New research report – The pros and cons of incentivized reviews

There’s a new Revuze research report in town! Comparing incentivized reviews to non-incentivized ones to highlight the differences in score and content that you get from each. Below are some of the report highlights and to read the full report just contact us. Enjoy:

According to a recent research 97 percent of customers said they had read reviews in 2017. This is no secret that online reviews are skyrocketing as consumers share more and more data. As IBM recently pointed out, 90% of the world’s data was created in the last 2 years.

With so many online reviews out there, we’ve decided to take a look at how incentivized consumers’ reviews fair against regular reviews from consumers that were not incentivized. Is one better than the other? More positive? Are they similar in topics covered and level of details? Stay tuned to find out…

But first, what is an incentivized review?
An incentivized review is a review written by a consumer who got the product for free or got a coupon for the review. This typically means that the consumers writing the reviews are pushed to write them close to the initial use of the product and you’d also expect these “biased” consumers to be more positive.


We’ve used our Revuze dashboard to analyze data collected from the Razors and Blades industry. Of course, the results changes per industry, per brand and per product but since this is based on a substantial sample of data (Over 300,000 reviews) we assume it will be representative.
How Revuze work?
Revuze is an automated market insights solution that can take any type of unstructured data about consumer products and through deep understanding of consumer intent use it to understand an entire market – brands, product and features reviewed. Data sources include online reviews, emails, social media, call transcripts etc.

When incentivized reviews are included, these reviews are marked as incentivized either by the reviewers in the review body OR the eCommerce site might also mention it (e.g. “This review was taken as part of a promotion”).

Leveraging its deep consumer understanding Revuze technology detects all the possible variations of how consumers specify that this is an incentivized review  (“got coupon”, “part of promotion” etc) and marks these reviews as incentivized reviews.


High level conclusions

Comparing over 300,000 incentivized and non-incentivized reviews leads us to the following conclusions (again, limited to a specific market and product):

  • Incentivized reviewers are more positive towards the product (Contact us to get the full report)
  • Incentivized reviewers mention that they received this product as part of promotion
  • Overall positive incentivized reviews do not tend to evaluate the price of the product. In the non-incentivized reviews this aspect is included in the top 10 most evaluated topic while in the incentivized positive reviews it is not in the top 10 mentioned topics

Based on the above we highly recommend that when you analyze consumer feedback you will separate incentivized reviews from non-incentivized reviews as the two audiences behave pretty differently.

To read our full research report please fill the form at

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