When Data and Customer Feedback Don’t Align: How to Make the Right Product Decisions

When Data and Customer Feedback Don’t Align: Which Do You Trust?

As Product Managers, we’re often balancing two crucial sources of truth: customer feedback and data. But what happens when these two sources don’t align?

• Customers say they want a feature, but adoption is low.

• The data shows strong usage, but customers report frustration.

• Survey results tell one story, but qualitative research tells another.

The real question isn’t about choosing one over the other—it’s about understanding why they don’t match.

Digging Into Misalignments

When data and feedback don’t align, here’s how you can approach it:

🔍 Are customers asking for a solution to the wrong problem?
Perhaps what they’re asking for isn’t the real issue. Digging deeper into user pain points can uncover the root cause of the problem.

🔍 Is the data missing context?
Data can be misleading without the full context. Maybe the numbers look good, but there’s a nuance you're missing, such as usage patterns or feature intent.

🔍 Am I measuring the right things?
It’s easy to measure the wrong metrics. Ask yourself if the data you’re tracking truly reflects customer satisfaction or usage intent, and whether it aligns with your product’s goals.

Turning Misalignments into Opportunities

Some of the best product decisions come from digging into these misalignments. It’s not about simply choosing one source of truth, but about understanding the bigger picture and leveraging both data and feedback to drive the best outcomes.