“How would you feel if you could no longer use this product?”
From Sean Ellis · Founder, GrowthHackers · originator of the product-market-fit survey
Why it works
Disappointment is a stronger signal than satisfaction. Users tell pollsters they like things they would never miss; the absence-of-use framing forces them to imagine the gap, and only real attachment survives that test. Sean's threshold — 40% answering 'very disappointed' — is the closest thing to a numeric product-market-fit gauge that exists.
When to ask
After a user has had a genuine chance to value the product — typically 2+ weeks of active use or after the second meaningful session.
Good follow-ups
- What type of person do you think would most benefit from this product?
- What is the main benefit you receive from this product?
- How can we improve this product for you?
Watch out for
Asking too early flattens the signal. New users haven't formed attachment yet and default to 'somewhat disappointed' out of politeness.
Where to ask
- In-product surveygreat
This is the survey instrument — the 'very/somewhat/not disappointed' scale is designed to run exactly here.
- Long-form surveygreat
Travels well in an email survey; the scale and follow-ups stand on their own without a moderator.
- User interviewworkable
Good as an opener to hear the 'why' in person — but the percentage only means something at real sample size, so don't judge product-market fit from a single conversation.
Available as a ready-made survey: Product-market fit survey
Stage: Get value · A question popularized by Sean Ellis
Source: https://review.firstround.com/the-only-metric-that-matters-for-finding-product-market-fit/