Store product feedback with a rating for triage
Every response lands in a Feedback record with the rating, the product and the verbatim comment, ready to group by theme.
New form submission
Create a record in the Feedback table with a rating number field
One-directional. A submission triggers the action — nothing is written back into your form.
Feedback that stays in a survey tool gets read once and forgotten. Writing each response into a Feedback table puts the rating next to the comment, so the team can sort by score, group by product, and see whether the same complaint keeps coming back.
Product teams set this up when responses start arriving faster than anyone reads them. Airtable's grouping does the triage: a Theme single-select filled in by hand once the record has landed turns a pile of verbatims into something countable, and the low scores rise to the top of the view on their own.
Setting it up
- 1
Publish the feedback survey and keep the rating questions on one fixed scale, since the score is what every Airtable view will sort on.
- 2
In Airtable, build the Feedback table with a Rating number column, a Product single-select, a Comment long text column and an empty Theme single-select for triage.
- 3
Set the Rating column's precision to whole numbers, so a 1-to-5 answer does not arrive looking like 4.0 in every row.
- 4
In Zapier, choose formformform, the New Submission trigger and the feedback survey, then load a sample response that has the rating filled in.
- 5
Add the Airtable Create Record action and select the feedback base and its Feedback table.
- 6
Map Ease of use to the Rating number column. If the answer arrives as text such as "4 out of 5", put a Zapier Formatter step in between to pull out the digit.
- 7
Map Product Name or Model to the Product single-select and "What features are missing or need improvement?" to the Comment long text column.
- 8
Leave Theme unmapped, then group the grid by Theme and sort ascending by Rating so the unhappiest responses sit at the top of the triage list.
What maps where
Using the Product Feedback Survey as the starting point. These are its real fields — swap in your own and the mapping works the same way.
| Form field | Airtable |
|---|---|
| Your Name | Primary field of the Feedback table |
| Email Address | Email column |
| Product Name or Model | Product single-select |
| Ease of use | Rating number column |
| What features are missing or need improvement? | Comment long text column |
| Would you recommend this product to a friend or colleague? | Would Recommend single-select |
Variations worth knowing
Run a second Zap on the same form with a filter that only passes ratings below your threshold, creating a record in an Escalations table with the comment and the email address. The main Zap keeps writing every response to Feedback, so the escalation table is a working list rather than a partial archive.
Point the Zaps from your other feedback forms at the same Feedback table, each typing its own value into a Source single-select. Themes then count across every channel instead of one survey at a time, which matters when the same request arrives from an NPS comment and a support conversation.
If something isn't arriving
A number field will not take "4 out of 5" or a run of star characters. Add a Zapier Formatter step set to Numbers to extract the digit, or change Rating to a single-select whose options are the exact answer strings and let Airtable group by them instead.
Product Name or Model is answered as free text, so typos and abbreviations each become their own value and grouping falls apart. Turn the question into a select listing your products, and mirror those options exactly in the Airtable single-select.
Frequently asked questions
Can the form score or tag a response automatically?
No. There is no scoring engine or calculated field in formformform; a form collects answers as they are given. Do the arithmetic in Airtable with a formula field on the record instead, which also lets you change the weighting later without touching the form.
Will respondents see the theme or status we assign?
No. The connection runs one way only, so a Theme, a Status or a note added in Airtable never reaches the form or the person who filled it in. Email them from Airtable, using the address on the record, if you want to close the loop.
Can anonymous responses still create a record?
Yes. Make the name and email questions optional and the row still lands, with those cells left empty. Since the primary field will then be blank in linked views, add an autonumber or created-time column so every response still has a label you can refer to.
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Build the form first
The automation needs somewhere to fire from. Publish a form, connect it once, and every submission from then on runs this flow.
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