PMF Projects

In this article:

• Introducing Product/Market Fit (PMF).
• The PMF survey flow.
• How the PMF score is calculated.
• Testing and previewing a PMF question vs. a full questionnaire.

FAQs

• Who are PMF surveys for?
• When should I send PMF surveys?
• What are some best practices for PMF surveys?

Suggested next section: 3. Distribution Platforms & Sending

Introducing Product/Market Fit (PMF)

Product/market fit (PMF) measures the degree to which a product satisfies a strong market demand.

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

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The PMF survey flow

PMF surveys begin with 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 a 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:

Special customization options for the PMF Comment page

On the Survey's customization page, you can adjust the wording of the Comment page away from the default text label, “Tell us a bit more about why you chose [score_text]”  → to something else! In fact, the PMF Comment pages can be modified in at least five ways:

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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 rounded to the nearest whole number.

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Testing and previewing a PMF question vs. a full questionnaire

There are two—very different—preview options to consider. You can:

1.  Preview a PMF question in customization mode

Visualize how your PMF question will appear (with the Desktop and Mobile preview options) as you customize the look and feel of your survey. Preview the changes you make to the color scheme, logo, and text elements of your PMF question in real time. (See our CX Customization Basics.) You can also add Additional questions and tweak your Thank you page all in one place.

2. Preview an entire PMF project in a platform testing environment

Previewing how respondents will experience your full survey (particularly if you've added Additional Questions to your questionnaire) requires testing at the platform level.

To learn how to test and preview you entire survey questionnaire, click and explore each of the distribution platform(s) that you have deployed from this list:

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Who are PMF surveys for?

PMF surveys are perfect for a company looking to measure their product experience and wish to understand how their products are serving their customer base. 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 product and market needs evolve.

Delighted’s PMF projects are especially useful for startups and fast-growth companies. The turnkey setup and reporting make it the perfect fit for survey to start your first product experience (PX) initiatives.

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When should I send PMF surveys?

Depending on whether you are surveying a new product launch or conducting ongoing surveys about an existing feature, you’ll want to adjust the cadence of your survey sends.

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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 questionnaire.

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.

Don't get confused by the "negative question"

PMF surveys are unique because it's the one time when you want your respondents to say they’d be “very disappointed!” Don’t let this negative question confuse things. The answer choice you hope for corresponds to the darkest blue color on left side of the Dashboard. 

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