Most feedback forms I have seen are COMPANY centric and not CUSTOMERS centric. It only asks abt how OUR COMPANY is performing without asking whether objective of the CUSTOMER fulfilled while dealing with company or company offerings. CUSTOMERS are not here to AUDIT company performance for free or rather by paying for the product/services.
They are concerned abt fulfillment of their objectives while dealing with any company offerings and r least concerned abt how your company is performing. So unless Feedback forms are focused on asking whether their objectives are fulfilled , CUSTOMERS r not interested to answer.
Questions must be framed in order to know what CUSTOMER expected and whether or to what extent it was achieved. It is not abt HOW artistic is your movie but its abt whether VIEWER enjoyed it of no??