Deciding on what type of customer feedback to ask for can be tricky, as both quantitative and qualitative feedback have their pros and cons. Continue reading to find out how to decide between the two forms and which one is better:
1. Quantitative vs. Qualitative?
To start with, let’s talk about the difference between quantitative and qualitative feedback. On the one hand, quantitative feedback focuses on getting as many answers as possible. Then, conclusions are drawn based on statistics. This type of feedback relies heavily on quick, multiple choice questions, which are easy to fill in and don’t cause a high dropout rate. Those questions give a choice between a selection of answers your team considered to be the most likely.
On the other hand, qualitative feedback focuses on getting detailed answers, in order to gain a deeper understanding. This is where open-ended questions come handy and are often used by marketers to gain insights into the opinions and behaviour of their customers. Such types of questions can give you a wide range of different responses, some you might not have expected. Thus, you can improve your company in ways you didn’t think were possible.
In the end, both quantitative and qualitative data are very important for understanding your customer better and making decisions on how to improve your products and services.
2. How to get quantitative data from qualitative feedback?
If you have only a few survey answers, it is easy to read through them and get the gist of the qualitative feedback. However, if you have tens of thousands, it can take ages to understand what your customers are trying to tell you. Therefore, it is important to divide your customers’ answers into segments. In this way, your customer success team can deal with a smaller amount of data and determine the trends.
In addition, you can choose your own segments. You can, for example, divide your respondents based on the keywords they use, such as “service”, “product”, “delivery”, etc. Alternatively, you can divide the results based on demographic group or location. The possibilities are endless and the way you segment the answers depends on what information you are trying to find out.
3. How to visualize customer feedback
One of the biggest advantages of quantitative customer feedback is that it is really easy to display in a graph form or a pie chart. If you are using a customer feedback tool, you can easily generate reports which will display the trends in your customers’ answers. Moreover, you can see how those answers have changed over time. This is quite useful if you have launched a new product or have made some changes in your company and you can see how those are received by your clients. Finally, even though quantitative feedback is great to show you if you are doing well or not, it doesn’t say why! This is where you can use qualitative feedback and a matrix to display the most commonly shared reasons.
To sum up, both quantitative and qualitative feedback have their strengths and weaknesses, but combined they can show the full picture behind your customer feedback!