Typically, companies monitor and analyze Online Product Reviews to measure product appeal post launch. What if there was another use that few companies have thought of? What if this impactful consumer listening technique could inform product innovation?
P&G and e-Store Media pioneered Shopper Review Analysis as a quick and cost-effective alternative to a formal drivers analysis (e.g. feature conjoint) in order to understand critical consumer desired features for a new Female Hair Removal product. Given that more than 50% of the category is sold online and consumer Rates & Reviews (R&Rs) are a key purchase driver we developed an alternative way to predict consumer preference and inform product development.
Shopper Review Analysis helped us quantify and model consumer opinions as expressed Online across different Markets and get prompt and robust consumer insights. We identified the product benefits/features that are driving purchase intent based on popularity, sentiment and importance. Based on research results we informed portfolio Strategy and Brand Claims. The presentation will focus on when to consider Shopper Review analysis, touch on Methodology and specific examples and how to translate the results into powerful insights that inform Brand Strategy.