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Qualitative feedback: What, why, and how (with examples) 2024

Stop guessing, start understanding! Master the art of qualitative feedback: the what, why, and how of gathering & analyzing valuable insights from your customers.

February 21, 2024
Team Blitzllama

Many product owners and UX researchers find themselves facing a common challenge: understanding user experiences in a meaningful way. 

Traditional metrics only tell part of the story, leaving a gap in grasping the nuances of user satisfaction. This lack of insight can hinder product improvement and innovation. 

By delving into qualitative feedback, we gain a deeper understanding of users' thoughts, feelings, and pain points. 

This article unpacks what qualitative feedback entails, explores why it's crucial, and provides practical examples and methods for gathering meaningful insights. Elevate your product development with a user-centric approach.

What is qualitative feedback?

Qualitative feedback is valuable information gathered from users about a product's features and usability. 

It focuses on the quality of user experience, offering insights into preferences, concerns, and overall satisfaction. 

This feedback is gathered through open-ended questions, interviews, and observations. 

Unlike quantitative data, qualitative feedback provides depth and context, allowing product owners and UX researchers to understand the user's perspective. 

It helps identify areas for improvement, enhance user satisfaction, and inform design decisions. 

By actively listening to user opinions and experiences, product teams can make informed decisions to create more user-friendly and effective products.

Now that we have delved into qualitative feedback, let's examine its main differences from quantitative feedback, ensuring an understanding of these two fundamental components of user research.

Qualitative vs quantitative feedback

When evaluating user experience, product owners and UX researchers often rely on two types of feedback: qualitative and quantitative. Let's break down the differences in a straightforward manner:


Qualitative Feedback

Quantitative Feedback

Nature of Data

Descriptive, non-numeric insights

Numeric, measurable data

Depth of Understanding

Rich insights into user experiences

Surface-level statistical patterns

Source of Information

User opinions, emotions, and anecdotes

Metrics, numbers, and statistical data

Sample Size

Smaller but more detailed

Larger but potentially less detailed

Ease of Analysis

Requires interpretation and context

Straightforward numerical analysis

Usability for Improvements

Ideal for identifying specific issues

Useful for tracking trends and patterns

While quantitative data provides valuable insights, it comes with limitations. Numeric data might miss crucial context and emotions that play a vital role in understanding user behavior. 

Now, let's delve into the importance of qualitative feedback in uncovering the "why" behind the numbers, offering deeper insights into user behavior and decision-making.

Why does qualitative feedback matter to your business?

Qualitative feedback isn't just an optional aspect; it plays a critical role in shaping the success of your business. Discover the reasons behind the significance of qualitative insights and how they directly impact your product's user experience:

Why does qualitative feedback matter

1) In-depth customer insights

Qualitative feedback holds immense value for your business as it provides profound insights into customer perspectives. 

Unlike quantitative data, qualitative feedback unveils the 'why' behind customer actions. 

It offers a deeper understanding of customer needs, preferences, and expectations. 

This rich information aids product owners and UX researchers in making informed decisions that resonate with the actual experiences of users.

2) Improved product development

For sustainable growth, businesses must continually refine their products. 

Qualitative feedback serves as a compass in this journey, guiding product development efforts. 

By tapping into the subjective experiences of users, businesses can tailor their products to align with real user needs. 

This iterative process ensures that new features or updates resonate positively with the user base, fostering product improvement and customer satisfaction.

3) Personalized customer experiences

Customers crave personalized experiences that cater to their unique preferences. 

Qualitative feedback allows businesses to tailor their approach, creating more meaningful interactions. 

Understanding individual user journeys enables product owners to craft features that enhance personalization. 

This, in turn, cultivates a stronger connection between the user and the product, fostering loyalty and advocacy.

4) Identifying pain points

Every product has its flaws, and qualitative feedback is the key to uncovering these pain points. 

Users express their challenges, frustrations, or confusion through qualitative insights. 

By pinpointing these pain points, product owners can initiate targeted improvements. 

Addressing these issues directly not only enhances the user experience but also prevents potential churn as users feel their concerns are heard and addressed.

5) Enhancing customer engagement

Engagement is the lifeblood of any successful business. Qualitative feedback provides a direct line of communication between users and product owners, fostering a sense of community.

