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In app survey: A guide to collect valuable feedback (2024)

Get inside your users' heads with in-app surveys! Learn how to craft questions that uncover hidden insights and drive app improvements.

January 17, 2024
Team Blitzllama

Do your users often leave your app without a trace? Ever wonder what they really think? Understanding their experience is key to improving your product. But how do you uncover their thoughts?

Picture this: your users seamlessly sharing feedback, helping you fine-tune your app

In this guide, we’ll walk you through the what, the why, and the how of in-app surveys. Learn how to connect with your users, glean valuable insights, and make your app user-friendly. 

Say goodbye to guesswork and hello to a more responsive, user-centric app development journey.

What is the in-app survey?

An in-app survey is a tool used to gather feedback directly from users within a mobile or web application. It involves presenting users with a set of questions while they are using the app, allowing for real-time insights. 

Product owners and UX researchers use in-app surveys to understand user preferences, identify issues, and enhance the overall user experience. 

By asking simple and direct questions, such surveys help collect valuable data on user satisfaction and pain points. 

This user-driven feedback aids in making informed decisions to improve the app's features and usability, ensuring a more user-friendly and responsive product.

Now that we have a grasp of what in-app surveys are, let's delve into the benefits they offer and why they have become an indispensable tool for product owners and UX researchers.

What are the benefits of conducting in-app surveys?

Conducting in-app surveys offers a plethora of advantages, ranging from obtaining real-time user feedback to fostering user engagement. These benefits not only contribute to product improvement but also play a crucial role in enhancing the overall user experience. 

Benefits of conducting in-app surveys

Let's dive into the specific advantages that make in-app surveys a strategic choice for product owners and UX researchers:

1) Higher response rates

In-app surveys offer product owners and UX researchers a powerful tool to achieve higher response rates compared to traditional survey methods. 

By integrating surveys directly into the app experience, users are more likely to participate since it requires minimal effort on their part. 

The convenience of providing feedback within the app environment eliminates the need for users to navigate to external survey platforms, increasing the likelihood of them sharing their thoughts and opinions.

2) Easier event-based targeting

Conducting in-app surveys allows for precise event-based targeting, ensuring that surveys are presented to users at specific moments in their app journey. 

This targeted approach enables product owners to gather feedback on specific features, interactions, or experiences, providing valuable insights into user preferences and behaviors. 

By strategically placing surveys based on user actions or milestones, researchers can tailor questions to align with the user's current app experience, resulting in more relevant and meaningful responses.

3) Accurate and contextual feedback

In-app surveys facilitate the collection of accurate and contextual feedback by capturing user sentiments in real-time. 

Users can express their opinions immediately after experiencing a particular feature or interaction, reducing the chances of recall bias. 

This instant feedback provides a nuanced understanding of user experiences, allowing product owners and researchers to address specific issues promptly. 

The context in which feedback is collected enhances the accuracy and relevance of the data, enabling teams to make informed decisions for improving the app's usability and overall user satisfaction.

4) Faster responses

In-app surveys offer the advantage of faster response times, as users can conveniently provide feedback without leaving the app. 

Traditional surveys sent via email or other external channels often face delays due to users forgetting or procrastinating. 

In-app surveys overcome this challenge by presenting questions when users are already engaged with the app, leading to quicker and more timely responses. 

This speed in feedback collection is particularly beneficial for addressing urgent issues, implementing immediate improvements, and maintaining a responsive and user-centric approach.

5) Easy data analysis

In-app surveys simplify data analysis for product owners and UX researchers. With the ability to map user IDs, responses can be seamlessly matched with all relevant user event and attribute data. 

This integrated approach streamlines the analysis process, providing a comprehensive view of user feedback in the context of their interactions within the app. 

This not only enhances the depth of insights but also simplifies the identification of patterns and trends. 

The seamless integration of survey responses with user data facilitates efficient decision-making, enabling teams to prioritize and implement improvements that align with user preferences and expectations.

As we recognize the advantages of in-app surveys, the next step is to explore the different types of in-app surveys and how they cater to specific product research needs.

