Various Types of Feedback

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Feedback can be divided into two main categories:

  1. Information about your product that you actively seek

  2. Information about your product that you receive without asking

There are many different forms of feedback that you can gather from your customers. These forms include the following: 

Feedback request

When users give you feedback about their experience with your product. 

CES (Customer Effort Score)

A metric that communicates the level of effort that customers and users experience with a particular area of your product.

This is great feedback that product managers can receive as it ties directly to customer sentiments. Upon receiving the score product managers will have further information on which areas/features of their product they need to improve.


A list of questions (open-ended and closed-ended) sent to your customers to understand how they feel about your product

App reviews

When customers rate and/or share their feedback about your product. This can be done online (a forum for example) or via a rating and review platform(such as g2), or provide their feedback inside your product prior to sharing their feedback online.


These can be 1:1 interviews where you meet with your customers to hear their thoughts on your product or focus groups, group interviews with individuals that have common traits to get their thoughts at once.

Usability tests (also a type of interview)

Placing your product into the hands of your customers and users while asking them to narrate their thoughts as they complete set tasks within your product.

App/website metrics

One other method of feedback (which one may argue whether it is feedback or not) is tracking product metrics (also known as product analytics).

These are metrics that come from app usage and website traffic. 

Product metrics can give you insights as to potential successes and failures within the product and company (like adoption of certain features).

Key Performance Indicators (KPIs) however, a term you may have come across, relate to Key Results and the progress you are making towards them.

All KPI's are metrics, but not all metrics are KPIs. Check out our article on how to set, measure, and track KPIs to learn more. 

Do product metrics count as customer feedback, definitely. 

If we go back to the definition of feedback then this fits: information about your product.

This is beneficial information that comes directly from your customers. Beneficial information that lets you know if your customers are using your product, which customers are using it, how they are using it, and more.

Track product metrics and use this information to determine which customers to speak to as you aim to discover more about how your customers are using your product and what your next steps should be.

Industry analysts

Industry analysts perform research on a particular industry and, either independently or with a firm, publish writings on key industry trends and consumer and business activity within the industry.

One of the key reasons why their publications and analysis are important is because they play a vital role in influencing the purchasing decisions of customers and providing insights on competitor benchmarking and activity. 

Business leaders pay close attention to notable industry analysts to understand where their company is positioned in their industry, the major trends taking place, and where their competitors rank based on their analysis. 

Your competitors won’t always be forthcoming with information so when there are experts that understand your industry and share insight into what your competitors may be up to this is valuable information to get your hands on. 

Gartner, a technology research and consulting firm, has industry analysts that produce publications on major trends in the software and technology industry. Check out their recent publication on the Top Strategic Technology Trends for 2022.

Some other popular ones include Forrester, IDC, and Everest Group

Let’s dive a bit deeper into some of these feedback forms.

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