Barry Moltz says, “People have always placed a lot of credibility in the reviews of others. On Amazon, eBay, Yelp or TripAdvisor, when they read what other consumers have said about products and services purchased, they place a higher value on this than any direct advertising from the company. This should not be a surprise since consumers see it as unbiased. But is it and how accurate are these reviews in judging the real performance of the product?

Here is What is Wrong with Peer Reviews:

  1. Consistency among star ratings. No one really knows what constitutes a five-star rating and what is a one star. Everyone’s scale is different so it is nearly impossible to tell. Some customers are generous scorers and others are painful critics. What one person sees as single star could be a four star to another.
  2. More lovers and haters post reviews. There are three types of customers that post most reviews. People that really like the product, people that really hate it and anyone being paid to do it. Realize that reviews by their very nature are going to skew toward the passionate positive or negative and may not reflect the opinion of the majority of customers who may fall somewhere in the middle”.

How to Dig Deeper with Customer Reviews

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