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Get Early AccessAchieve Product-Market Fit Like a Pro with the Sean Ellis PMF Survey—Your Shortcut to Growth!
PMF (Product Market Fit) Survey is a questionnaire devised by Entrepreneur and angel investor Sean Ellis to test and measure your company's product/market fit. Discover if your product truly meets market needs with this powerful tool, which helps assess customer satisfaction, refine strategies, and achieve sustainable growth by measuring product/market fit effectively.
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The following questions are included in this Sean Ellis Product Market Fit (PMF) Survey Template.
1. How did you discover [Product Name]?
Blog
Friend or Colleague
Others
This question identifies the key channels driving awareness of your product, providing essential insights into effective marketing strategies. It helps pinpoint where your target audience discovers your product, enabling more focused and efficient market research efforts.
2. How would you feel if you could no longer use [Product Name]?
Very disappointed
Somewhat disappointed
Not disappointed (it really isn't that useful)
N/A- I no longer use [product name]
This pivotal question measures your product's indispensability, a core indicator of Product-Market Fit. Understanding user sentiment helps gauge satisfaction, identify areas for improvement, and prioritize features that strengthen customer loyalty and long-term engagement.
3. Please help us understand why you selected this answer.
This open-ended question delves into the reasons behind user sentiment, offering valuable qualitative insights. It helps uncover specific pain points, benefits, or improvements that influence how your SaaS product aligns with user expectations and market needs.
4. What would you likely use as an alternative if [Product Name] were no longer available?
I probably wouldn't use an alternative
I would use an alternative
This question identifies the competitive landscape for your product by uncovering potential alternatives users might consider. It highlights your product's uniqueness and areas where you can further differentiate to enhance retention and loyalty.
5. Please enter the name of the alternative you're likely to use if [Product Name] was not available
This follow-up question provides insights into direct competitors or substitutes, helping you understand user preferences and market positioning. It reveals opportunities to differentiate your product and address gaps to retain and attract customers effectively.
6. What is the primary benefit that you have received from [Product Name]?
This question pinpoints the core value your product delivers to users. It helps identify key features driving satisfaction and adoption, offering actionable insights to refine your product and emphasize benefits that resonate most with your audience.
7. Have you recommended [Product Name] to anyone? If yes (please explain how you described it).
No
Yes
This question gauges user advocacy and word-of-mouth potential. Understanding whether users recommend your product provides valuable insights into satisfaction, loyalty, and overall market perception, helping to refine strategies for building stronger customer relationships and expanding your user base.
8. What type of person do you think would benefit most from [Product Name]?
This question identifies your ideal customer profile by uncovering who users believe would gain the most value from your product. It helps fine-tune marketing efforts, target the right audience, and align product features with user needs.
9. How can we improve [Product Name] to better meet your needs?
This open-ended question invites users to share constructive feedback, uncovering opportunities for product enhancement. It provides actionable insights to address user needs, prioritize feature development, and improve overall satisfaction and alignment with market expectations.
10. Would it be okay if we followed up by email to request a clarification to one or more of your responses?
No
Yes
This question seeks permission for follow-up communication, ensuring clarity and deeper insights into user feedback. It demonstrates your commitment to understanding their needs and fostering trust while enabling more meaningful interactions to refine and improve your product.
11. If yes (please enter the best email for contacting you)
This question facilitates effective follow-up by capturing the user’s preferred contact email. It ensures clear communication for gathering detailed feedback, strengthening engagement, and demonstrating a customer-focused approach to product improvement.
Use the Sean Ellis PMF Survey Template to measure how well your product meets market needs. Gather actionable insights, understand user satisfaction, and refine strategies to align your product with your target audience effectively.
Click on edit this template, sign up with your details and you can directly start using the template in a minute. Alternatively, you can log in to Zonka Feedback and select the Sean Ellis Product Market Fit (PMF) Survey template from the survey templates library for quick setup.
Personalize the template by adding your product name and refining the questions to reflect your goals, such as understanding user needs, satisfaction, and market positioning.
