When it comes to collecting feedback, in-app survey questions are an effective tool that introduce little friction while allowing for specific feedback. Research shows that over half of mobile users expect companies to ask for direct feedback. To design surveys effectively, it's crucial to define clear goals, segment the target sample based on demographics and technical level, use randomized sampling methods, and avoid bias in selecting samples. Survey questions can be open-ended or close-ended, with open-ended ones suitable for qualitative feedback and exploratory research, while close-ended questions provide quantitative data and trends. Wording and language are also important considerations, with guidelines to keep questions short, precise, and free from ambiguity. Multiple choice questions should avoid yes/no dichotomies and use an odd-numbered scale with a neutral middle point. The sequence of survey questions can impact completion rates, so consider placing easy, short questions first and longer open-ended ones towards the end. Additionally, it's essential to test surveys internally and externally before sending them to users, analyze results, and act on feedback to maintain user engagement and trust.