How to bring user feedback into product development

In this episode of Datadrivet, the first recorded in English, Maria Petrova, VP of Product at Supermetrics, talks about turning user feedback into an actual process rather than something a team gets to when it has time. Supermetrics helps customers pull data together from many different sources, serving marketing professionals in the main, so the company sits close to how its users work day to day.

Maria’s central point is about regularity. Feedback only changes a product if someone looks at it on a schedule, so at Supermetrics every Friday the team goes through the feedback that has come in from users. That standing slot is what keeps the voice of the customer in front of the people making product decisions, instead of letting it pile up unread in a tool somewhere. The episode draws on her talk at the SaaSiest conference, titled “How Voice of the Customer Can Change Your Product Development,” and works through how that input actually shapes what gets built.

The discussion is less about any single tactic and more about discipline. Plenty of teams collect feedback. Far fewer have a dependable rhythm for reading it, sorting it, and deciding what to act on. A recurring weekly review is a simple mechanism, and its value is that it happens whether or not the week was busy.

The takeaway is that a dedicated, regular process for reviewing user feedback is what makes product development genuinely data-driven. Without the rhythm, feedback is just data you happen to own; with it, it becomes something that steers the roadmap.

Listen to the full episode of Datadrivet for Maria’s full account of how Supermetrics brings the voice of the customer into its product work.