We live and breathe in a fascinating world of human opinions, particularly at Wonderflow, where we analyze millions of customer feedback daily via the Wonderboard, our advanced sentiment analytics tool, to empower quick and impactful data-driven business decisions.
In this article, we’ll share the top 10 consumer facts that Wonderflow’s Business Intelligence recently uncovered, all solely based on the voice of the customer. Our insights may be of particular value for your next strategy or campaign plan, but nevertheless, they reconfirm existing marketplace trends and the critical importance of customer-centricity.
Consumer Fact #1: Customers don’t talk much about price in makeup.
In the cosmetic industry, the cost or price of a product is not a generally major topic of discussion among customers. Consumers often focus on simplified makeup routines and achieving a more “natural” or light makeup look. The COVID-19 pandemic has shifted consumer behavior, with many people adopting a low-maintenance approach and valuing multi-purpose cosmetics. Additionally, we have found there is an increasing concern for skin health, leading to the popularity of skincare products that aim to achieve a cleaner, fresher, and healthier look.
While pricing is essential for brands and their bottom line, it is not a significant point of conversation among makeup customers. Among the millions of beauty-related reviews we can access, this example below shows how price is not so important in influencing cosmetic-related purchase decisions. Rather, it is the quality and performance of the skincare products.
To learn more about what cosmetics consumers really want and need, check out our free Makeup VoC Report (2023).
Consumer Fact #2: eCommerce is becoming an increasingly big channel for “less conventional” categories like Tires.
The COVID-19 pandemic has accelerated eCommerce shopping across various industries, including automobile tires, which can be considered an ‘unconventional product category.’ The increasing online spending and growth of vehicle or car sales globally greatly contribute to the rise of the online tire market.
For instance, online tire sales are up to 10% per year and website visitors and leads for dealerships and service centers. Online sales of replacement tires increased by 45% since 2019. eCommerce platforms like TyreClick have witnessed a rise in visitors and sales, indicating a shift in consumer behavior toward online tire purchasing. A significant number of eCommerce tire reviews have risen as a further result, demonstrating the critical need for industry brands or manufacturers to analyze customer feedback better.
To learn more, get the free Tire VoC Report to understand the market’s trends and competitors. Want to understand specifically what customers say about popular tire brands like Continental and Goodyear? We also did a Car Tire Comparison Report on them!
Consumer Fact #3: Cat owners generally value pet food ingredients more than dog owners.
There are differences between consumers owning cats and dogs, one being preferences for certain pet food quality, as we found in our reviews analysis. Cat owners tend to be more cautious than dog owners because they prefer products that prevent health problems for their feline companions. In contrast, dog owners are generally more drawn to products that promise benefits or gains.
By aligning with your target demographic, pet care businesses can better position themselves for success in this competitive market.
Consumer Fact #4: Customers generally value the design aspect more for high-end (vs. low-end) products.
Product design, or the product’s appearance, is important for consumers looking to buy high-end products. Aesthetically appealing and innovative designs – whether modern, simple, artistic, or so on, depending on your brand image – play a crucial role in product success across various industries, notably for tech gadgets or consumer electronics.
In today’s technology-driven world, design is no longer an afterthought but a fundamental aspect of problem-solving and enhancing the overall consumer experience. It fosters collaboration, empathy, and continuous improvement, resulting in more innovative businesses.
Consumer Fact #5: There are key differences in product ratings across cultures or countries (the “most critical reviewers” vs. the “most generous reviewers”).
Our VoC experts analyzed the coffee machine category across different countries in a study we conducted. We found that the average star rating may vary significantly from one market to another, even for the same product. Different star ratings given to products in different countries can be attributed to cultural differences, consumer expectations, and subjective consumer perceptions of quality, which all influence how people rate and review certain products.
For example, in some countries, like Poland, shoppers tend to give higher star ratings to products. This could be due to cultural factors where Polish consumers are more inclined to show appreciation and satisfaction with their purchases. It could also be influenced by higher consumer expectations or a tendency to focus on positive aspects rather than negative traits when evaluating products.
