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Earlier this week, I attended a briefing with a vendor around analyzing and structuring consumer ratings and reviews; the vendor aims to give companies more guidance during the product development stage or help them understand where a current product is in its life cycle depending on the number of reviews that product is getting compared with its competitors. The concept is interesting, but it got me thinking about the process of ratings and reviews a bit more. How many people are actually giving ratings and reviews, who are they, and why are they giving feedback? Forrester’s Consumer Technographics ® global online benchmark surveys in Q2 2012 revealed a wide variation between countries in terms of the share of the online population that actually gives feedback.
