Plenty of feedback, but no clear insight (yet)
Consumers constantly share their opinions online through product reviews, forums, and social media. Companies that develop consumer products have access to large volumes of feedback. But consumer feedback is not actionable insight yet.
What do reviews actually tell you? What patterns can you extract?
Often, valuable customer feedback is not utilized because it’s too vague and unstructured.
What organizations really need
In the vast amount of feedback, what organizations need most is clarity. They want to understand what customers truly value, what causes frustration, and which product features drive positive reviews and ratings.
But reading a few individual reviews doesn’t get the job done. What is needed is a structured, fact-based way to:
- Turn unstructured text into actionable and measurable insights
- Understand which product features most influence ratings and satisfaction
- Translate improvement opportunities into concrete product development actions
- Make informed decisions based on facts, not assumptions or gut feeling
In short: organizations want to truly understand and act on the voice of the customer, so product and marketing decisions are aligned with what customers actually say, and mean.
From messy text to predictive insight
CQM helps organizations turn raw customer feedback into clear, predictive insights.
We combine advanced statistical and machine learning expertise with deep domain knowledge in product development and marketing intelligence. Here’s how we do it:
Translating vague customer language into measurable requirements
- Making the Voice of the Customer (VoC) concrete
Terms like beautiful, fast, sustainable or user-friendly often mean different things to different people. We work with your team to define what these qualities really mean, and translate them into clear, measurable product requirements.
Analyzing text using topic modelling and sentiment analysis
- Processing large volumes of unstructured feedback
Using techniques such as topic modelling and sentiment analysis, we extract themes, sentiments, and product features from unstructured text. This reveals what customers are experiencing, appreciating or missing.
Predictive modelling of ratings
- Prioritizing what matters most
With our Ratings & Reviews Tool we identify which product features most strongly influence customer satisfaction. This enables development teams to focus on what truly drives success. Helping you prioritize high-impact innovations and avoid waste and investments that don’t deliver consumer value.
What’s the result? Smarter, faster product development
By turning the voice of the customer into structured, quantitative insight, you can move from guesswork to fact-based product decisions.
You focus development resources where they matter most, leading to faster cycles, higher consumer satisfaction, and stronger product differentiation.
Benefits include:
- Faster development – Quicker innovation cycles with fewer blind spots
- Greater impact – Products better aligned with what customers really want
- Lower risk – Avoid investing in features that won’t make a difference
- Data-driven decisions – Evidence to support product and marketing strategy
Want to make better use of customer feedback?
Curious how VoC, Ratings & Reviews, and text analytics can benefit your organization?
Get in touch with Heleen or check out our whitepaper and client cases.
