Feedback Loops

In February 2021, I interviewed six creatives working in painting, photography and fiction writing for an early-stage start up. The company is building a service to help people give and receive feedback on creative projects. To better understand what creatives are looking for when they ask for feedback and who they turn to for input, I suggested talking with artists and writers who rely on feedback in their working lives.

Key Takeaways

While there were differences in when and what kind of feedback they sought out, the people in their feedback networks were similar and the type of feedback they sought changed after they left grad school. Visual artists tend to ask for feedback on finished bodies of work; Writers ask for feedback on finished works and also in-progress works.

Trust Is Vital

• Creatives tap their friends who work in the same discipline 

• They also give feedback to their friends, forming a supportive network

• Informal, in-person feedback is preferred, usually through organic conversation between friends

All the interviewees spoke highly of feedback from creatives working in other disciplines, but rarely have people outside their field in their close network. Since most creatives are looking for feedback near the end of a project, their focus is on the impact of their work and understanding its context within their own body of work and the culture at large. Creatives often know what is or isn’t working in their projects but don’t always know when a piece is finished or if they are fixating on details that don’t matter to others.

Fresh Perspectives

• Creatives value feedback from artists outside their discipline but rarely seek it out

• Working artists are more interested in feedback about the emotional impact of their work than getting technical or ‘craft’ help

• Creatives seek affirmation and help in judging their own work

As creatives rely on friends within their discipline for feedback, most of the feedback they receive post-grad school comes through ongoing conversations. Some creatives have a wider network including editors, curators, art jurors, residency and writing workshop peers who also provide valuable feedback more formally.

Social distancing has made it difficult to get in-person feedback, so creatives are using Zoom and social media like Instagram and Facebook to share their work and garner feedback.

Delivery Methods

• Creatives prefer informal, in-person feedback from other artists in their field

• Social distancing has led some creatives to try Zoom studio visits and social media for getting feedback

• Creatives use email to send photos and writing for feedback, particularly for applications to programs, shows and grants

Asking for, and receiving, feedback is an emotional  experience. Creatives reported feeling nervous, excited and vulnerable. One writer has found that talking about their work early in the process ‘kills’ their desire to keep working on it. 

Many creatives have also experienced negative, mean or harsh formal crits in grad school leading them to avoid those situations later in life.

Some creatives worry that feedback can be too positive or kind, and that they aren’t always getting the critical feedback they need.

Quality of Feedback

• Working artists want critical feedback and seek out trusted people who can deliver it kindly

• Creatives who had negative experiences with formal crit can be hesitant to share unfinished work with strangers

• Some creatives worry they, and the larger art community, are not getting needed critical feedback

Final Thoughts

After presenting my findings to the company founder and an investor, we had a long conversation about the applicability to their start-up concept. We identified some major challenges including fostering trust, empathy and accountability between users who may be strangers, on a digital platform.

I am excited to see how the company solves for these issues. In the meantime, you can view the presentation I created below.