The Secret to Understanding What Your Customers Love About Your Product — And What They Don’t

So, you’ve got a popular product on your hands. Congratulations! Of course, more sales don’t mean you can stop paying attention to what your customers are saying. In fact, keeping track of customer sentiment becomes even more important as your market share grows — a high-profile product also means a lot more eyes on any negative reviews people are sharing.


When you’re starting out with a new product, tracking reviews is easy. If you’ve only generated a limited amount of customer feedback, you can just read it all yourself to easily stay on top of things. But let’s say you’re at the point where your product has more than 20,000 ratings on Amazon alone. Like this one, for example

Five stars and 20k+ ratings, with an “Amazon’s Choice” recommendation. Not bad. Clearly these gummies have some fans. But if this is your product, after you’re done patting yourself on the back, it’s time to find out why people are fans. And, just as importantly, you need to know what people are complaining about (because there’s always something to complain about — this is the internet, after all).

Turning Customer Reviews Into Useable Data

With a customer-feedback analysis tool like Yogi, you can take a deep dive into those thousands of reviews with powerful filters that let you turn feedback into data points — then dig into that data based on the criteria you choose. (And we’re not just talking about Amazon here; Yogi will combine reviews from all the major sites, so you’re looking at a true customer cross-section.


There are two kinds of filters available on the Yogi platform. The first are built-in filters like “Rating,” “Source,” “Brand,” and “Sentiment.” All of this information is generated through a combination of Yogi’s powerful scraping technology, which aggregates all your product reviews and uses cutting-edge NLP (natural language processing) algorithms to break them down into topics and themes, all without the need for human input.

Next are custom filters. You can add as many of these as you like, and they can include things like “Size,” “Color,” “Flavor,” “Packaging,” or anything else you want the ability to separate out. After you’ve set up all your filters, you can select as many or as few as you want to create different data sets for review.

You’re not limited to your own product, either. You can easily perform a competitive analysis by including data from competing brands in your reports. This will allow you to see exactly how you’re stacking up, and whether the customer concerns you’re facing are similar across the board, or whether you’re succeeding where others are failing (or vice versa).

Revealing Trends With a View From Above

To take a closer look at this example, we pulled in a sampling of reviews of 8 different adult multivitamin products, including Vitafusion’s Gummy Vitamins.


By selecting just the Vitafusion reviews, a quick overview reveals that a disproportionate number of them focus on the product packaging. Clearly, this is something worth taking a closer look at.

This is where the magic really happens. You can select your theme (in this case, “Bottle/Packaging,” which was set up as a custom filter), then look at that individual theme specifically broken down by customer sentiment. Sentiment itself is assigned a numerical score, with zero being neutral

So, what we’re seeing here is an exceedingly negative sentiment for this theme. Despite all those five-star reviews, people are unhappy with the packaging for this product, and you can see this instantly, simply by clicking through the data in the report. The next question, naturally, is, “Why are people unhappy?”

Digging Down Into Customer Sentiment

Using the same filters, you can view your data as a scatterplot that will let you look at individual reviews, also at a glance. Each dot represents a unique review, and you can move between them by simply mousing over for highlights and clicking into any ones that you want to see in more detail.

By narrowing these down to just the “packaging theme” and just the negative sentiment, we can get a clear look at what the issues are.

The majority of these reviews are focused on the product melting during shipment, often turning into what customers describe as a “glob.” Not a problem that likely caused issues for those purchasing in stores, but for those ordering online, it’s a big deal.

Finding The Way Forward, Fully Informed

Armed with this knowledge, you can figure out the best way to address the issue. Interestingly, some customers wrote reviews mentioning they received their orders with special cold packing, so at least some distributors are aware of this problem. But maybe there’s something that can be done on the brand side to eliminate the issue altogether.


Either way, having this information enables you to understand what issues your customers are talking about, even if they’re fans for the most part. It’s the difference between a layup and a slam dunk — because no matter how good your brand reputation is, it can always be better.

And this is just one data point out of many. Once you really get into it, the insights are endless. Interested in seeing what Yogi can do for your brand? Schedule a 1:1 meeting today.

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