The Top 6 Product Feedback Tools & Strategies

Discover the best strategies and methods for quickly and easily gathering the kind of feedback that can transform your products.

December 19, 2022
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Putting in the time and effort to find out what your customers really think of your products is one the best things you can ever do for your business. And if you don’t figure out a way to gather effective product feedback, measuring the impact of the tweaks you make to your product is a guessing game. 

Read on for the six best strategies and tools for quickly and easily gathering the kind of feedback that can help you create products that outshine their competition.

The best product feedback tools 

The best product feedback tools help you paint a clear picture of what your customers do and don’t like about your product – and why they feel that way.

Focus on these simple and effective methods to make sure you’ve got every piece of the puzzle in place when it comes to what your customers think about your products:

Website analytics

Actions speak louder than words, as the old adage goes.

Which is why the analytics platforms you've linked up to your website and app, heat mapping software, and session recording tools are so invaluable when it comes to gathering product feedback. 

Together, these tools will help you analyze exactly how potential customers navigate your site and users interact with your platform. 

This can reveal insights you won’t be able to glean any other way, such as:

  • Which features your users gravitate to, 
  • What problems they use your product to solve, and 
  • How they navigate around your interface (and any clumsy aspects of your UX). 

Diving into the data you can glean from analytics platforms is a relatively cheap and easy way of getting direct feedback on what your customers do and don’t like about your product. And while these tools can’t tell you the “why” behind the “what”, it gives you a great jumping off point for which insights to try and unearth when you move on to more hands-on feedback channels. 

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


Product feedback surveys are one of the most widely-used product feedback tools – and for very good reason. They’re easy to set up, cost next to nothing, and help you quickly get a general sense of how your customers feel about a certain area of your product. 

And because a multiple-choice survey only takes up five or ten minutes of your customers’ time, it’s often easy to incentivise your users to take part with vouchers and discounts.

You just need to be sure to design your surveys around a specific aspect of your product you want to understand better if you want to generate the most valuable insights from them. Ask questions that are too general and surface-level and you won’t see much of a return on your investment, so let the data you get from your analytics guide the way when it comes to what questions you ask in your surveys. 

Design feedback sessions

Inviting your current users – and potential customers – to a design feedback session is the best method at your disposal for diving deep into their thoughts and opinions about your product. 

During these sessions you can ask follow-up questions, read non-verbal cues, and get a much better sense of your customers’ spoken and unspoken thoughts about your product.

Each design feedback session takes time to organize and will require a bit of budget. But they’re one of the most effective ways there is for getting in-depth feedback on what is and isn’t working with your product. 

To get the most from your design feedback sessions, you should first use website analytics and surveys to get an overall sense of how your customers feel about your product and which features they do and don’t like. Then, invite people who give a range of interesting responses to your surveys to a feedback session to dive deeper into their point of view. 

Try Assembly to see how easy it can make running design feedback sessions.

Simple and effective product feedback strategies

Now you’ve got the right tools for the job, it's time to learn how to get the most out of them.

Follow these strategies to quickly and effectively gather the kind of product feedback that can help you transform a flop into a runaway success:

Choose your channels

Each of the product tools we’ve outlined above have their time and place. 

Your website and app’s analytics can help you understand how potential and existing customers interact with your brand. This can not only reveal some great insights on its own, but also give you an idea of areas to dig into through surveys. 

The responses to the surveys you conduct can then inform what areas you explore in design feedback sessions, which are the ideal tool to delve deeper into specific details and unearth some invaluable insights. 

Together, each of these channels will reveal a different kind of insight into what your customers think about your product that you can combine to form a complete picture. 

Keep it focussed

You’ll get the most actionable insights from all this feedback if it’s focussed around a specific aspect of your product you’re looking to improve. 

For the best return on your investment, pinpoint a specific part of the customer journey or just one of your product’s features to dive into through feedback. 

The more focussed your efforts, the more valuable the insights you’ll get from it are likely to be. Try to cover too much at once, on the other hand, and you’re likely to end up with shallow insights into several different areas.

So, keep the aims of your product feedback focussed for the best results. 

Book a demo of Assembly to see how easy it can make gathering, organizing, and analyzing product feedback. 

Stay objective

The purpose of gathering product feedback is to get objective insights into how your product fulfills the needs of your target customers – and how that stacks up against the competition. 

So it’s crucial that you listen to the objective feedback that it generates. 

Of course, this can be hard if it’s not what you want to hear – especially if the feedback your customers give you suggests you need to rethink a feature or even pivot your product entirely. 

