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Insights for data-driven decisions

Go beyond standard star ratings to capture the exact, business-shaping insights you need to outpace the competition.

Depiction of a feedback form with custom questions

What are custom questions?

They are tailored fields you can add to your review requests to collect specific, business-shaping insights beyond standard star ratings. Instead of getting basic feedback, you can ask targeted questions about sizing, ease of setup, or customer intent using multiple-choice, scale, or dropdown fields. Smart dependency logic ensures shoppers only see questions relevant to their purchase, keeping response rates high while giving your product, marketing, and support teams data to refine your offerings and reduce costly returns. 

Generic feedback only tells half the story. Custom Questions allow you to include tailored questions directly into your feedback forms, unlocking deep consumer intelligence. By understanding exact product perceptions and buyer motives, your product teams can refine descriptions, perfect packaging, and  reduce costly returns.
Custom Questions 2
Use advanced dependency logic to build responsive, conditional questionnaires that adapt in real time based on previous answers. Customers only see questions that matter to them, keeping engagement high while gathering rich, qualitative data.
Custom Questions 1
By cross-referencing customer feedback with specific buyer demographics, your marketing teams can segment audiences with absolute precision. Use these granular insights to guide your next A/B test, shape seasonal campaigns, and maximise your return on ad spend.
Custom Questions 3
Generic feedback only tells half the story. Custom Questions allow you to include tailored questions directly into your feedback forms, unlocking deep consumer intelligence. By understanding exact product perceptions and buyer motives, your product teams can refine descriptions, perfect packaging, and  reduce costly returns.
Custom Questions 2
Use advanced dependency logic to build responsive, conditional questionnaires that adapt in real time based on previous answers. Customers only see questions that matter to them, keeping engagement high while gathering rich, qualitative data.
Custom Questions 1
By cross-referencing customer feedback with specific buyer demographics, your marketing teams can segment audiences with absolute precision. Use these granular insights to guide your next A/B test, shape seasonal campaigns, and maximise your return on ad spend.
Custom Questions 3
 

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FAQs

How many custom questions can I add per form?

There is no strict limit for web forms, but In-Mail interactive emails only support the first five questions. For the best response rates, we recommend keeping the total number of questions low and using Product Attributes for item-specific feedback to avoid overwhelming the customer.

Can custom questions be used for both product and service feedback?

Yes. Service questions appear once per order and are great for general feedback. Product questions repeat for every item purchased. For item-specific details like "Fit" or "Quality," we recommend using Product Attributes instead, as they are faster for customers to complete.

Are custom-question responses included in analytics?

Yes, but they are primarily accessed via the Download Feedback Report in the Hub.  For automated tracking, we recommend setting up a Scheduled Report to receive the data in Excel format.

 

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