How Often Should I Collect Feedback?

At a Glance

Customers often question us about how often they should run tests. The answer depends on the specifics of the organization, but this article provides some guidance and resources.

The classic answer to the user experience question “How often should I test?” is to test early and test often. The intent of this answer is to indicate that there is never a bad time to test. Run a test when you...

  • Have a question during your project, it is key to get the perspective of your customers.
  • Have to make a choice around such things as design options or prioritizing features.
  • Need customer feedback as to why they would choose one option over another.

The more your team empathizes with your customers—the more they understand those customer perspectives—the better decisions your team will make.

Here are some guidelines and resources to help your team determine when is the right time to collect feedback from your customers.


Create a high-level roadmap of your team’s initiatives for the next year and identify what data you need to gather from your customers to inform those initiatives.

  • The master class on test creation includes some lessons and a template for creating a roadmap.
  • Plan regularly scheduled benchmark studies to evaluate existing experiences over time. Even if you don’t change a design or webpage, external factors (or experience with your company’s other offerings) may change your customers’ expectations or needs

For each project or initiative, test throughout the project life cycle. Discover your customers’ needs, collect feedback on your solution ideas, and test to ensure your solution is meeting those customer needs.


Make collecting feedback a repeatable process so that it is an integral part of all the project work you do.

Share the value of customer insights with everyone in your organization by...

  • Each time you collect feedback, determining the most compelling way to communicate findings to the appropriate stakeholders.
  • Building a practice to collecting insights from your customer that enables everyone in your organization to leverage those insights.


Learn More

Need more information? Read these related articles

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