Use case: Analyse app store reviews

What do they say about your app?

The app store landscape looks pretty simple. With the Google Play store and the Apple app store you cover the market. With the large amount of users, these stores contain a vast amount of customer feedback about all the apps. Apps are no longer a service product, they are serious sources of income for many companies.

Why should you read this case study?

Are you working with customer insights or doing market research for your very successful apps? Do you want to know how updates of the app(s) affect customer satisfaction? And would you like to know how your competitors are doing in the app store? You can read all about it in this case study. You find out how customer feedback analysis based on NLP can give you all the insights you need.

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is yearly consumer spending in the app stores


of people check ratings before downloading a new app


of the top 100 paid apps have at least a 4 star rating

How to get ratings and reviews from an app store?

For this client Wonderflow was collecting and analyzing reviews and ratings for their physical product from the e-commerce platforms they were sold on. But a growing proportion of the turnover was comming from the app stores where they sell their software as an app. The marketing department asked Wonderflow to investigate the options of collecting and analysing the ratings and reviews from the app stores.

The challenges that we faced:

  • Technically extract the reviews from the app stores
  • How to compare these reviews with other sources
  • Turn these reviews into actionable insights

The future of mobile is the future of online

Wonderflow set up a data collection programme for the app stores that had a lot op technical implication. Nevertheless the large amount of ratings and reviews coming from the app stores turned out to give a lot of new insides. Specially because Wonderflow collected not only data from the clients app, but also from competitors.

Actions taken by the client:

  • Build a short feedback loop after every software update
  • Improve the digital product based on feedback combined with a competito analysis
  • Compare hard- and software give new insides to develop long term strategy

Result: Set up an integrated approach with all departments and products that work with the Wonderflow data


Collecting and analyzing data from the app stores for both the client and the competor gave a 360º view on the market. In combination with the hardware data, the client involved all departments in the process of becoming customer centric.

The information in this case study is confidential. Brands and company names are anonymized.

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