Feedback Analysis

Complete Guide to Review Analysis for Consumer Goods Brands

In 2023, it’s no question that product reviews are one of the most influential components of the shopper journey. Shoppers trust them, retailers require them - but how do brands benefit from them?

There’s a reason this question exists – consumer reviews are largely underutilized by brands for one key reason: they’re difficult to work with.

Who wants to decipher mountains of unstructured, unorganized, text data? Perhaps more importantly, who has the time to do it?

When you take a deeper look, however, there’s a lot to gain from reviews when you analyze them. It turns out, as with many great things, the old adage says it all: the more you put into it, the more you’ll get out.

So what do brands stand to gain? Consumer goods brands can utilize customer reviews to create a strategic resource that answers questions directly based on real consumer preferences.

We know getting started is daunting - so we’re here to lay it all out for you with a complete guide to review analysis. In this guide, we’ll go over what review analysis can do for your brand, cover actual use cases for review analysis data, and go over how to get these valuable insights.

First, a quick overview of review analysis.

Review analysis is the process of organizing and analyzing customer reviews to gain valuable insights into your products or services. It involves synthesizing messy review data to identify trends, patterns, and clues hidden in customer reviews.

The end result is a contextual understanding of customer preferences, experiences, and expectations that are associated with your products and your competitor's products. By analyzing reviews, you can prioritize improvements, enhance customer experiences, and address emerging concerns.

Identifying trends and patterns

Review analysis focuses on recognizing recurring themes, common complaints, and areas of high customer satisfaction. By identifying these trends and tracking them over time, you can make informed decisions and allocate resources effectively. Whether it's finding areas for product enhancement or highlighting standout features, these patterns serve as your guiding light for strategic decision-making.

Monitoring sentiment, not just star rating

While star ratings provide a quick overview of customer satisfaction, review analysis doesn't stop there. By monitoring sentiment, review analysis provides a quantitative measure of the qualitative feedback in customer reviews.

This foundation of sentiment analysis allows you to react promptly to negative feedback, address customer concerns, and take proactive steps to enhance overall satisfaction. Even five-star products have underlying negative sentiments, providing opportunities to make the best products even better.

Let’s dive in: How to make your consumer reviews work for you - not the other way around.

In the digital age, consumer reviews have transformed into a strategic tool that can propel your business to new heights. The question isn't whether you should pay attention to reviews; it's how to make them work for you.

Let’s explore review analysis use cases and how to create a self-sustaining cycle of feedback and improvement.

How brands are using review analysis to fuel success 

By making customer feedback a cornerstone of your decision-making process, you'll ensure that your resources are invested in initiatives that resonate with your target audience, minimizing risks and maximizing positive impacts on your business.

Review analysis insights guide strategic decisions, allowing you to:

  • Optimize your PDPs, curate customer-centered product claims, and improve eCommerce performance.
  • Craft compelling marketing messages, address customer needs and emotions, and drive trust and conversions.
  • Innovate and enhance products based on customer feedback, aligning with expectations and improving the qualities that matter.
  • Gain a competitive edge by identifying differentiation opportunities, capturing market share, and addressing customer pain points.

Furthermore, the impact of analyzing consumer reviews ripples throughout an entire organization by aligning efforts based on consumer preferences.

Let’s dive into the review analysis use cases that we see most frequently: 

Review Analysis for Marketing 

Consumer reviews provide invaluable insights into how purchasing decisions are made and how products are used. 

  • Reviews empower marketers to tailor messaging, positioning, and campaigns to resonate with their target audience.
  • By aligning messaging, PDPs, and claims with the themes that matter most to customers, you can capture market share, boost conversion rates, and drive sales.

Review Analysis for Product Development

Review analysis offers direct feedback on how well products meet customer expectations, identifying areas for improvement.

  • Real-world customer experiences reveal usage moments and pain points that controlled testing environments may overlook.
  • Review analysis informs product roadmap decisions and guides development and prioritization for new features or products.

Review Analysis for Customer Experience

Review analysis grants insights into customer experiences, pain points, and areas for improvement.

  • Review data enables teams to proactively address customer concerns, offer the right support, and enhance the overall customer journey.
  • By leveraging review data, you can foster repeat-customer relationships and drive customer advocacy.

Review Analysis for Innovation 

By leveraging insights from reviews, innovation teams can drive continuous improvement and stay ahead of the curve.

  • Understanding what consumers like and dislike most about your products and your competitor's products empowers you to make informed decisions about product evolution.
  • Competitor review analysis helps identify market gaps, unmet needs, and industry trends. 

Review Analysis for Insights

Through review analysis, insights teams can extract actionable data and answer critical questions about consumer sentiment, satisfaction, and preferences.

