This won't shock you: extended customer feedback is critical to product development, marketing, and sales.

But often we see our brands collect tons of interesting data and then ask us "What should we do with the test results?". So we decided to break them down for our community.

Depending on your goals, how you use the data, and who you share it with, it can be different.
But it's not just about collecting all the feedback and adding it to your product roadmap.
Certain approaches yield more valuable results.

Here are 4 ways to turn customer feedback into better products.

Product experience questions and data help you learn how consumers are responding to your products and whether they are meeting expectations related to taste, performance, usage, etc. The more feedback you get, the more complete the picture you get of what works for your business and what doesn't.

If you keep getting the same complaints, questions, or mistakes, it may be worth making some changes. Your customers can share their thoughts about your products and services with you so you know what needs to change and what works.

Even the negative feedback you get is positive because it helps you improve your business to serve your customers better and generate more sales. You can always learn something new from your target audience. If you take their criticism, it will help you build a better brand in the future.

This data can be sent directly to product developers to inform future innovations, product upgrades and expansions, or even the marketing of existing products.

To create the right message, companies should always listen to their customers.

Incorporating customer feedback enables marketers to design marketing messages that resonate with clients, to stay on top of the market, and, finally, to develop a lead-generating marketing strategy. As a consequence, listening to clients when developing marketing campaigns help organizations become more customer-centric. And, customer-centricity does not get unnoticed on modern-day businesses.

Once you've collected at least 30 customer reviews (but ideally closer to 50), you'll have a large enough sample to identify some meaningful trends that can help your marketing efforts.

Use these trends in reviews to better target your marketing campaigns.
Are your ideal buyer personas reflected in the reviews you receive?
Could one particular market segment be offering negative reviews?

Adjust your messages accordingly or determine how to improve your product.

It's likely that your product may not be used for just one purpose. It's also likely that your customers don't use every product feature in the same way.

That's why it's important to pay attention to feedback regarding functionality and usage.
This feedback will help you find out which product features your customers find most valuable, which features are missing, or even which features users find most annoying.

This information can help you quickly improve your product by understanding where to focus your time and energy and how to prioritize requests to the product development team.

Making changes is a big deal. Whether it's a small change to your product or the addition of completely new features, a lot of resources are involved.

You need to let your customers and reviewers know that you are listening. Make every effort to collect, analyze and respond to feedback (and implement changes driven by customer interest) by advertising any improvements you make.

This can mean everything from creating a targeted campaign for reviewers or an industry segment that overwhelmingly requests a feature you recently added, to making changes to your sales messages to better emphasize specific launch issues.

It's also helpful to record reactions to product announcements and changes. You may find customers who never mentioned the need for this change in their feedback, but still find it valuable, which will help you better predict the types of future changes that will have a greater impact on your bottom line.

As we can see, product testing is all about turning data from user feedback into actionable insight that guides development.

As customer expectations rise, so does the need to incorporate real user feedback into your processes to ensure you are building products and experiences that will keep your customers coming back for more.

Regular customer feedback and insight into behavior give you a better understanding of your customers' needs and expectations. This sets your brand up for continued success while strengthening customer loyalty along the way.

Still not sure what to do with customer information? Ask for help.

What if you've got a wealth of data at your fingertips, but no clear way to break it down and understand the trends it may reveal? Get in touch with our Good Goods team, and we'll be happy to show you how to strategize using data from product testing in our service.