Types of in-app surveys

In-app surveys come in various forms, each serving a unique purpose in gathering specific insights. Understanding the different types is crucial for tailoring surveys to match your objectives. 

Let's break down the common types of in-app surveys and their applications:

1) Welcome surveys:

Welcome surveys are triggered upon a user's first login or signup, aiming to gather basic information for personalization. Examples include questions like, "What are your top 3 goals for using our app?"—providing insights for a tailored user experience.

  • Quick data collection on user preferences
  • Personalization based on gathered information
  • Enhances user onboarding experience
Welcome surveys

2) Customer Satisfaction (CSAT) surveys:

CSAT surveys assess overall satisfaction with the app or specific features, often using a rating scale or emoji reactions. For instance, "How satisfied are you with the ease of navigation in our app?" helps gauge user sentiments.

  • Quick feedback on user satisfaction
  • Identifies areas for improvement
  • Useful for maintaining a positive user experience
CSAT survey
Follow up CSAT survey

3) Net Promoter Score (NPS) surveys:

NPS surveys measure customer loyalty and the likelihood of recommending the app. Using a standard 0-10 scale, questions like "How likely are you to recommend our app to a friend?" aid in assessing brand advocacy.

  • Evaluates user loyalty and potential brand promoters
  • Identifies areas for enhancing user advocacy
  • Provides a quantitative measure of user satisfaction
NPS survey
Follow NPS survey

4) Customer Effort Score (CES) surveys:

CES surveys evaluate the ease of using the app or completing tasks, helping identify areas for simplification. Questions like "How easy was it to find the information you were looking for?" provide valuable insights into user experience.

  • Pinpoints areas of friction in the user journey
  • Aids in streamlining user interactions
  • Helps enhance overall user satisfaction
CES survey
Follow up in-app survey

5) Feature request surveys:

Feature request surveys gather feedback on desired features or improvements, aiding in prioritizing development efforts. Questions such as "What features would you like to see added to our app?" provide a roadmap for future enhancements.

  • Direct user input on product improvements
  • Guides feature development priorities
  • Enhances user engagement through relevant updates
Feature request survey

6) Product usage surveys:

Product usage surveys help understand how users interact with different features, identifying popular and underutilized areas. Questions like "How often do you use the task scheduling feature?" provide actionable data for optimizing user experiences.

  • Identifies popular features for highlighting
  • Pinpoints areas needing improvement or promotion
  • Informs data-driven decisions for product optimization
Product usage survey
Product usage survey example 2
Product usage survey example 3

7) New feature feedback surveys:

New feature feedback surveys gather insights on recently released features, helping identify potential issues and areas for refinement. Questions like "What do you think of the new payment integration feature?" guide continuous improvement.

  • Quickly identifies user sentiments towards new features
  • Pinpoints areas for refinement or bug fixes
  • Enhances the success of feature launches
New feature feedback survey

8) Churn surveys:

Churn surveys aim to understand why users stop using the app, identifying pain points and potential solutions for user retention. Questions like "What was the primary reason you decided to stop using our app?" provide crucial feedback for reducing churn.

  • Reveals reasons behind user disengagement
  • Guides strategies for retaining customers
  • Supports ongoing user experience improvements
Churn survey
Follow up churn survey

9) Exit surveys:

Exit surveys gather feedback from users uninstalling or canceling subscriptions, identifying final reasons for disengagement. Questions like "What could we have done to prevent you from uninstalling our app?" offer insights into preventing future attrition.

  • Gathers last-minute user insights before disengagement
  • Aids in developing strategies to retain users
  • Informs improvements to prevent future exits
Exit survey

10) User segmentation surveys:

User segmentation surveys gather information to divide users into groups based on demographics, interests, or behaviors. Questions like "What industry do you work in?" enable targeted messaging and personalized user experiences.

  • Enables personalized communication based on user segments
  • Guides marketing and communication strategies
  • Enhances overall user engagement through targeted approaches
User segmentation survey

Now that we've covered the types of in-app surveys, let's move on to the practical aspect of conducting these surveys effectively.

