We have come to place so much emphasis on data and patterns. While data from a large number of folks can tell us a great deal, it cannot tell us everything. Large datasets lack individual context. The general assumption we make about product feedback is that we need to approach specific people and ask for specific information. Keeping our ears to the ground and getting a bird’s eye view of the landscape are both equally important.
When it comes to product feedback, we tend to focus on creating star ratings or a low barrier form. We prefer close-ended questions rather than open comments such as: how would you rate our service? What can we improve about our website? Would you recommend us to a friend?
The missing link I see with this approach is that it helps in confirming our existing assumptions, rather than giving us new insights. It can give us a general health check or a pulse of the consumer sentiment, but doesn’t usually add any other value. I...