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Product-market fit survey template

Find out who would miss your product, and what they would use instead

Five questions built around the Sean Ellis question: how users would feel without your product, what they would use instead, who benefits most, the main benefit and what to improve. Use it as it is or change any question, and Usertick reads every written answer for you.

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What this product-market fit survey tells you

A product-market fit survey, or PMF survey, measures how much your product matters to the people using it. This template opens with the Sean Ellis question, how they would feel if they could no longer use the product, and follows with four open questions on the alternative they would turn to, who it suits best, the main benefit and what to improve. It takes about two minutes.

It is written for an email to active users, the people who used the product at least twice in the last two weeks, so the answers come from real experience of it. The same survey runs as a popup in your web app for signed-in users, and as a link in your newsletter or community.

Every written answer is read as it arrives and filed under a category with a theme, a type and a sentiment, so the benefits and the alternatives users name come grouped. Results shows the share of each answer to the first question against the period before, and selecting Very disappointed narrows every open answer to your most committed users.

In an emailOn your websiteAs a linkAs a conversation
Questions
5
Time to answer
About 2 minutes
Written for
An email to users active in the last two weeks
Plans
Every plan, the free plan included

See it on every channel

The same template on your website, behind a link, in an email and as a conversation.

In an email

Send it from Usertick to a contact list, with the first question inside the email. A tap on an answer opens the rest of the survey with that answer already kept. Usertick sends 50 emails a month on the free plan, or connect your own sender.

The 5 questions, one by one

What each question asks, why it is there, what it shows you and what to change.

Question 1 of 5 · Multiple choice

How would you feel if you could no longer use our product?

Why ask it
The share of users who would be very disappointed without the product is the measure Sean Ellis proposed for product-market fit. Users who no longer use it answer N/A and the survey ends there, so their answers don't mix with those of current users.
What you learn
A donut with the share and count of each answer, compared with the period before and as stacked shares over time, so you can watch the Very disappointed share move as the product changes.
Make it yours
Keep the wording and the four options as they are, so your numbers stay comparable from one round to the next.
Question 2 of 5 · Text · Optional

What would you use as an alternative if our product were no longer available?

Why ask it
The alternative shows who you really compete with. It may be a direct competitor, a spreadsheet or nothing at all.
What you learn
Usertick reads each answer and gives it a theme, so the alternatives users name most come grouped. Select Very disappointed in the first question to see what your most committed users would fall back on.
Make it yours
When many users name the same competitor, compare your pricing page and your onboarding with theirs first.
Question 3 of 5 · Text · Optional

What type of people do you think would benefit most from our product?

Why ask it
Users describe your best customer in their own words, often with a role, an industry or a team size you can use in your positioning.
What you learn
Each answer with its theme and sentiment, filterable by theme. Read the answers from very disappointed users first, since they describe the people the product already fits.
Make it yours
Use the words these users choose in your headlines and ads, since they describe the product the way buyers would.
Question 4 of 5 · Text · Optional

What is the main benefit you get from our product?

Why ask it
The main benefit, in the user's words, is the reason the product keeps its place in their week. It is often narrower than the one your home page leads with.
What you learn
Usertick files each answer under a theme from your list. Results shows up to 8 themes with their trends, so you see which benefits users name most and how that changes over time.
Make it yours
Compare the benefits very disappointed users name with those of somewhat disappointed users; the difference shows what to strengthen.
Question 5 of 5 · Text · Optional

How can we improve our product for you?

Why ask it
The last question asks for the change that would make the product matter more, which is most useful from users who are only somewhat disappointed.
What you learn
Usertick marks each answer as an idea, a complaint, a bug or a question and flags the urgent ones. Select Somewhat disappointed to read what would move those users up.
Make it yours
Plan around the improvements somewhat disappointed users ask for, as long as they don't work against the main benefit very disappointed users name.

What the answers show

Results turns each question into numbers you can follow week by week.

How would you feel if you could no longer use our product?

The share of each answer with its count. Select an answer to narrow the whole page to those people and read what else they said.

Every written answer, read for you

Each answer arrives with its category, theme, type and urgency, so the urgent ones reach your team first.

Use this template in four steps

From the template to the first answers.

  1. 1

    Open the template

    Sign up free and pick Product-market fit in the template gallery. It opens in a matching style, ready to change.

  2. 2

    Make the questions yours

    Reword any question, change the options, and add logic or more questions.

  3. 3

    Choose where it runs

    Show it on your website, send it by email, share its link and QR code, or switch it to a conversation.

  4. 4

    Publish and read the answers

    Answers arrive in Results and the inbox as people send them, each written one read and filed by Usertick.

Tips for this survey

Small choices that keep people answering and the answers useful.

  1. 01

    Ask people who use the product

    Send it only to users who used the product at least twice in the last two weeks. Export them from your own data and import them as a contact list, or target them in your web app with a trait passed through Usertick.identify(), from Starter.

  2. 02

    Wait for enough answers

    Read the share once a good number of users have answered, so a handful of replies doesn't decide it. The weekly AI reading starts at 30 responses in the period.

  3. 03

    Repeat it after big changes

    Run the survey again after a major release or a change in pricing and compare the shares with the round before. Usertick doesn't send recurring emails, so schedule each round yourself.

  4. 04

    Read the open answers by group

    Select Very disappointed and read questions 2 to 5 for those users only, then do the same for Somewhat disappointed. The two sets tell you what to keep and what to fix.

Market research surveysSaaS surveysEmail surveysProduct questions

More research templates and questions

Templates like this one, and single questions from the library to add to it.

Templates

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ResearchRoadmap prioritiesLet users divide 100 points across what you could build next, so you see real trade-offs instead of a wish list. Send it to active users before you plan the next quarter.
ResearchWin/loss analysisLearn why prospects chose you or someone else, and what decided it. Send it within two weeks of a closed deal, won or lost.
ResearchUsage habitsLearn how often people use your product, where they spend their time and the job they rely on it for. Send it to active users once or twice a year.
ResearchMobile or desktopLearn how much of your product is used on phones, what for, and what still only works on a computer. Send it before planning mobile work.

Frequently asked questions

Users who have used the product enough to judge it, such as at least twice in the last two weeks. New sign-ups and inactive accounts make the share harder to read.

Users who no longer use the product can't say how they would feel without it, so the survey ends after their answer and the open questions stay with current users.

Every few months, or after a major change to the product or the price. Compare each round with the one before rather than with a single target.

Read the main benefit very disappointed users name and the type of people they say benefit most, then focus on that group and that benefit before adding features for everyone else.

Yes. The same script works in web apps and single-page apps, and from Starter you can show it only to signed-in users with traits such as plan or signup date.

Yes. Every template comes with every plan, the free plan included, and the free plan covers 150 responses a month across your surveys.

Yes. The template becomes your own survey, so reword any question, add or remove questions, and change the options and the logic. The gallery stays as it is.

Yes, from Starter. The template is written in US English. Add languages by hand or with AI translation, and each person sees the survey in their browser's language.

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