Brands can gain significant insights into how to improve already successful products by analyzing online reviews, finds BazaarVoice [pdf] in a March 2012 report. Examining more than 6 million pieces of user-generated content from both in-store and online shoppers, the company found that 12% of all reviews include product suggestions, and that the frequency of suggestions was highest among very positive reviews (4 out of a possible 5 stars), at 20%. A significant proportion of 1-3-star reviews were also accompanied by suggestions, ranging from 16.3-20%, although, somewhat predictably, the frequency of suggestions coming with 5-star reviews was lowest, at 7.26%. (more…)
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1 in 5 Very Positive Product Reviews Come With Suggestions
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