Product Satisfaction and Loyalty
Product satisfaction and loyalty research helps organizations better understand their product and helps them measure satisfaction and usage, as well as discover ways to improve the user experience. This type of research typically focuses on a brand’s product rather than the brand itself. Because customers tend to appreciate products independent of its brand, measuring product satisfaction and loyalty is another way to measure customer satisfaction, in addition to measurements like NPS, CSAT, and CES.
Product satisfaction studies are commonly conducted in B2B companies, as well as in B2C companies. These studies cover topics such as:
- Satisfaction with a company’s products and services
- Likelihood to recommend (including loyalty and NPS metrics)
- Likelihood to repurchase
- Identification of customer buying criteria
- Identification of key satisfaction drivers
- Prioritization of new product features and enhancements
- Price vs. value ratings
- Competitive analysis
- Customer profile development
Quantitative vs. qualitative product satisfaction and loyalty data
Qualitative research methods gather information about users by observing them directly, as in focus groups or field studies. Quantitative methods, on the other hand, use measurement tools like surveys or analytics to gather data about how subjects use a product and are usually more mathematical in nature.
Qualitative methods are best suited to address how or why to fix an issue, while quantitative methods are best suited to questions that answer “how many” or “how much”. You should aim to collect both qualitative and quantitative product satisfaction feedback to ensure that you’ve adequately measured the entire user experience.
How to measure product satisfaction and loyalty
Similar to customer satisfaction surveys, product satisfaction and loyalty surveys may be conducted in a number of ways, including email, SMS, phone, or direct mail surveys, among others. These surveys are specifically designed to gather feedback about a customer’s satisfaction with a company’s products. The data collected helps the company modify and improve product development, optimize product prioritization, and improve the user experience.
There are several guidelines to keep in mind as you conduct product satisfaction studies at your organization:
- Gather both qualitative and quantitative product satisfaction data to ensure that you will obtain robust and useful feedback
- Use consistent methods as you track and measure product satisfaction over time
- Use a variety of distribution methods (e.g. email, SMS, and in-person surveys) to be sure you reach a wide variety of users