Feature Prioritization Surveys - Everything You Need to Know

What Is a Feature Prioritization Survey?

A feature prioritization survey is a tool used in product development to figure out which features are most important to focus on.

This survey helps decide which features will deliver the most value by providing trustworthy data from real users.

Step 1: To run it, you present different features as options in the survey. These can be features at the idea stage or even existing ones you're considering improvements for.

Step 2: Then, you send the survey to your target audience, like your customers. They become your intel, rating how important each feature is to them.

Step 3: By analyzing the survey data, you can see which features resonate most with your users and strategically allocate resources towards developing them first.

Advantages of the Feature Prioritization Survey

Here's how they help you shine:

Your features focus on real-users

By directly involving users in the decision-making process, the survey helps ensure the product is built around their needs and wants.

This can lead to features that address real pain points and deliver significant value to the target audience.

You make data-driven decisions

The survey provides quantifiable data (how users rank features) and potentially qualitative feedback (written comments) to guide feature prioritization.

This data helps to move decision-making away from assumptions and hunches and towards a more objective approach.

You speak the language of business

Data talks, and feature prioritization surveys deliver. By quantifying user preferences, you can present a clear case for resource allocation.

This speaks volumes to stakeholders and keeps everyone on the same page.

You improve resource allocation

With a clear understanding of which features are most desired by users, development teams can allocate resources more effectively.

This means focusing on features that will have the biggest impact and avoiding wasted effort on features with lower user demand.

You reduced development risk

By focusing on features with high user demand, the survey can help to reduce the risk of developing features that ultimately go unused. This can save time, money, and resources in the long run.

A Guide to Conducting the Feature Prioritization Survey

The next time you're facing a feature frenzy, consider a feature prioritization survey to help you pick the winners and develop a product that thrives.

Here's how you can conduct the best feature prioritization survey for your company:

Feature Prioritization Survey Questions to Ask

Common types include ranking, rating, multiple choice, MaxDiff scaling, budget allocation, open-ended question.

Let's go over each type:

Ranking Questions

1. Please rank the following features from 1 (most important) to X (least important) in terms of how valuable they would be to you:

Feature A

Feature B

Feature C

... (and so on)

2. We'd love to know your preferences! Considering these two features at a time, which one would be more important to you:

Feature A: [Brief description]

Feature B: [Brief description]

3. How important are the following features when you are [Describe another use case]? Rank them from 1 (Essential) to 5 (Not Important).

Rating Questions

1. To what extent would the following feature improve your overall experience with the product? (1 - No Improvement, 5 - Significant Improvement)

2. How often do you think you would use the following feature? (1 - Never, 5 - Daily)

3. Rate your agreement with the following statement for each feature: "This feature would be very helpful for me." (1 - Strongly Disagree, 5 - Strongly Agree)

Multiple Choice

1. Which of the following features would be most beneficial to you?

• Option A: [Brief description of Feature A]
• Option B: [Brief description of Feature B]
• Option C: [Brief description of Feature C]
• Option D: [None of the above] (Include this option to capture features users don't find valuable)

2. If we could only add one feature in the next update, which would you prioritize?

• Option A: [Brief description]
• Option B: [Brief description]

3. We can either improve Feature A or introduce Feature B. Which would be more valuable to you?

• Option A: Improve Feature A
• Option B: Introduce Feature B
• Option C: I'm happy with both features as they are currently

MaxDiff Scaling

MaxDiff scaling uses a choice-based approach to understand user preferences for features.

Here's how you can create MaxDiff scaling questions for your survey:

Explain the task: Briefly explain that you're interested in understanding which features are most important to them.

Set the scenario (optional): You can introduce a scenario where users are choosing features for a new product version or upgrade.

Present feature sets: Show users a set of 3-5 features at a time. Each set will have a mix of features you're considering.

MaxDiff questions: Here are some question phrasings you can use:

• "From this list, which feature is MOST IMPORTANT to you?" (User selects one feature)
• "From this list, which feature is LEAST IMPORTANT to you?" (User selects one feature)
• "Considering all the features, which one would you be most willing to DO WITHOUT?" (User selects one feature)

Repeat with different sets: Repeat steps 3 and 4 several times, showing users different combinations of features. The number of repetitions will depend on the total number of features you have.

Budget Allocation

1. Imagine you were given a budget of $[Amount] to spend on improving our product. How would you allocate this budget across the following features? (Use sliders or a point allocation system where users can distribute the total budget amongst listed features)

2. If you could only add one feature with a budget of $[Amount], which would you choose?

• Option A: Feature A - Description (Estimated Cost: $[Cost A])
• Option B: Feature B - Description (Estimated Cost: $[Cost B])
• Option C: I'd rather keep the budget for future features

3. We're considering several features with varying development costs. Please rate how much value you see in each feature compared to its estimated cost:

• Feature A: Estimated Cost - $[Cost A], Value Rating (1 - Low Value, 5 - High Value)
• Feature B: Estimated Cost - $[Cost B], Value Rating (1 - Low Value, 5 - High Value)
• ... (and so on)

Open-Ended Questions

1. (For a specific feature) How would you envision using this feature in your workflow?

2. What are your biggest goals when using our product?

3. Is there a specific feature you've been hoping for that isn't listed here? Please describe it.

Effective Strategies for Feature Prioritization Survey

Here are some key strategies to ensure your feature prioritization survey gathers valuable user data and informs strategic product development decisions:

Before the Survey

• Define Your Goals: Clearly identify what you want to achieve with the survey. Are you looking to gather initial user needs, gauge interest in specific features, or re-evaluate existing functionalities?
• Target the Right Audience: Distribute the survey to a representative sample of your target users. This ensures the feedback reflects the needs of your core user base.

Crafting the Survey

• Mix Up Question Types: Incorporate a variety of question formats to capture both quantitative data (rankings, ratings) and qualitative insights (open-ended questions).
• Start with Background: Ask a few basic questions to understand users' experience level with your product.
• Feature Presentation: Clearly explain each feature you're considering, using concise descriptions and visuals (if applicable) to avoid confusion.
• Pre-Testing: Conduct a pilot test with a small group to ensure your survey questions are clear, easy to understand, and don't take too long to complete.

During the Survey

• Offer Incentives (Optional): Consider offering a small incentive (e.g., discount code, entry into a raffle) to encourage participation.
• Multiple Channels: Distribute the survey through various channels frequented by your target audience (e.g., email, website pop-up, social media).
• Promote Transparency: Briefly explain how the survey results will be used and how they will influence your product development roadmap.

After the Survey

• Thank Participants: Express your gratitude to users who took the time to provide feedback.
• Data Analysis: Analyze both quantitative and qualitative data to gain a comprehensive understanding of user preferences and priorities.
• Prioritize Features: Based on the data analysis, create a prioritized list of features to guide your product roadmap.
• Communicate Results: Share the key findings and feature prioritization with your team and stakeholders.
• Iterative Process: Remember, user needs can evolve. Conduct follow-up surveys periodically to ensure your product roadmap aligns with your user base.

Types of Feature Prioritization Survey Questions

Here are some advanced techniques you can incorporate into your feature prioritization surveys to gather even deeper insights and make more informed product development decisions:

1. Kano Model Integration:

The Kano Model categorizes features into different types based on user satisfaction:

• Basic Features: These are expected features, and their absence leads to dissatisfaction. (Use ranking/rating questions to identify these)
• Performance Features: User satisfaction increases with better performance of these features. (Use rating scales to understand desired performance levels)
• Excitement Features: These features delight users even if not explicitly requested. (Use open-ended questions to uncover potential "wow" features)

By integrating the Kano Model, you can prioritize features based on their potential impact on user satisfaction.

2. User Segmentation:

Segment your user base into different groups based on demographics, usage patterns, or needs. Conduct separate surveys for each segment to gain insights into the specific priorities of each user group.

This can help you tailor your product roadmap to cater to the diverse needs of your audience.

3. Effort vs. Impact Matrix:

Present features on a matrix where the x-axis represents development effort (low to high) and the y-axis represents potential impact (low to high).

This visualization helps prioritize features that offer high impact with a manageable development effort.

4. Buy-a-Feature Option (Optional):

This technique can be used for features with potential monetization options. Present users with a hypothetical scenario where they can purchase individual features.

