Online user feedback, collected by means of internet survey tools, is a promising approach to obtain early user feedback on concepts and early prototypes. In this study, the collection and utilization of online user feedback was investigated in four design cases: all master student projects for industry clients involving seven student designers. A total of 272 user participants provided quantitative feedback. Half of these also provided qualitative feedback. One third of the qualitative feedback was perceived as useful by the student designers. The main usefulness of the feedback was related to strategic concept decisions rather than the interaction design of the early prototype. Lessons learnt are provided.