Distribution & Analysis
Where to send surveys, how many responses you need, and how to extract insights from the data
Your Progress
Section 4 of 5Getting Responses Is Half the Battle
You wrote the perfect survey. Now you need responses. Where do you send it? How many do you need? What response rate should you expect? And once you have data, how do you turn numbers into insights? This is where most surveys fail—not in design, but in distribution and analysis.
Distribution Channels
Response Rate: 10-20%
Best For: Existing users, targeted segments
💡 Send from founder/PM, personal tone, explain why their input matters
🔔 In-App Prompt
Response Rate: 5-15%
Best For: Active users, contextual feedback
💡 Show after key action (e.g., completed task), make dismissible
💬 Social Media
Response Rate: 1-5%
Best For: Broad reach, community feedback
💡 Post in relevant communities, offer incentive for completion
🎁 Incentivized
Response Rate: 30-50%
Best For: Hard-to-reach audiences
💡 Gift card raffle, product credit, early access to features
How Many Responses Do You Need?
Sample Size Calculator
Assuming: 10% response rate, ±5% margin of error
💡 For statistically significant results, aim for at least 278 completed responses.
Analyzing Your Data
Net Promoter Score (NPS)
"How likely are you to recommend us? (0-10)"
📊 Analysis
Calculation: NPS = % Promoters - % Detractors = 50% - 15% = 35
Interpretation: NPS of 35 is good. Above 0 is positive, above 50 is excellent.
From Numbers to Insights
1. Look for Patterns
Don\'t just look at averages. Segment by user type, usage level, or demographics. Often the insight is "power users hate X" not "users are neutral about X."
2. Read Open Responses
Even in quantitative surveys, open text fields are gold. Read every one. Look for quotes that explain the numbers. "Why did you rate X low?" reveals root causes.
3. Cross-Reference Analytics
Compare survey results to actual behavior. Users say they use feature X weekly? Check analytics. If they actually use it daily, behavior > stated preference.
4. Share Widely
Create a one-page summary with key insights and quotes. Share with entire team. Survey data that sits in a spreadsheet helps no one.
Statistical Significance Matters
30 responses isn\'t enough to make big decisions. You need at least 100 responses for basic insights, 300+ for segmentation analysis. Use the calculator above to determine your target based on user base size. Don\'t ship features based on 15 survey responses.
Key Takeaways
- •Email gets 10-20% response, in-app 5-15%, social media 1-5%. Incentives boost to 30-50%.
- •Aim for 100+ responses minimum, 300+ for segmentation. Use sample size calculator for your user base.
- •Look for patterns in segments, read all open responses, cross-reference with analytics data.
- •Share insights widely with team in one-page summary format with key findings and quotes.