Review Meta: Data Proves Paid Reviews Are Extremely Biased (video)
More evidence you can’t trust reviews…
If you’ve read some our previous pieces, you’ll already know that we don’t trust most online reviews, especially when they’re paid. As Review Meta’s recent video confirms, there’s just too much opportunity for cheating, and it’s too lucrative.
We’ve already crunched the data ourselves. Here’s some of our data from a comparison of Amazon.com and BodyBuilding.com reviews of protein supplements to Labdoor’s grades based on laboratory tests. Essentially, no correlation existed between consumer reviews and objective laboratory data.
If you had any doubts though, Review Meta went through 7 million data points and proved us right — Incentivized (paid) reviews are 16% higher on average, skewing the ratings for products across Amazon as a whole. And we’ve just crossed a dangerous threshold; Since February, paid reviews now make up the majority of all new reviews on Amazon.
So what’s the solution? Trust the experts. If you’re buying supplements, you can find free, unbiased lab tests on Labdoor’s site. If you’re buying consumer products, paid services like Consumer Reports will test products without bias. For the stuff that isn’t tested by either service, Review Meta’s site can help to cut through those paid reviews too.
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