How to Collect, Review, & Store Product Feedback

Gathering product feedback is the only way to find out what your customers truly think – and make changes that will keep them.

October 26, 2022
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Only 1 in 26 unhappy customers ever complain. The rest? They simply leave without saying a word.

And that’s where product feedback comes in.

It’s the only way to find out what your customers truly think about your product – and then make changes that will keep them customers.

Here’s a crash course on how to collect, review, and store product feedback so you can use it to take your business to the next level.

How do you collect product feedback?

There are two ways to collect product feedback: quantitative research and qualitative research

Quantitative research tells you what your customers do

Delving into the data in your Google Analytics account is an example of quantitative research. You’ll find statistics on how many pages the average visitor looks at, how much time they spend on your site, and what percentage of visitors bounce straight off your site.

This is invaluable information when it comes to discovering what your customers do – which you can often infer insights from that they themselves wouldn’t be able to tell you.

Qualitative research tells you why your customers do what they do

You might be able to take an educated guess at why a certain page on your site has an incredibly high bounce rate. But you’ll never truly know why unless you conduct qualitative research through methods like interviewing and observing your customers. 

To get the most actionable and accurate product feedback, you’ll need a combination of quantitative and qualitative data. This will paint a complete picture of what your customers like and dislike about your product and why – in their own words – they feel that way. 

Book a demo of Assembly to make it easy to gather and organize feedback from your customers. 

What are the methods of collecting customer feedback?

There are four methods of collecting customer feedback you should focus on for the best results:

Quantitative research

The first place many marketers start when it comes to finding out how their customers’ interact with their business is their Google Analytics account. 

And that’s for good reason. As we touched on before, this is a great place to dive into the quantitative data that can illuminate your customers’ behavior. 

Other great places to gather quantitative data on your customers’ behavior are:

  • Your Google My Business account.
  • Your social media accounts’ inbuilt analytics tools. 
  • Heat mapping software that tracks the way customers navigate your site or app.

This data is relatively cheap to gather and can be a great jumping off point for the kind of insights you try and dig into with your qualitative research efforts. 


Surveys are the simplest and most popular customer feedback method. 

You can use free tools like this product feedback template to quiz people on a series of open- or closed-ended questions that can generate invaluable insights. 

Surveys are easy and inexpensive to execute and quickly generate a lot of data. And you don’t need to be an expert to design an effective set of questions once you’ve pinned down what it is you want to know more about, either. 

Try Assembly to make running a customer survey as easy as possible.


One-to-one conversations with your customers is the best method at your disposal for diving deep into their thoughts and opinions and generating invaluable qualitative data. 

It gives you the chance to ask follow-up questions, read non-verbal cues, and get a clear sense of your customers’ thoughts and motivations.

Using interviews and surveys in combination is an incredibly effective method of getting deep qualitative insights that can help transform your business. First, run a survey to get a sense of the general sentiment across your target market. Then invite people who give a range of interesting responses to interviews to hear more about their point of view. 


Observation is an often overlooked – but incredibly powerful – method of gathering customer feedback. 

Simply watching how your customers interact with your product can reveal insights you won’t be able to glean any other way. 

For example, you might be surprised about which features they gravitate to, what problems they use your product to solve, or how they navigate around your interface. 

It also gives you the chance to see exactly what your customers do – not what they remember doing or think you want to hear. And it lets you pick up on nonverbal cues your subjects might make as well, like visible frustration at a clumsy feature.

How do you analyze feedback?

Gathering product feedback is only half the battle. You then need to analyze it to turn it into actionable insights you can use to improve customer satisfaction and retention.

The first step in turning all the data you’ve gathered into actionable feedback is to categorize it into themes.

Designing surveys around a specific area of your business you want to understand better will help here. Ask questions that are too general and surface-level and they won’t tend to be anywhere near as valuable – and much harder to categorize and analyze.

Organizing all the data you’ve gathered into themes will make it a lot easier to spot patterns and infer valuable takeaways. Then it’s time to prioritize these themes and start fixing the most important issues first. It’s crucial to weigh up how serious an issue it is to your customers based on their feedback and whether fixing it is going to help you achieve your most important goals as a business. 

Book a demo of Assembly to see how easy it can be to gather, organize, and analyze product feedback. 

How do you organize product feedback?

When you gather product feedback using several different methods, organizing all that data is a crucial first step in turning it into actionable feedback.

A spreadsheet or a database can handle smaller-scale customer feedback strategies (pivot tables can be particularly helpful when it comes to quickly finding out which themes come up the most). 

But if you’re planning on collecting qualitative and quantitative feedback from hundreds of customers, it’s well worth investing in a customer feedback management system.

What is a feedback management system?

Get your product feedback strategy right and you could end up with a deluge of data to sift through. 

A feedback management system like Assembly for Enterprise can make collecting, organizing, and analyzing all that feedback a lot easier. 

Assembly’s native integrations mean you can collect customer feedback through your tools of choice and keep it organized all in one place. You can then collect this information in a knowledge base your whole company can access, then create projects around improving each issue flagged by your product feedback.

The final word

Increasing customer retention rates by just 5% increases profits by a massive 25% to 95%

And developing an effective system for collecting, reviewing, and storing product feedback is a surefire way to boost customer retention in your business. 

Follow the steps we’ve laid out here to gather quantitative and qualitative feedback that can transform business.

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