Which Consumers Give The Most Feedback?

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

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (CXPA.org), and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile: www.linkedin.com/in/brucetemkin

4 thoughts on “Which Consumers Give The Most Feedback?”

  1. 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

  2. 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?

    1. 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.

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