Customer feedback is essential for understanding a product's value, making improvements to a product and overall meeting consumers' needs.

Gathering and analyzing customer feedback, however, can be difficult. Paper-based product surveys -- when customers return them -- often require much manual labour for data distillation.

Interactive product surveys help with this process, as well as offer several enhancements over paper-based product surveys.

Besides allowing for quick analysis and instant graphical representation of data, interactive product surveys can present questions based on previous responses to enable different survey "paths," for example, and can include multimedia elements to maintain interest and increase survey completion rates.