Qualitative feedback is based on feelings and opinions. It can be collected through surveys or interviews with customers. It is best to use open-ended questions that allow for detailed answers.
It’s important to collect both quantitative and qualitative feedback. This will help you understand your customers’ perspectives and make better decisions.
More Detailed
Qualitative customer feedback allows customers to express their feelings and opinions in their own words. This kind of feedback is more detailed than quantitative feedback, and it can help you identify what needs improvement in your products or services. Qualitative feedback can be collected through various methods, including surveys and interviews. It can also be analyzed using AI-based tools, which analyzes audio feedback and determines the sentiment of the feedback. One way to collect qualitative feedback is to use a session recording or heatmap tool, which allows you to track user behavior as they’re using the product. This method is particularly useful when looking for friction points on your website.
Quantitative feedback is easy to collect and based on numerical data that’s easy to tally. It’s also easy to visualize and spot trends in the data. However NPS score benchmark, it only tells you part of the story. For example, if a customer says, “I like the new interface,” you won’t know why they like it. Qualitative feedback can give you this information, but it requires more time to gather and analyze.
The other reason to use qualitative feedback is that it’s less prone to bias. When you ask respondents to answer a question in absolute terms, it’s hard not to skew the results in your favor. With qualitative feedback, you can ask open-ended questions less likely to lead to biased responses.
Easy to Collect
While quantitative customer feedback can be hard to analyze, qualitative feedback is much easier. Qualitative data includes answers in ideas and opinions rather than numbers. It can be found in open-ended survey responses, focus group conversations, and interviews.
This data can help you understand the why behind your quantitative results. For example, if customers are satisfied with your product, it’s important to understand what drives this satisfaction. In many cases, it might be something as simple as the price point of your product.
Another advantage of qualitative feedback is removing your biases from the equation. With quantitative surveys, you may unintentionally phrase your questions and choices in a way that skews the results. However, with qualitative feedback, you can ask open-ended questions and collect in-depth responses that help you understand your customers’ issues and motivations.
The best place to gather qualitative data is face-to-face interviews with customers, ideally as they use your products or services. But you can also use session recording and heatmap tools to gather real-time qualitative feedback. In addition, you can use a text analytics tool to mine your qualitative feedback for sentiment and emotion quickly. This is a great way to get in-depth insights from your data without spending much time and money.
Easy to Analyze
Customer feedback analysis is a process of finding patterns in the data. It’s a crucial step in turning the insights that you gain into product improvements and business decisions. Traditionally, qualitative analysis has been time-consuming and complex. However, new tools are making it easier than ever to analyze this data. One of these tools is low-code natural language processing (NLP) software, which can help you mine and analyze text data quickly and easily.
Qualitative customer feedback focuses on non-numerical information that measures opinions and views from an individual perspective. It can be found in open-ended survey responses, emails, and social media conversations. This type of feedback helps businesses discover the underlying issues behind quantitative results, such as a low customer satisfaction score.
This feedback can be gathered through surveys, focus groups, or interviews. Regardless of the method, collecting as much data as possible is important to ensure you have enough data to make informed decisions.
When collecting qualitative feedback, use open-ended questions so respondents can provide detailed answers. This will give you a more accurate picture of their thoughts and feelings. Also, ask about specific aspects of the product that matter to them. For example, if a customer mentions that they’re dissatisfied with a product’s color, you can ask them why they think that’s the case.
Less Expensive
Quantitative feedback focuses on gathering data that can be expressed in numbers. For example, a customer interview or an NPS survey on your website with scores from 0 to 10 is a form of quantitative feedback. This type of feedback can be analyzed much more quickly than qualitative feedback because it uses hard data and statistics.
However, quantitative feedback must fully explain how customers feel about your product or service. For instance, a customer who gives your business a score of 3 may be able to tell you how they felt about the experience, but they probably can’t explain why they rated your company that way.
Qualitative feedback can help you understand why your customers acted as they did. It also helps you identify possible problems and create solutions. For example, if a customer says they didn’t like the user interface, you can use this feedback to change your website or product.
In addition to being easy to gather, qualitative feedback is less expensive than quantitative feedback. You don’t need any equipment or complicated software to conduct it. You can even use a free text analytics tool to determine what your customers say about your products or services.