NETWORK ANALYSIS
AN ANALYSIS OF YOUR TRUSTPILOT CATEGORY
Beauty and Wellbeing Category
ANALYSIS OF TRUSTPILOT REVIEWS
Analysing existing data - your own internal data, ratings and review sites or social media - can give powerful insight into the performance of a business.
In this presentation we have analysed the content of Trustpilot reviews to provide insight on what reviewers think of your performance. We use topic modelling to identify the metrics that are important to reviewers and sentiment analysis to measure performance on these.
Using insight from the reviews we identify the key drivers of your overall rating and provide a quadrant analysis showing the strengths that you should promote in your marketing and the priorities for improvement to grow market share.
We also provide a network analysis of your place in the market relative to the competitive set.
The data in this presentation is a light touch review. It provides solid business insights in summary form. We would be pleased to put together something more detailed and bespoke for you.
SENTIMENT ANALYSIS
We use topic modelling to identify the metrics that are important to customers. We then apply sentiment analysis to measure performance against each metric. The figures in the chart show the number of positive comments expressed as a percentage of all positive and negative comments on the metric. We exclude neutral comments from the analysis.
KEY DRIVER ANALYSIS
KDA identifies the contribution of each metric towards the overall rating achieved. We use regression analysis to work out this hierarchy of importance. The factors with the highest percentage contribution towards the overall rating are the ones that make the greatest difference. .
QUADRANT ANALYSIS
In a quadrant analysis we plot the importance of a feature against a measure of its performance - in this case sentiment.The quadrant identifies which metrics are strengths that you need to maintain, which ones are fine as they are and which ones are priority for improving in order to grow market share. It also helps to identify key marketing messages and where the future focus of your business should be.
NETWORK ANALYSIS
We have shown that Trustpilot reviews can provide a lot of insight on the strengths and weaknesses of a brand. But it can also provide very valuable insight into which brands reviewers use in addition to yours. From this we can create a network of brands in each Trustpilot category and identify the brands that are most strongly associated with each other by consumers.
In this presentation, we've mapped the network within the Beauty and Wellbeing category.
A network analysis is a graphical representation of the relationships between nodes (in this case brands) and the lines that connect them (shared reviewers). known as edges. The network has been created by analysing which brands have been left a review by the same reviewer. By aggregating all of these shared reviewers we can determine the importance of brands in the network.
The size of the node is based on a measure called "betweenness centrality". This is a measure used in network analysis to quantify the importance or influence of a particular node (in this case brand) within a network. In simpler terms, it assesses how often a node acts as a bridge along the shortest path between two other nodes in the network. Think of betweenness centrality as a measure of a brand's "connector" status in the network of brands and reviewers. A brand with high betweenness centrality is like a busy junction in a city where many routes intersect. It means that many reviewers who review different brands also tend to review this brand.
The data in this presentation is a light touch review. It provides solid business insights in summary form. We would be pleased to put together something more detailed and bespoke for you.
ANALYISNG THE NETWORK
Hover over an individual brand to view its connections. Zoom in to show specific parts of the network. Zoom out to show the overall network. Use the 🔄 button to reset the view.
Looking at the map you will see clusters of brands, denoted by the same colour, that share characteristics. This can be defined as the most immediate competitive set.
The GREEN cluster contains brands relating to beauty products.
There is a large wellness cluster in PURPLE that covers protein supplements, vitamins, products with natural ingredients and brands relating to looking and feeling good.
The BLUE cluster relates to physical fitness as well as cannabidiol (CBD) based products.
Others clusters centre on crafting (ORANGE) and hair and nails (YELLOW).
THE KEY TAKE AWAYS
- A brand’s central and influential position offers a substantial competitive advantage and the opportunity to position itself as a leader in the market.
- The brands with the largest nodes potentially have the highest influence and reach within the market and among consumers, serving as a main connector or hub in the network. They can leverage this influence in shaping market trends, and preferences and utilise it for promoting brand messages, products or services to a wider audience.
- While positive information can spread quickly, these brands are also highly susceptible to the rapid spread of negative information or reviews due to their central position. They should invest in reputation management strategies, promptly address negative reviews or publicity and maintain high-quality customer service and product standards.
- Brands with smaller nodes have a lesser influence and visibility in the network compared with brands with larger nodes. These brands may need to invest more in marketing and promotional activities to increase their visibility and influence within the network.
- These brands may also have more specialised consumer bases, often serving niche markets effectively. Strengthening their position in specialist markets through targeted products, services and marketing can be advantageous.
- Smaller nodes may have substantial untapped potential and room for growth within the network. Innovation and unique value propositions can help smaller nodes to differentiate and gradually increase their influence within the network. Forming strategic partnerships with more central brands could also help in increasing their influence and customer base.