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Research and DiscoveryS

Survey

Definition

A quantitative research method that collects structured responses from a large number of users through a set of questions, often delivered via email, in-app prompt, or web form. Surveys are strong for measuring attitudes, preferences, and satisfaction at scale but weak for understanding the "why" behind responses. PMs use surveys alongside qualitative methods to triangulate insights and measure trends over time.

Why It Matters for Product Managers

Understanding survey is critical for product managers because it directly influences how teams prioritize work, measure progress, and deliver value to users. PMs use surveys alongside qualitative methods to triangulate insights and measure trends over time. Without a clear grasp of this concept, PMs risk making decisions based on assumptions rather than evidence, which can lead to wasted engineering effort and missed market opportunities.

How It Works in Practice

In practice, product teams apply this technique during the discovery phase of product development:

  • Plan — Define the research question and decide on the appropriate method, sample size, and timeline.
  • Recruit — Identify and schedule participants who represent the target user segment.
  • Execute — Conduct the research following the methodology, capturing both qualitative observations and quantitative data.
  • Synthesize — Analyze findings, identify patterns, and translate insights into actionable recommendations for the product team.

    • Effective use of survey prevents teams from building features based on assumptions and ensures that investment flows toward validated user needs.

    Common Pitfalls

  • Running the technique without a clear hypothesis or research question, which leads to unfocused results.
  • Relying on a single research method instead of triangulating with complementary approaches.
  • Letting stakeholder opinions override what the data and user feedback actually reveal.

    • Related Concepts

    To build a more complete picture, explore these related concepts: A/B Testing, and Customer Development. Each connects to this term and together they form a toolkit that product managers draw on daily.

    Related Terms

    NPS (Net Promoter Score)A/B TestingCustomer Development

    Frequently Asked Questions

    What is survey in product management?+
    A quantitative research method that collects structured responses from a large number of users through a set of questions, often delivered via email, in-app prompt, or web form. Product managers use this concept to make more informed decisions and deliver better outcomes for users and the business.
    When should a product team use survey?+
    Product teams should use survey during the discovery phase when they need to validate assumptions, understand user behavior, or test demand for a new feature. It is most effective when combined with complementary research methods to triangulate findings.
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