4 barriers to effective marketing feedback and what you can do about them

Roger Jackson, Founder &  CEO of SenseCheck, a leader in marketing consultancy explores the critical role of feedback in marketing and identifies four major barriers that often hinder its effectiveness. He offers actionable strategies to overcome these obstacles, aiming to transform the way businesses approach feedback to drive significant improvements in their marketing efforts.

Feedback in marketing is fundamental and can be the difference between campaign success or failure. No one has a monopoly of wisdom, yet so many of us struggle to give and receive opinions in ways that genuinely drive improvement.

Various psychological, social, and cognitive barriers can get in the way, making the feedback process far more challenging than it initially appears, but it really needn’t be so painful.

Here are 4 of the biggest barriers getting in the way of effective marketing feedback and some strategies to overcome them to transform your marketing efforts.

1. Fear and the need to embrace vulnerability

Fear is a massive barrier when it comes to seeking and accepting feedback, not only in marketing but in general life. Many of us deal with insecurity or a version of imposter syndrome. We’re already nervous about our own competence, so the idea of exposing our weaknesses can be terrifying. This fear of being “found out” stops us from seeking the feedback that could actually help us improve.

This fear is not just about facing criticism – it’s about the potential blow to our self-esteem and the uncomfortable feelings that come with it. But we need to remember that vulnerability isn’t a weakness – it’s a strength. It shows we’re open to learning and growing.

Get comfortable with being vulnerable. This means acknowledging that you’re not perfect and that feedback is a tool for growth, not a threat. Start by seeking feedback in less intimidating ways, like anonymous surveys or through intermediaries. These methods can provide honest, constructive criticism without making you feel too exposed. Over time, accepting feedback will become less about fear and more about improving. Focus on thinking “what do I need to change?” rather than thinking “they don’t think I am good”.

2. Getting feedback from the right sources

Another common issue is getting feedback from the wrong places.

Naturally, we often turn to our immediate circle — colleagues, friends, or team members – for feedback. It’s easy. The problem with this is that these people inevitably share most of our perspectives and biases, and this “groupthink” limits the diversity of viewpoints and stifles our creativity. It creates an echo chamber where only similar ideas are exchanged, limiting the potential for new insights.

To counter this, actively seek feedback from outside your bubble. Engage with customers, consultants, industry experts, peers or even competitors to get objective insights. Often in small business, moderated peer “share groups” work well.

Diverse perspectives challenge our ingrained thought patterns and push us to think differently. Pick advisors you know are self-confident and are not going to seek just to please you. If they can’t be objective and honest, ask yourself “why bother?”

3. Navigating the concerns of feedback givers

The concerns of people giving feedback also pose a barrier. They might be hesitant to offer their honest opinions for fear of damaging relationships or facing political repercussions, especially in settings where there is a hierarchy. When asking for feedback from subordinates or peers, their instinct may be to offer safe, agreeable responses rather than honest opinions.

This is especially an issue in environments where there is a significant power differential. More junior marketers might fear that honest feedback could jeopardise their position or lead to negative repercussions, and peers may worry about straining professional relationships.

Building a culture of honest feedback is really important here to encourage openness and minimise fear of retribution. It can help to set up regular, structured feedback sessions where the sole focus is on constructive criticism. This will normalise the process and reduce the fear of giving and receiving feedback.

Also, when asking for feedback, frame your requests in a way that invites honesty. Expressing uncertainty or explicitly asking for diverse opinions can make others feel more comfortable sharing their real thoughts. Hold back from stating your own view first. That will hopelessly lead the witness.

4. Dealing with confirmation bias

Confirmation bias is the natural and innate tendency to favour information that confirms our preconceptions, and it’s a big hurdle. Even when we get valuable feedback, we might ignore or discount views that challenge our preexisting beliefs.

Our brains are wired to seek consistency and avoid cognitive dissonance, which makes changing our minds difficult. This bias can lead us to selectively listen to feedback that aligns with our existing views and disregard feedback that doesn’t, even if it’s constructive, and even if it’s right.

To fight confirmation bias, form small, diverse groups to discuss feedback and make decisions. ‘Collective bias’ can occur, but having multiple perspectives reduces the chance of a single bias dominating the discussion. Encourage critical thinking and challenge each other’s assumptions to arrive at more balanced conclusions. Actively seek the “devils advocate” and spend time assessing these points of view.

In practice, this means setting up feedback groups or panels [informal or formal]that include people from different departments, backgrounds, and expertise levels. The diversity within these groups can give a broader range of perspectives and reduce the likelihood of confirmation bias skewing the feedback process.

Make it a habit to actively seek out feedback that contradicts your views. This can be uncomfortable, but it’s essential for growth. Encourage your team to do the same by building a culture where challenging the status quo is seen as a positive, necessary part of the creative process.

Embrace the feedback revolution

Although feedback might seem like a straightforward concept, it’s fraught with complexities. But once you grasp the hurdles and how to tackle them, you unlock its real potential.

It’s not just about making marketing better; it’s about nurturing a culture where we’re always learning and evolving. And that is a huge upside.

So, take a deep breath, embrace the discomfort, and open yourself up to the invaluable insights that effective feedback can bring. Your marketing success depends on it.