Monday, July 15, 2013

Find: Love / hate - the biggest fans of products leave the harshest online reviews, says new study

Your most committed customers can also be your most negative. Often they will leave reviews of products they don't know.

It seems to be change that these reviewers reject. Perhaps old products shouldn't be removed until new products are older, limiting novelty? Also, perhaps these committed customers are only those with a strong bias against novelty. 

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// published on The Verge - All Posts // visit site

Love / hate: the biggest fans of products leave the harshest online reviews, says new study

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Negative reviews aren't always written by dissatisfied users or crafty competitors, but instead by dedicated fans who love a company's products. According to a new study, the review box has apparently been commandeered by loyal customers disenfranchised by a company's new products. These users see it as a way to provide company feedback by playing the role of brand manager and even attack items that haven't yet been sold.

Researchers Eric Anderson from Northwestern University and Duncan Simester from MIT studied the sales and reviews data from an unnamed private label apparel retailer. The data was controlled, since the company uses no third-party vendors, and online reviews were analyzed directly against registered user's sales...

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