Generic feedback is worthless
When testing a product, you're not looking for "it's great" or "it doesn't do what I need." You need specific examples of places or features that users liked or didn't and why - and the "why" should tell you a lot. If it doesn't, then you can't make the applicable changes necessary to change their opinion.
Make sure feedback comes from your target audience
There may be instances where the comments you receive make you realize the person wasn't actually in your target audience. Consider the source in terms of exactly what they want before you determine if their feedback actually fits what you are looking to accomplish.
Look for patterns, not lone complaints
The best feedback to take to heart is when you see a pattern in the responses that all point to the same issues or lack of features. If it's just one person pointing out the problem, then there could be other issues there that led them to that. When multiple people offer the same feedback, that's where you need to focus your attention.
Some people just like to complain
Unfortunately, there are just some people that don't seem happy with anything they use or experience and think feedback means it's an opportunity for them to be snarky. This type of negative response does nothing to make your service offering better for the audience, so that's when you should take the high road and just ignore it. Look for professional and constructive feedback.
Be wary of feedback from unvetted sources
Likewise, there may be some feedback that seems questionable in nature because the person is unknown. While feedback doesn't just have to come from friends, colleagues, family and your social circle, you want to make sure there is some level of trust there in terms of the source. A user testing service makes sure those trying your product or service have been pre-qualified for their ability to provide valuable feedback. Consider getting feedback from people identified as influencers, as they have a good sense of your audience and can offer the type of feedback that will then make them want to share what you offer with those that they influence among your ideal customer base.
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