Comment by hellojason

Qualitative research is finicky like that. What I’ve seen happen more often is a user is frustrated yet professional enough in some moment to actually provide useful feedback, but they bail when the survey has one too many questions. UXR teams like to organize questions and answers into nice little spreadsheets that ladder back to KPIs, but that’s not how an emotional person with honest criticism wants to share it. So they bail and you lose that moment. I like to do stars or thumb up/down as a pulse check, then a textbox to spill your guts. More work for me, but useful results more often.