{"id":24760,"date":"2023-06-13T04:25:16","date_gmt":"2023-06-13T04:25:16","guid":{"rendered":"https:\/\/www.revuze.it\/blog\/?p=24760"},"modified":"2023-06-13T04:25:16","modified_gmt":"2023-06-13T04:25:16","slug":"not-all-consumer-reviews-are-created-equal","status":"publish","type":"post","link":"https:\/\/www.revuze.it\/blog\/not-all-consumer-reviews-are-created-equal\/","title":{"rendered":"Not all consumer reviews are created equal"},"content":{"rendered":"
As a marketer who wants meaningful consumer feedback about your brand, consumer reviews are one of your go-tos for the source of truth. What better way to gain access to your consumers\u2019 minds? As you perform your due diligence by delving into the various reviews where consumers express positive and negative sentiment to create data-driven insights analysis of the relevant stakeholders. It seems to make sense to go to the various sources where consumers share their opinions. Like with most things in life, it\u2019s also important to review the fine print.<\/span><\/p>\n If you dig deeper into the reviews, you might be surprised to discover that you have to take them with a grain of salt because they may be incentivized or syndicated. There are actually three different types of reviews and as you analyze the data it\u2019s important to weigh them properly. There are organic, incentivized, syndicated, and even fake reviews. Here we dive into the different types of reviews and help you better navigate the ecosystem.<\/span><\/p>\n Organic Reviews are <\/span>the<\/span><\/i> most coveted and sought after because they are organic reviews by real people who have been verified by the ecommerce site and are displayed thus. Below is a <\/span>review<\/span><\/a> of the Apple AirPods on Amazon. Note that below the location and the date of the review in a smaller font size, the following text: \u201cVerified Purchase.\u201d This is a clear indication that this person genuinely purchased the item from the seller. To achieve this, Amazon routinely sends consumers a follow-up email after their purchase asking them if they are satisfied with the product and requesting a review.<\/span><\/p>\n <\/p>\n For a marketer, this kind of review is gold and should carry the most weight when making strategic decisions or when assessing the consumer sentiment about the product.\u00a0<\/span><\/p>\n As opposed to Verified Reviews, Incentivized Reviews start to create a challenge since they muddle the data set. As implied from the description, Incentivized Reviews are indeed from real buyers but they were given something in return for their review. Whether a gift card or a coupon, their review can\u2019t be taken on face value. Had they not received the incentive, perhaps they wouldn\u2019t have written the review at all or the sentiment would have been different. It\u2019s difficult to make a neutral assessment.<\/span><\/p>\n The example below is for <\/span>Family Guard Disinfectant Aerosol – Citrus – 17.5oz<\/span><\/a> on Target. As you can see both of the reviewers below received a free sample of the product to try it and review it!<\/span><\/p>\n <\/p>\n As a means to bolster sales many ecommerce sites also syndicate reviews. This tactic ensures real reviews about the product appear so potential consumers can get a first-hand perspective on the product. However, this too poses a challenge for marketers. It means that your data set can include the same review written several times.\u00a0<\/span><\/p>\n Below is a review of a MAC lipstick that appears on <\/span>Sephora\u2019s UK website<\/span><\/a>. This consumer review is actually a one that originally appeared on the MAC website and not Sephora. This is only one instance of the particular review, consider for a moment that may appear on other websites as well.\u00a0<\/span><\/p>\n <\/p>\nOrganic consumer reviews<\/b><\/h2>\n
Incentivized consumer reviews<\/b><\/h2>\n
Syndicated consumer reviews<\/b><\/h2>\n
The importance of the right tools<\/b><\/h2>\n