33 Essential Questions Every Product Manager Should Ask Customers

Understanding our customers is one of the most important things we can do as product builders.

But surprisingly, a lot of PMs I speak to don’t know where to start.

The answer is simple: we just need to get in the habit of talking to our customers.

And one of the best ways to do that is by talking to them and asking questions.

So I hope this list is helpful for you all, providing you with a supply of questions to ask your customers around their use of your product.

Here’s the list:

1. What are some alternatives to our product you’ve used or considered?
2. What’s a problem that our product has helped you solve recently?
3. What is the job that our product does for you?
4. What’s a feature that keeps you using our product?
5. What’s something you want to achieve with our product in the future?
6. If you could change one thing about our product, what would it be?
7. How has our product changed the way you work?
8. What’s a memorable moment when you felt our product really provided value for you?
9. How does our product fit into your daily workflow?
10. What additional functionality would you like our product to have?
11. How would you feel if you could no longer use our product?
12. What tasks are you currently using our product for?
13. What tasks would you like our product to assist with?
14. What’s something you don’t like about using our product?
15. If you could ask us to develop any feature, what would it be?
16. What’s a concern you have about our product?
17. Are there any features that you don’t use in our product? If so, why?
18. How do you want to improve your skills with our product?
19. What’s a feature you wish our product had?
20. What’s a time our product didn’t meet your expectations? How can we fix it?
    If you’re liking this, then check out the newsletter.
21. If you could change one thing about how our product operates, what would it be?
22. What’s something you’ve learned from using our product?
23. What’s a feature that would make our product even better?
24. What’s a feature that makes you feel overwhelmed or challenged?
25. Can you walk me through the process of how you use our product?
26. How does our product fit into your bigger picture?
27. Are there any features you expected our product to have that it didn’t?
28. Have you recommended our product to others? If so, why? If not, why not?
29. How has our product surprised you?
30. How would you feel if you couldn’t use our product anymore?
31. How often do you use our product compared to alternatives?
32. How do you measure success with our product?
33. If you could wave a magic wand and change anything about our product, what would it be?

If you made it this far, like and share so more people see the list!