Measure and improve · Core
Collect and act on user feedback continuously
Numbers tell you what is happening; feedback tells you why. Set up regular ways to hear from users and make sure what they say reaches decisions.
About 2-4 hoursEvergreenLast reviewed 5 November 2026
Who this applies to
- Skills it builds
- Discovery and researchData and measurement
- PM types
- All
- Product types
- All
- Starting points
- All
- Ways of working
- All
- Experience
- All
- Size of organisation
- All
Steps, by experience
Beginner (under 1 year)
- List where feedback already arrives: support tickets, reviews, surveys, sales calls and social media.
- Add a simple way to give feedback inside the product if there is not one.
- Once a week, read a sample and group it into themes.
- Share the top themes with the team, with real quotes.
- Link themes to backlog items and tell users when you fix something they raised.
Intermediate (1 to 4 years)
- Bring feedback from all channels into one place.
- Tag and theme it weekly, with counts.
- Share top themes and link them to backlog decisions.
- Close the loop with users.
Experienced (5+ years)
- Combine feedback with behaviour data to size each theme.
- Watch for groups whose feedback is under-represented.
- Run regular satisfaction measures and track them alongside usage.
- Make feedback review part of planning, not an extra.
Who can do this
Owner: Product manager
Can be delegated to
- User Researcher: Theme feedback and run follow-up interviews
- Data Analyst or Performance Analyst: Combine feedback with usage data
Reviewed by: User Researcher, UX Designer
Tool examples
- Jira
- Link feedback themes to backlog items so you can see what drove each change.
- Notion
- Keep a feedback database tagged by theme, source and user type.
- Miro
- Run a monthly affinity mapping session on recent feedback.
- Claude
- Paste anonymised feedback and ask it to suggest themes with counts. Check the themes against the raw text.
Definition of done
- Feedback channels mapped and gathered in one place
- Weekly theming in place
- Themes linked to backlog decisions
Common pitfalls
- Only listening to the loudest users
- Collecting feedback without acting
- Not telling users what changed
If you lead the team
What good looks like: Teams hear from users regularly, and feedback visibly shapes the roadmap.
Ask your PM
- What are users telling us most often?
- What did we change because of feedback last quarter?
Warning signs
- Feedback piles up unread.
- Users never hear back about what changed.