The following survey questions are merely a framework for determining must-have status and the AHA experience which were developed and successfully tested by Sean Ellis and Morgan Brown. Modifications within these questions and the adding of further questions can be undertaken according to a company’s individual goals and context.
However, this short survey will prove to be an effective guide on how to get started when measuring crucial metrics by addressing several items relevant to growth.
If the answer option “Very disappointed” in question 1 hits a response rate of at least 40%, chances are extremely good that your product has a must-have status. 25% to 40% response rate for that same answer option require some minor modifications to the product or communication. Anything less than 25% of very disappointed respondents requires major modifications to the product or target audience.
Whether a must-have level has been achieved within the first question or not, the remaining questions can give good insights on your users’ impression and satisfaction with your product.
Question 2 can deliver insights about your chief competitor from you customers’ point of view as well as desirable features and services said competitor offers. Question 3 may point to aspects of your business you should be focussing on to maintain or improve for your customers. Question 4 is the well-known Net Promoter Score
to assess your customer satisfaction by means of your recommendation or word-of-mouth potential. Question 5 may help you uncover fitting customer niches to target effectively and last but not least, question 6 “can identify both glaring issues with the product that make it a nonstarter for broad adoption and opportunities to enhance the product that the company might not have thought of on its own”.*
By analysing and evaluating your must-have survey data, you ought to get a good idea of who your target audience is, what the core value of your product is to this audience and why they are in need of your product. At the same time, your customers are reminded of the quality of your business which reflects in the AHA experience with your product.