Link user feedback to related feature ideas using insights

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Whenever you receive user feedback about your product - whether from an email, a support ticket, a phone call, research notes, or some other form - it will land in Productboard ready to read. You can then create a link between the feedback and a relevant feature idea. We call that link an insight.

Note: To gather customer feedback in Productboard you can either use customer feedback & segmentation integrations, import notes from a spreadsheet, or you can create a note manually.

Creating an insight allows you to:

  • build a user impact score to identify your highest-priority customer needs
  • consolidate feedback about an idea in a single place
  • identify which users requested a given feature idea

In this article:

Relevant to both new and legacy boards

How to link a piece of feedback to a feature idea 

Now for the fun part: time to create an insight!

  1. Select the most relevant text or images.
  2. Click the highlighter icon which appears.
  3. Search for the relevant feature idea. Select a feature from your product hierarchy, or create a new feature idea.
  4. Identify the importance of this feature to this particular user or company. Was this a nice-to-have (+1) or a dealbreaker (+3)?
  5. Once you've selected the importance level, you've successfully created an insight! 🎉 (52).gif

We'll always show a list of recently linked features in case you're processing a batch of related notes. If you have the AI add-on functionality, we'll use machine learning to offer smart suggestions as well.

Sometimes it's clear what a user needs but you don't have a feature idea for it yet. You can create a new feature right from the linking popup by typing its name and then selecting [+] ... (new).


Or, from the linking popup, use the [+] icon to add a feature or subfeature somewhere in the product hierarchy:



Note: You can link a note to multiple feature ideas, and you can link the same highlighted text or image to multiple feature ideas. This is helpful if you use multiple hierarchies, eg. based on jobs-to-be-done, product areas, or problems.

Smart feature suggestions

Once you've linked a significant number of notes to features, Productboard will offer smart feature suggestions powered by machine learning. We'll highlight the most relevant features so you can save time and process notes more efficiently.


In order to see smart feature suggestions:

  • The note must be written in English
  • The note must contain at least 5 words (excluding stopwords like "and", "or", "they" etc)
  • Suggestions can only include features that are linked to at least one note.
  • Suggestions for manual notes can take up to one day to appear after the note is created.

Add-on: Scale how you link user feedback with Productboard AI

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Productboard AI extracts the most important gems from support conversations, emails, and messaging threads. Save time and make better-informed decisions faster, while removing the burden of sifting through long conversations and threads.

  • AI summaries are generated when a new note is created in Productboard. Summaries for historical notes are generated when the Productboard AI add-on is enabled in your workspace.
  • AI summaries are generated for all types of notes, except notes imported from Salesforce and very short notes. For notes created manually, the summary is generated 3-6 hours after the note creation to give you enough time to finish the content.

Create insights from AI summaries

To streamline the flow of connecting the voice of customers with your features, you can link the generated summary directly to your ideas.

  1. Navigate to your Insight board in your teamspace or folder.
  2. Hover over the AI summary attribute
  3. Click on the linking icon which appear in the top right corner
  4. Search for the relevant feature idea. Select a feature from your product hierarchy, or create a new feature idea.
  5. Identify the importance of this feature to this particular user or company. Was this a nice-to-have (+1) or a dealbreaker (+3)?
  6. Once you've selected the importance level, you've successfully created an insight! 🎉

Insights Auto-linking

Productboard AI can automatically link feedback from your insights board to feature ideas in your product hierarchy, saving you time you’d otherwise spend manually processing feedback and ensuring every piece of feedback you collect is more easily taken into account for prioritization.

Learn how to set it up here.

How to process a note


Once you've finished linking your note to any relevant feature ideas, you're not quite done!

When you're done categorizing a new note, mark it processed so you and your colleagues will know it's been reviewed. Doing so moves the note out of Unprocessed. (You'll still be able to find it in All notes.)

That way, everyone can focus on the new notes that have not yet been reviewed. If you want to ensure a specific colleague notices you've processed a note, you can add a comment to the note and @-mention them.

Tip: Don't forget to process your notes when you're finished with them! 📭

Who should process a note?

When you come across a note your colleague should process, assign them ownership so it shows up in their Assigned to me. You can also claim ownership of notes that you will be processing in the same way.

  • Notes with an owner will still appear in Unprocessed until processed.
  • Once processed, notes will no longer appear in Unprocessed or Assigned to me.

How to process notes in bulk


You can select a range of notes by holding shift or selecting the checkboxes beside their name. In the notes sidebar, you can then use the following bulk operations:

  • (Un)process
  • Archive
  • Delete
  • (Un)assign owner
  • Add followers
  • Tag
  • Update Users/Companies

Once you're done, just deselect all the updated notes.

How to use insights to generate a Customer Importance Score

Linking a snippet of user feedback to a feature idea creates a Customer Importance Score.

The Customer Importance Score represents the sum total of insights linked to a feature, weighted by importance:

  • +1 for unknown importance *
  • +1 for nice-to-have
  • +2 for important
  • + 3 for critical

Most user insights related to a feature are expressing a related need, so by default, any linked insights increase a feature's Customer Importance Score by +1.

You can find a feature's Customer Importance Score in its details pane, or by using the Customer Importance Score column on your Features board.

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We go into this in greater detail here: Use the Customer Importance Score to surface your top-requested features.

See also

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