{"id":24968,"date":"2023-10-16T09:21:06","date_gmt":"2023-10-16T09:21:06","guid":{"rendered":"https:\/\/www.revuze.it\/blog\/?p=24968"},"modified":"2023-10-16T09:21:06","modified_gmt":"2023-10-16T09:21:06","slug":"managing-consumer-sentiment-7-factors-that-can-make-break-brand","status":"publish","type":"post","link":"https:\/\/www.revuze.it\/blog\/managing-consumer-sentiment-7-factors-that-can-make-break-brand\/","title":{"rendered":"Managing Consumer Sentiment: 7 Factors that Can Make or Break Your Brand"},"content":{"rendered":"

Consumer sentiment is a metric that helps everyone from brand managers to product innovators keep their finger on the pulse of consumers preferences. It\u2019s an indicator for the health of your brand and product. What you look for is consistent numbers month-over-month. However, have you ever looked at your dashboard and panicked when you saw your consumer sentiment was down? You ask yourself what\u2019s changed. Is it an omen of declining sales or is it something else? The fact is sometimes a dip is nothing at all and sometimes there are other factors that are influencing the numbers.<\/span><\/p>\n

This blog post will explore the different factors that may be influencing your numbers. So before you break out into a sweat, read this blog post.<\/span><\/p>\n

1. The Impact of Incentivized Reviews<\/span><\/h2>\n

Some of the biggest industries out there like cosmetics, CPG, and food and beverage have regular promotional campaigns to incentivize reviews. In general we know that incentivized reviews, if used extensively, can increase sentiment by up to 10%..\u00a0<\/span><\/p>\n

One facet to investigate is whether the incentivized campaign ended. This can impact the mix between incentivized and organic reviews, thereby affecting your overall consumer sentiment. Therefore, it\u2019s important to do an apples to apples comparison, looking at consumer sentiment for organic only or incentivized reviews only. You\u2019ll breathe a sigh of relief when you discover that nothing has changed with your product\u2019s consumer sentiment.<\/span><\/p>\n

This can be easily done in the Revuze dashboard by filtering on organic or incentivized reviews as seen in the animation below.\u00a0<\/span><\/p>\n

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2. Review Volume<\/span><\/h2>\n

Let\u2019s face it, there are certain times of year that consumers write more online reviews. Consider the holiday season when gift-giving is at an all time high. It\u2019s safe to say there will be more reviews from consumers as well when compared to the rest of the year.\u00a0 Months with low review volume can make consumer sentiment fluctuate. For instance, a one star review rating can have a significant impact on the numbers. Again, don\u2019t fret! Once the review floodgates open, the drop won\u2019t be statistically significant.\u00a0<\/span><\/p>\n

3. Sources<\/span><\/h2>\n

There are so many online retail sources out there. Some of the primary ones in the US are Amazon, Walmart, and Target. Now what happens if other retailers are added like Macy\u2019s or Bloomingdale\u2019s? The source mix can definitely impact the numbers.<\/span><\/p>\n

The number of sources is one factor, but review volume from each source is another. Let\u2019s say one month, 80% of the reviews are from Ulta and 20% from Amazon and then the following month it\u2019s the opposite. Certain online retailers skew positively because of internal policies. For instance, some automatically remove one star reviews, skewing the review data to be positive overall. Demography also plays a role. Think about sites like Ulta or Sephora that have an overwhelmingly female audience. Reviews from women may also skew positively. So if the review volume from such is site is higher one month, the sentiment reflected may be different and it has absolutely nothing to do with your product.<\/span><\/p>\n

The best way to verify that the sentiment numbers are consistent is to isolate each source and do a deep dive into the numbers. If you\u2019re looking at sentiment from Amazon and nothing has changed, you can rest assured that you have nothing to worry about.<\/span><\/p>\n

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