On the other hand, in some other countries, like the U.S., people may generally give lower star ratings to products. This could be attributed to cultural norms or a more critical approach when assessing product quality.
The first review is sourced from an American retailer, and the second is from the Polish channel of Philips.
Consumer Fact #6: The most reviewed and purchased headphones online are from smaller brands rather than bigger or famous brands.
Despite the more prominent or popular headphone brands holding a more established presence in the consumer electronics market, the online sales of headphones have seen a trend where smaller or less known brands receive more product reviews. Consequently, this leads to higher sales compared to their bigger competitors.
Overall, the headphone category has witnessed a shift in consumer preferences, with shoppers preferring more of less-known brands, likely due to their products’ affordability, unique features, specialized target segments, and higher positive word-of-mouth recommendations among peers.
Some examples by category:
- Earbuds: Tozo
- Over Ear: I Joy
- Professional: Beyerdynamic
- Sport: Perytong
To understand more about the sound category of headphones, access our free Headphones VoC Report.
Consumer Fact #7: Product noise is a key driver of customer satisfaction in Home Appliance, especially in cooling, dishwashers, and laundry, while less relevant for Small Kitchen Appliances.
Consumer electronics brands generally accumulate millions of customer reviews daily, thus being a popular market analysis for us. We’ve deep-dived several times into what consumers are saying about the latest tech and gadgets, the topic of Noise in particular.
According to the World Health Organization (WHO), exposure to sounds or noises exceeding 55 dB can disturb sleep and cause stress, negatively affecting overall well-being and health. This finding underscores the importance of addressing noise concerns in domestic appliances to enhance customer satisfaction. Our analysis has revealed that product noise levels greatly influence customer satisfaction regarding only certain types of domestic appliances, namely cooling products, dishwashers, and laundry appliances. On the other hand, noise is less of a critical issue for small kitchen appliances.
To compare top home appliance brands, we’ve analyzed major categories like the Washing Machine Comparisons Report or Dishwasher Comparisons Report.
Consumer Fact #8: Durability and runtime performance are generally more important for smartwatch owners than price and performance.
When it comes to the exciting high-tech world of smartwatches, we found that durability and runtime performance are both important aspects for consumers making a purchase decision. They are placed higher than performance and price because smartwatch users value devices that can withstand daily wear and tear while delivering reliable and extended battery life.
With such in-demand technology, we couldn’t also help but analyze the voice of the customer surrounding smartwatches in our Smartwatch VoC Report.
Consumer Fact #9: Food product type is key to satisfaction for pasta lovers!
There has been a growing consumer trend or interest in plant-based alternatives, including food products made of vegetable proteins. The shape or type of pasta noodles plays a key role in purchase decisions.
For example, we found that consumer perceptions vary across two popular (and international) pasta brands based on vegetable proteins yet producing different pasta shapes. The pasta with a shape more similar to “regular pasta” usually receives a lower average star rating. In contrast, another pasta shape more similar to “common vegetable protein” (e.g., beans) is regarded as one of the most appreciated pasta on the market.
Consumer Fact #10: Taste and packaging are critical when buying sweet snacks since poor packaging can tarnish the brand’s reputation.
When purchasing sweet snacks online, thousands of customers confirm the importance of taste quality in their reviews. However, packaging is just as important, we found. Inadequate packaging can negatively impact your brand image because such food products can break or melt during delivery.
Safe handling and adequate or durable packaging are essential for protecting sweet snack products, such as chocolates and candies. Learn more about customers’ opinions in our Sweet Snacks VoC Report.
Final Inputs
There you have it – the top 10 consumer facts derived straight from the voice of the customer and using the Wonderboard’s advanced natural language processing technology. But that’s not even all of it. With millions of customer reviews written daily, and so many “voices” all over the place, it’s truly overwhelming for businesses to navigate through it all, missing potential market opportunities along the way. With Wonderflow, real-time customer analytics are actively fed to you, all within a single platform so that you never miss an opportunity. Have a conversation with our experts now!