How to conduct in-app surveys

Implementing in-app surveys effectively requires a strategic approach. From survey design to implementation, understanding the step-by-step process is essential for seamless integration. 

Conduct in-app surveys

Let's walk through the key steps involved in conducting in-app surveys and ensuring optimal user participation:

Planning your in-app survey:

Step 1: Defining your goals:

Identify what you want to learn from the survey. Whether it's user satisfaction, feature usage, or uncovering pain points, clarity in goals is key. Align these goals with specific metrics that can be tracked through the survey data.

  • Clear objectives: Clearly outline what you aim to achieve with the survey. Be specific about the information you seek, such as understanding user preferences or evaluating the success of a recent feature update.
  • Metrics alignment: Connect your goals with measurable metrics. For instance, if you're focusing on user satisfaction, consider using rating scales or Likert-type questions to quantify feedback. This ensures that the collected data directly corresponds to your defined objectives.

Step 2: Targeting your audience:

Define user segments for targeted surveys based on demographics, behaviors, or their in-app journey stage. It's essential to know who you're surveying and when to engage them.

  • Segmentation: Divide your user base into meaningful segments. This could be based on factors like age, location, or usage patterns. Tailor surveys to these segments to gather more relevant and specific insights.
  • Trigger strategies: Choose the right moment to trigger surveys. This could be after a user completes a specific task or upon login. By strategically timing surveys, you can capture feedback when it's most relevant and likely to be accurate.

Step 3: Crafting effective questions:

The success of your in-app survey hinges on the questions you ask. Clear, concise, and unbiased questions are essential to elicit valuable responses.

  • Clarity is key: Craft questions that are easy to understand. Use simple language to avoid confusion. Ambiguous or complex queries can lead to inaccurate responses and hinder the overall reliability of your data.
  • Conciseness matters: Keep questions brief and to the point. Long-winded queries may overwhelm users, leading to incomplete surveys or rushed answers. Focus on extracting the necessary information without unnecessary complexity.
  • Unbiased approach: Ensure neutrality in your questions. Avoid leading questions that might steer respondents toward a particular answer. A neutral tone encourages honest and unbiased feedback, providing a more accurate representation of user sentiments.
  • Question types: Diversify your question types based on your goals. Multiple choice questions are effective for quantitative data, while open-ended questions allow users to express their thoughts freely. Incorporating a mix of question formats provides a holistic view of user experiences.
  • Avoiding leading questions: Be cautious not to inadvertently guide users toward a specific response. Maintain objectivity in your wording to prevent any unintended influence on participants' opinions.
  • Encouraging honest responses: Foster an environment where users feel comfortable providing honest feedback. Assure anonymity if possible and emphasize that all responses, whether positive or negative, are valuable for enhancing the product.

Designing your in-app survey:

Step 4: User interface and UX considerations:

Creating a user-friendly and visually appealing in-app survey is crucial to gather valuable feedback without disrupting the user experience.

  • Visual appeal and consistency: Ensure that the survey aligns with your app's branding. Use colors, fonts, and styles consistent with the overall design to make it feel integrated.
  • Mobile optimization: Since users engage with apps on various devices, optimize the survey for different screen sizes and orientations. This guarantees a seamless experience on mobile devices and tablets.
  • Conciseness: Keep the survey short and to the point. Users prefer brief interactions, so avoid lengthy surveys that may deter them. Focus on the essential questions to maintain user interest.

Step 5: Survey platform/tool selection:

Choosing the right survey platform is a critical decision that influences the effectiveness of your data collection process.

Third-party tools vs. building your own:
  • Advantages of third-party tools: These tools often come with pre-built features, saving (a lot of) time and effort. They usually offer a user-friendly interface, making it easier for non-technical users.
  • Disadvantages: Sometimes limited customization options compared to building your own solution.
Key Features to consider:
  • Question types: Ensure the survey platform supports various question types, such as multiple-choice, open-ended, and rating scales, to capture diverse feedback.
  • Targeting options: Look for platforms that allow precise targeting based on user characteristics or behavior. This ensures that the right users receive relevant surveys.
  • Data analysis capabilities: Choose a tool that provides robust data analysis features, making it easier to derive insights from the collected information.