Actively seeking and acknowledging user opinions demonstrates a commitment to customer satisfaction. 

This engagement goes beyond mere transactions; it builds a relationship where users feel valued, enhancing brand loyalty and increasing the likelihood of positive word-of-mouth referrals.

Having recognized the importance of qualitative feedback, the next step is to learn effective methods for collecting this valuable user input.

How to collect qualitative feedback?

Effective collection of qualitative feedback is a skill that can significantly enhance your understanding of user needs. In this section, we provide actionable steps and methods for gathering qualitative insights:

collect qualitative feedback

1) Open-ended surveys:

Open-ended surveys are a straightforward way to gather qualitative feedback from users. Keep questions broad, allowing respondents to express opinions freely. Craft questions that prompt thoughtful responses without leading.

Simple language: Use clear, simple language in your survey questions to avoid confusion. Ensure that questions are easily understood by a diverse user base.

Limited questions: Keep the survey concise to encourage completion. Too many questions can lead to survey fatigue, reducing the quality of responses.

Anonymous option: Provide an anonymous response option to encourage honesty. Users may be more candid when their feedback isn't tied to personal information.

Follow-up opportunities: Include space for additional comments at the end of the survey. This allows users to share insights not covered by the predetermined questions.

2) Interviews:

One-on-one interviews provide a deeper understanding of user experiences and preferences. Create a comfortable atmosphere to encourage open communication.

Preparation: Plan questions in advance, but be ready to adapt based on the user's responses. Flexibility allows for exploration of unexpected insights.

Active listening: Actively listen to the user's responses. This helps in understanding not only what is said but also the nuances and emotions behind their words.

Clarification: If a user's response is unclear, ask follow-up questions for clarification. Ensure that you fully grasp their perspective before moving on.

Recording sessions: With user consent, record interviews to revisit details later. This allows for a more accurate analysis and prevents important insights from being overlooked.

3) Focus groups:

Focus groups bring together a small group of users to discuss their experiences collectively. This setting encourages participants to build on each other's thoughts.

Diverse participants: Ensure a diverse group of participants to capture a range of perspectives. This diversity can reveal insights that might not emerge in a homogenous group.

Moderation skills: A skilled moderator is crucial. They guide the discussion, ensuring all participants have an opportunity to share their thoughts and preventing any one voice from dominating.

Structured agenda: Plan a structured agenda to cover key topics without rushing. This helps participants focus on providing valuable insights without feeling overwhelmed.

Post-session analysis: After the focus group, conduct a thorough analysis of the discussions. Identify recurring themes and outliers to extract meaningful qualitative data.

4) User testing and observation:

Observing users in real-time while they interact with a product provides invaluable insights into their behaviors and challenges.

Natural environment: Conduct tests in a natural environment to capture authentic user experiences. Artificial settings may influence behavior.

Task-based approach: Create specific tasks for users to complete during testing. This provides focused insights into the usability and effectiveness of the product.

Non-intrusive observation: Observe without interference. Avoid guiding users through tasks, as this can alter their natural behavior and compromise the authenticity of the feedback.

Note-taking: Take detailed notes during observation to document user actions, expressions, and any challenges faced. These notes serve as a rich source of qualitative data.

Now that you've gathered qualitative feedback, the next challenge is to conduct a thorough qualitative analysis. Let's explore the steps involved in this process.

How to do qualitative feedback analysis?

Collecting qualitative data is only the first step; the real value lies in the analysis. In this section, we break down various ways to conduct qualitative analysis into manageable steps:

1) Content analysis:

Content analysis is a method to examine and interpret the content of text or visual data systematically. It helps to identify patterns, themes, and relationships within the data.

Use content analysis when you want to understand the frequency, distribution, and context of specific words or themes in your data. It's useful for making sense of large amounts of qualitative data efficiently.

How to do it:

  • Define categories: Identify key categories or themes relevant to your research.
  • Coding: Assign codes to segments of text that fit into these categories.
  • Analysis: Quantify and analyze the frequency of each code to draw conclusions.
Content analysis

Example: If you're analyzing customer feedback on a website, you might categorize comments into themes like "usability," "content quality," and "design." Coding could involve marking specific phrases related to each theme.

