One of my favorite bloggers, Avinash Kaushik (Google's Analytics Evangelist and author), recently wrote an article entitled Best Web Analytics 2.0 Tools: Quantitative, Qualitative, Life Saving!. In it, he lists 25 website analytics and optimization tools that he uses in his "everyday life as a practitioner" - tools he believes provide value and are better than their competition.
I was excited to see Concept Feedback included in his list of 4 "Voice of the Customer Tools". Avinash describes "voice of the customer" as the qualitative website feedback that is critical to putting together a comprehensive picture of your website activity and performance. In his own words, "It is quite incorrect to believe that by analyzing the clicks of visitors to your website that you suddenly have an ability to capture 'voice of customer'. That would be like trying to talk to your mom while holding a banana to your ear instead of a telephone."
So in other words, getting actual feedback from third-party users is just as important as crunching the numbers in analytics. Qualitative website feedback helps you identify design, usability, and strategy issues on your website which would otherwise be impossible to uncover by just reviewing user data.
Avinash on Concept Feedback: "On the surface it looks like a site for designers, but the reality is that this is a site for every Marketer, Analyst and pompous or humble HiPPO in the world...Or finally (this is really cool especially if you are a small/medium sized company) you can get feedback from a Design, Usability and Marketing expert for a total of $300. How awesome!"
Here is a handy list of Avinash's 25 recommended web analytics and optimization tools:
Clickstream Analytics Tools (the "what")
Outcomes Analysis Tools (the "how much")
Experimentation and Testing Tools (the "why" part 1)
Voice of the Customer Tools (the "why" part 2)
Competitive Intelligence Tools (the "what else")
Miscellaneous Emerging Analytics Tools (the "what else could I possibly do")