{"id":752,"date":"2018-10-22T15:25:47","date_gmt":"2018-10-22T15:25:47","guid":{"rendered":"https:\/\/www.revuze.it\/?p=752"},"modified":"2018-10-22T15:25:47","modified_gmt":"2018-10-22T15:25:47","slug":"why-negative-consumer-reviews-are-a-better-data-source","status":"publish","type":"post","link":"https:\/\/www.revuze.it\/blog\/why-negative-consumer-reviews-are-a-better-data-source\/","title":{"rendered":"Why negative consumer reviews are a better data source"},"content":{"rendered":"
With nearly 95% of shoppers reading online reviews before making a purchase decision (Spiegel Research Center<\/a>)\u00a0most brands work hard to drive more positive reviews of their products or services. So, they do everything in their power to get five-star reviews and prevent any negative reviews, right?<\/p>\n What if we showed you the real value hides in negative reviews?<\/p>\n Believe it or not, learning from positive reviews isn\u2019t critical for your business. In fact, negative reviews can actually help your business much more then you may have ever expected.<\/p>\n There are so many ways now for consumers to share data and information that online consumer reviews and feedback data has in fact become the world’s largest consumer panel. Additionally, because it is an anonymous, it\u2019s easy to share loads and loads of data since no one is worried about saying the wrong thing. This has contributed to the explosion of world data to the point that, as IBM recently pointed out, 90% of the world\u2019s data<\/a> was created in the last 2 years.<\/p>\n In fact, it’s even better than just the world largest consumer panel, as consumers are not concerned that they are monitored and as such convey their opinions more freely, this consumer panel might be the most honest and accurate.<\/p>\n There\u2019s so much good data available in areas such as customer service and QA (returns, complaints, failures, missing parts, packaging), product or service (popular features, negative reviews, competitive analysis) and market research (analyzing brands, products and sentiment and looking for white spaces for innovation).<\/p>\n With so much high quality data available on such a diversified set of consumer goods\/services topics \u2013 every consumer brand would benefit from closely following this resource.<\/p>\n Our experience serving dozens of brands across numerous verticals shows when consumers are happy about a product or a service they will mention it in broad terms and without touching on the specifics \u2013 \u201cI am very happy with the service\u201d, \u201cit met my expectations\u201d, \u201cvalue for money is awesome\u201d \u2026.<\/p>\n However, when consumers are unhappy with a product or a service, they will mention the specifics of why \u2013 \u201cNot happy with the smartphone battery\u201d, \u201cphone is very unstable and stops working several times a week\u201d, \u201cdisplay is not crisp\u201d, \u201ccamera is very slow and doesn\u2019t take good pictures in the dark.<\/p>\n Therefore, listening to and analyzing negative reviews tells you more details about your product\/service and of your competitors! This goes for both negative and positive since by not stating a negative it can be inferred that consumers are satisfied.<\/p>\n See below the top 10 topics for reviews wit 4-5 stars rating vs. reviews with 1-3 stars ratings. These topics were identified by the Revuze solution based on consumer opinions on smart phones and as can be seen below that 4-5 stars ratings topics are mostly generic in nature (overall satisfaction, performance, ease of use) while the 1-3 stars topics are very specific (applications, life span, defects):<\/p>\n \u00a0 <\/strong><\/p>\n \u00a0<\/strong><\/p>\n Similar to cell phones, see below the top 10 topics for reviews wit 4-5 stars rating vs. reviews with 1-3 stars ratings. These topics were identified by the Revuze solution based on consumer opinions on razors and blades and as can be seen below the 4-5 stars ratings topics are mostly generic in nature (overall satisfaction, value for money, ease of use) while the 1-3 stars topics are very specific (blade sharpness, the handle, quality):<\/p>\n \u00a0<\/strong><\/p>\n <\/p>\n As seen in 2 very different industries, success (4-5 stars ratings, solid reviews) drives generic responses while failure (1-3 stars rating) drives focused, detailed feedback.<\/p>\nListening to the world largest panel<\/strong><\/h2>\n
Why negative reviews are more informative<\/strong><\/h2>\n
Example 1 \u2013 smart phones<\/strong><\/h2>\n
Example 2 \u2013 razors and blades<\/strong><\/h2>\n
Conclusion<\/strong><\/h2>\n