2) Thematic analysis:

Thematic analysis is a method for identifying, analyzing, and reporting patterns (themes) within qualitative data. It provides a detailed yet flexible approach to interpret diverse data sets.

Thematic analysis is effective when you want to gain insights into the underlying themes or patterns in your data. It’s particularly helpful in understanding participant experiences or perspectives.

How to do it:

  • Familiarization: Get familiar with the data by reading it thoroughly.
  • Generate initial codes: Identify and label potential themes in the data.
  • Search for themes: Look for connections between codes and group them into overarching themes.
  • Define and name themes: Clearly define each theme and give it a descriptive name.
Thematic analysis

Example: In analyzing interviews about a new app feature, themes might emerge such as "user frustration," "efficiency improvement," and "positive experiences." Each theme can provide valuable insights into user sentiments.

3) Narrative analysis:

Narrative analysis focuses on the stories people tell. It explores how individuals construct their experiences through storytelling and identifies the underlying structures and meanings within these narratives.

Use narrative analysis when you want to understand the subjective experiences and perspectives of individuals. It's valuable for exploring the ways people interpret and communicate their stories.

How to do it:

  • Data collection: Gather narratives through interviews, written accounts, or any form of storytelling.
  • Identify themes: Recognize recurring themes or patterns in the narratives.
  • Structural analysis: Explore the structure of each narrative, including plot, characters, and emotions.
  • Interpretation: Analyze the meanings embedded in the narratives and draw conclusions.
Narrative analysis

Example: Analyzing customer stories about their interactions with a product might reveal common themes like "challenges faced," "solutions found," and "impact on daily life."

4) Grounded theory analysis:

Grounded theory analysis is an inductive approach to generate theories directly from data. It involves a systematic process of coding and constant comparison to develop concepts and theories.

Use grounded theory analysis when you aim to build a theory or conceptual framework grounded in your data. It's suitable for exploring new phenomena where existing theories may not apply.

How to do it:

  • Open coding: Break down the data into discrete parts and assign codes.
  • Constant comparison: Continuously compare data to refine codes and identify patterns.
  • Axial coding: Connect codes and identify relationships between them.
  • Theoretical coding: Develop a broader theory that explains the patterns observed.

Example: Analyzing interviews with users exploring a new product might lead to the development of a theory about the stages users go through in adopting the product, uncovering patterns and relationships in their experiences.

5) Discourse analysis:

Discourse analysis examines language use in social contexts. It focuses on understanding how language shapes and reflects social reality, including power dynamics, ideologies, and cultural influences.

Use discourse analysis when you want to explore how language constructs meaning, identities, and power relationships within a specific context. It's useful for understanding the social implications of communication.

How to do it:

  • Data collection: Gather texts, transcripts, or any form of communicative content.
  • Identify discursive strategies: Recognize patterns in language use, such as metaphors, framing, and power dynamics.
  • Contextual analysis: Consider the broader social, cultural, and historical context influencing the discourse.
  • Interpretation: Analyze how language contributes to the construction of meaning and power structures.
Discourse analysis

Example: Analyzing online forum discussions about a product launch might reveal discursive strategies employed by users to express satisfaction, dissatisfaction, or expectations, shedding light on the social dynamics surrounding the product.

With a clear understanding of qualitative analysis, let's explore tips for creating surveys that yield valuable qualitative feedback.

Tips for creating great qualitative feedback surveys

Crafting effective qualitative surveys is an art. This section provides actionable tips and guidelines for creating surveys that yield rich, meaningful responses, ensuring your feedback collection efforts are both efficient and insightful:

Creating great qualitative feedback surveys

1) Decide up front what the survey learning goals are.

Begin by clarifying your survey's purpose. Clearly define what insights you seek to gain. Are you aiming to understand user satisfaction, identify pain points, or gather feedback on a new feature? Knowing your goals guides question creation and ensures a focused survey. Keep it simple and specific – a survey without clear goals risks gathering irrelevant data.

2) Write neutral questions that don’t imply particular answers or give away your expectations.

Craft questions carefully. Use unbiased language to avoid leading respondents to specific responses. Be conscious of how phrasing can influence answers. For instance, instead of asking, "How satisfied are you with our amazing service?" opt for, "How would you rate your satisfaction with our service?" Neutrality encourages honest responses and prevents skewed data based on preconceived notions.

