Identify trends in collected feedback (Beta)

Diana Stegall
Written by Diana Stegall
Note: This article refers to feature which is in private beta. If you are interested in participating in the beta, visit our portal card, leave a vote and mention in the comments that you'd like to be invited.

Now that you've directed ideas, requests and pieces of feedback into your Insights board from various sources, you have a single, centralized, searchable repository. Well done! To reap fruits of your hard work, you can review Insights board trends to get a comprehensive and visual overview about what your customers are saying.

Trends is a summary layer that sits on top of the Insights board to visualize how your feedback changes over time. It can be particularly useful in situations where needs change quickly, e.g. during a pandemic, in volatile industries or after you run a campaign.


How to access Insights Trends


On your Insights board, you can switch between viewing your notes and viewing your Trends, allowing you to zoom out or dive into the details. Your notes filter selection is applied to the entire Insights board, so you can refer to all the individual notes a Trend may consist of, or check out the summary Trend for a specific subset of notes.


Learn about what's trending in feedback

Insights trends allow you to easily identify & stay on top of the most relevant, recent or trending topics in your customer's feedback, see how these topics are changing over time and which segments are talking about them. There are 4 pre-configured modules available, so let's talk about each.


Notes created

The Notes created trendline tells you how frequently notes are created in Productboard. This allows you to understand time dynamics as an additional signal when considering opportunities, so that you can confirm your assumptions about growing or decline trends, feel more confident in your prioritization decisions and make a better business case to internal stakeholders about why a feature idea ought to be explored.

This trendline, combined with search & keyword filters on the Insights board, enables you to check or validate hypotheses about how often specific topics arise without checking individual notes.

Use this trendline to answer questions like:

  • How often are we hearing about this keyword/topic? Are we hearing more/less about it, ie. is it becoming more or less important?
  • Are requests for this (portal) feature growing?
  • Are our efforts to improve feedback collection for X segment/team working?

Trending Segments

If you've added companies to segments, the Trending segments trendline will surface the top & trending segments and help you understand the distribution across segments for any topic of interest.

Use this trendline to answer questions like:

  • Who's talking about X (keyword/topic)? Which segments are asking for this?
  • How much are we hearing from segment X? Is it balanced or do we need to solicit more feedback from them? Is there a recent uptick?
  • Which segments care most about X product area? (Hint: Try applying Hierarchy or Tag filter or leverage an existing collection)

To provide another lense as to what a segment is asking for, you can also leverage segment columns on features board and prioritize the needs/opportunities for a specific segment.

Note: You can click on a segment name directly in the module to open segment sidebar to understand how a segment is defined and what users or companies it's comprised of.


Trending in hierarchy

If you link notes to relevant feature ideas, the Trending in hierarchy trendline will show you which features have the most links to notes created in a given timeframe. This can help you validate assumptions & prioritization decisions during strategic planning, or make a better business case for why a feature should be built.

Use this trendline to answer questions like:

  • Which features are we tracking for this keyword/topic?
  • Is there an uptick in requests for some features in my product area? (Hint: Try applying Hierarchy or Tag filter or leverage an existing collection)
  • How are the top requests this quarter different from last quarter? Has anything become more/less important?

🚧 You can click on a (sub)feature/component name directly in the module to open the feature detail. Review what the feature is about, which objectives it supports, and whether it's already on the roadmap. When you switch over to the insights tab you can review all the underlying insights to dig further into the topic. If you like what you find, you can follow the feature to keep monitoring its progress, or mark it as a candidate for your future roadmap.

If you want to see broader set of information about individual features you can also use the user impact score to surface your top-requested features on the Features board.


Trending tags

Note tags are typically used to group notes by high-level solution areas or themes (e.g. integration/usability). Trending tags module shows which tags were most commonly applied to notes created in given timeframe.

Use this trendline to answer questions like:

  • What are the solution areas most commonly mentioned in our churn feedback?
  • Are there any areas we're hearing more about recently & need to take a deeper look at?
  • Is there a recent uptick in usability issues for my product area?

The information value of this module will depend on how you use tags. Here are few tips on how you can optimize it.

  • You can assign tags in bulk to all notes that fit certain criteria, e.g. contain a keyword
  • Do a little clean up exercise and merge duplicate tags, remove those that you no longer use. Check out how to manage tags.
  • Also, if you are using tags as part of your customer feedback integrations, you will likely see these trending at the top which may not always be valuable. To filter out any noisy tags you can create a collection where you exclude these. 
  • You can also set up automation to tag notes based on predefined rules.

Look at trends most relevant to you

Depending on whether you are a Head of Product for a large company or Product Manager responsible for part of your company's portfolio, different subsets of notes will be more or less relevant. To find trends that matter to you, utilize note filters and collections. This way you can easily zoom in on feedback for a specific timeframe, your product area, a strategically important segment or a specific source. With this flexibility, you can look at trends in all collected feedback or a very specific topic.


Leverage Insights Trends to map unprocessed feedback

If you have loads of notes but little time to process them, Insights Trends can help you shorten the time to identify opportunities. Unlike features board which relies on manual linking of notes to features, Insights Trends allows you to use standard search to quickly check hypothesis about a specific topic across all of your collected feedback without reading and processing notes one by one.

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