Here is a very interesting article highlighting perhaps the biggest issue with customer feedback: it may not always be reliable. The author quotes research which showed that university students who engaged in active learning did not see the learning as effective, even though their learning results were better. They expressed a preference for a more structured and controlled approach and couldn’t see their progress. What solutions are there? The researchers tried asking the more proficient learners, and the results were more reliable (so perhaps getting feedback from ‘champions’ and ‘early adopters’ makes even more sense!); they also recommend professors lecture about active learning and explain to the students that this method may seem less useful, but in fact works much better.
It does ring certain bells, doesn’t it?