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About eight in 10 US shoppers trust brands which offer customer ratings and reviews more than those that do not, according to a poll conducted in May and June 2007 by Bazaarvoice and Vizu.
Three-quarters of shoppers said that reading customer reviews before making a purchase was very or extremely important. Peer reviews were preferred over expert reviews by 6 to 1.
Shoppers considered ratings and reviews to be the most useful e-commerce site features, followed by product comparisons, product navigation and privacy information.
You've never experienced research like this.
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