Their willingness to pay for specific features can be an indicator of their relative value and prioritization.

5. Feature Dependencies:

Some features might be dependent on others. Identify these dependencies and conduct the survey in stages, first asking about core features and then following up with dependent features only if the core features are prioritized.

When to Conduct a Feature Prioritization Survey

A feature prioritization survey is a valuable tool throughout the product development lifecycle, but there are some key moments where it can be particularly insightful:

Developing a New Feature

Before diving deep into feature development, use a survey to gather user input on their needs and desired functionalities. This helps ensure you're focusing on features that will resonate with your target audience from the get-go.

Planning a Product Roadmap

As you chart the course for your product's future, a survey can help you prioritize features based on user feedback. This ensures your roadmap reflects what matters most to your users, not just internal assumptions.

Addressing User Feedback

Following product launches or updates, use a survey to understand user reactions to new features and identify any areas for improvement. This allows you to course-correct and prioritize features that address user pain points or unmet needs.

Considering Major Feature Updates

When contemplating significant changes or additions to your product, a survey can gauge user interest and identify potential concerns. This helps you prioritize features that will be well-received and minimize the risk of alienating your user base.

Facing Resource Constraints

When faced with limited development resources, a survey becomes crucial for prioritizing features with the highest impact. User feedback can guide you towards features that will deliver the most value for the time and resources invested.

Gathering Feedback on Existing Features

Even for established products, a survey can be useful for re-evaluating existing features. User input can help you identify features that are underutilized or could be improved, allowing you to re-prioritize development efforts accordingly.

From Data to Actionable Insights

Once you've collected valuable user feedback through your feature prioritization survey, it's time to translate that data into actionable insights.

Here's how to effectively analyze and leverage your survey results:

1. Organize and Clean the Data:

• Start by exporting your survey data into a spreadsheet or data analysis tool.
• Clean the data by removing any incomplete or irrelevant responses.
• Categorize responses for open-ended questions based on common themes.

2. Analyze Quantitative Data:

• For ranking and rating questions, calculate averages or medians to see which features received the highest scores or rankings.
• Use statistical analysis tools (if applicable) to identify any correlations between user demographics and feature preferences.

3. Analyze Qualitative Data:

• Read through open-ended responses and categorize them based on recurring themes and user needs.
• Identify specific user pain points and desired functionalities mentioned in the feedback.
• Look for patterns and commonalities across qualitative responses to gain a deeper understanding of user sentiment.

4. Combine Quantitative and Qualitative Data:

• Don't analyze these data sets in isolation. Combine the insights from rankings/ratings with the "why" behind those choices from open-ended responses.
• This comprehensive view will help you understand the relative importance of features and the user motivations behind their preferences.

5. Prioritize Features:

• Based on the combined analysis, assign a priority score to each feature. This score can be a weighted average that considers both user ranking/ratings and qualitative feedback about importance and user needs.
• Focus on features with high quantitative scores and strong qualitative support from users.

6. Create a Feature Roadmap:

• Use your prioritized feature list to build a product roadmap that reflects user needs and aligns with your business goals.
• Consider factors like development complexity, resource allocation, and potential impact when sequencing features within the roadmap.

7. Communicate with Stakeholders:

• Share the survey results and feature prioritization with your team and stakeholders.
• Use data visualizations (charts, graphs) to effectively communicate user preferences and the rationale behind your feature roadmap decisions.

8. Continuously Refine:

• Remember, feature prioritization is an iterative process. Conduct follow-up surveys or gather user feedback periodically to ensure your roadmap remains aligned with evolving user needs.

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Key Takeaways

Feature Prioritization Surveys help product teams identify which features to focus on by involving users in decision-making.

They ensure resources are allocated to features that provide the most value to the target audience, reducing development risk and maximizing impact.

Surveys provide quantifiable and qualitative data to guide feature prioritization objectively and data helps stakeholders understand user preferences and prioritization decisions.

Conduct surveys at critical stages like early product development, roadmap planning, and after updates to align with user feedback. Continuously refine feature prioritization through periodic surveys to adapt to evolving user needs.