London Research Report
Digital Resources
London Research
London Research Report
The Value of Ratings and Reviews in Advertising
Report
19 Min Read
Report
19 Min Read

The Value of Ratings and Reviews in Advertising

This report from London Research in partnership with Trustpilot looks at the impact of showcasing customer ratings and reviews, with a focus on the effect of Trustpilot content in digital campaigns.

Almost two-thirds (64%) of UK consumers say they’re ‘often’ or ‘very often’

influenced by customer reviews during the journey to purchase, and 60% say the same of customer star ratings.

A survey-based research technique called MaxDiff was used to quantify consumer preferences when respondents were shown different combinations from a series of 10 advertisements for a fictional company called Connect.

The report is based on a survey of 1,000 UK consumers. Similar research was also carried out for the US, Netherlands, Italy and Germany markets. 

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