Love and hate letters


Writing a mock letter to a service provider gives people an opportunity to draw upon the emotions they experience when interacting with that service for real.

Also known as

The tool

By asking participants to write their experiences down as either praise or complaint, you can gather insights into what aspects of a service are valued, desired, seen as lacking, or disliked.

Why use it

When to use it

  • After themes have been identified by affinity mapping.

How to use it

You should give 5 to 10 minutes for each letter. To get added value from the letters you might consider:

  • Asking participants to read their letters aloud. This is likely to stimulate conversation and the generation of additional insights.
  • Asking participants to pull the information contained in their letters together, categorising the good and bad experiences, and looking for patterns.



Similar to

Use in conjunction with

Complemented by


Additional information