Gauging Product Perception with Product and Brand Health Feedback
In order to gauge the perception around your product or brand health, there are several types of customer feedback that convey these insights. This type of feedback helps monitor changes that might unfold over time and impact brand reputation and sales performance.
There is a wide variety of methods you can gain customer feedback on your product and brand. Here are a few:
Although focus groups need some organizational effort, it is an effective method for gaining customer feedback. Focus groups can be assembled from a small sample of customers with the assistance of a company representative for moderation and guidance. The group conducts a discussion based around the product.
Focus groups are helpful in generating opinions on a specific brand and their offerings. Focus group data tends to be qualitative. By using clear research targets, analysing answers and themes arising from the data collected can greatly benefit product development.
Customer interviews represent a deep-dive into the specifics customer opinions. Interviews uncover details about what drives the purchase decision of your customers and their thoughts on user experience.
Even though customer interviews can be time-consuming, they offer highly relevant insights, allowing you to improve your products or services.
Usability tests revolve around testing a product with real users. Users test a product, and perform pre-defined tasks which are monitored by product research and development team. The gathered data is then used to make suggestions on product development. If a certain issue is flagged multiple times, this can be shared to the development team to fix it.
Usability tests help to reduce the risk of a product failing by identifying any flaws before launch.
Surveys or Phone Calls
When you call your customers for product or brand feedback you start building a rapport with your users. Keep in mind that some customers may find it intrusive. Alternatively, you can send a follow-up survey, via post or email.
Surveys provide both qualitative and quantitative data, which can help spot relevant insights regarding customer satisfaction, and which areas require improvement.
Asking customers for product reviews provides important feedback. Reviews can reveal the aspects that drive the sentiment of customers. Sentiment analysis metrics can be categorized by review and opinion holder, usually involving a list of several customer profiles.
Reviews can tell you what customers actually care about, rather than what you think they care about. Using text analysis you can quickly analyse reviews and extract actionable insight from the data.