Attitudinal Data

What is attitudinal data?

Attitudinal data is information about customer feelings, motivations, and opinions toward a product, brand, or customer experience. It allows companies and product teams to measure and understand the effect their brand, product, and customer experiences have on their customers and target market. A good way to identify attitudinal data is whether or not it answers the question, "What are users saying"?

Common methods for collecting attitudinal data

Since attitudinal data is pulled from what users are saying about your product, brand, or experience, it can't be gathered using passive methods. That means usage analytics and behavior tracking don't deliver attitudinal data.

Some methods for collecting attitudinal data include:

• Interviews
• Surveys 
• Focus groups
• Feedback forms
• Online reviews
  

Attitudinal data example

When collecting attitudinal data, it's important to center your questions around your users' feelings, motivations, or opinions — and it all comes down to phrasing. Here are some examples of questions that would help you uncover attitudinal data:

• How satisfied or dissatisfied are you with your setup experience?
• Please rate your satisfaction with the overall product.
• How useful was this feature?
• Use three words to describe your experience with the product.
  

Attitudinal data in delta testing

The feedback automation aspects of delta testing provide quite a few methods for collecting attitudinal data, such as:

• Feedback forms (Issues, Ideas, and Praise)
• Feature and activity satisfaction surveys
• Product satisfaction surveys