Created by:
Amelia Wilson
Talking to customers is one of the most powerful ways to improve your product – and this framework makes it a whole lot easier. Packed with real questions used by product managers in the field, this resource helps you gather meaningful insights, understand your users’ needs, and make confident, data-backed decisions.
Whether you're prepping for interviews, running a survey, or trying to make sense of feature usage, these questions will help you get to the heart of what your customers really think.
What is the 15 essential customer feedback questions framework?
This is your go-to set of smart, structured questions to use in any customer feedback setting – from user interviews to surveys and support chats. The framework includes 15 questions grouped into four key categories:
- Understanding customer pain points
- Identifying product use cases
- Measuring feature adoption and satisfaction
- Evaluating product loyalty and overall experience
These aren’t just random prompts – they’re based on real-world insights from product leaders, as featured in the State of Product Analytics Report. That means every question is built to get results.
Who's it for?
If you’re in a product role and want to build better solutions faster, this one’s for you:
- Product managers looking to dig deeper into user needs and validate feature ideas
- UX researchers and designers who want customer insight without starting from scratch
- Product ops teams who need a consistent framework to scale feedback gathering
- Customer success and support teams who talk to users every day but want to surface smarter product insights
Basically, if you talk to users (or should be), this framework is your new best friend.
How to use the framework
You can use these questions across multiple customer touchpoints. Here's how to make the most of them:
- Customer interviews: Bring structure to your one-on-one interviews and make sure you’re asking the right questions every time.
- Surveys and forms: Mix and match the questions to build feedback surveys that actually generate useful data.
- Support and success conversations: Help your front-line teams gather product insights while assisting customers.
- Product planning sessions: Use customer feedback to shape your roadmap, prioritize features, and improve adoption.
The goal? To build a product that solves real problems – and stop guessing what your users want.
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