Product-market fit survey: the questions and how to read them
The Sean Ellis question, the 40% benchmark, the follow-up questions worth adding, and who to send it to.
Short answer: ask active users “How would you feel if you could no longer use this product?” with Very disappointed, Somewhat disappointed and Not disappointed. The 40% benchmark is a reference for a defined group of active users. Record the sample size and selection criteria alongside the result. The follow-up questions tell you why.
1. How would you feel if you could no longer use {product}?
( ) Very disappointed
( ) Somewhat disappointed
( ) Not disappointed
( ) I no longer use it
2. What type of people do you think would most benefit from {product}?
3. What is the main benefit you get from {product}?
4. How can we improve {product} for you?Who to send it to
- People who used the product recently, more than once.
- Not people who signed up and left; ask them separately why.
- At least a few dozen answers before you read much into the percentage.
How to read it
Calculate the percentage among the active-user responses: Very disappointed divided by Very disappointed, Somewhat disappointed and Not disappointed combined. Report “I no longer use it” separately. Keep the same eligibility rules when comparing rounds, and check retention and willingness to pay alongside the survey.
| Result | What to do |
|---|---|
| 40% or more “very disappointed” | Learn what those people have in common and find more of them |
| Below 40% | Read the “main benefit” answers from the very disappointed group and build for them |
| Many “I no longer use it” | Talk to them before changing the product |