So, remember: the purpose of listening to your customers’ feedback is to uncover the facts. If you listen to them, you’ll give yourself the best possible chances of your product being a success.

How do you manage product feedback?

When you gather product feedback using several different methods, organizing all that data is a crucial first step in turning it all into action items for your team to execute on.

If you’re planning on collecting feedback from hundreds of customers using several different tools, 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

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

Use the tools and strategies we’ve outlined in this short guide to make sure you’re finding out what your customers do and don’t like about your products before it’s too late.

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Frequently Asked Questions

Is Assembly SOC 2 compliant?

Yes, at Assembly, security is a top priority. Each quarter, we have ongoing security work that is everyone’s responsibility. While we maintain a strong security posture, it was important for us to prove to our customers that we do everything we claim to do. This led us to pursue a SOC 2 Type II report that would provide evidence of our compliance with industry gold-standard security practice.

What's the ROI for employee recognition?

There is study after study showing that employee recognition leads to increased engagement. This in return creates an environment where employees are happier and more motivated which increase productivity and reduces voluntary turnover significantly. In order to filled critical roles, companies tend to spend nearly twice the value of an annual salary. Assembly is an investment in your employees that supports your bottom line.

Does Assembly offer longer-term contracts?

Yes, we will offer contracts for companies with longer-term agreements to help larger customers have more certainty around future costs.

The minimum agreement term is a 12-month subscription.

Does Assembly offer onboarding support?

We do and for FREE! Any new customer needing further support to get started with Assembly to ensure you're set up for success can request custom onboarding support. Improving your employee experience is about much more than just using our amazing software; it’s about transforming your business to create a workplace that people love. That’s much easier to do with the personal support and advice from our passionate people experts.

Is there a free version of Assembly?

Yes. We offer a completely free plan for up to 50 team members. This plan is intended for teams or organizations that are looking to get started with an employee engagement tool. Keep in mind, this plan is limited in features.

All customers can open an Assembly account for free and get started without a credit card. Then you can change plans as necessary.

How much do rewards cost?

At the time of redemption (when your employees exchange their points for a paid reward) you'll pay face value. If a reward is a $10 Amazon gift card, your cost will be $10. All paid rewards are billed for on a monthly basis.

The good news is that you don't have to pay for rewards upfront because we only charge you when points are redeemed, not when they're earned.

Does Assembly offer discounts?

We offer discounts or educational or charitable organizations. In order to secure a discount, you'll first need to book a demo with a customer support specialist.

For all other organizations, we are willing to consider longer-term agreements in exchange for discounts. To set up annual plans or longer, you will need to book a demo with a customer support specialist.

How do I cancel my plan if needed?

If you're on a month to month plan, you can go here and cancel anytime. If you're having concerns or need help setting up your account for success, you can always book a demo with a customer support specialist.

If you're on a longer-term custom plan, you'll need to reach out to your customer support specialist to cancel your account or email us at

What customizations are available?

Great question! You can customize your core values to match your organization's to boost and track alignment. You can change your currency from the 🏆 emoji (our default) to any emoji of your choice. You can swap our logo for your own. You can also set up company culture rewards such as, "Lunch with the CEO," "Buy a book on us," and so much more!

Who can give or receive recognition?

While we recommend a peer to peer set up where anyone in your organization can give or receive recognition, you can set up Assembly however you want. If you need to limit the people who can give or receive recognition, that's perfectly fine and can be done from your Admin, here.

What integrations are available?

Assembly connects to the tools your employees use every day to offer an easy, seamless experience with minimal change management.  

Assembly has integrations with HCM/HRIS systems like ADP, Google, Office 365, and Slack. We also integrate with communication tools like Slack and Teams so you and your employees can access Assembly wherever they work now.

What's your average adoption rate?

That depends on the company's permissions set up. That said, over 90% of the employees on Assembly's platform are recognized on a monthly basis. That means nearly every employee across all of our customers are receiving regular recognition from their peers, managers, or leadership. We're extremely proud of this.

Must rewards be set up to use Assembly?

They are not required. You can use Assembly without having rewards set up. However, we don't recommend it if you intend to have a high adoption and usage rate. You can always keep the costs down by offering internal culture rewards that are fulfilled by you internally.

Are points required to use Assembly?

No, you can remove allowances from anyone or everyone. It's up to you but we do recommend using points whether they're worth a real dollar value or not. Companies that use points have a much higher engagement rate even if those points don't exchange for real dollars.

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