User research plays a significant role in the app design cycle. Your team's hard work, time, and money will be for naught if you end up creating an app nobody wants to use. User research eliminates unwarranted assumptions from the product development process. It also helps you find the right people to move your product forward, make necessary changes, and continue iterating on your product design.

Here are some of the reasons why you should not compromise on doing user research:

All types of user research have one feature in common: it places people at the center of your design processes and your products, and implementing an in-app community is a great start.

Collect Ultimate Feedback

67% of consumers mention bad customer experiences as a reason for churn, but only 1 out of 26 unhappy customers complain. Therefore, a lack of negative feedback doesn't always imply satisfaction. The inability to interact with customers in a meaningful manner can indeed hamper growth.

According to Microsoft, 52% of people around the globe believe that companies need to take action on feedback provided by their customers. Hence, gathering authentic user feedback in a scalable manner becomes a key business objective.

In-app communities tend to foster candid conversations, which becomes the key to engaging customers and collecting feedback. The community augments your static knowledge base with dynamic discussions. This collaboration and collective wisdom allow you to collect richer feedback when compared with simple surveys.

Moreover, directly connecting with the product team is another critical factor that prompts users to share feedback. The community's openness and the channel to bring in thoughts from different users simultaneously amplify the user insights you can gather. For example, if one user shares feedback that specific feature should be developed, you can quickly validate that as other users would also chime in.

You can further use this qualitative data for your hypotheses backlog. Still, before making a production decision, it's better to check what segment of your users are requesting that new feature and estimate possible value and revenue impact. Only 12% of a product’s features are the attraction points of the majority of clicks on apps, so listening to the voice of your community can help avoid low-adoption features.

Finally, online communities are always live, and customers can log in whenever they want to drop feedback. Your community allows you to open up an "always-on" channel for customers to leave feedback, get desired assistance, and improve knowledge with the help of their peers. If you struggle with sparking activity in your app community, check this guide.

<aside> 💡 Pro tip: The easiest way to get started with feedback collection via the community is to create a dedicated space to post feedback.

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Here are some techniques for building a hub for feedback: