Generally, there are two types of data you're looking for: qualitative and quantitave. You seem to know a bit about surveys which are great for qualitative dat

Generally, there are two types of data you're looking for: qualitative and quantitave. You seem to know a bit about surveys which are great for qualitative data. Keep em short, try different incentives (especially those tied to your product like a discount on next purchase or free X days of premium account) and always have the last question as an open-ended free form text to the voice of the customer. Quantitative data is basically analytics. Think about what you're offering, who would want it, and what you would consider a successful outcome of a person interacting with your company. Amazon wants me to buy stuff, but they'd also like me to sign up or write a review of a product or one of their merchants. A newspaper would like me to read more than one article, maybe watch a video or write comment, or even click an ad. The point is that you have an overall purpose and multiple related secondary offerings. Identify them, figure out how to measure them, and then test test test (and test some more) in a relentless drive to improve them. These numbers are your customers (and potential customers) telling you directly what they want or like. Happy to recommend web analytics books for you if that applies to your product.