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Listening to customers: reviews, surveys, search data
6 minutes · 10 steps · workout 3 of 5 in this module
What you'll be able to do
By the end of this workout, you'll be able to pull insights from reviews, surveys, and search data, and turn them into ad messages and product decisions.
A first look: Your customers' words are your best ad copy
However your customers describe your product, that's how your ad should talk. You find these words in three places: reviews, surveys, and search data. Reviews on Amazon, Etsy, Google Maps, and review sites tell you what people love and what makes them angry. A survey answers the questions you ask. Search data shows what people type into Google without telling anyone. Together, the three turn guesses into facts.
What this workout covers
- Your customers' words are your best ad copy
- Case: The insight hiding in reviews
- Surveys and first-party data
- Search data: what people don't say out loud
- Case: Which page should the pilates studio build?
- Review analysis with AI: fast, but verify
- Case: AI says “price.” What do you say?
A question from this workout: The insight hiding in reviews
Green Garden Skincare's moisturizer sells about 300 units a month on Amazon. The brand's ads say “Moisturizer with natural ingredients.” Here's a sample of recent reviews.
- Review 1 · 5★
- “I have oily skin, and this is the first cream that didn't make me shiny.”
- Review 2 · 5★
- “Great under makeup, I don't get shiny until evening.”
- Review 3 · 2★
- “Nothing wrong with the product, but the lid opened in shipping and the box was full of cream.”
- Review 4 · 5★
- “The lightness I was looking for, for my combination skin. Not sticky at all.”
- Review 5 · 3★
- “Nice, but the lid arrived open again this time. Disappointed.”
Looking at these reviews, what do you do first?
- Leave the ad as is. The average rating is already high
- Report the low-rated reviews to the platform and try to get them removed
- Build the ad message around “light moisture that doesn't make you shiny,” and flag the lid problem to the product and warehouse team right away
- Lower the price. The low ratings show people are unhappy with it
Pick your answer first, then open the reasoning below.
Show the answer and the reasoning
Answer: C. Build the ad message around “light moisture that doesn't make you shiny,” and flag the lid problem to the product and warehouse team right away
The reviews say two things. Customers love the product because it's “not shiny, light,” and they never mention the brand's “natural” promise. So you build the message in the customer's language. The lid complaint keeps coming up. It's a packaging problem, and ads can't fix it. Trying to get low ratings removed is the biggest mistake. You silence your most valuable warning.
The other steps work the same way: you decide first, then see why each option is right or wrong.
How you practice here
- 4 short concept cards
- 1 multiple-choice question
- 3 campaign cases with real-looking numbers
- 1 put-in-order exercise
- 1 guided calculation
Part of the module: Target Audience and Value Proposition
No ad works until you know who you are selling to: personas, segmentation and a clear value proposition.
More workouts in this module
- Selling to "everyone" sells to no one
- Personas: picture one real person
- Segmentation: splitting your audience into useful groups
- Value proposition: why should they choose you?
Programs that include this workout