Collect in-app feedback with UserReport

By Letizia Zappa

No matter the platform, listening to your users and understanding them is crucial. With the UserReport survey widget, you can collect in-app feedback and gather precious insights to make your app even better.


With the number of smartphone users growing year by year, it is no surprise that the mobile apps industry is booming.

We use our smartphones at home, when commuting, while eating and even in the bed. Most likely,  you are reading this blog post on your smartphone. From publishers to e-commerce stores, lots of companies have created their own application, downloadable on any iOS and Android device.

Users may download apps… but do they use them?

In our latest study on app and social media usage, we see that people generally have around 20 apps installed on their smartphones (excluding pre-installed apps), but the competition is strong. For example, just by looking at this study, you can quickly see how social media apps are the biggest “time robbers” and far more popular than for example shopping or travel apps.

This means that you need to put a lot of effort into making your app relevant and appealing to your target audience. But what does your target audience want? And what do they think about your app?

To make your app stand out, you need to make some research – you need to collect in-app feedback.

Start with in-app feedback

The best way to find out what users think about your app is… asking them. Giving your users the chance to speak their minds can help you gather precious insights. With the new UserReport interface, you can now easily install the survey widget on your app and collect direct feedback from your users.

But what exactly should you ask your users when you want to improve your app?


First of all, you should measure your users’ satisfaction with your app. For example, you can ask users to rate different aspects such as:

  • Usability: Do users find your app easy to use? Do users achieve their goals with it? Do users e.g. encounter difficulties when purchasing a product in-app? 
  • Design: Do users like the interface of the app? Do users e.g. like the colours and buttons?
  • Content: Do users find the content interesting and displayed in the correct way? Do users e.g. enjoy the articles on the app?
  • Experience: Are users happy with the overall experience of the app?
  • Trust: Do users think your app is trustworthy? Do users e.g. feel comfortable sharing personal information in the app?

Net Promoter Score® (NPS)

Another excellent way to probe the satisfaction and loyalty of your users is by asking them how likely they are to recommend your app to their friends or colleagues.

Net Promoter Score is a metric based on this one simple question and quickly shows you how loyal your users are. You can also measure your NPS by simply activating the question in your UserReport survey widget.


The more you know about your users, the more you can improve your app so it fits their specific needs.

How much do you actually know about the people using your app? You probably know their names and their emails. But there is plenty of additional useful information you could collect:

  • Sociodemographics: Sociodemographic characteristics include gender, age, income, household size, etc. These traits can help you profile your users and identify specific segments that are more valuable to you. 
  • App usage: You can ask your users how often they use your app. Again, thanks to this question, you can segment users and understand which type of individuals are the most frequent users.
  • Behaviour and habits: Depending on your app, there are a lot of different questions you may want to ask your users. You may want to learn more about their daily routines or preferences.

Use in-app feedback to build customer personas

Just as customer personas are vital in marketing in general, they are also great to better understand users on mobile apps.

An app customer persona is a semi-fictional representation of your ideal user. Personas are built on real data about how people behave on your app and include profile information like demographics and habits. 

App customer personas can help you paint a vivid picture of who your ideal users are, what their goals are and what motivates them. In other words, customer personas symbolise your perfect app user and reveal actionable insights on how to improve your app.

With the new UserReport interface, you are able to build your own customer personas based on the answers you gather or choose between a number of pre-built customer personas ready for use.

Integrate your users’ behaviour with in-app feedback

To improve your app, one of the most important things is to track your users’ in-app behaviour. A great tool allowing you to do this is Google Analytics.

So, wouldn’t it be nice if you could combine your insights on your users’ behaviour with more specific insights such as their satisfaction or their sociodemographic traits? With the new UserReport interface, you can send the data collected with your in-app survey to your Google Analytics account. This way, you will gain a 360 degrees perspective on your users.

How UserReport works

Installing and activating UserReport is easy. Once you’ve created a free account, you will need to add some basic information about your app. You will then get SDK parameters which should be implemented in your app. Once the survey is activated, you will be able to access the results you’ve collected in the reporting interface.

Get Started

Try the new UserReport interface and start collecting in-app feedback today!

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