Paul Lees our MD sat down with Francis Nicholas of eStoreMedia to talk about the ratings and reviews in the Moisturiser category. In 25 minutes they covered which retailers carry reviews, how many there are, which brands have them, whether they have enough reviews and then some fascinating insights from the reviews themselves.
The Top 3 points he made were:- There are 7 dimensions to Moisturiser according to the shopper reviews and Nivea does very well in 4 of them, giving them a strong position.
- Individual reviews matter when it comes to reviews it is not just about numbers. Shoppers read the top few reviews they see regardless of how many there are in total.
- We have a measure of how influential reviews are: "Influence score". This shows that L'Oreal has the most influential reviews and Olay from Procter & Gamble (P&G) has the lowest in the category.
This kind of category work providing market coverage, opportunities and category insights is available for all categories. Contact us to understand what we can do for you.
Meanwhile, please watch and learn more about reviews and moisturisers:
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