Comfort issue
Rough and stiff can be too different things, Ive been in very stiffly sprung cars that ride well, little bit less compliance but not bad.
Ive also been in cars that have soft stock style stuff that ride "rough" but it stemmed from wore out bushings and other suspension components causing crashing and noise.
Ive always liked a bilstein car with nice springs.
Tires can play a major role in ride comfort though and are often overlooked.

