The survey you will create
Objective: identify the customer experience to improve first
Audience: customers who purchased in the last 30 days
Questions: 10
Collection period: 7 days (example)
Ask customers to answer based on their most recent purchase. For a service business, replace “purchase” with “use” and “product” with “service.”
Questions and answer options you can use
Choose the questions you need and copy them as plain text for reference.
How many times have you purchased from this store in the last 30 days?
Single choice · Once / 2–3 times / 4 or more times
How satisfied were you overall with your most recent purchase?
Single choice · 1 Very dissatisfied / 2 Dissatisfied / 3 Neutral / 4 Satisfied / 5 Very satisfied
How satisfied were you with the quality of the product you purchased?
Single choice · 1 Very dissatisfied / 2 Dissatisfied / 3 Neutral / 4 Satisfied / 5 Very satisfied / Unable to judge
How satisfied were you with the process of finding the product you wanted?
Single choice · 1 Very dissatisfied / 2 Dissatisfied / 3 Neutral / 4 Satisfied / 5 Very satisfied
How satisfied were you with the checkout process?
Single choice · 1 Very dissatisfied / 2 Dissatisfied / 3 Neutral / 4 Satisfied / 5 Very satisfied
How satisfied were you with the price of the product you purchased?
Single choice · 1 Very dissatisfied / 2 Dissatisfied / 3 Neutral / 4 Satisfied / 5 Very satisfied
How satisfied were you with the response from customer support?
Single choice · 1 Very dissatisfied / 2 Dissatisfied / 3 Neutral / 4 Satisfied / 5 Very satisfied / I have not contacted support
How likely are you to purchase from this store again?
Single choice · 1 Not at all / 2 Unlikely / 3 Neutral / 4 Likely / 5 Very likely
How likely are you to recommend this store to someone else?
Single choice · 1 Not at all / 2 Unlikely / 3 Neutral / 4 Likely / 5 Very likely
What is the one thing you would most like us to improve first?
Long answer · Optional
Offer a separate option for customers who have not contacted support. A five-point recommendation question must not be labelled NPS.
Create and distribute your survey
Set the audience and collection period, complete a trial response, then distribute by link or email.
1 Create an account → create a blank research
2 Write questions and options → check required responses
3 Preview on desktop and mobile → complete editing
4 Distribute by link or email → check the response period
Example of interpreting results
Fictional data for explanation · 100 valid responses to the overall satisfaction question
| 1 | 10 responses | |
|---|---|---|
| 2 | 10 responses | |
| 3 | 20 responses | |
| 4 | 35 responses | |
| 5 | 25 responses |
Satisfied (35 + 25) ÷ 100 = 60%
Dissatisfied (10 + 10) ÷ 100 = 20%
Exclude Not applicable and missing answers from each question’s denominator and display the excluded count. These results describe respondents; do not treat them as the opinion of the whole audience.
Turn results into the next action
If customers are dissatisfied with finding products, group written comments by topic and consider improvements to search and categories. A team member organizes the comments manually; compare purchase frequencies separately using exported responses.
Improvement → owner → question to check in the next survey
Keep the questions, options, audience and period criteria consistent in follow-up surveys.
Frequently asked questions
Do I need to use all 10 questions?
Choose the questions needed for your objective. Ask about only one concept in each question.
How should I interpret a small number of responses?
Read the valid response count alongside the results and refer to written comments. Do not generalize to the whole audience.
How do I compare with an earlier survey?
Keep questions, options, audience and period criteria consistent, and check the denominator for each question.
Start your survey today.
Create and distribute your research in Alioth Research, then review the results.
Start for free