Ask a researcher: How ‘normal people’ are taking over the product review
We know the ability to read reviews before making a decision is incredibly empowering. From what to order at a restaurant to which is the best washing machine for a small apartment, the consumer review is a critical source for shoppers evaluating purchase decisions. And that’s showing no signs of slowing down. We’ve seen that searches for the “best” product and product “reviews” continue to rise. But we’re seeing an evolution in the type of review people find valuable and the vast number of topics they are seeking advice on. People are looking to others just like them to virtually try before they buy . To better understand how and why people are tapping into others, I sat down with Google’s Head of Ads Research and Insights Sara Kleinberg to discuss what her team has been finding in Google data and hearing from consumers. So what are you seeing that’s new? Sara Kleinberg: People want to know what they’re getting into before they make purchase decisions, but t...