New Integration Survey

Building integrations is expensive. Each one requires development, maintenance, documentation, and support. A new integration survey helps you invest in the right ones by measuring which tools your users actually use, which integrations they need, and which would influence their purchasing decisions.

When to deploy a new integration survey

During product planning. Before your team commits to building new integrations, survey users to understand demand and prioritize the integration roadmap.

When users request integrations through support. If integration requests are common in support tickets, a structured survey quantifies the demand and identifies which requests are most widespread.

After adding an integrations page. If you have a page where users can browse or request integrations, embed a survey for users who do not find what they need.

Before entering a new market. Different customer segments use different tools. If you are expanding to a new vertical or company size, survey that segment's integration needs.

New integration survey questions

1. Which tools do you currently use alongside [product]? (Select all that apply) | Multi-select (list common tools in your category) | Required
2. Which integration would be most valuable to you? | Open text or single select from list | Required
3. How important is this integration to your decision to continue using [product]? | Critical / Important / Nice to have / Not important | Required
4. How are you currently connecting [product] to your other tools? | Multiple choice (Manual data transfer, Zapier or similar automation tool, Custom API integration, We do not connect them, Other) | Optional
5. Would you pay more for a plan that includes this integration? | Yes / Maybe / No | Optional
6. Are there any other integrations you need? | Open text | Optional

Question three is the most important for prioritization. An integration that is "critical" for 20% of your user base is a higher priority than one that is "nice to have" for 50%. The word "critical" implies the customer might leave without it.

Prioritizing integration development

Demand x impact matrix. Plot each requested integration on two axes: how many users want it (demand) and how critical it is to their decision to stay or upgrade (impact). Build the integrations in the upper right quadrant first.

Workaround analysis. Question four reveals how users currently handle the gap. If many users are building custom API integrations, the demand is strong enough that they are investing their own engineering time to solve it. If most users just accept manual data transfer, the pain may be tolerable.

Revenue impact. Question five directly measures willingness to pay for the integration. If a meaningful percentage would pay more, the integration may justify its own pricing tier or add-on.

Build vs. partner. Not every integration needs to be built in-house. Consider whether a Zapier/Make connection, a partner-built integration, or a public API is sufficient before committing to a native integration.

Common mistakes

Listing every possible tool. Keep the multi-select list focused on tools that are realistic candidates for integration. Listing 50 tools overwhelms respondents and produces noisy data.

Not measuring criticality. The number of requests is misleading without understanding how important the integration is. Ten users who say "critical" outweigh 100 who say "nice to have" when it comes to retention impact.

Building based on volume alone. The most requested integration may not be the most strategically valuable. Consider whether the requesting users are your target segment and whether the integration strengthens your competitive position.

Set up this survey in Formbricks

Formbricks supports multi-select, ranking, and conditional logic questions that work well for integration surveys. Deploy as an in-app survey for existing users or as a link survey for prospects evaluating your product.

The template includes a customizable tool list, criticality rating, and open-text fields for tools not on the list. Responses are segmented by user attributes, so you can see which integrations matter most to your highest-value customer segments.