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Verification of Ideas for Product Development

When working on developing their products, companies pay attention to user satisfaction metrics. Sometimes, however, even the best ideas of designers are not convinced by customers, and their suggestions for improving the operation of the product are either never passed on to the company or lost in discussions with support representatives.

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Meanwhile, customers’ voices in verifying product development ideas should be crucial; after all, the success of the changes will depend on their satisfaction.

How Can the Customer Decide on New Features?

If we have contact details and marketing consent, we can arrange individual interviews or send a mailing to customers with a survey. What if we have many customers and they visit our website often? Online research will be much faster. A study of a website can reach both current and potential customers. Maybe they haven’t become one yet because they lacked the feature we will introduce to our product.

Product Development Ideas Research Template:

Product development idea surveys will vary based on the nature of your business. A sample survey template might include the following questions:

  • We are thinking about introducing new features. Which one would be the most useful for you?
  • In what situations could you use this feature?
  • Would you be able to pay extra for this feature?
  • Can you briefly explain why none of these features would be helpful to you?

Note: We ask the last question only when the respondent in the first question answers that none of the proposed functions would be helpful for them.

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Krzysztof Gabruk

Customer Experience Chapter Leader at Santander Bank Polska

Startquestion allowed us to guarantee the anonymity of the survey to our employees. The ability to automatically send reminders to complete the study helped us collect the results – without them, we would certainly not have achieved such a high response rate.


Sebastian Srebnicki

Project Manager at Innogy

The key to the Voice of Customer project’s success is integrating the client’s internal systems with the online research software. The first experience with the system was so encouraging that Medicover Poland decided to transfer all the conducted research to the Startquestion platform.


Beata Dąbrowska

Coordinator of Market Research and Analysis at Medicover Poland