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The perils of big feedback

Since the start of the year, I've suffered various problems relating to game, or leisure apps. I looked for a new restaurant via a venue-finder app but ultimately booked a well-trodden favourite because of wildly varying visitor reviews of every venue I looked at.

I've bought a popular video game, which has a supporting smartphone app to enhance the experience. The app doesn't work on my (relatively advanced) device, so I complained via the publisher's community forum — but didn't get a response or solution. Apparently this isn't just me.

And last week, I downloaded the frustratingly difficult but addictive Flappy Bird app game as did millions of others. But after its soaring and rapid success but equally high online antagonism rate, its developer has for the moment taken the decision to withdraw it for download by any new players.

It got me thinking — either for users, or businesses, is too much feedback just too much of a headache? If so, how can this feedback be navigated to facilitate genuine use or improvement? Is there a role for a "big feedback moderator", and what would this role look like?


Alex Steeden
Senior Account Manager, Tonic Insight

This article was first published in InBrief magazine, April 2014
Copyright © Association for Qualitative Research, 2014