by Sentimenti Team | Sep 14, 2020 | SentiBrand
Product reviews are extremely important for businesses. It doesn’t matter if it’s a local small business or a large conglomerate. Every business wants to climb to the top of the rankings on Google and inspire consumer confidence. It also wants online reviews to be only positive.
Product reviews and their value to your business
Product and service reviews that we come across online are very desirable for a business. They are the ones that increase search engine visibility and improve SEO. They also help build consumer trust and boost sales and conversions. They’re also a big advantage over the competition, as long as their content evokes positive emotions. The statistics speak for themselves. Reviews saturated with positive emotions can generate a lot of revenue. Products with an average rating of 5 stars receive up to 126% more orders than those with four stars.
On average, consumers read up to 10 online reviews before trusting a product or company. Up to 32% of consumers visit a company or product’s website after reading a positive review. SEO and SEO experts agree on this – generating online reviews is one of the top three best performing factors. 82% of consumers read online reviews of local businesses.
These reviews can provide the impetus for choosing between our company and a competitor. Online product reviews not only give consumers insight into the pros and cons of the products and/or services offered. They are also a great way to attract potential customers.
Online reviews and testimonials? The more of them, the better
While consumers will read many reviews before a brand inspires their trust, timing is crucial. Nearly half of consumers will only pay attention to reviews that have been written within the last 2 weeks and not a day more.
For many local businesses, the best place to build a review presence will be Google My Business. If you are dealing with a typical e-commerce business, you can build a profile on Trustpilot. Those in the hospitality industry can check reviews on TripAdvisor. Reviews can also be found on Facebook, Ceneo, GoWork and many other portals.
Analyzing online reviews, or what if there are already some?
You can do many things with online reviews. In addition to presenting reviews on your website, you can simply analyze their content and draw deeper conclusions. This allows you to go beyond star ratings and take your business to the next level.
Reviews can be a great source of information about your business or product. By analyzing the most common complaints about products, you can make improvements that will keep customers happy. The company through this will have better reviews in the future.
Review analysis, or the study of consumer emotions
Online reviews are an essential part of any business hoping to make a positive mark online and build consumer trust. Consumer reviews can be used to enhance brand reputation and improve services.
As an example, we used our tool to study emotions, arousal, and sentiment on several sample products. We took data from ceneo.pl from the last year.
The products were chosen quite randomly after taking into account only one parameter – a larger number of opinions in order to make the data representative. The group of tested products included several random phones, headphones and a water filter cartridge, cosmetics, medicine and a scooter.
- Apple AirPods 2 white (MRXJ2ZM/A)
- BRITA Maxtra Plus 5+1 pcs. Filter cartridge
- Apple iPhone 11 64GB Black
- Apple iPhone 11 Pro 64GB Star Grey
- Chlorchinaldin VP 20
- Xiaomi Mi Electric Scooter M365
- Long 4 Lashes Eyelash Growth Serum 3ml
- Xiaomi Redmi Airdots Black
- Samsung Galaxy A40 SM-A405 64GB Dual SIM Black
- Xiaomi Redmi Note 8 Pro 6/64GB Gray
- Xiaomi Redmi Note 8T 4/64GB Blue
These are probably not all reviews of these products, but this is mainly an example of a survey and how to analyze content from consumers. Below are the results:
As can be seen, the Brita Maxtra product received the highest intensity of positive emotion and favorable image sentiment in this analysis. In the group of randomly tested products, the Samsung Galaxy A40 received the worst score. The order of products was arranged according to the value of positive sentiment – from highest to lowest.
An analysis of the intensity of joy, trust and anger in the surveyed opinions shows that non-technological products (phones, handsets) have joy and trust much less. Phones are characterized here by more criticism. When it comes to emotional arousal, i.e. the strength of emotion and the type of words used to express it, the best performer is Chlorchinaldin VP-20, and the worst – again – is Samsung Galaxy A40. This may mean that the criticism was not so strong in the case of this device, but it outweighed the positive emotions.
Selected negative with highest anger intensity:
- Unfortunately, the headphones COMPLETELY do not stick in the ears, no matter what kind of covers you use, and the second day one of them fell out of the ear and got lost. DO NOT RECOMMEND. 200 PLN thrown down the drain.
