Trust Signals in Reviews and Ratings Are Essential
Facets
These facets are broadly related to the theme.
Selection criteria / rationaleClassified by AI
Reasons the participant gives for choosing items (follow‑up asks them to explain what inspired their selections).
Perceived advantages of shopping for dog food on AmazonClassified by AI
Captures what benefits (functional or emotional) users mention as the main reasons they prefer buying dog food on Amazon after a visit.
Website features or UI elements found particularly helpfulClassified by AI
Identifies specific Amazon features, pages, or UI components users point to when showing what they find valuable during the visit.
Quotes
“Well, basically, as I said, you can do anything, even if you type in, for example, dog food. First, it immediately corrects the general information. Second, you can also sort by customer reviews. Boom. You have various products here. The layout, UIs, are easy to see. The text is easy to see. The reviews are, I think, very easy to see. Because it's all in the Amazon ecosystem. Everything up to the purchasing process is done within five minutes.”
“Yes, for me, it was actually the previous review, yes, the one I had for the product. That was a bit—wait, I have to go back. But here, too, you have a 4.7. That's actually the rating I see. And what's in it, well, it supports the immune system, then this L-carnitine, then the fact that it's also specifically for the joints, so for older dogs. And yes, it looks very, yes, healthy and clean too.”
“All right. So let's just look at all the dog food, let's say, I don't know, for now. Yeah, for example, here on Amazon, I generally don't like many of these fact designs anymore. If you sort it by account ratings, it looks a bit better. Yeah, then I'll just decide, depending on, yeah, for example, it's pretty good. And then, depending on your taste, delicious salmon, natterjack flavor might be an advantage for some. Something like that. And I would personally put that in my shopping cart, for example.”
“So, yes, the reviews are worth their weight in gold. That definitely appeals to me. And I always think it's nice that this suggestion is made here. Not that I always respond to it, but what else can you buy? I think it's a good way to introduce you to other products now, yes. Exactly. And it was easy, right? It was relatively easy. So it was”
“Well, of course, I do. First of all, you always have a list of what you've ordered. Also, I think it's quite far down. I have to take a closer look, yes, exactly, this is where you have customer service. Here, especially if you have a problem with a product, you can just click on the product. And then you always get help there. And if you get to a certain point where you can't get any further with the automatic customer support, you always have the option of getting someone directly into the chat. You can also call, but I prefer the chat. And you always get help there. So if there's something wrong with the order, you always get your money back quickly, let's say. You just send it back and yes. Otherwise, yes, they always have a large rating system here. For example, here they have over 3,000 reviews. You can simply see the people who buy it, and especially here, you get an overview. And then, of course, you know that the product itself appeals to a lot of people, and not just, let's say, buying something blindly, hoping it's the right thing. You always have good information here, too. Normally, input information always includes most of what's in it. And yes, I think it's always clear if you know what you're doing.”