AI, you can create a complete survey with the most relevant question type and question copy in a matter of clicks. The platform will also tailor the language of the survey to the tone of voice you select and ensure that it’s fully optimized to deliver on your survey goals.
It’s as easy as writing a clear prompt
(Ai prompt screen in 1Flow AI)
(The primary question of a survey 1Flow Ai created based on the above prompt.)
(The complete survey flow based on the above prompt.)
1Flow AI is perfect when:
You’re experiencing a writer’s block.
You aren’t sure what to ask about in the in-app survey.
You’re worried that you might be asking the wrong question and cause friction with your users.
See 1Flow AI in action:
Improve your product with better customer insights
Analytics tools tell you what a user does, but not why they are doing it. Our customizable in-product microsurveys give you all the answers you need to make great product decisions.
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