Use feedback to optimise product strategies

Aleš Randa

8 min


Feedback provides direct insight into the customer experience with a product, reveals flaws, suggests improvements and opens up discussion about new options and features. 49 % of consumers value online reviews as much as personal recommendations, demonstrating their key role in the customer decision-making process. This trust in feedback is also evident in the fact that 72% of customers will not make a purchasing decision without reading reviews.

Business interaction with reviews is also key, as 89 % of users read business responses to reviews, and businesses that actively respond to feedback can see up to 35 % more revenue. This not only increases customer satisfaction, but also ensures that the product remains relevant and competitive.

Are you about to launch a new product? Read our article "Top 10 tips for a successful product launch."

Efficient collection of feedback

Getting quality feedback is essential to understanding how users interact with your product and identifying areas that need improvement. To make the feedback collection process as effective as possible, a few key aspects need to be addressed.

Feedback methods:

  • Surveys and questionnaires: these methods are ideal for collecting structured feedback. Using well-designed questions, you can get specific information about customer satisfaction and preferences.
  • Analyzing online reviews and ratings: Platforms like Google and Heureka offer rich sources of user reviews and experiences that can help identify common issues and aspects of a product that customers mention.
  • Social media monitoring: social networks allow you to capture informal customer feedback, which is key to understanding the public perception of your product.
  • Interviews with users and focus groups: these methods allow for a deeper discussion of the product and offer a more detailed look at user experience and preferences.

Overcoming challenges in collecting feedback

Ensuring representativeness is key to the objectivity of the results, so it is necessary to cover different segments of the target group by collecting feedback. To reduce bias, it is important to formulate questions and collection methods in such a way as to avoid misleading questions that could influence the results. There is also the challenge of processing large volumes of data, where data analysis tools such as artificial intelligence can help facilitate filtering and organising feedback to identify key trends and patterns.

How to categorize feedback

Proper processing and interpretation of feedback is key to identifying real user needs and effective product improvements. The challenge is not only to collect feedback, but to analyze it well and incorporate it into product development.

Feedback breakdown

Feedback is usually divided into quantitative and qualitative, where each type provides different information:

  • Quantitative data such as assessment scores and statistics provide measurable and easily comparable information.
  • Qualitative data, obtained from text responses or interviews, offers deeper insights into individual user experiences and opinions.

User segmentation for better understanding

Feedback can also be more effective if it is collected and analysed with different segments of users in mind:

Early adopters: the innovators

Early adopters are typically those who enthusiastically embrace your product first. They provide a direct view of what most users will want in the future. They are able to identify problems that many users will eventually experience. However, their enthusiasm can sometimes lead to skewed priorities in product development.

Medium users: a key resource for development

Most of your users belong to the medium user category. They are your most valuable resource for product development because their feedback is diverse and represents a wide range of your customers. Encouraging interactive dialogue and focusing on understanding their problems is key. This group can sometimes be hesitant to share negative feedback, so it's important to create an environment that allows them to express themselves freely.

Late adopters: reality check

Late adopters, while usually not always your customers, provide important insights into the barriers that prevent people from using your product. They can help appreciate the strength of the current state and show what other needs may be limited.

Related: Do people care about your product? Why you should do testing before launch.

Applying feedback in product development

Feedback from online reviews provides valuable information for product teams to optimize development. By analyzing these reviews, we gain a deeper understanding of customer needs, preferences and issues, as well as insight into competitors' strengths and weaknesses.

Identifying customer issues

Online reviews often reveal what frustrates and delights customers about existing products. Beyond that, they also show which features, benefits or results customers value most. By carefully analyzing these reviews, we can get specific use cases, scenarios and goals that our product can address.

Assumptions validation

User reviews can validate our assumptions about the product and the market. Hypotheses about what customers want, need or expect can be confirmed or disproved through these reviews.

Coming up with new ideas

Product reviews can be a source of inspiration for new product development. It can reveal gaps, opportunities or trends in the market that can be used to create or improve products. It is therefore important to collect suggestions, feedback and requests from customers on how to improve the product.