- Impressed by the positive reviews, I bought them at a low price. Very stable hold in the ear, have a nice case but that’s actually the end of the advantages. The manufacturer did not include any instructions so I had to reach for “tutorials” and “unboxingi” on youtube. In vain – the left earphone did not want to pair with the right one. It is worth knowing that the left handset connects with the right one and the right one connects with the phone. Several reset attempts did not help.
- Chinese fakes. The headphones cannot be paired with each other, despite following many instructions from the net. Both headphones are detected as right. No instructions in the box. No cable.
- 100% counterfeit I own the original and from this store. These fakes are not even 50% of the capabilities of the originals. I do not recommend
Selected negative with highest joy intensity:
- I have been using Brita for a long time. I stopped buying water at the store (especially in plastic) a long time ago. We have great quality tap water. After pouring it through the brite I am at peace with the quality. I recommend it to everyone. Great product.
- Very good quality. Son satisfied. I recommend
- Good quality product, fast delivery, everything is fine – I recommend 😉
- I bought it for a gift. My boyfriend is very happy and praises it. I recommend
As you can see, Sentimenti tool analysis allows you to not only examine the emotion saturation of review content. It also allows you to quickly categorize reviews into positive and negative. This process gives quick (in just a few minutes) and precise results. The above sample survey is just a prelude to further in-depth analysis. This type of research is done by Sentimenti team as a part of SentiBrand service.
by Sentimenti Team | May 9, 2019 | Lifestyle
Fashion brands are very popular on social media. When we analyzed the Facebook communication of banks, we didn’t think the topic would be so successful – it’s our most-read post. We hope that hints and tips for improving social media communication can be drawn from it – with an emphasis on “let’s not overdo the display of surprise in official posts.” Now we want to show that we can study emotion on fanpages from different industries, including fashion.
Fashion brands on Facebook
Social media is now the most widely used way to maintain daily communication with customers. Even if they don’t bring direct purchase profits (here a newsletter still works better) they influence the perception of the brand by the wide audience. In short, they set a tone, including an emotional one.
We took a look at the Facebook activity of several Polish brands throughout 2018:
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- high-profile (Vistula, Monnari),
- casual (Reserved, House, H&M),
- youth (Cropp / LPP),
- patriotic (Red is Bad).
We assume that the tone of their posts will vary, after all, brands want to create their image and react to who they are or what their audience is doing. First, we had to select a few companies with active followers. To do this, we compared the numbers of likes and comments under their posts. The size of the bubble showing the brand’s position reflects the number of posts. In this respect, all the companies we selected are very similar. According to the ratio of likes to comments (like to comment ratio), the best performers are those profiles where this ratio approaches 1.
We decided to analyze the profiles of: Reserved, House, Red is Bad, Cropp, H&M and Monnari. The first four are very similar in terms of Facebook activity, while H&M and Monnari not only stand out from the rest, but are also kind of opposites.
Emotions in fashion brand posts
How different are the various clothing brands? The chart below shows how they compare to the average. For example, a value of 60% for anticipation (orange emotion) in the case of House (black line) means that this company expresses this emotion in its posts that much more often than average. By the same token, -40% joy in the case of Red is Bad (violet) tells us that the brand expresses this emotion significantly less often than others.
Fashion brands create their image on Facebook as environmentally conscious (H&M), very cool (Cropp), elegant and friendly (Monnari), patriotically committed (Red is Bad). The differences between them can also be seen in the results of the sentiment and emotion analysis. Red is Bad expresses a lot of negative emotions: fear, disgust, sadness, anger. Much more than any other company.
House, on the other hand, heavily promotes its future activities while expressing surprise and expectation. Reserved seems to express a very “model” set of emotions, usually staying around the average (0% line) – just what we have come to expect from the communication of an everyday brand, aimed at a very wide audience. Cropp’s profile also has a very similar tone.
Emocje klientów
Facebook is used to communicate directly with the customer, but also with the brand. Observers, private individuals and other companies comment on official posts. What emotions do they express?
