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This week’s post shows how product reviews can provide brands with the kind of qualitative insights that would come out from traditional market research techniques, such as focus groups.
For this purpose, we selected a review about baby care products, namely diapers. Baby products is a category where it is more evident how purchase decisions are heavily influenced by strong emotional drivers.
This week, we feature a review of Pampers Swaddlers Diapers, Size 1. In Walmart.com, this product has the unbelievable amount of 20945 reviews to this date and an average rating of 4.8 out of 5 stars. It is also indicated that 98% of customers would recommend this product to a friend.
The star rating of this product indicates a clear trend towards a favorable customer experience:
We selected a review that apparently does not give detailed explanations about the consumer’s experience with the product’s tangible aspects. However, this review is full of information that explains the emotional drivers of this consumer’s journey to choose Pampers as her baby’s brand, from the moment her child was born until she experimented with other brands.
This review contains the kind of insights that would come from a focus group.
Check out the infographic below to discover how consumers feel about this product:
Click here to read the original review.