Listening to consumer feedback is one of the best ways companies can discover what’s working, what’s not, and how to improve. To truly tune in, however, it’s imperative to understand the myriad of ways feedback is shared. To keep the feedback loop flowing, it’s even more important to ensure people feel heard, appreciated, and empowered to affect change in the products and services they love (or loathe) enough to leave feedback.
How do people prefer to share their opinions and experiences with brands? Do they believe they can create an actual impact through their voice? To answer these questions, DISQO has been regularly asking a sample of our audience to share their thoughts.
Each month, we surveyed people regarding their belief whether brands listen to feedback and if they have a responsibility to pay attention. Today, we are sharing the results of the first three editions of the study, covering the first quarter of 2020!
In this report, we cover the following topics:
- Attitudes on whether brands listen to consumer feedback
- Brands’ responsibility to listen to consumer opinions
- Preferred methods of communicating feedback with brands
- Top motivations for taking surveys
- Creating real impact on brands & products through the consumer voice
A download of the report is available on the report page which includes over 40 charts in total. Here are the top takeaways from the study:
- People want to be heard. A vast majority (90.3%) of people agree that brands should listen to their opinion, a figure which has been relatively consistent thus far in 2020 (+0.7% since January).
- Most people feel that brands are listening. A notable majority (82.3%) of people agree that brands listen to customer feedback, though only 10.4% of people completely agree with this assessment.
- People prefer to share their opinion via surveys. A significant majority (84.6%) of people reported that they share their opinions with brands by taking surveys. While a preference for surveys was to be expected given that the study itself was a survey, no other feedback mechanism listed (posting on social media, contacting customer support, posting a review online, or changing purchase behavior) crested the 50% threshold.
- People are more likely to change their shopping habits than to contact a brand directly. Brands who are reliant on organic customer feedback — through customer service, reviews, or social media monitoring — may be too slow to affect positive change. More people reported that they express their opinions of brands by changing their purchase behavior (44.7%) than those who post on social media (22.2%), contact customer support (29.5%), or post reviews online (35.7%)
- People want to be appreciated and heard. When asked why they take surveys, a majority expressed that being rewarded for sharing their opinion (71.5%) and simply sharing their opinion (57.8%) were motivators.
- People believe their voice has an impact. In addition to believing that brands listen to them, most people agreed that they believe their participation in surveys makes an impact on brands (80.9%) and products (80.5%), a sentiment that has been relatively stable thus far in 2020.
Updates to this report will be made available on a quarterly basis. If you’d like a deeper analysis of consumer voice for your brand or industry, please reach out!
For additional highlights, methodology, and access to the full report, visit the Consumer Voice report page.