About Feedback

We believe that persistently illuminating, understanding, and advocating for populations will empower decision-makers and improve outcomes.

Businesses are constantly seeking deeper insights into the (ever changing) minds of their customers. What do they need today? What will they need tomorrow? How do they feel about my brand and my products? What does their decision path look like?

To answer these questions, marketing professionals frequently turn to dashboards. All too often, however, these tools fail to provide the depth of information they need. It’s one thing to have easy access to data like basic social media metrics and brand mentions in a given time period, but having the insights and ability to truly understand why customers make decisions – and to have this information on a global scale – is another. Dashboards can neither solve this problem nor recommend action; they are limited by the constructs of their code. But Feedback can do these things, and does so everyday for its clients.

Feedback specializes in developing contextual voice-of-the-consumer research through digital channels for mid-size and large global brands. We help marketing professionals deeply understand their customers in ways that tools and automated technologies simply cannot. Using our unique HumanFilter system to conduct ethnographic research into very specific audiences, our hand-trained data scientists (from fields such as psychology, sociology, and anthropology) observe behaviors, identify preferences and channels, and analyze findings. We then provide clients with action plans based on this research, which frequently lead to higher levels of brand awareness, increased customer engagement and greater sales.

This system also differs from other common research methods because our data is compiled through careful online observation – without audience engagement – which provides a very authentic, uninterrupted picture of the discussions, actions and sentiment of these groups. This complete data set – which we share with our clients – provides rich analysis and informs detailed recommendations based on actual findings.