Imagine a pre-pandemic corporate office: cubicles, glass-walled offices, maskless people busy being busy. Now imagine that there’s a phone ringing somewhere in that office, non-stop, all day, every day. But no one ever answers it. It just keeps ringing plaintively, endlessly. Impossible, you say? No company would ever ignore an endlessly ringing phone? Don’t be …
There’s no question that online product reviews are a great way to measure consumers’ reactions to a product. But while the average rating score might tell us what consumers think about a particular product, it doesn’t tell us why. And how can a company improve a product or its messaging without knowing why it’s satisfying …
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