How B2C Companies Like Uber & Airbnb Use In-App Surveys to Drive Actionable Insights

Sakshi Gupta
September 29, 2023
6 mins


Understanding customer needs and preferences is crucial for the success of B2C companies. One effective way to gain valuable insights into customer behavior is through the use of in-app surveys. In-app surveys fit seamlessly into user journeys, without having to feel like a task. They branch out into various kinds, like NPS surveys, customer satisfaction surveys, churn surveys, CSAT surveys, etc. 

By leveraging these surveys, companies can collect real-time feedback, measure customer satisfaction, and make data-driven decisions to enhance their products.

From Feedback To Powerful Insights 
Understanding Customer Needs and Preferences

In-app surveys provide a direct line of communication with users, allowing companies to gather valuable data on customer demographics, behaviors, and motivations. This insight enables companies to tailor their products to meet specific customer needs, resulting in a more personalized and engaging user experience.

For example, a fitness app can use in-app surveys to gain insights into users' fitness goals, preferred workout types, and common challenges they face. Armed with this information, the app can provide personalized recommendations, offer new workout programs, and address any pain points, thereby strengthening the bond between the app and its users.

Enhancing User Experience

In-app surveys enable B2C companies to engage users in meaningful conversations, allowing them to understand their needs and expectations. By asking users to rate specific features or functionalities, companies can gain insights into what is working well and what needs improvement. This valuable feedback can be used to enhance the overall user experience.

For instance, a food delivery app can use in-app surveys to gather feedback on the ordering process, delivery times, and the quality of the food. This feedback can help identify pain points and areas for improvement, such as streamlining the ordering process or partnering with new restaurants to offer a wider variety of cuisines.

Measuring Customer Satisfaction and Sentiment

In-app surveys provide an opportunity to measure customer satisfaction and sentiment. By implementing surveys that measure customer satisfaction, such as the Net Promoter Score (NPS), B2C companies can gauge how likely users are to recommend their products or services to others. This information is valuable for understanding the impact of the company's offerings and identifying areas for improvement.

In addition, sentiment analysis surveys can provide insights into how customers feel about specific aspects of a product or service, allowing companies to identify pain points and address them proactively. For example, a travel app can measure customer satisfaction with the booking process, the accuracy of the information provided, and the overall experience of using the app. This feedback can help identify areas where customers may be experiencing frustration or confusion, enabling the company to make necessary improvements.

Crafting Effective In-App Surveys

To ensure the success of in-app surveys, consumer companies must carefully craft their survey questions and consider various factors that can impact response rates and data quality.

Timing and Targeting

Deploying in-app surveys at the right moment is crucial to maximize response rates and gather meaningful insights. Consider the context in which you want to gather insights and tailor your survey deployment accordingly. For example, if you want to gather feedback on a specific feature, deploy the survey immediately after the user interacts with that feature.

Furthermore, targeting the right audience is essential for gathering actionable insights. Segment your user base based on relevant characteristics such as demographics, past behavior, or user preferences. By targeting specific user groups, you can tailor your survey questions and gather insights that are relevant to their unique needs and experiences.

Question Design and Length

The success of in-app surveys heavily relies on the quality and clarity of the questions asked. Keep your survey questions straightforward and easy to understand, avoiding ambiguity or leading questions that may skew responses. Use a mix of closed-ended questions (e.g., multiple-choice) and open-ended questions to capture both quantitative and qualitative feedback, providing a comprehensive view of user sentiment and satisfaction.

It is important to keep the length of your survey in mind. Ideally, an in-app survey should have no more than 5 to 7 questions and should not take more than 2 minutes for respondents to complete. Long surveys can lead to survey fatigue and decreased response rates. Ensure that each question adds value and contributes to the overall objective of the survey.

Personalization and User Experience

Personalization is key to engaging users and improving response rates. Use personalized messaging in your survey invitations to make users feel valued and more likely to participate. Address users by their name and reference their recent interactions with your product or service.

Additionally, prioritize the user experience when designing your in-app surveys. Make sure the surveys are visually appealing, easy to navigate, and optimized for mobile devices. Consider using interactive elements such as sliders or star ratings to make the survey experience more engaging for users.

Uber & Airbnb Utilize In-App Surveys to Derive Actionable Insights and Feedback 

Several B2C companies have successfully utilized in-app surveys to gain valuable insights and drive innovation. Let's take a look at a few examples:

  • Uber: Uber has implemented in-app surveys to collect feedback from riders after each trip. This feedback helps Uber identify areas for improvement and enhance the overall user experience.
  • Airbnb: Airbnb uses in-app surveys to gather feedback from guests about their experiences with hosts and accommodations. This feedback helps Airbnb maintain quality standards and make necessary improvements to ensure customer satisfaction.
  • Spotify: Spotify leverages in-app surveys to gain insights into user preferences and tailor personalized media recommendations. This data-driven approach has contributed to Spotify's success in providing a highly personalized and engaging streaming experience.
  • Netflix: Netflix utilizes in-app surveys to gather insights into user preferences for content recommendations. By understanding user preferences, Netflix can recommend personalized content, leading to increased user engagement and satisfaction.
Best Practices for Effective In-App Surveys

To maximize the effectiveness of in-app surveys and drive actionable insights, consider the following best practices:

  • Keep surveys short and focused: Limit the number of questions and ensure each question adds value to the survey objective.
  • Use a mix of question types: Incorporate a variety of question types, such as multiple-choice, rating scales, and open-ended questions, to capture different types of feedback.
  • Design visually appealing surveys: Use colors, images, and clear formatting to make the surveys visually engaging and easy to navigate.
  • Offer incentives: Consider offering incentives, such as discounts or rewards, to encourage users to participate in your surveys. 
  • Regularly analyze survey results: Continuously analyze and interpret survey results to identify trends, patterns, and areas for improvement. 
  • Act on feedback: Closing the feedback loop is crucial to demonstrate that user feedback is valued and acted upon. Communicate with users about the actions taken based on their feedback, showing that their opinions have an impact on product improvements.
The Power of In-App Surveys for B2C Companies

Unlike other survey methods such as email or social media, in-app surveys provide real-time feedback and a personalized experience, ensuring higher response rates and more accurate data. In-app surveys can be launched to certain user segments for more specific feedback. 

B2C companies should embrace in-app surveys as a means to identify friction points, understand their customers better, and collect user feedback at scale. By crafting well-designed surveys, targeting the right audience, and analyzing the results, companies can understand the kind of products customers want and create ones that they’ll love. 

If you want to implement in-app surveys for your product, to become a company that benefits from listening to its customers, book a demo with us today. 

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Sakshi Gupta
September 29, 2023