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Mobile Marketing

5 Types of Mobile Survey Questions to Better Understand Customer Sentiment

Chris Minnich  //  May 31, 2022  //  5 min read

A mobile survey that is served to your customers at the right place and right time helps you understand who they are, why they use your app, and what improvements they want to see.

Understanding and acting on emotion and sentiment are key to any customer experience strategy. When you invest time and energy into understanding your customers on an emotional and individual level, you gain a competitive advantage that is unique to your business and marketplace. And consumers want to hear from the brands they use—51% expect companies to ask them for feedback directly. 

Surprisingly, many brands know little about their customers on an individual, human level. Even the most customer-centric brands are guilty of overemphasizing aggregate metrics, like star ratings and NPS. They trade unique characteristics, habits, and preferences of the customer as an individual for a big-picture view of the “customer” as an abstract concept. And most brands only hear from ~1% of their customers, meaning  they act on feedback that doesn’t accurately represent the majority of their customers.

Ultimately, most brands are unable to answer their most important product question: what makes a customer a customer?

The best way to get this data is to ask directly with an in-app survey, without making customers leave the digital experience they’re already in. Here are five types of mobile survey questions to ask to better understand customer emotion and sentiment, and lay the groundwork for a competitive advantage through a comprehensive understanding of your customers.

Five types of mobile survey questions

1. Gather product feedback

Do you know how your customers feel about your app? What about a particular feature you are planning to roll out or have rolled out? How do you know which feature will have the biggest impact on your customers?

If you haven’t considered some of these questions, you can use a survey to gather feedback from your customers on your product. Using feedback to drive your product roadmap mitigates the risk of making assumptions about your customers and rallies the development team around improving customer experience. Additionally, you can survey customers after new product releases to better understand how a new release is affecting those who use your app. There is also an added bonus of your customers feeling heard and appreciated, which can also make them stick around longer!

Mobile survey, how would you rate this feature

2. Tap into situational feedback

Surveys are a great way to capture feedback on recent orders, interactions in your store or with a staff member,  and your teams’ handling of a current moment.

Apptentive customers have used surveys to ask their consumers for feedback on how they were handling business changes, what more they could do as a company, and what their customers wanted to see from them. These mobile survey questions include:

  • What can we do to help?
  • What do you need from us right now?
  • What are we doing right and should continue?
  • What are we doing wrong and should stop?
  • What are we missing and should/could be doing?

3. Gauge customer emotion

If you’re looking for a snapshot in time, a rating on a particular feature, or to track a satisfaction score over time, a survey can be a great solution.

Survey examples can include:

Mobile survey, NPS+

4. Improve beta testing

Once you’ve developed your beta tester persona, found your beta testers, and distributed the app with instructions on what you expect, you need to ensure this process will deliver the results you need. Surveys are a great way to ask beta testers for their input.

Consider questions like:

  • Overall, how would you rate the beta program?
  • Did you find it easy to know your responsibilities as a tester?
  • How easy was it to report issues you encountered?
  • Do you have any comments or suggestions for the beta program?

5. Feedback on ads

Mobile surveys are a key method to measure the effectiveness of ads within your app when you gather feedback for advertising partners. Depending on how you segment your customer base to determine which group is shown ads, a quick survey can help you understand how the ad landed. Even asking a question as simple as, “Do you remember seeing an ad from [advertiser name]?” can be enough to help you baseline its effectiveness.

Ad recall mobile survey

Mobile survey best practices

The data from a survey is only as good as the questions asked. How you phrase your questions and the answers you provide are both extremely important. Here are a few tips to create the most effective surveys:

  • Personalize your questions. Write questions that feel as if they are directed at each customer individually. Begin your questions with phrases like, “How do you feel about…” and, “What you do think of…” The importance of a survey is to hear what your customers think—there is no wrong or right answer.
  • Ask simple, direct questions. There isn’t a lot of real estate to use on mobile devices. Your survey questions need to be simple and direct.
  • Provide definite answers. The more specific your survey answers are, the easier it will be for you to analyze the data. Try to avoid number rating scales if you can as it is difficult to precisely gauge an app experience with numbers.
  • Capitalize on the “Other” answer. One of the most overlooked answers to many questions is “Other.” Where appropriate, including “Other” as a possible answer, followed by the generic “Please Specify” can be an incredibly useful method to learn something important from your customers you may not have expected.

Are you still looking for mobile survey advice or have questions about where to start? Reach out as we can help!

About Chris Minnich

Chris Minnich is a Content Specialist at Apptentive. He enjoys telling stories with written and visual content.
View all posts by Chris Minnich >

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