Step 6: Testing and iterating:

Before deploying your in-app survey to a broader audience, it's essential to conduct thorough testing and iterate based on user feedback.

Small group testing:

  • Begin by testing the survey with a small group of users representative of your target audience. This helps identify any issues or confusion before a full rollout.
  • Gather feedback on the survey's clarity, relevance, and overall user experience.

Analysis and iteration:

  • Analyze the initial data collected during the test phase. Look for patterns, common responses, and areas of improvement.
  • Use user feedback to iterate on the survey design. Adjust questions, flow, or visual elements to enhance the overall user experience and data quality.

Continuous improvement:

  • In-app surveys should be viewed as iterative processes. Regularly review survey performance and user feedback, making adjustments as needed.
  • By continuously improving your surveys based on user input, you ensure that the data collected remains relevant and valuable over time.

Analyzing and acting on feedback:

Step 7: Data analysis and reporting:

Effective analysis of survey data is crucial for making informed decisions and improvements. Here are the key steps in this process:

Quantitative analysis:

  • Utilize statistical methods to quantify numerical survey responses.
  • Identify trends, patterns, and correlations in the data.
  • Present findings through clear charts and graphs for easy interpretation.

Qualitative analysis:

  • Dive into open-ended responses to extract valuable insights.
  • Categorize qualitative data to identify common themes or issues.
  • Summarize findings in a straightforward manner without complex language.

Creating clear and actionable reports:

  • Compile insights from both quantitative and qualitative analyses.
  • Structure reports with concise summaries and visual aids for clarity.
  • Use straightforward language to ensure stakeholders easily grasp the key takeaways.

Best practices for reporting:

  • Highlight key metrics and findings to avoid overwhelming stakeholders.
  • Include actionable recommendations based on the survey results.
  • Share reports promptly to maintain the relevance of the feedback.

Step 8: Taking action based on insights:

Once the data is analyzed, it's time to implement changes based on the feedback received. Here’s how to do it effectively:

Prioritize and address critical user issues:

  • Identify and prioritize the most critical issues raised by users.
  • Tackle urgent concerns promptly to enhance user experience.
  • Communicate transparently about the steps taken to address each issue.

Informing product development:

  • Use survey insights to guide product development decisions.
  • Identify features or aspects that need improvement or innovation.
  • Involve the development team in understanding user feedback for better alignment.

Incorporate feedback in future iterations:

  • Continuously iterate on the app based on user feedback.
  • Implement changes in subsequent updates to demonstrate responsiveness.
  • Keep users informed about updates and improvements through simple release notes.

Communicate actions back to users:

  • Provide clear and concise updates on the actions taken.
  • Acknowledge user feedback and express gratitude for their input.
  • Show users how their feedback directly contributes to positive changes in the app.

Having learned how to conduct in-app surveys, it's crucial to incorporate best practices to maximize the effectiveness of the collected data.

In-app surveys best practices

To maximize the impact of in-app surveys, adhering to best practices is crucial. By incorporating the following best practices, you can ensure valuable insights while maintaining a positive user experience. 

In-app surveys best practices

Let's delve into the recommended strategies for achieving optimal results:

1) Make it non-intrusive

When implementing in-app surveys, prioritize user experience by keeping it non-intrusive. Avoid interrupting the user's workflow. 

Choose opportune moments, like after a completed task or when the user pauses naturally. Opt for unobtrusive formats like pop-ups or banners that don't disrupt the app's functionality. 

This ensures users feel comfortable providing feedback without being annoyed, enhancing the overall usability of your app.

2) Personalizing questions

Enhance user engagement by personalizing survey questions. Utilize user data to tailor questions to their specific experiences. 

For instance, address users by their names and reference their device models or recent activities. This personal touch not only captures attention but also shows that you value individual experiences. 

