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Analysis of online reviews helps you find out why consumers bought your product
Consumers cite the reason for their purchase in 37% of online reviews, making those a valuable source of insight.
Last week, we saw how online consumer reviews can help brands get specific feedback into every aspect of their product. In contrast, fan comments in brands’ own Facebook communities tend to be quite general and don’t offer as much detail. Extracting these purchase drivers can help brands focus on why consumers buy their product, whilst leaving aside likes and dislikes which don’t impact purchase.
Consumers cite the reason for buying a product in their online reviews:
- In reviews, consumers explain why they bought a product: This helps brands get to the bottom of what is driving sales for their product
- Facebook comments rarely mention the reason for purchase: Fans often express their "love" for a product and might recommend it to others. However, comments within a brand community can prove less helpful in understanding what drove the initial purchase decision
Consumers reviews can be helpful across a wide range of products, including retail, skincare, books or consumer eletronics for example: