Survey template

Product-market fit survey

The core PMF question is one line — but the follow-ups are what make it useful. This template finds not just whether you have fit, but which segment feels it most.

Best for: Early-stage teams measuring product-market fit and finding their core user.

The questions

1. How would you feel if you could no longer use this product?

   Single select

   Very disappointed / Somewhat / Not disappointed — 40%+ 'very' is the PMF benchmark.

2. What type of person do you think would most benefit from this?

   Long text

   Your users describe your ICP better than you can.

3. What is the main benefit you get from it?

   Long text

4. What's the one thing we could improve for you?

   Long text

5. What would you likely use instead if it disappeared?

   Short text

6. What's your role?

   Short text

   Lets you slice the 40% by segment.

How to run it well

• Only survey activated users — people who reached the core value at least twice.
• Segment the 'very disappointed' group and study what they have in common; that's your beachhead.
• Re-run quarterly to track the score as you ship.
• Read the 'main benefit' answers verbatim — they become your best marketing copy.

FAQ

What's a good PMF score?

Sean Ellis found that products where 40%+ of users would be 'very disappointed' to lose access tend to have sustainable growth. Below 40%, focus on the segment that says 'very'.

When is it too early to measure PMF?

If you can't survey at least ~40 activated users, you're measuring noise. Get more people to the core value first.

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