Reading student evaluations

How we read and respond to student evaluations of our teaching is an interesting question?
Here are a few preliminary thoughts on what we should and should not do.
We should

• read them all very carefully
• be willing to change how and what we teach
• take particular notice of comments (both positive and negative) that are repeated e.g., if 30 per cent of students say the textbook is terrible then we need to change it...
• realise that sometimes students comments may actually be more about them and their expectations than about your teaching

We should not

• make it our goal to keep everyone happy. the goal is to teach not to be popular.
• give particular credence to comments of just one or two students.
• take the comments (both positive and negative) too personally.

Any other thoughts?