3) Don’t ask about things that your analytics can tell you.

Avoid redundancy. If your analytics tools provide certain insights, refrain from asking identical questions in the survey. Duplicate inquiries waste respondents' time and may lead to frustration. Leverage existing data to inform survey content. Focus on extracting qualitative insights that analytics can't provide, ensuring your survey complements, rather than duplicates, your quantitative data.

4) Don’t annoy people by asking questions that don’t apply to them.

Respect your audience's time. Tailor questions to relevance. For example, if you're surveying about a mobile app, don't inquire about desktop experiences. Irrelevant questions may deter participants and jeopardize the survey's integrity. Prioritize precision in your questioning. Ensure each item pertains to the participant's experience, minimizing annoyance and fostering a positive respondent experience.

5) Test your survey.

Before launching, conduct thorough testing. Ensure the survey flows logically and that questions are clear. Pay attention to the time it takes to complete. Identify and eliminate ambiguities or confusing wording. Testing guarantees a user-friendly experience, reducing the risk of dropouts or incomplete responses. A well-tested survey produces reliable data, enabling better decision-making for product owners and UX researchers alike.

Now, let's explore real-world examples that demonstrate how qualitative feedback has driven significant product improvements in various industries.

Real-world examples of how qualitative feedback led to significant product improvement

Explore concrete examples where qualitative feedback played a pivotal role in shaping product improvements. Gain insights into how businesses successfully translated user input into tangible enhancements, showcasing the real-world impact of qualitative feedback:


In the competitive online streaming world, Netflix has consistently prioritized user satisfaction. Qualitative feedback played a pivotal role in shaping the platform's user interface and content discovery features. Here are real-world examples illustrating how this feedback led to significant improvements:

User interface refinements:

  • Issue identification: Users expressed difficulty in navigating the vast content library, often feeling overwhelmed.
  • Qualitative feedback: Comments highlighted confusion around the placement of certain features and the lack of personalized recommendations.
  • Product improvement: Netflix revamped its user interface, introducing a simplified menu structure and enhancing the recommendation algorithm. This resulted in a more intuitive browsing experience, reducing user frustration.
User interface refinements

Content recommendations:

  • Issue identification: Users found the initial content recommendation system too generic, leading to dissatisfaction.
  • Qualitative feedback: Viewers shared preferences for more personalized recommendations based on individual viewing habits.
  • Product improvement: Netflix incorporated user feedback to refine its recommendation algorithm, considering factors like watch history and user ratings. As a result, users now receive tailored content suggestions, contributing to increased engagement and satisfaction.
Content recommendations

Accessibility features:

  • Issue identification: Some users, particularly those with disabilities, faced challenges in accessing certain features and content.
  • Qualitative feedback: Feedback from users with accessibility concerns shed light on specific pain points, such as limited audio descriptions and difficulty using certain interface elements.
  • Product improvement: Netflix responded by enhancing accessibility features, including expanded audio descriptions and improved keyboard navigation. These changes ensured a more inclusive experience for all users.
Accessibility features


Uber, a pioneer in the ride-sharing industry, has continually evolved its platform based on user feedback. The incorporation of qualitative insights has been instrumental in shaping the app's functionality and user experience:

Ride rating system enhancement:

  • Issue identification: Users found the previous rating system limited in providing constructive feedback to drivers.
  • Qualitative feedback: Passengers desired a more detailed rating system to better communicate specific aspects of their ride experience.
  • Product improvement: Uber revamped its rating system, allowing users to provide feedback on aspects like driver professionalism, vehicle cleanliness, and navigation. This change not only empowered users to share detailed feedback but also motivated drivers to enhance their service quality.
Ride rating system enhancement

In-app communication:

  • Issue identification: Users faced challenges in efficiently communicating with drivers, leading to instances of miscommunication.
  • Qualitative feedback: Users highlighted the need for improved communication channels within the app to convey specific instructions or address issues during the ride.
  • Product improvement: Uber introduced in-app messaging, enabling seamless communication between riders and drivers. This feature allowed users to convey details like gate numbers or specific pickup locations, contributing to smoother and more efficient rides.
In-app communication

Dynamic pricing transparency:

