How to Improve Reliability and Validity of Your Feedback Loop

Talking to your customers is an essential way to learn, but we also need to ensure the reliability and validity of what we hear. Adding rigor to our methods is necessary. Grounding interviews in specific stories about the past greatly increases reliability and validity. It may feel like a shortcut to generalize, but that sacrifices reliability. Effort is required to validate the feedback loop and ensure we receive good feedback.