Incorporate branding elements like your logo, colors, and fonts to make the survey consistent with your company’s identity, ensuring a seamless user experience.
Select the most effective distribution channels to reach your target audience. Options include email, SMS, embedding on your website, in-app pop-ups, or even sharing a link on social media.
Use Zonka Feedback’s integrations to automate survey distribution based on user actions, such as completing a trial, subscribing, or canceling. This ensures timely and relevant feedback collection.
Utilize the preview feature to ensure the survey looks polished and the flow is seamless for respondents. Check for accurate branding, logical question order, and proper functionality.
Once satisfied, launch the survey across your chosen channels. Schedule distribution or trigger surveys based on specific user interactions for optimal response rates.
Use Zonka Feedback’s real-time analytics dashboard to monitor responses as they come in. Pay attention to trends, sentiment, and key metrics to evaluate your product’s market fit.
Analyze open-ended responses to uncover deeper insights, identify areas for improvement, and prioritize changes that will enhance user satisfaction and retention.
Make the most of your PMF survey, focusing on key areas like discovery, dependency, sentiment, and competition. These practical tips will help you gather actionable insights, improve your product, and better meet market needs.
Purpose: Understand how users discovered your product to identify the most effective channels and improve your marketing strategies.
Maximizing Tip: Use the insights to invest in high-performing channels like SEO, social media, or referrals, and optimize underperforming ones to expand your product's reach.
Purpose: Assess how critical your product is to users and measure its indispensability for their needs.
Maximizing Tip: Analyze responses to identify features that make your product essential, then prioritize enhancing those features to increase user retention and loyalty.
Purpose: Capture user sentiment and understand their experiences to identify strengths and areas for improvement.
Maximizing Tip: Focus on actionable feedback from detractors and passives to address their concerns. Engage promoters to deepen loyalty and encourage advocacy.
Purpose: Identify potential competitors or alternatives users might consider if your product were unavailable.
Maximizing Tip: Leverage this information to analyze competitors’ strengths and weaknesses, refine your unique selling points, and strengthen your market position.
Gain a deeper understanding of your product’s performance and market fit with key insights from your PMF survey. These insights, paired with strategic action points, will help you refine your product, outpace competitors, and drive growth.
Your PMF survey reveals critical data, including product indispensability, key benefits, and areas for improvement. Use these insights to align your product with market needs and enhance user satisfaction.
Measure how essential your product is to users by analyzing responses to questions like, “How would you feel if you could no longer use [Product Name]?” Metrics such as the percentage of users who would feel “Very disappointed” indicate strong product dependency and alignment with market needs.
Understand the primary benefits users gain from your product. Feedback on questions like “What is the primary benefit you have received?” highlights the features that drive satisfaction and loyalty. Use this insight to double down on features that resonate most with users.
Learn about potential alternatives through responses to “What would you use as an alternative?” and “Name the alternative you’re likely to use.” This helps identify competitors and understand what drives users to consider other options.
Track how users find your product with metrics from questions like, “How did you discover [Product Name]?” Insights reveal which marketing channels—Google, social media, or referrals—are driving awareness and where improvements are needed.
Gather qualitative insights from open-ended questions like, “How can we improve [Product Name]?” Common themes and recurring feedback can highlight gaps, frustrations, or desired features to address for better user satisfaction.
Use survey responses to refine your product, address gaps, and improve user satisfaction. Focus on boosting value, strengthening market fit, and retaining customers.
Use these insights to create a clear action plan that enhances your product and business strategies:
Enhance Product-Market Fit: Prioritize features and improvements that deepen your product’s relevance and indispensability to users.
Strengthen Unique Value Proposition: Focus on the benefits users value most to differentiate your product from competitors and solidify its position in the market.
Address Vulnerabilities or Competitors: Identify areas where competitors excel and close those gaps while amplifying your unique strengths to retain customers.
Optimize Marketing Channels: Invest in the most effective discovery channels and refine messaging to better reach and engage your target audience.
Improve User Retention and Satisfaction: Use feedback to eliminate pain points, introduce highly requested features, and build stronger relationships with your users.
Reaching your target audience through the right channels is essential for maximizing response rates and gathering meaningful insights. Here's how to distribute the PMF survey effectively and where to place it for the best results.
How to Use: Send personalized email survey invitations to your users’ email inboxes. Use segmentation to target specific user groups based on their engagement level, purchase history, or subscription status.
Where to Place: Embed the survey link or question directly within the email to simplify user access. Ideal for collecting feedback from your engaged customer base or trial users.
How to Use: Trigger the in-app survey within your SaaS platform or mobile app during key user interactions, such as completing a milestone or using a new feature.
Where to Place: Display the survey as a pop-up or slide-out in non-intrusive areas, like the bottom corner of the screen. Perfect for gathering real-time feedback from active users.
How to Use: Add the website survey as an embedded form or a pop-up on your website. Use targeting options to display it to returning visitors or users navigating specific pages, such as your pricing or trial sign-up page.
Where to Place: Position the survey on high-traffic pages like the homepage, help center, or account dashboard. Great for capturing insights from users exploring your site.
How to Use: Send SMS survey links via text messages to reach users on their mobile devices. This works best for transactional feedback, such as post-trial completion or after specific engagements.
Where to Place: Include a short link in the SMS that directs users to the survey. Ideal for users who prefer mobile-friendly communication.
How to Use: Share the survey link through social media platforms or direct communication channels like LinkedIn, Slack, or community forums.
Where to Place: Post on your official social media pages, user groups, or forums where your audience actively participates. Useful for reaching broader audiences and new users.
How to Use: Generate a QR code survey linking to your survey and display it in physical spaces like events, product packaging, or marketing materials.
Where to Place: Place the QR code on banners, brochures, or conference booths for easy scanning. Great for gathering feedback during in-person interactions or promotions.
The Sean Ellis PMF Survey Template is your key to understanding how well your product meets market needs and identifying opportunities for improvement. With Zonka Feedback’s intuitive platform, you can customize, distribute, and analyze surveys effortlessly, gathering the insights you need to make data-driven decisions. Sign up now to access this template and book a demo with our experts to explore Zonka Feedback’s powerful features. Elevate your product strategy and drive growth today!
The Sean Ellis PMF Survey Template is specifically designed to measure product-market fit by assessing user dependency, satisfaction, and perception of your product compared to alternatives.
The survey provides actionable insights and gathers customer feedback into what users value most, where they face challenges, and how your product compares to competitors. This information helps you prioritize improvements, and customer satisfaction and refine your product strategy and different marketing strategies.
Yes, you can fully customize the template, including adding your product name, editing questions to reflect your goals, and applying your brand’s colors and logo and achieve product-market fit for a consistent user experience and target audience's need.
The best time to send the survey is after users have had enough experience with your product to provide meaningful feedback, such as after onboarding, a trial period, or significant feature usage.
If response rates are low, try optimizing your distribution channels, simplifying survey access, and clearly explaining the purpose and value of the survey to users in your invitation.
The Sean Ellis test typically includes 8-10 carefully crafted questions focused on product indispensability, core benefits, discovery channels, and competitor alternatives. You can add or modify questions as needed.
Yes, Zonka Feedback’s analytics dashboard lets you monitor responses in real-time, analyze trends, target market and review individual feedback to make data-driven decisions.
Absolutely, The questions are designed to be adaptable for any SaaS product, making it a versatile tool for understanding user sentiment and improving market fit.
Healthcare
Finance
Retail
SaaS & Digital
eCommerce
Education
Salesforce 
HubSpot
Pipedrive
Mailchimp
Zendesk 
Intercom
Freshdesk
HelpScout 
Front
Jira
Slack 
MS Teams
Webex
Zoom
Google Sheets 
Zapier 
Integrately
Make 
Webhooks 
MS Teams
