Why Smart Brands Embrace Negative Feedback—And You Should Too

You had a brilliant product idea. A game-changer. You planned to disrupt the industry, rewrite the rules, and leave competitors scrambling to catch up. 

Of course, you had the good sense to conduct consumer research—you weren’t about to launch a product blindly, only to realize too late that no one wanted it. Measure twice, cut once.  

So, you ran the surveys, focus groups, and market tests, eager for validation. You were ready for the data to confirm what you already knew—that consumers would love it. 

But… they didn’t. 

The research results were not just disappointing; they were disastrous. 

Consumers didn’t just dislike your idea. They were confused, skeptical, and even outright hostile. Some said they wouldn’t use it even if it were free, and a few even wondered if it was a joke. 

So, what now? 

The Easy Option 

Many companies simply dismiss the findings. Maybe the survey questions weren’t phrased correctly. Maybe the respondents didn’t grasp your concept or claims. Maybe the wrong audience was surveyed. Maybe all the panelists were idiots. You could easily settle for that… 

A More Introspective Approach 

Maybe the survey wasn’t the issue—perhaps it WAS your idea, or your assumptions. 

Smart companies know you’ve got to take some swings if you want some hits. And smart companies also know negative research feedback isn’t necessarily an obstacle to success; it’s a flashlight in the darkness. It is there to help illuminate what’s wrong, what needs fixing, and, most importantly, whether you should pivot, persist, or punt. 

The best brands wield consumer research as a weapon, not merely as a validation exercise. But the worst ones? They ignore the data and double down on poor decisions, or they remain stagnant, often becoming examples in business case studies about how not to innovate. 

If you want to run with smart brands, here’s how to use negative survey feedback to your advantage. 

Research Is There to Help You Make Decisions—Not Just to Make You Feel Good 

Receiving survey information that contradicts your beliefs or preconceived notions can be painful, but it is also one of the best things that can happen to you. 

Plenty of world-leading brands have received negative feedback on their concepts—you’re not alone. If you are launching a new product and haven’t had to change direction at least once, you’re probably doing it wrong.  

What Could Possibly Go Wrong? 

Sometimes, the problem isn’t necessarily the product; it may be the story you tell about it. Your claims might not resonate or be believable, or they may be too far ahead of their time. Maybe your pitch is trying to sell a benefit no one wants. Maybe you’re touting efficiency when your consumers want indulgence. Perhaps you’re selling performance when they want sustainability. 

Maybe your claims don’t sound credible. Too-good to-be-true is usually met with some incredulity. Your audience is wary because they have been disappointed in the past—how will you address this skepticism? Providing a reason to believe is crucial. Is your idea convincing? 

Or maybe your concept is simply ahead of its time. You’re introducing a product that consumers aren’t ready for yet, trying to solve a problem that doesn’t seem urgent enough to them. 

Good research doesn’t just tell you whether people like something; it also tells you whether your value proposition is connecting with them and where it needs to be tweaked to drive resonance.  

Decode What the Data is Actually Telling You 

Negative results don’t always indicate that your idea is finished—sometimes, consumers are rejecting the execution or the messaging, not the concept itself. Yes, sometimes the concept is a complicated issue that deserves a place in the annals of history next to New Coke. 

Ask yourself:  

• Is it a concept problem? Consumers don’t understand it or fail to see the value. Maybe you're addressing a problem they don’t have yet. 

• Is it a pricing issue? They like it, but not at your price. 

• Is it a trust gap? They don’t believe your claims, have confidence in your brand, or think you’re overselling. 

• Is it execution failure? They actually love the idea, but misinterpret how you're presenting it. 

Misreading these signals results in unsuccessful launches and wasted marketing dollars. Keep your eye on the ball. 

Persist, Pivot, or Punt? 

Some ideas deserve a second chance, while others should be abandoned before they become expensive lessons in corporate hubris. 

Ask yourself: 

• Are consumers rejecting the idea, or is it just the way you’re presenting it? 

• Are the objections universal, or is it the wrong audience? 

• Are consumers confused, or just not interested? 

Some ideas can be saved with better positioning, messaging, or execution. Others? Let it go, let it go… 

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About the Author

Michael Johnson is the consumer insights and trends thought leader in the Pet Specialty industry, regularly consulting retailers, veterinarians, distributors, and manufacturers on the dynamics of the pet industry and how to best develop and position their products, brands, programs, and services to connect with consumers. Michael brings over twenty years of experience in marketing, strategic planning, and consumer and market research from across the Food, Drug, Mass, Wholesale, and Pet channels. He frequently lectures on pet trends and has been featured at events on behalf of organizations such as PIDA, PILS/PIJAC, SuperZoo, Pet Food Workshop, APPA, Pet Industry Executive Summit, as well as many retailer, veterinary, and pet distributor conferences.