How to Determine When Customer Feedback Is Actionable

Written by: Naira Musallam

One of the riskiest assumptions for any new product or feature is that customers actually want it.

Although product leaders can propose numerous ‘lean’ methodologies to experiment inexpensively with new concepts before fully engineering them, anything short of launching a product or feature and monitoring its performance over time in the market is, by definition, not 100% accurate. That leaves us with a dangerously wide spectrum of user research strategies, and an even wider range of opinions for determining when customer feedback is actionable.

To the dismay of product teams desiring to ‘move fast and break things,’ their counterparts in data science and research advocate a slower, more traditional approach. These proponents of caution often emphasize an evaluation of statistical signals before considering customer insights valid enough to act upon.

This dynamic has meaningful ramifications. For those who care about making data-driven business decisions, the challenge that presents itself is: How do we adhere to rigorous scientific standards in a world that demands adaptability and agility to survive? Having frequently witnessed the back-and-forth between product teams and research groups, it is clear that there is no shortage of misconceptions and miscommunication between the two. Only a thorough analysis of some critical nuances in statistics and product management can help us bridge the gap. Continue reading How to Determine When Customer Feedback Is Actionable