How to analyze customer feedback in a spreadsheet

Export the file from the product

Open the product in the dashboard and export its feedback as CSV. The file is UTF-8, so accents and non-Latin characters survive, and it opens correctly in both Excel and Google Sheets.

Export one product at a time. Each product has its own feedback, so combining several products in one sheet mixes unrelated work. If you need every product together, add a product column yourself after each export.

The inbox keeps changing while you work, so note the export time and check the file the same day. Comparing the row count with the inbox count is a quick test that the export is complete.

Keep the original file untouched. Work in a copy, so you can always rebuild the analysis from the source.

Check the columns before you build anything

The first row holds the column names. Read it, and write down what each column contains. Then scan the first few rows to see how the values look: how type and status are spelled, how dates appear, and whether messages contain line breaks.

Messages can also contain commas and quotation marks. Use the CSV import option in your spreadsheet rather than pasting the text, so each field lands in the right cell. If you rename a column, note the change, because formulas point at column letters.

Write a short data dictionary in a second sheet: each column name, what it holds, and the exact spelling of every value you rely on. A new teammate can answer most of their questions from that sheet without a meeting.

Count by type, status and month

A pivot table answers most weekly questions. Set it up like this:

1. Select the whole table and insert a pivot table on a new sheet.
2. Put the type column in the rows.
3. Put the status column in the columns.
4. Put any column that is never empty, such as the message column, in the values area, and set it to count.

For a monthly trend, group the date column by month. If the spreadsheet reads the dates as text, convert them to real dates first, or the grouping will not work. Name the pivot sheet with the export date, so the file explains its own numbers when someone else opens it.

Add your own theme column

The export does not include a theme, and you should add one by hand. Put a short label in a new column beside the message, such as "checkout" or "reports". Escuta Produto has no tags, so this column is your tag. Keep the label list fixed for the whole sheet. If you change the list, relabel the rows you already have. Use the same names as your tagging guide, so the spreadsheet and the internal notes match.

With the theme in the rows and the type in the columns, the pivot shows where bugs and ideas cluster. That view is often the first useful picture of your feedback.

Simple formulas that answer real questions

Counts with conditions are enough for most weeks. This formula counts bug items that arrived on or after 1 September 2026, assuming column B holds the type and column C holds the date:

=COUNTIFS(B:B,"bug",C:C,">="&DATE(2026,9,1))

Counting distinct customers takes one helper column. If column D holds the email, this formula marks the first appearance of each email with a 1, and leaves anonymous rows at zero:

=IF(D2="",0,IF(COUNTIF($D$2:D2,D2)=1,1,0))

Add the helper column and sum it to get the distinct count. Keep a check cell that compares the pivot total with a count of the message column, so a broken import shows up as a mismatch before anyone reads the numbers. Anonymous rows have no email to match, so the total is a minimum, not an exact number.

Keep the sheet honest

A spreadsheet makes numbers look precise. Three habits keep them trustworthy:

• Compare the row count with the inbox count on the same day, so you know the export is complete.
• Write the export date at the top of the sheet, because the numbers change every day.
• Keep last month's sheet, so trends compare like with like.
• Write the filters you applied in the first row of the sheet, such as type idea and status new, so a colleague can reproduce the numbers.

The export contains customer emails and messages. Store it where only your team can open it, and delete copies once the analysis is done.

Put the sheet in your weekly routine

Use the sheet in the weekly review. Export on the same day each week, refresh the pivot, and read the top three themes aloud. Then update statuses in Escuta Produto. The spreadsheet is a view, not the system of record, so changing a value in the sheet does not change an item's status.

For the meeting itself, follow the weekly feedback review template. To get new items to the team between exports, set up Slack and Discord notifications.