PMF Surveys

Product/market fit, also known as product-market fit or PMF, is the degree to which a product satisfies a strong market demand.

PMF surveys make it easy to gather actionable customer feedback about your product offerings, both new and existing, to ensure they’re aligned with evolving market needs.

In this section


What is the PMF survey flow?

PMF surveys begin with a the question:

“How would you feel if you could no longer use [brand/product name]?”

Respondents choose a smiley face that corresponds to either “Not disappointed,” “Mildly disappointed,” or “Very disappointed.”

After providing a score, customers respond to an open text follow-up question, which allows them to provide context for their rating. The PMF score is the “what,” while the text feedback is the “why.” Customers then answer any Additional Questions you’ve configured before being presented with a customized Thank You page.

Sample PMF question:

Sample comment page:

A note about the PMF comment page

On the Survey customization page, you’re given the option to adjust the comment page wording from the default, “Tell us a bit more about why you chose ‘[score]’.” For PMF surveys, this default comment page references the score label (such as “Very disappointed”) instead of the score (such as “3”). However, you do have the option to reference either—or both!

Use {{survey_response.score}} to reference the score number, and {{survey_response.score_text}} to reference the label. For example, to reference both in the comment page, you could write, “Tell us more about why you chose '{{survey_response.score}} - {{survey_response.score_text}}'” like in the image below!

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How is the PMF score calculated?

The PMF score is calculated with the following equation:

% of “Very disappointed” = PMF score

The PMF score is always rounded to the nearest whole number.

An example

Let’s say you received:

  • Very disappointed: 30 responses
  • Mildly disappointed: 10 responses
  • Not disappointed: 10 responses

With 50 total responses, the calculation becomes:

( 30 thumbs up / 50 total responses ) * 100 = 60 (your PMF score)

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Who are PMF surveys for?

PMF surveys are perfect for any company looking to measure their product experience and understand how their products are serving their customer bases. PMF surveys can be used to gather feedback for a new product launch when directed at beta users, or to capture ongoing feedback related to specific features as your product and market needs evolve.

Delighted’s PMF surveys are especially useful for startups and growth companies, and the turnkey setup and reporting make it the perfect for survey to start your first PX initiatives.

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When should I send PMF surveys?

Depending on whether you are surveying about a new product or conducting ongoing surveys about an existing feature, you’ll want to adjust when you send out your surveys.

  • New product launch readiness: If you’re surveying beta users before launching a feature, you should target anyone who has used your product within the last two weeks. Based on your product, you might need to give this long for the user to have enough interaction with your product to be able to give valuable feedback, but you want to make sure that the product experience is fresh on their minds when answering the survey.
  • Ongoing feature iteration: If you’re surveying users of an existing feature, the two-week rule is still a good one because you want to focus on active users who have recently interacted with the feature. Make sure to clarify the specific feature you want feedback about—for example, we might ask about your experience with our Smart Trends feature, not with Delighted as a whole!

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What are some best practices for PMF surveys?

PMF surveys can lead to insights that take your products to the next level. To make sure you’re accurately measuring PMF, follow these best practices as you create your survey.

Follow up with Additional Questions

PMF surveys often ask specific follow-up questions after the initial “How would you feel” question. You can add these to your survey flow using our Additional Questions feature.

Premium feature

Additional Questions are a premium feature only available on certain plans. If you have access to Additional Questions, we provide a dedicated guide on the Additional Questions page that lists the research-backed and industry-standard questions you should add to your survey flow!

Don't get confused by the "negative question"

PMF surveys are unique, because they’re the one time when you really want your respondents to say they’d be “very disappointed!” Don’t let this negative question confuse you—like all Delighted surveys, the answer choice that you want is on the right side of the scale when respondents are filling out the survey, and corresponds to the darkest blue color on the Dashboard.

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