  • Issue identification: Users expressed frustration over unexpected fare increases during peak times, leading to dissatisfaction.
  • Qualitative feedback: Feedback emphasized the importance of transparent pricing information to help users make informed decisions.
  • Product improvement: Uber implemented features to notify users of dynamic pricing during peak hours, ensuring transparency about fare adjustments. This transparency increased user trust and understanding of pricing fluctuations.
Dynamic pricing transparency


In the world of accommodation sharing, Airbnb has utilized qualitative feedback to refine its platform and provide a more personalized experience for hosts and guests. The following examples showcase the impact of such feedback on product improvement:

Listing enhancement tools:

  • Issue identification: Hosts expressed difficulty in creating appealing listings that stood out to potential guests.
  • Qualitative feedback: Hosts provided insights into the challenges they faced, such as optimizing photos and crafting compelling property descriptions.
  • Product improvement: Airbnb introduced listing enhancement tools, including photo editing features and guidance on creating attractive descriptions. This enabled hosts to showcase their properties more effectively, resulting in increased booking requests.
Listing enhancement tools

Guest safety features:

  • Issue identification: Users raised concerns about safety during stays, particularly in unfamiliar locations.
  • Qualitative feedback: Guests shared their anxieties and desired additional safety measures, such as neighborhood insights and emergency contact features.
  • Product improvement: Airbnb integrated safety features like neighborhood guides and emergency contact information. These additions provided guests with valuable information, contributing to a sense of security and trust in the platform.
Guest safety features

Flexible booking options:

  • Issue identification: Users desired more flexibility in their booking arrangements, especially in unforeseen circumstances.
  • Qualitative feedback: Guests and hosts expressed the need for adaptable booking policies to accommodate changing travel plans.
  • Product improvement: Airbnb introduced flexible booking options, allowing hosts to set their cancellation policies and providing guests with more choices to align with their travel preferences. This flexibility enhanced the overall user experience, fostering positive interactions between hosts and guests.
Flexible booking options

Ready to implement these strategies? Discover the best tools available for collecting qualitative feedback and streamlining your user research process in the following section.

Best tools to collect qualitative feedback

Choosing the right tools is essential for efficiently gathering qualitative feedback. In this section, we'll highlight some of the best tools available, empowering product owners and UX researchers to streamline the feedback collection process and enhance their decision-making:

1) Blitzllama


Blitzllama stands out as a top tool for collecting qualitative feedback through in-product surveys. With its user-friendly interface, product owners can effortlessly create and deploy surveys directly within their digital products. This approach ensures that users provide feedback in the context of their experience, yielding more relevant insights. The real-time analytics feature allows teams to swiftly analyze responses, making it a valuable tool for quick decision-making and iterative improvements.

2) Usertesting


Usertesting offers an effective solution for gaining qualitative feedback by facilitating remote user testing. This platform allows product owners and UX researchers to observe real users interacting with their products. Users provide feedback through audio and video recordings, offering a firsthand look at their experiences. The simplicity of setting up tests and the diverse participant pool make Usertesting an invaluable resource for obtaining rich insights into user behavior, preferences, and pain points.

3) Dovetail


Dovetail serves as a powerful tool for organizing and analyzing qualitative feedback obtained from various sources, making it a must-have for user research Customer Relationship Management (CRM). Its user-friendly interface allows product owners and researchers to centralize data from interviews, surveys, and usability tests. The tagging and annotation features simplify the categorization of feedback, enabling teams to identify patterns and trends effortlessly. Dovetail streamlines collaboration by providing a centralized hub for storing, sharing, and analyzing qualitative data, making it an essential asset for informed decision-making in product development.


In conclusion, embracing qualitative feedback is pivotal for product owners and UX researchers. It provides valuable insights into user experiences, enabling informed decisions for product enhancement. 

Actively listening to user opinions cultivates a user-centric approach, fostering meaningful improvements. The simplicity of qualitative feedback methods, such as interviews and usability testing, empowers teams to swiftly gather actionable insights. 

Regularly incorporating this feedback loop enhances product usability, satisfaction, and overall success. By prioritizing qualitative feedback, product owners and UX researchers create a user-friendly environment that aligns with the needs and preferences of their target audience, ensuring a continuous cycle of improvement and innovation.