Turning Pain Points into Progress with VoC Data from Online Reviews

Star ratings are one of the ways consumers make their purchase decisions. Five-star ratings mean the product met consumer expectations and is worthy of being purchased, while low ratings indicate the opposite. For brands, they signify something different. Top marks can validate that product-market fit has been achieved, while low ratings may mean it’s time to go back to the drawing board. Voice of Customer (VoC) data can be pivotal in understanding the reasons behind these numbers. One of the best sources of VoC is consumer reviews.

Let’s take a look at some of the topics around the stroller category that aren’t meeting consumer expectations using their feedback from online retailers.  

Voice of Customer: A Closer Look at Review Data

Using an AI engine, review data can be organized and analyzed. Topics reflecting the range of consumer opinions are distilled and highlighted with consumer sentiment. The power of AI lies in its ability to quickly allow the voice of the customer to shine through all the data.

In the stroller category, there are over 54,000 reviews and more than 187,000 opinions from over 10 leading eCommerce sites like Amazon, Walmart, Target, etc.

In the chart below, we see the five topics with the highest discussion volume. In this analysis, Folding, Weight, and Price/Value for Money had the largest share of discussions with negative sentiment. However, that doesn’t necessarily mean these are the underlying causes of low star ratings. Other parameters can provide a better sense of the stroller market landscape.

This snapshot reflects other metrics, including the five most liked and disliked topics in the stroller category. While Folding and Price/Value for Money appear on this list, the Wheels topic clinches the top spot.

Finally, let’s take a closer look at the drivers of star ratings for baby strollers. The chart shows that, more than any other topic, Wheels is the leading cause of 1-2 star ratings, accounting for 18% of the time. Notably, Price/Value for Money is the only other topic that appears.

Spotlight on the Wheels Topic

When delving into the Wheels topic, we see fluctuating discussion volume over the past two years, characterized mostly by negative sentiment. What has consumers so frustrated with stroller wheels?

With the click of a button, the Revuze AI engine summarized consumer opinions, highlighting their primary pain points with this topic across the entire category. For instance, many consumers expressed frustration with the wheels, citing issues such as poor grip and frequent sticking, which make navigating bumps and uneven surfaces difficult. Additionally, numerous users reported that the front wheels fail to turn properly, causing the stroller to veer off course and become hard to steer. In some cases, the wheels’ cheap plastic construction led to problems like squeaking, wobbling, and even melting in hot weather. Furthermore, several complaints highlight that the wheels often lock up or malfunction, making the stroller challenging to use overall.

Jeep Unlimited Reversible Handle Stroller, Grey Tweed

“Wished I would’ve listened to the reviews. This is the worst stroller! Wheels have 0 grip can’t even go over the smallest bump on the ground without it getting stuck. Then it’s really tall I’m 5’5 and this thing is too tall. Very flimsy. Overall -10/10 please don’t buy it. Returning this ASAP”

 

Cosco Comfort Height Umbrella Stroller, Roar

“This is a poorly made umbrella stroller. The wheels didnt turn correctly and it was hard to navigate”

Capitalizing on Opportunities

Until now, we focused on insights for the entire stroller category and haven’t looked at a particular brand or product. However, any juvenile product brand can use this data to their advantage. 

Given the specificity of this pain point, competitors can use these insights to review quantitative data about the wheels of their own products. Are they meeting consumers’ expectations? Are the issues the same as those discussed across the category, or are there others that haven’t been addressed?

Let’s take a closer look at the feedback on the wheels of Baby Jogger brand strollers, which currently has 3.8 star rating, which is below the category average of 4.15. The share of discussion volume and consumer sentiment was high two years ago, but the brand has since experienced a significant decline. The discussions that are taking place now are relatively negative.

The summary of consumer feedback indicates that the issues experienced by consumers are specific to the brand and do not represent the experience across the entire category. For instance, consumers expressed significant frustration with the Baby Jogger brand stroller wheels. Replacement wheels are difficult to find, making the stroller less usable over time. Many users report that the wheels lack sturdiness, with common issues such as wobbling, squeaking, and even falling off during use. Additionally, the locking mechanism for the front wheels is frequently defective, causing challenges when jogging or navigating uneven surfaces. The wheels’ material is perceived as cheap and prone to damage, contributing to an overall poor experience compared to other strollers.

By leveraging this data, Baby Jogger has the opportunity to align their stroller wheels with consumer feedback and meet expectations set by both their own brand and key competitors. It’s the leading negative topic discussed and by becoming a more consumer-centric brand they can turn their reputation around.

Another way to optimize product development is to look towards the brands that have strong positive sentiment among stroller consumers. 

For example, below are the top five brands with an average sentiment of 83% for the Wheels topic. 

Similarly, the snapshot below highlights the top products for Wheels with an average sentiment of 84%.

This helps narrow down competitors around the topic, making it easier to conduct a competitive analysis.

Conclusion

To recap, brands can leverage the valuable insights from consumer feedback to optimize their products and, in turn, strengthen their reputation. The negative sentiment surrounding stroller wheels, especially in areas such as poor grip, lack of sturdiness, and faulty locking mechanisms, highlights key opportunities for improvement. By using Voice of Customer data, brands like Baby Jogger can identify these specific pain points and take proactive steps to enhance their product design, making their strollers more aligned with consumer expectations. This approach not only addresses immediate concerns but also helps build trust and improve brand perception. Additionally, analyzing competitors with strong positive sentiment in this area can guide product development, offering a benchmark for success. In the long run, leveraging this data effectively can lead to higher star ratings, improved customer satisfaction, and a stronger reputation in the marketplace. Learn more about how Revuze’s  consumer insights can support strategic innovation goals. 

Florence Broder

Florence Broder is a marketing professional with over 20 years of experience. She has worked in a range of global high-tech companies.