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  • In today’s connected world, information is just a few clicks away
  • In today’s connected world, information is just a few clicks away
    Ed Yourdon, Creative Commons (2009) ©
REPORT

Who really trusts an online review?

With over 61% of people reading online reviews before making a purchase decision, it’s even more important than ever to separate the good ones from the bad. But with peer reviews and professional write-ups often having contrasting opinions, who should we trust – and why?

Location North America / Northern Europe

Scope
Imagine you’re looking for a new fridge. You head straight to Amazon, and see it has a 4 out of 5 star rating – and the comments aren’t bad either. Then you check Which?, but the professionals don’t agree, saying it’s not worth the money.

But why are these reviews of an identical product so different? And who do you believe? Are the Amazon customers basing their opinions on the cheap and cheerful fridge they held onto for so long that almost anything would be better? Or is Which? so demanding of products because it reviews the ...

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