How surveys work
- You create a poll with a question, options, and audience targeting
- Respondents from the panel see your poll and provide their feedback
- Results come in with quantitative data (votes, rankings) and qualitative insights (written explanations)
- You analyze the results to make informed product decisions
Every response includes a written explanation by default. When a respondent picks an option (or rates, ranks, etc.), they’re also required to explain why in their own words — that’s what makes PickFu’s qualitative layer work. You don’t need to add a separate “explain your reasoning” question to capture this; it’s built into every text-answer question type.Screen recording is the one exception — the recording itself is the answer, with an auto-generated transcription returned as
mediaTranscription instead of explanation.explanation field via the API and is summarized automatically in AI Insights.
Question types
PickFu supports multiple question types to match different research needs:Comparison types
| Type | Use case | Options |
|---|---|---|
| Head-to-head | A/B test two options against each other | 2 options |
| Ranked | Find preference order across multiple options | 3-8 options |
| Single select | Pick one favorite from several choices | 3-8 options |
| Multi-select | Choose all that apply from several options | 3-8 options |
Feedback types
| Type | Use case |
|---|---|
| Open-ended | Collect written feedback on a single concept |
| Star rating | Get 1-5 star ratings with written explanations |
| Emoji rating | Gather emoji-based sentiment with explanations |
Advanced types
| Type | Use case |
|---|---|
| Click test | Generate heatmaps showing where people click on images |
| Five-second test | Capture first impressions from brief exposure |
| Screen recording | Record user interactions with your content |
Audience targeting
Choose from 90+ targeting traits across 15 countries to ensure feedback comes from your ideal audience:- Geography — Target respondents by country (US, Canada, UK, Australia, Germany, France, Spain, Italy, Japan, Korea, Mexico, Brazil, South Africa, Poland, Sweden)
- Demographics — Filter by age range, gender, income level, education, and more
- Interests — Reach Amazon Prime members, pet owners, parents, and other segments
- Custom traits — Combine up to 4 targeting criteria for precise audiences (same-category traits use OR logic, cross-category traits use AND logic)
Option formats
Each survey option can use different content formats:- Text - Plain text descriptions or labels
- Media URL - Images or videos hosted at a URL
- ASIN - Amazon product listings by ASIN
- Image set — Multiple images grouped together (up to 9 images per option, displayed vertically or horizontally)
- Mockup — Product listing mockups (search results or listing page style, with title, price, ratings, and image)
All options within a single question must use the same content format.
Multi-question surveys
Surveys can contain up to 16 questions in a single poll. The same respondents answer all questions, giving you consistent feedback across multiple aspects of your product. Multi-question surveys are priced per question.AI analysis tools
Every completed survey includes AI-powered analysis:- AI Insights — Automatically generated summary of key findings, themes, and patterns across all responses. Included free with every poll.
- AI Highlights — Deeper analysis identifying actionable insights, sentiment patterns, and demographic differences. Available as a paid add-on or included with PickFu+ subscriptions.
- PickFu AI — Ask follow-up questions about your results and get AI-generated answers based on the response data.
Sample sizes
Choose how many respondents see your survey:| Respondents | Best for |
|---|---|
| 15 | Quick gut checks and early-stage ideas |
| 30 | Directional feedback with some statistical significance |
| 50 | Standard polls with solid confidence |
| 75 | More confident results with broader demographic data |
| 100 | Detailed analysis with demographic breakdowns |
| 200, 300, 500 | High-confidence results for important decisions |
Next steps
Survey lifecycle
Learn how surveys move from creation to completion.
Best practices
Write better questions and get more useful results.