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Reverse-engineering user reviews

Productreviewsa

Which would you rather hear a user rave about in a review... your product or your company? How should they describe you? I've seen a lot of startups analyze their competitor's bad reviews... to look for opportunities where the competitor's product or company is screwing up. But we can learn even more from analyzing the good reviews. This little exercise has made a huge difference for us, and it might help you too.

The homework assignment we give our new authors before they come to a bootcamp workshop is this:

1) Write your ideal review--the detailed review you'd most like to see from a user.

2) Analyze the positive (in this case, 5-star only) reviews of one of the other books in the series then analyze the positive reviews of the closest competitor for that book. (Make sure you pick one that has at least 40 reviews to get more data).

3) Describe how closely each set matches your ideal review, and what the differences are.

4) Describe any differences between the two sets.

We believe this homework has been been the single most important part of our process, although we often do a several-hour debrief/discussion about what they come up with. And of course when we're done with the exercise, the rest of our effort is in figuring out what to do to cause us to get those ideal reviews.


YOUR CHALLENGE

Try doing just #1, right now. I mean it, stop and write your ideal user review. Make it detailed, at least a few paragraphs. Think about it.

I'll wait.


*

*

*

*

*

*

I'll trust that you've done it ; )
Now, did your ideal user review focus on the product or the company? What did they talk about?


Reviewsecretanswer

SECRET ANSWER C
I'm sure most of you already know that the question was a trick. We don't want our users talking about the company or the product. All that matters is how they feel about themselves as a result of interacting with our product. How they feel about us has little impact on whether they'll become loyal (let alone passionate) users. All that matters is what we've helped them do or be.

So, when you analyze user reviews, look for first-person language. Look for the word "I". Do a statistical analysis on the number of times users talked about something they were able to do as a result, rather than a run-down of oh-how-great-this-company-is. View your competitor's positive reviews the same way.

For us, we look for other book-specific things as well. For example, we analyze the number of times reviewers use the author's first name vs. last name vs. both, and then we compare that to our competitors. I'll leave you to consider why that matters to us. We also look for more emotionally-tinged language.


HAVE YOUR EMPLOYEES DO THIS EXERCISE

Everyone connected with your product or service should sit down and write their ideal user review. And if it's nothing but raves about how fabulous the product or company is, there's a problem. In our case--with technical learning books--an author with a goal of what readers will think about the book or the author can lead to a book that's bad for the user (too advanced, too much content, etc.)

If you're creating something to win awards, or to impress people, or to gain praise and recognition, that might lead to an award-winning, impressive product that leaves the user behind. I hear a lot of companies claim to care about what the user thinks, but they're still focused on what the user thinks of them or the product. I don't want people to praise us. I want them to thank us for helping them earn the praise of others.

I mean it. Have your employees do this exercise. Count the number of times the employee's ideal review includes the word "I" (or rather, does NOT include the word "I"). It's enlightening.

[bonus link: Tom Asacker has a lot of great things share on this topic. Including books.]
[And yes, I know I've talked about this exact thing before, but hey -- it's a whole new year. And a new picture!]

Posted by Kathy on January 5, 2007 | Permalink

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Comments

Damn, that was good! You nailed the whole "You" (your users) v. "Me" (your company, product, etc) challenge perfectly. But without your direction regarding what the USER will say about how this affects their life, most people doing this exercise won't go further than some myopic, "Me"-focused riff on how great their company is.

What a kick-ass start to the year. Nice job!

(Hey, I've been out shoveling snow AGAIN, so I'm fired up...)(or pissed off)(or both)

Posted by: John Windsor | Jan 5, 2007 1:54:53 PM

I think the idea behind this is great, but I wonder if people who don't think they're creative writers will get the point quickly. It seems to me that some people might get annoyed by the trick question aspect.

So I might approach it this way: (1) Have everyone in the group write a review of a product of any kind they really like. (2) Share those reviews as a group, and see if the group will come to the decision that the more personal ones are the most positive.

Then go through the homework assignment, with employees who have discovered the point for themselves.

(And who'll go home saying "guess what I figured out at work today" instead of "my boss had this really cool idea...") :-)

Posted by: Joe | Jan 5, 2007 2:30:14 PM

John: what's up with the 8 inches we got here!? They told us to expect 2, but I woke up to, well, the same thing you did.
Joe: Yes, I think you have a good point and I like your version of the exercise. I guess it really depends a lot on the kind of product. I actually don't ask the "trick" question when I do this (i.e. would you rather hear about the company or the product), I just did it here to be difficult. ; ) But having THEM figure out that the personal ones are better -- even if they don't yet realize the kinds of things they're picking up on (in other words, "We like these three better but we don't know why...") is a great idea. That by itself would be very very useful if you're working with a group, for sure.

thanks

Posted by: Kathy Sierra | Jan 5, 2007 3:03:33 PM

Great trick! I bought into the excercise (because I really trust what you say and know what it will make my product better), sat down and started to write, and said "Hey, this isn't a review, this is a user story."

