Measure Product Quality Without Bias

Continual product quality measurement is vital for product development teams – early, mid and late production.

But bias runs rampant in the typical methods for measuring product quality.

  1. Groupthink– This is the phenomenon in which people in a group conform to one another’s opinions in order to achieve a unified result.
  2. Observer dependency– The moderator’s own bias can subconsciously influence participants of a focus group.
  3. Social desirability– focus groups often aim to please the moderator rather than provide unfavorable opinions.
  4. Lack of anonymity– unlike other research methods, focus group users’ gender, age and other demographics are transparent instead of anonymous, which could change their responses.
  5. Data analysis– analyzing the collective data garnered from focus groups can be difficult, as not all users state their opinions

While surveys and focus groups have their place early in the development process, once a product has made its way through the sales channels, there is a better way to get more legitimate feedback.

That’s because consumers leave product reviews without any of the five biases listed above. The best part about reviews is that current product users are naming the issues of importance to them – be they likes or dislikes. This means that you aren’t bringing unimportant issues to light and taking up a user’s time unnecessarily. Instead of putting topics in front of them, reverse the thinking and mine for the following:

  • Likes
  • Dislikes
  • Competition
  • Specific features
  • Quality
  • Usability
  • Price
  • And more

Product Quality vs. Consumer Reviews

Product quality is difficult to measure. Consumer reviews provide trending information instead of a one time product quality measurements traditionally done.