Trust or reliance on peer reviews is low
Reviews rank low for determining quality as people look to ‘authority’ for reassurance. 60% considered them the least important factor for determining quality. There was slightly more importance placed on reviews by younger demographics, particularly GenZ and those millennials aged under 35. Perhaps unsurprisingly, those aged over 35 placed a much higher emphasis on regulation as a barometer for quality.
Which of the following attributes do you believe are the most important in contributing to the quality of a product? (Please note, results show percentages of each age group who classed either reviews or regulation as MOST important. In all age groups ‘raw materials and ingredients’ was deemed overall most important for determining quality)
This suggests relying solely on customer reviews for building trust may not be as effective as you would expect (unless you are specifically chasing the youth purse). Companies should also focus on emphasising other attributes, such as recognised quality marks, regulatory assurance and the quality of raw materials and processes used to make the product.
Ideagen advice
Wear your badges with pride. Customer reviews alone may not provide consumers with enough assurance so think about what other sources you can share and promote to engender reassurance, such as adherence to recognised quality standards, regulated bodies and trade associations. Third-party validation of your quality management processes shows you aren't marking your own homework. Be confident that your processes stand up to rigorous scrutiny by validation experts such as Ideagen CompliancePath to demonstrate that your processes are stress tested, ready to roll out and scale up with confidence