The Review Report

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Industry research shows time and again that word-of-mouth is one of the most persuasive forms of influence; and that ratings and reviews are critical at every step of the shopping journey. They help consumers narrow their consideration set by offering authentic opinions from people with similar interests and needs; and help brands not only drive search traffic to product pages, but ultimately fuel sales conversion. 

This report combines close to 10 years of expertise on ratings and reviews with the latest sentiments from our community of product-obsessed shoppers. Over 10K members responded to our survey, sharing their thoughts on how reviews affect their purchase decisions, from beauty to snacks to baby gear and more. We sought to answer common questions around product reviews: Why do people read them? What information do they most seek? How do they determine if a review is credible? Does it vary by category?

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