Thursday, April 7, 2011

When is a review not a review?

This was the subject of a discussion I had with a prospective client recently. It focused on insincere comments placed about individual products on websites, primarily ecommerce ones.
Surely the primary purpose of a product review is to allow someone to provide genuine feedback of ‘Product x’ so that it can help others to make a buying decision about it? Each review can be positive, negative or anywhere in between…. and displaying it not only shows a company’s transparency and honesty about its products, but can also inform the business of: customer satisfaction, longer-term usage, manufacturing quality and other useful information. (It can also have a secondary purpose of weighting product recommendations back to the reviewer in the future based upon their scoring – e.g. star rating).

It is not there (as examples) to:
1. insult the seller/owner/manufacturer
2. show off to others how extensive your collection or knowledge of ‘product x’ is
3. attack other reviewers of the product

However, there can be the rare occasion when providing an inaccurate view has its benefits:
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