An example could be, "Hey {John}, how's your experience so far?" This level of personalization fosters a connection with users and encourages genuine responses.

3) Ideal number of questions

Respect users' time and attention by keeping in-app surveys concise. Aim for an ideal number of questions that gather valuable insights without overwhelming the user. 

Typically, limit surveys to 3-5 questions to maintain user engagement. Long surveys may discourage participation and lead to incomplete responses. 

Prioritize essential inquiries that align with your goals, ensuring users can provide feedback swiftly. This approach not only respects users' time but also maximizes the quality of responses received.

4) Branching logic

Implement branching logic to adapt survey questions based on users' previous responses. This dynamic approach tailors the survey experience, making it more relevant and personalized. 

For example, if a user expresses dissatisfaction with a feature, follow up with targeted questions to understand specific pain points. This adaptability not only refines data collection but also demonstrates a commitment to addressing user concerns. 

By customizing the survey flow based on individual responses, you create a more interactive and user-centric feedback experience.

5) Sentiment analysis

Go beyond quantitative data and employ sentiment analysis to gauge the emotional tone of open-ended responses. This method allows you to understand user sentiment, identifying areas of delight or frustration. 

By analyzing the language used in responses, you gain nuanced insights into user experiences. This qualitative approach complements quantitative data, providing a comprehensive understanding of user satisfaction. 

Utilize sentiment analysis to uncover hidden sentiments and refine your app based on authentic user feedback, ensuring continuous improvement and a positive user experience.

Now that we understand the best practices, let's explore real-world examples of successful apps that have leveraged in-app surveys to enhance their products and user experiences.

How successful apps have used in-app surveys to improve their products and user experience

Examining real success stories provides valuable insights into the tangible benefits of in-app surveys. By learning from the experiences of others, you can glean inspiration for implementing effective survey strategies in your own app. 

Let's uncover the success stories of apps that have harnessed in-app surveys to make significant improvements:


YouTube, the video-sharing giant, has successfully leveraged in-app surveys to gather valuable insights and enhance user experience. By directly engaging with their massive user base, YouTube has gained a deeper understanding of user preferences and pain points. These insights have paved the way for strategic improvements and innovations within the platform.

YouTube in-app survey

Understanding user preferences:

YouTube's in-app surveys focus on understanding user preferences regarding content consumption. Questions like "What types of videos do you enjoy the most?" and "How often do you use specific features like playlists?" provide YouTube with crucial data to tailor content recommendations. This user-centric approach ensures that the platform continuously evolves to meet the changing demands of its diverse audience.

Iterative refinements based on feedback:

The feedback collected through in-app surveys doesn't just sit idly; YouTube actively uses it to make iterative refinements. For instance, if users express a desire for enhanced video discovery features, YouTube implements updates to its recommendation algorithms. This continuous improvement cycle, fueled by user feedback, ensures that YouTube remains a dynamic and responsive platform.

Enhancing video recommendations:

One notable outcome of YouTube's in-app surveys is the improvement in video recommendations. By understanding what content users find most engaging, YouTube fine-tunes its algorithms to offer more personalized suggestions. This not only keeps users hooked but also contributes to increased user satisfaction and prolonged engagement with the platform.


Uber, the global ride-sharing service, has harnessed the power of in-app surveys to transform ride experiences and cultivate user loyalty. By actively seeking feedback from riders and drivers, Uber has implemented targeted changes to address pain points and elevate the overall user journey.

Uber in-app survey

Seamless navigation and pickup experience:

Uber's in-app surveys inquire about the navigation and pickup experience, enabling the company to identify areas of improvement. Based on user feedback, Uber has made enhancements such as optimizing pickup algorithms, refining navigation instructions, and streamlining the overall process. These changes contribute to a smoother and more seamless ride experience for both drivers and passengers.