  • Review analysis represents a source of reliable and useful data that can be shared and utilized across an entire organization.
  • Review insights can inform strategic decisions, such as identifying the most common reasons for negative reviews or determining the features that have the most positive impact on the consumer experience.

The advantageous cycle of systemic review analysis. We call it the review flywheel

Now that you know what customer review analysis can do for your brand, let's dive into how you can set in motion a self-sustaining system that not only harnesses the power of customer review analysis but propels your business toward success.

The product review analysis flywheel has three key steps:

  1. Generate Reviews: The flywheel starts by collecting genuine product reviews. These reviews provide a vital data source for consumer goods brands.
  2. Analyze Reviews: Reviews offer insights into how well your products meet customer expectations and why reviewers feel a certain way. Review analysis can also reveal competitor strengths and weaknesses.
  3. Drive Sales: Applying insights from review analysis to PDPs, marketing campaigns, and product roadmaps aligns your brand and products with your audience. This leads to improved star ratings and higher online conversion rates, which, in turn, generates more reviews.

By embracing this cycle of review analysis, you not only learn from reviews but also apply those insights to improve products, optimize customer experiences, and drive meaningful business growth. This flywheel continuously propels your brand towards higher customer satisfaction and sales.

If you want to be the review analysis champion for your brand, our free Product Review Strategy course is a great place to start. Click here to access the course materials and develop a review strategy for your brand.

Now it’s time to get to work: How to analyze customer reviews

To get started with customer review analysis, there are two primary approaches you can take: manual review analysis and AI-driven review analysis.

Manual review analysis

Manual review analysis is a hands-on approach where human analysts sort through reviews, assign sentiment values, and uncover valuable insights. The process involves reading each review carefully, considering the context in which it was written, and manually categorizing the sentiment. From here, analysts sort through the data to identify patterns and insights within the data.

It can be time-consuming, especially when dealing with a large number of reviews, but it allows you to get a personal understanding of the nuance in customer reviews. This approach is particularly useful when dealing with smaller review samples or when you're new to review analysis and want to try it out for yourself.

If you want to dive deeper into this process and try it yourself using just a spreadsheet, check out our step-by-step guide for manual customer review analysis.

AI-Driven Analysis

AI-driven analysis automates the data categorization process across hundreds of variables, making it a powerful tool for large-scale review analysis. From there, AI customer review analysis tools, like Yogi, feed the data into dashboards that can integrate with workflows, answer questions, and even provide guidance via generative AI summaries.

This approach is ideal when dealing with high review volumes or when you need to keep up with rapidly emerging trends and patterns in customer feedback. They provide valuable insights for critical business decisions, such as marketing strategies, product improvements, and identifying areas of concern or strength.

What about other tools like review aggregators?

Having the right tools provides the foundation for your analysis. By leveraging a review analysis tool effectively, you can extract actionable insights that drive strategic decisions and improvements within your organization.

If you’re wondering how review aggregators like BazaarVoice or PowerReviews fit into the picture - we’ll explain. 

By allowing for seamless review monitoring and responding, review aggregators allow the review flywheel to run more efficiently and are a fantastic complement to deep review analysis. Furthermore, in many cases, aggregators work synergistically with Yogi by feeding data into Yogi through an API and allowing seamless integration within a brand's network of tools.


As we’ve learned, the significance of product reviews for each stakeholder in the modern shopper's journey cannot be overstated. Shoppers trust them, retailers demand them, and for brands, they hold the key to invaluable insights.

However, extracting those insights from a sea of unstructured, unorganized text data can be a time-consuming challenge.

TLDR: There are two routes you can take - you can put in the time by doing your own manual review analysis, or you can invest in a review analysis tool like Yogi.

If you’re ready for 360-degree access to consumer and competitor intelligence, customer review analysis is the game-changer you’re looking for. Yogi is the only customer review analysis tool tailored specifically for consumer goods brands, allowing them to put their consumers at the center of their organization.

Yogi’s advanced algorithms, state-of-the-art visualizations, and white-glove support provide the most granular look into the minds of your consumers. By understanding your customers and harnessing the power of customer review analysis, you can make informed decisions that enhance your products, marketing, and customer experiences.

Yogi allows brands to go the extra mile to connect with consumers by:

  • Powering consumer-centric marketing strategies such as PDPs that align with expectations, marketing claims based on real-world user stories, and messaging that just hits home.
  • Unlocking insights about competitors that provide opportunities to differentiate further and outperform the competition.
  • Staying ahead of trends as they arise and cutting off problems or concerns before they make an impact.
  • Optimizing products and customer experiences based directly on consumer preferences and feedback.

Start your journey today and unlock the invaluable insights hidden within customer feedback.