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BizReport : Trends & Ideas archives : September 21, 2016

'Good reviews' trump family recommendations and celebrity endorsements

Good reviews are ranked just below discounts and promotions, but above recommendations from family and friends, as drivers of purchases, according to new research from ratings and review platform Feefo.

by Helen Leggatt

Feefo's exploration of shopping habits reveals that good reviews rank better than recommendations from parents or celebrity endorsements when it comes to making a purchase decision.

Overall, 85% of those polled said they always checked out reviews before purchasing a product or service they had not previously bought. When asked to choose from a range of answers what would make them most likely to make a purchase 79% chose 'an appealing discount or promotion' while 75% chose 'good reviews'. Less than half (47%) chose 'recommendations of parents', 41% chose 'celebrity endorsements' and 36% 'recommendations of friends'.

According to Andrew Mabbutt, CEO of Feefo, that reviews are ranked higher than recommendations from friends and family, and celebrities, will come as a surprise to many.

"It's clear that people are more trusting and eager to get recommendations from real consumers who have first-hand experience, and reviews provide a reliable way to gauge the quality and value of a product or service," said Mabbutt.

Earlier this month, Bizreport spoke to John Swanciger, CEO of Manta, a small business consultancy, who provided some great advice on how business owners can handle negative reviews.

Tags: endorsements, ratings, research, reviews

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