Which Consumers Give The Most Feedback?
September 13, 2011 4 Comments
In a previous post, I examined how often consumers gave feedback directly to more than 140 companies. The post raised questions about why some industries seem to have different feedback patterns than others. So I went back to the data in the report How Consumers Give Feedback to Companies and looked at this same data by consumer age groups.
A few observations from the data:
- 35 to 44 year-olds are the most likely to give direct feedback to companies and the level of feedback drops for both older and younger consumers
- 18 to 24 year-olds are the least likely to give direct feedback to companies, but they give the most balanced feedback across good and bad experiences
- Companies that serve 30 to 50 year-olds are the most likely to get feedback directly from their customers
- All age groups are more likely to give negative feedback than positive feedback
The bottom line: You need to find other ways to hear from younger consumers and to account for the negative bias in feedback
Yes, this has been a challenge to researchers for many years. One solution we’ve used is to “weight” feedback responses based on demographics. And of course, social media provides new opportunities as well to hear from younger consumers.
Joy Levin
Allium Research and Analytics
Be A Marketing Hero
Hi Joy: I like the idea of a weighting approach. Gets you closer to understanding the feelings of the population versus the feeling of the people who give feedback.
I would be interested in seeing how this data shifts in the next year with the increasing amount of businesses moving their surveying to mobile (via WAP and SMS). Our experience is that response rates increase exponentially when you add mobile as an option. Further, positive feedback outweighs the negative feedback. What are your thoughts on that?
Hi Kimberly: We plan to keep tracking this data, so we will have some trending early next year. I haven;t seen any data yet about the negative/positive breakdown of mobile feedback. But I’ll be interested in tracking it as the mobile feedback channel grows. Thanks for sharing.