Rating system for quality control:

Uber's use of in-app surveys extends to its rating system, allowing users to provide quick feedback on their rides. This two-way communication helps Uber maintain a high level of quality control. If a driver consistently receives low ratings or if users express dissatisfaction with certain aspects, Uber takes prompt action, ensuring that users receive reliable and satisfactory service.

Personalizing user preferences:

Uber's in-app surveys go beyond the ride itself, delving into user preferences and expectations. By understanding what users value in their ride experiences, Uber can tailor its services to meet those expectations. This personalization contributes to an enhanced sense of customer satisfaction, fostering brand loyalty and repeat usage.


Spotify, a leading music streaming service, has strategically employed in-app surveys to craft the perfect playlist for each user. By collecting feedback on music preferences and user habits, Spotify ensures that its recommendations align with individual tastes, creating a more enjoyable and personalized listening experience.

Spotify in-app survey

Curating personalized playlists:

Spotify's in-app surveys focus on understanding users' musical preferences, favorite genres, and moods. Armed with this information, Spotify curates personalized playlists, such as Discover Weekly and Daily Mixes, ensuring that users are introduced to new music that resonates with their tastes. This personalized approach significantly enhances the overall listening experience.

Refining algorithmic recommendations:

User feedback gathered through in-app surveys plays a pivotal role in refining Spotify's algorithmic recommendations. Whether users express a desire for more accurate genre categorization or improved discovery of emerging artists, Spotify actively incorporates this feedback into its algorithms. This iterative process ensures that the music streaming service stays attuned to evolving user preferences.

Enhancing user engagement:

Spotify's success in using in-app surveys lies in its ability to enhance user engagement. By continually fine-tuning its recommendations based on user feedback, Spotify keeps users actively exploring the platform. This not only retains existing users but also attracts new ones who appreciate the personalized and dynamic nature of Spotify's music suggestions.

Having explored successful implementations, let's conclude our journey by identifying the best tools available to efficiently collect in-app surveys.

Best tools to collect in-app surveys

Choosing the right tools is crucial for seamlessly integrating in-app surveys into your application. A variety of tools cater to different needs, offering features that enhance survey creation, distribution, and analysis. 

Let's explore the best tools available to help you effortlessly collect in-app surveys and derive meaningful insights:

1) Blitzllama


Blitzllama stands out as an effective tool for collecting in-app surveys, offering a user-friendly interface that product owners and UX researchers find intuitive. With its straightforward setup, it allows you to create and deploy surveys seamlessly within your application. The real-time analytics feature ensures that you receive instant feedback, helping you make informed decisions to enhance user experience. Blitzllama's versatility accommodates various survey types, making it a valuable asset for gathering valuable insights directly from your users.

2) Hotjar


Hotjar is a reliable choice for those seeking in-depth insights through in-app surveys. Its easy-to-use interface enables quick survey creation, and its robust analytics provide a comprehensive view of user interactions. Product owners and UX researchers appreciate Hotjar's ability to capture both quantitative and qualitative data, allowing for a holistic understanding of user behavior. The tool's heatmaps and session recordings add an extra layer of context, making it a well-rounded solution for those aiming to refine their products based on user feedback.

3) Userpilot


Userpilot is a versatile tool that caters to the needs of product owners and UX researchers looking to gather feedback seamlessly. Its customizable in-app surveys can be precisely tailored to collect specific information, ensuring a targeted approach. Userpilot's automation capabilities simplify the survey deployment process, saving time for busy professionals. The tool's user-centric design and analytics empower product teams to iteratively improve their applications based on user sentiments, making Userpilot a valuable asset in the arsenal of tools for collecting in-app surveys.


In conclusion, incorporating in-app surveys proves vital for product owners and UX researchers. These surveys offer a direct route to gather valuable feedback from users, enabling the enhancement of app functionality and user experience. 

By actively seeking input within the app environment, product teams can make informed decisions to meet user expectations. The simplicity of this approach fosters user engagement and ensures that feedback is relevant and timely. 

In-app surveys serve as a practical tool, empowering product owners and UX researchers to iterate and refine their products based on real user insights, ultimately leading to improved satisfaction and success in the competitive app market.