One of the most common things I heard from the founder is:

We have been launching no effect. They just failed, we don't know why.

This is a functional factory , Marty Cagan covering something in his book.

Here, the team continues to launch functions. Usually there is no effect on core product indicators.

One way to prevent this is to test hypothesis before building certain content . When we think of a "good" idea, we will silently assume that we silently assume. And test whether these things are really real, so that this idea becomes more risk.

However, due to various reasons, user research may be tricky. One of them is the response rate , that is, let people give you feedback. For example, the average response rate of all surveys is 5-30 %.

The key question to answer is how to ensure that the question is answered ? How do you participate in the lower intention of talking to you or fill in the long table ?

Enter: a question investigation.

I first learned from Teresa Torres , the product discovered the coach and the author who continued to discover the habit . Last year, I participated in her assumptions test and liked it (strongly recommended her books and courses).

I learned that a single problem survey is used to test hypothetical. The advantage is that they are simple and use in user experience . The response caused by these two things is higher than via email surveys ( like this ).

They also started and quickly collected data (if they were placed in the right position). Due to these high response rates, you can get a lot of reply in a short time.

Other common single -question investigations include: exit investigation, where do you hear information about the US survey (WDYHAU), net promoter score (NPS) survey, brand cognitive survey and employee pulse survey.

There are some key rules on the survey of a single question , which can help improve the response rate and obtain accurate feedback:

  • This problem must be very simple (if someone needs to read twice, it is not good)
  • They ask about actual behavior or opinions (not "you can" or "you will '' statement)
  • Ideally, they need to be embedded in the user experience (if the place you ask is too far, you may affect your results)

They are so delicate that users will not think twice.

It's so delicate and difficult to find.

However, I found three interesting and different examples of leading technology companies: LinkedIn , Instagram and Trainline .

We will study how the company quickly studies a series of assumptions and assumptions, from the brand to the continuous relevance of the environment.

Let's go

Linkedin's feed -related research

First, linkedin.

In the other afternoon, I almost rolled a delicate module on LinkedIn feed and used:

The content in my summary is very valuable


This problem is wedded between the two posts, and it is difficult to see in the dark mode. Compared with ordinary feed columns, it slightly outlines in larger fonts, while the white LinkedIn logo is contrasting with black.

There is no doubt that this is the smallest. In fact, few, maybe the team has gone too far in the lack of background.

Usually, these problems start in a phrase, and this phrase can help users see that this is a problem, such as:

To what extent you agree with the statement

What do you think of ...

What do you think of the statement

Or, a direct question:

Are you interested in this content?

Are you a software engineer?

How do you find the easy to save files?

With the problem of LinkedIn, it may be better for them. But I really want to know if there is a lack of some contexts.

In essence, the investigation of a single problem should not mind. However, this person has more brainpower from me.

When I read "the content on the summary is valuable", my internal monologue begins:

Well, some are valuable.

But not all.

Depending on the person I see.


Then, when I have to choose, agree, neutral or disagree, my idea is neither one nor the other. I agree to some extent, but I will agree 100 % to agree with whether this question has a word:

"Most of the content on the feed is valuable"


"I get value from Linkedin's summary"

Or, if I can choose "some consent". Only 3 of the five responses were marked, and the fact that "100 % agree and 100 % disagreed" means that it is more difficult to choose.

Therefore, there are some lessons here:

  • Make sure people can see your survey (in light and dark mode)
  • Make sure the problem is directly, in some cases
  • Make sure you properly mark the options

Then, you are more likely to have effective results.

Next, I have a personalized problem on Instagram.

Instagram's advertising correlation

Next, at night, I rolled on Instagram-a bit escaping reality.

Wed up between the two confession articles-just like LinkedIn-I saw a problem in a gray module:

Want more related advertisements?

Tell us what you like, we can show you more things you like

Shoes, clothing, public services, social media, family and gardens, health and health, bedding and linen [show more interest]

My first idea: What is public service advertising? Bleak

My second idea (as a product of the product, not as an Instagram user): I want to know if they actually use it to personalize it, or whether it studies other things.

In any case, what I like here like Linkedin is::

  • It is easier to see that the gray module does not look like a post, so the psychological model that interrupted the feed may cause a higher rate of response
  • Simple: There are enough backgrounds there to motivate me
  • This is direct: if X is related, then the problem of "want more X" is always effective

I am not so hot:

  • These categories themselves are so wide, they do not feel very "I"
  • I don't know the few of them (public service advertisements ...)
  • The category is overlapping: Technically, the bedding and linen are part of the family and gardens.

I like to see the category of positioning the category as desire, for example: "Provide me with advertising:

  • Make me healthier
  • Make me more fashionable
  • Make me healthier
  • It's a pet for me

Maybe let me choose them. In fact, I ignored this problem investigation. But this is not because Catogires belongs to the standard level, but for a key reason:

I don't want to buy more things.

Therefore, I will not help Instagram provide me with related advertisements. I also think that providing me with related advertisements is Instagram.

The fact is: I would rather eat less advertisements, save more money, and be happier in consumerism.

Cheer for this

Environment -friendly problem of train line

Next, a curve problem.

I like this, this is a problem you didn't expect.

A few days ago, I used my favorite train booking application to book airport tickets: train line . Trainline is a listed company in Europe. In 2023, it revenue was 327.1 million pounds . Due to the net growth of ticket sales, it increased by $ 74.

One of my sales.

So I was there, just bought my ticket. When my screen was applied, I saw a small white module below:

What is your opinion?

The train line actively helps me find the most environmentally friendly travel choice 🌳

Strongly disagree with 1, 2, 3, 4, 5 strong consent

Now, I like this reason for this reason:

  1. This is very easy to see
  2. Looks clean
  3. Easy to exit
  4. It adds context
  5. Easy to answer

So I answered me.

I put 1.

Strong opposition.


Because in the UI, I have never noticed things about environmental protection and friendship.

I'm curious here, this is the purpose of the survey. Either:

  1. Brand survey to understand what they encounter
  2. They want to try to improve the hypothetical test they appear, but to check the baseline first
  3. Others (if you have any ideas) LMK in the comments)

I also like to thank you for the news. The brand sound is very good:

the best. Give back.

Even if your score is 1, you can be like me ...

For me, this question is the fastest and easier questions about the three examples here . I have no double speculation, and there is no second guess.

It is also-I think-this UI leads to the highest response. It is more solid, bright and bold. Compared with the more subtle version of LinkedIn and Instagram. However, considering the number of users there, I suspect that they are struggling in response.

All in all, how to run excellent 1Q survey: LinkedIn, Insta and Trainline courses

Lesson 1: Make it visible- not to hide it in the UI. And ensure that it is checked in the dark mode to ensure that it can be accessed.

Lesson 2: Give the context- Does your reply cover all options? Is the response mark? Do people know that this problem is for them?

Lesson 3: Make the question unwise- your answer covers all choices? Is the response mark? Do you use the language used by the customer yourself?

Lesson 4 : Thank you sincerely- you can add "why" or just a good lil ', thank you for your time.

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