Let’s first look at the results of the sentiment analysis. Fashion brands, or rather their customers, seem similar to each other – the differences usually reach 10%, while those between emotions in posts reached 60%. Only Monnari outweighs the others in terms of positive sentiment (20% more than average). House turned out to be a model brand in this comparison, performing at the average level.
Being a model pays off: fashion brands Reserved and Cropp kept their posts within the average intensities of each emotion – and so do those commenting on these statements. Monnari, confirming the results of the sentiment analysis, stands out above the average in terms of joy and anticipation. Perhaps this was influenced by the competition under the slogan “I feel best…”. H&M receives a lot of trepidation in the comments – it’s mostly about complaints and questions about whether it’s possible to buy clothes from the ending collection. The most confidence is expressed by Red is Bad customers.
Fashion brands and their communication with the customer
For now, we know how brands differ. But what about the relationship, fit or rift, between the company and its customers? What is the ratio of emotions in comments to those in posts?
The chart above shows that customers always express more negative sentiment than the brand itself – an expected result. The brand does not complain and complain. But that, among other things, is why it has social media, so that it can quickly receive them from customers and be able to publicly show how efficiently it solves problems. And yet… In the case of Monnari and Red is Bad, this ratio is close to 1, which means that customers complain very little, almost not at all. They are faithful consumers of products and brand statements. What’s fascinating is that these are the only companies where commenters are even slightly more positive than the brand itself.
Fashion brand communication vs customer communication
In the case of Red is Bad, it may be about comments about soccer (the brand talked to observers about the World Cup) and the fact that it itself expresses a lot of negative emotion. However, this trend is observed throughout the year, except for the first quarter, so it is not affected by a single event. In the case of Monnari, we observe satisfied customers writing about when they feel best. We see this trend especially in the third and fourth quarters of 2018.
Finally, our most complicated graph – the relationship between the intensity of emotions in comments and posts. Red color means that a particular emotion appeared in the comments under the company’s posts twice as often. Gray – that it was about the same or a little less.
We immediately see two interesting cases.
H&M has received far more fear than it has expressed – and this has been the case for all quarters of 2018. In addition, commenters also expressed a lot of anger in the first and third quarters of last year – H&M’s customers use the company’s Facebook more often than others to seek help, report problems, and request refunds.
Monnari, on the other hand, shows the opposite, very positive trends. Customers express a lot of joy and (especially in the second and third quarters) expectations in the comments. They are confident that the company and its products are something good, pleasant for them.
We can also observe reverse trends between Reserved and Cropp and Red is Bad when it comes to the emotion of fear. In the case of the first two brands, it is rather expressed by customers. In the case of patriotic clothing – the retailer itself.
Emotions of fashion brands and their customers – conclusions
Monnari and Red is Bad are two brands aimed at completely different target groups. However, they have proven to communicate with their customers most efficiently. They receive positive comments from them, and seem very attuned to their audiences in terms of the tone of their mutual communication.
H&M’s Facebook situation turned out to be the most complicated. This brand received a lot of negative emotion in 2018, although it expressed itself in a moderate way. The other everyday brands and those aimed at a wide audience, Reserved, Cropp and House, stayed around average in both the emotion expressed in posts and that received in comments.
As in the case of banks, it turned out that customers tune into a company’s communications – unless the company lets them down. Then they don’t focus on reading and responding to its communications, but instead express their own opinions, often strongly negative.
Brand monitoring and emotion analysis
This is our next post showing how emotion analysis sheds interesting new light on about various companies in the market. Previously, we examined banks and their Facebook communications. We also examined how various beauty brands are talked about – and which ones are given warmer feelings than others. Sentiment analysis worked well in both the beauty industry, whose representatives differ little from each other, and the heavily diversified entertainment industry.
Sentiment and emotion analysis is a direct insight into the mechanisms that control consumer behavior of customers. That is, our decisions to like something on Facebook, sign up for a newsletter, and finally buy something. If we are not convinced by the emotional overtones of a brand’s communication, if it does not seem sincere to us, we will not want to listen to it. In this study, we found that the customized, out-of-the-ordinary communications of two extremely different companies hit the mark. Their customers wrote a great deal of positive comments on Facebook.
