As consumers undertake an increasing proportion of their interactions and transactions online they are turning to peer review as a trusted source of information. Evidence is emerging to indicate how indispensable review and feedback services are to consumers, and the importance they attach to peer review over and above traditional sources of information.
Consumer Focus believes that user generated feedback will go a long way to address the information and power imbalance. To gain more insight into, and understanding of, consumer experiences of online feedback we commissioned research into:
consumer attitudes toward user feedback (including services that facilitate it as well as direct sharing)
how much people use and rely on online feedback
people’s awareness of the potential downsides and their concerns about using these services