Boy was I relieved to read the rest of the post. :)

I put myself in the mindset of two people -- both a "woman on the street" Amazon reviewer and a magazine style reviewer, and found that the reviews I remembered tended to be first person as well. (So it works better for getting new customers, too!)

Posted by: Sara Brumfield | Jan 5, 2007 3:37:46 PM

Good idea. Reading this also made me think this exercise could be applied to how copy is put together for marketing "collateral." Be it a brochure or a product description page on a site.

It would be interesting to see how that would work. I suspect you'd get more "here are the activities/tasks this product can help you with" vs. "now with 55 more features!"

Or you could just make your site a wiki and let your users write your product pages for you. :)

Posted by: Matthew Oliphant | Jan 5, 2007 3:46:59 PM

Hey Sara, while you're here... ; ) I'm very intrigued with your Dressr thing, so can you tell me more or point me to a post that describes it in more detail? It sounds fun, whatever it is!

Posted by: Kathy Sierra | Jan 5, 2007 3:48:01 PM

That is a great idea! At work right now I'm trying to think of some activities to get engineers/managers at my company thinking more about the users and this is perfect food-for-thought. So, thanks for the idea! I just might use it. :)

Posted by: Natasha | Jan 6, 2007 7:42:09 AM

This is an excellent idea. It's also very thought provoking to me. I just read a study on how the use of language identifies your users. (http://www.cs.biu.ac.il/~koppel/papers/male-female-text-final.pdf for the paper, http://www.nytimes.com/2003/08/10/magazine/10WWLN.html?ex=1061784000&en=843e4c97d49a9f82&ei=5070 for the NYT version)

For me, it looks like the characteristics of your ideal user review coincide with a "female" style of writing. What to make of it? I have no idea. I just thought this is an interesting coincidence - maybe you will be able to make more of it ;)

Posted by: Robert 'Groby' Blum | Jan 6, 2007 3:45:17 PM

Dead on as usual. Wishing that advertising, sales messages and slogans, sales persons, instructions/directions, etc. would please get out of my face so that I could get on with what I came here for (ie. socializing, shopping, etc.) is a timeless consumer desire that applies online and off. As business operators or communicators, we should only show up (instantly, please) when called for help or clarification.

Thank you for the reminder! and wishing you a fab 2007.

Vera

Posted by: Vera Bass | Jan 6, 2007 4:26:03 PM

As usual, spot on. Thanks for sharing this Kathy. I don't know how you continue to come up with so many high calibre ideas, time and time again. If only I was half as smart...

Posted by: Mitch Wheat | Jan 6, 2007 6:58:28 PM

I had to read and re-read this a couple of times, go away, digest, regurgitate, read again and then get that ah-ha moment.

It could not have happened at a better time as I've been invited as an advisor on a certain project. I don't think the organisation in question would want to go with me because I've been super critical of them in the past.

But then I decided to take your idea on board and turn it into something I'd want to say to the org in question. There's a reason. I don't know if they're listening and if they are, whether they're silently seething or pining to say something. We'll see.

In the meantime, thanks for making me think.

Posted by: Dennis Howlett | Jan 6, 2007 11:59:50 PM

This is a great insight.

I-Ego-Eye of the beholder.

We all live inside our heads - if the product/company/service helps me being a better me then I will purchase/patronize/use/recommend it.

Keep them coming.

Posted by: Phillip | Jan 7, 2007 2:34:07 PM

This is exactly the sort of feedback I've learned to look for from my clients. I knew I was starting to get things right when clients stopped saying nice things specifically about me and started talking about how my results helped them make smart business decisions.

It's not about me (down ego, down!) but about what I can help my clients to achieve.

Posted by: Theresa Cunnington | Jan 7, 2007 3:46:58 PM

As Katsumoto remarked with his very last breath, while gazing at the cherry blossoms in the film The Last Samurai . . . "Perfect."

And thanks!

Posted by: Tom Asacker | Jan 8, 2007 7:41:43 AM

I am a young adult librarian at a public library, and I always enjoy reading your posts and applying them to my line of work. This post is a great example of my philosophy working with teens - my goal is always to do my job so every teen I encounter thinks they are brilliant. Not "The graphic novel collection is brilliant," or "That after school program is brilliant," or "The library is brilliant." But "I am brilliant." Thanks for the post!

Posted by: bri johnson | Jan 8, 2007 7:42:42 AM

Very well stated. Digging to the I uncovers the motivations of your customers. Funny how we keep stumbling back to the starting point of Caples' "Tested Advertising Methods." It's all about addressing their self-interest. What a wonderful methodology you've given everyone to understand what that may be.

Posted by: Jack Shipley | Jan 11, 2007 6:35:00 AM

Mmh..i read few reviews instead of writing one & realised what you are saying here is so right. They actually are not user reviews, they look more like talking and praising the company or the product.

Posted by: Stephi | Jan 13, 2007 4:05:58 AM

Thank you for articulating this. It can be applied to areas other than product creation.

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Posted by: macus | Jan 22, 2007 4:51:23 PM

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