NETWORK ANALYSIS
AN ANALYSIS OF YOUR TRUSTPILOT CATEGORY
VioVet
NETWORK ANALYSIS
We all know 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 your network within the Animals and Pets category.
A network analysis is a graphical representation of the relationships between nodes (in this case brands in the same Trustpilot category) and the lines that connect them (in this case reviewers) known as edges.
The size of the node reflects how many reviews the brand has. The bigger the node the more reviews. The width of the edge represents the number of reviewers that are shared with the brand it connects to. The thicker the line the greater the number of shared reviewers.
This information will help you see how you're placed in relation to the competitive set and the brands that you are most strongly associated with in consumers' minds.
To be included in the network, the number of shared reviewers must represent a reasonable proportion of both yours and the connecting brands total reviews. The brands that we include in the network are, therefore, defined as the most associated with you.
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. Your brand is the largest node in the YELLOW cluster. This contains brands related to veterinary services, animal welfare, pet food and supplies.
Others clusters centre on more specialist pet supplies and food providers in the light GREEN with Mountain Dog and Dorwest Herbs being among the largest brands.
There is also an aquatics and reptile cluster in the dark BLUE and an equine cluster in BROWN.
THE KEY TAKE AWAYS
- Your reviewers also review other important brands in the cluster including YuMove (pet supplements), James Wellbeloved (pet food), KatKin (cat food) and NutriPaw (health supplements). These brands indicate the competitive set and as you have the most reviews, you can be considered the most important brand in the cluster.
- You also link with brands in the more specialist cluster such as Lily's Kitchen and Dorwest (supplements), Mountain Dog (accessories) and Not In The Dog House (cat and dog food).
- You operate within a large network of similar and related brands, including the brands that you retail. The key is to stand out in such a competitive market. You can do this by promoting your strengths around the customer experience and the VFM and effectiveness of your own brand products.
- You can also promote positive messaging around the factors that drive purchase. We can analyse Trustpilot reviews to identify purchase drivers and how important they are to your overall Trustpilot rating.