How to Utilize Feedback
By Sangeeta Gupta, Ron Kim, Abdallah Hassan and Marijke Hallo de Wolf
May 2001
Quantitative feedback
While it is easier to interpret quantitative data (numbers of users, demographics, etc.), it is important to seek a representative sample to avoid results that may not reflect reality or are misleading. Depending on the size of the sample and data generated, you could either interpret the data manually or use software tools. The most accessible source of quantitative information is in your server log files. Refer to Monitoring and Evaluating Web Communications for more information on how to analyze Web traffic.
Qualitative feedback
Qualitative feedback that you get in the form of comments and remarks is more difficult to analyze. Though it is usually the responsibility of the Web manger to evaluate and interpret feedback received from the users, it would be wise to involve others in the organization in the process. Have a small group of people or special committee meet occasionally to evaluate feedback or plan Web site surveys.
How to utilize feedback
Do not try to implement all of the suggestions you get from users. Your decision should depend on the kinds of resources available to you. The most important task is to acknowledge their input, and then decide what you can address and what you can't.
The results of feedback may lead to one of the following:
- Packaging the information differently
- Adding more information to existing sections
- Adding new sections
- Retaining sections that you planned to remove
- Changing the navigation structure
- Redesigning some of the sections of the Web site
- Redesigning the site completely
- Starting new services
- Developing new Web products
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