So… in my previous role, my coworkers did some consultation work with FEH as an example. They were first-time players for FEH or even anything Fire Emblem related, and their feedback was catered for first-time players as expected. So it’d be things like “there’s too much to take in for a beginner”, “there’s too much clutter”, and “this-and-that tutorial could be better”. Some of the feedback is definitely understandable, such as having TOO MANY CURRENCIES and not displaying the benefits of the purchasable packs with bonus items. The coworkers had no idea what Feathers were for after tooling around the game for a few hours.

But for me, the issues I want addressed can only be seen from a long-term player who has committed enough time (and money) to seeing FEH throughout its lifetime, and hope to see it through as long as it can.
So here are some things I hear repeatedly from the community, and that I agree with as well:

• 
  Refines, specifically the slow progress on them. We used to get so many refines per month (even if some were shared like the Falchions shown here). 6 used to be more of the norm, but now we’re down to 4, and this means that some the older units will continuously fall behind newer units by a ratio of around 1:3. If we could go back to 6 a month, at least this ratio would be back “closer” to 1:2, which is still awkward, but certainly more tolerable than what’s happening currently. DC refines when.
• Grail income. If you play at super top tier AND have FEH Pass AND the monthly discount when it does include grails, it’s about 140 grails average per week. If f2p, that’s about 111 grails instead. (101 from top tier AR, +40/4 weeks {10 grails} from Forging Bonds that usually happens once a month). It takes 2700 grails to +10 a TT unit, and 2200 for a GHB unit (at worst, but waiting for rerun is worthwhile). Seeing this, it takes almost 5 months of high tier play to get a single TT unit fully merged, and in that span of time, there will be at least 10 other free units released that could each also be potentially good units to merge. Really, IS?
• Flower income. This one comes a littttle less of a complaint from me in the larger picture (definitely prefer more Grail income if I had to pick between the two), but nevertheless would LOVE to see an improvement on this. It’s rather insane how much more pressure there is on Infantry flowers compared to the other movement types as well.