{"id":24878,"date":"2023-08-14T12:56:26","date_gmt":"2023-08-14T12:56:26","guid":{"rendered":"https:\/\/www.revuze.it\/blog\/?p=24878"},"modified":"2023-08-17T05:47:56","modified_gmt":"2023-08-17T05:47:56","slug":"how-design-shapes-consumer-sentiment-pens","status":"publish","type":"post","link":"https:\/\/www.revuze.it\/blog\/how-design-shapes-consumer-sentiment-pens\/","title":{"rendered":"How Design Shapes Consumer Sentiment for Pens"},"content":{"rendered":"
In an earlier blog post about back-to-school products we showcased a non-traditional product category, dietary supplements and pain relief<\/a>. Now we turn our attention to a more mainstream and expected category, writing instruments. For our purposes, we looked at everything from pens to highlighters to identify what\u2019s important to consumers for the back-to-school season.\u00a0<\/span><\/p>\n This is a highly incentivized product category with 21% of the reviews being promoted in some way. Given that fact, we filtered out the incentivized reviews for the purposes of this blog analysis. We looked at organic reviews from Amazon, Staples, Walmart, Target, and Office Depot from May 2021 – July 2023.\u00a0<\/span><\/p>\n For this blog post, we focused on the design topic to understand more about consumer sentiment. Design can mean many things to consumers. It can mean being ergonomic or how it feels in the hand. Design can also refer to the actual look of the pen. What color is the pen? Does it have some extra sparkle to make it wow?<\/span><\/p>\n What\u2019s clear is that consumers value a pen that is both functional and aesthetically pleasing.\u00a0<\/span><\/p>\n The chart below highlights the leading pen products based on the design topic. The average sentiment here is 83% with a number of Pilot Pen products with high sentiment and high share of discussion. The <\/span>Pilot G2 Premium Gel Ink Pens, Fine Point<\/b><\/a> stands out as the pen with the highest share of discussion.<\/span><\/p>\n <\/a><\/p>\n When we dive into the Best and Worst products we see the emphasis is on aesthetics rather than functional design. We see the top pen is the <\/span>COCOBOO 20pcs Diamond Pens Cute Ballpoint Pens Retractable Metal Crystal Pens<\/span><\/a>. This pen is designed to attract the eye with bright, sparkly colors and is crowned with a diamond. The other product images below also showcase the visually appealing designs.<\/span><\/p>\n <\/a><\/p>\n We wanted to understand the main themes for the overall pen category and then dove into what consumers had to say around the design topic. Already, design bubbles up in a number of different ways like aesthetics and functionality when it is somewhat tied to durability.<\/span><\/p>\n Now the below themes emerge when we only focus on consumer reviews and the design topic.<\/span><\/p>\nConsumer Sentiment and Pens<\/span><\/h2>\n
What\u2019s important to consumers<\/span><\/h2>\n
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