“The feedback loop was so close by like it was like you know you were in the app you can just poke over here to kind of give some feedback and that made it really nice because there was no friction people always gave really good feedback.”

Build for a community you live in — the feedback loop needs zero friction

When your users already hang out in the same spaces you do, qualitative research happens passively. Apollo's subreddit made feedback instantaneous — no surveys, no user interviews, no recruitment. Building for a community you belong to means the product-market feedback loop is always on.