Related: Why is market research important before launching a new product.

Prioritising functions

Reviews can help prioritise features based on their importance and impact on customers. We rate features based on their popularity, customer satisfaction or demand. Reviews also allow us to compare our features with competitors and see how we can differentiate or improve our product.

Measuring the impact of product feedback

When developing products, it is essential not only to get feedback from customers, but also to measure and evaluate its impact on the products themselves. This process helps to ensure that products continually reflect the needs and wants of customers.

Setting feedback targets and key performance indicators (KPIs)

Before we start collecting feedback, it is important to clearly define what we want to achieve and how we will measure success. The objectives should be aligned with the product vision and relevant KPIs should be chosen to reflect the desired outcomes. For example, if the goal is to increase user adoption, we can use KPIs such as activation rate, customer churn rate or referral rate.

Collecting feedback from multiple sources

Product feedback can come from a variety of sources such as surveys, interviews, reviews, ratings, data analysis or user testing. It is advisable to use a combination of qualitative and quantitative methods to capture opinions comprehensively. Among other things, it is also useful to use different types of feedback: solicited and unsolicited, direct and indirect, or explicit and implicit, to gain a balanced understanding of user needs.

Feedback evaluation

Obtained feedback should be regularly measured and evaluated with regard to the following aspects:

  1. Customer Satisfaction (CSAT): how feedback has affected customer satisfaction with the product.
  2. Repeat Purchase Rate: An assessment of whether changes to the product have led to increased customer loyalty.
  3. Net Promoter Score (NPS): Analyzing how changes have affected customer recommendations of the product.
  4. Customer Effort Score (CES): How easily customers interact with your brand after implementing changes.
  5. Customer Churn Rate: Assessing whether product improvements have reduced the number of customers who stop using the product.

Using feedback for continuous improvement

Feedback should be considered a continuous process that helps to continuously improve products and services. This includes not only responding to negative feedback, but also using positive feedback to identify product strengths that can be further developed.

Related: Learn how to effectively use customer reviews to maximize the impact of your marketing strategy by reading our article "Using Reviews for Successful Product Launch".


In this article, we explored how feedback can shape product strategies and contribute significantly to their success. Using feedback in product development is not just about solving problems, but also about identifying opportunities for innovation and improvement. Companies that effectively integrate feedback into their processes not only increase customer satisfaction but also strengthen their market position.

Through the systematic collection, analysis and application of feedback, companies can:

  • Identify and respond quickly to key customer issues.
  • Verify assumptions about the market and customer expectations.
  • Generate new ideas for product improvements and enhancements.
  • Prioritize feature development based on their impact on the customer experience.
  • Measure the effectiveness of implemented changes and their benefit to customers.

Using feedback can significantly help your product. At Brand testing club, we focus on authentic and objective feedback to help brands better understand their customers and improve their products.

Do you want to improve your products and gain loyal customers? Contact us to find out how our services can help you.



1. What methods are used to collect feedback?

To get feedback, questionnaires, review analysis, social media and direct interviews with users or focus groups are usually used.

2. What are the benefits of effective feedback collection?

Collecting feedback allows you to better understand customer needs and wants and identify key product issues. You can then improve customer satisfaction and the products you offer.

3. What does it mean to prioritize functions based on feedback?

Feature prioritization means deciding which aspects of the product are most important according to customer feedback. This approach allows you to focus product development on these key areas.

4. How do we measure the impact of feedback on products?

The impact of product feedback can be measured using various key performance indicators (KPIs) such as customer satisfaction (CSAT), repeat purchase rate, Net Promoter Score (NPS), customer effort score (CES) or churn rate.

5. Why is user segmentation important in feedback analysis?

User segmentation helps you understand how different demographics perceive your products. This segmentation allows you to tailor your product development and marketing strategy to each segment, resulting in better meeting customer needs and reaching the market more effectively.

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