Detect Product Claims that Resonate with Consumers

Companies launch upgraded versions of existing products to address issues consumers face and provide new features. For example, Apple launched the 2nd generation AirPods Pro in Sep 2022, with claims that it provides a more immersive audio experience, better noise cancellation, more spatial audio, and easier touch control. It also claims that it fixed the battery life issue that the 1st generation had.


To validate these claims, we analyzed the reviews of Apple AirPods Pro (1st Generation) and Apple AirPods Pro (2nd Generation) using WebExtract. WebExtract’s no-code analyzer can help Brand Managers/Analysts perform comparisons quickly without involving the technical teams or outside vendors to clean and mine data.

As expected, reviews of Apple AirPods Pro (2nd Generation) have increased while the reviews of the 1st Generation product have decreased. As volume of reviews strongly correlate with sales, this implies that 2nd-Gen AirPods sales have increased while 1st-Gen AirPods Pro sales have decreased.

AirPods Pro (2nd-Gen) had a higher average rating of 4.4 (with 226 reviews) than AirPods Pro (1st-Gen), which had a rating of only 3.9. Also, the 2nd-Gen had only 17% of the reviews rated as 1 to 3, while the 1st-Gen had 31% of the reviews rated as 1 to 3.

 

Analysis of text content in the reviews showed that a few issues, such as the Fit and Battery Life associated with the 1st Generation AirPods were resolved in 2nd Generation AirPods.

 

  • While 25% of the consumers had issues with the fit for 1st Generation AirPods, only 7% had issues with the fit for 2nd Generation AirPods.

  • Similarly, while 23% of the consumers had issues with the battery life for 1st Generation AirPods, only 11% had issues with the Battery life for 2nd Generation AirPods.

A similar analysis for liked topics showed that consumers love the new features of AirPods Pro (2nd Gen), such as better noise cancellation, more spatial audio, and easier touch control.


As shown in this blog, marketers can use reviews to understand which product claims resonate with consumers and which do not. Reviews provide a rich source of marketing content that resonates with the consumer. 


For more information on WebExtract, visit WebExtract at SetuServ

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eCommerce Data at Fingertips

eCommerce sites contain rich data, such as best sellers in each sub-category, product descriptions with key claims for each brand, and consumer opinions. Harvesting this data can yield rich insights into successful brands and the reasons for their success.

Though this data is publicly available, it’s unstructured and dispersed across various eCommerce sites. Moreover, as the products’ rank, price and reviews are updated frequently, harvesting and analyzing this data for actionable insights becomes challenging.

WebExtract

 

WebExtract is a scalable, no-code web scraper designed to extract data from eCommerce sites across the globe and seamlessly integrate data feeds into google sheets. The NLP engine of the WebExtract can analyze this data to uncover actionable insights.

To illustrate the power of WebExtract, we analyzed the 100 best sellers in the “Earbud & In-Ear Headphones” category on Amazon.com. The following are the insights from our analysis:

  • Top 10 brands make up ~55% of the best sellers. 

  • The top 10 brands include a few not-so-well-known brands, such as Tozo, JLab, Otium, and CXK.

  • Though Apple has only seven products in the category, it has the most reviews(~30%), indicating that Apple’s products capture the lion’s market share. 

  • In addition, though Apple products are rated marginally higher than the competitors (4.63 for Apple vs. 4.40 for Competitors), Apple’s pricing is far higher than the competitors on average ($114 for Apple vs. $40 for competitors).

Interestingly, among the 100 best-selling products, 33% are out of stock at the time of writing this blog. These “out of stock” products are spread across the brands.

Most of the 100 best-selling products have been launched over the past two years, indicating the rapid evolution of this category.

As illustrated in the above blog, eCommerce sites contain rich intelligence on the market landscape and successful brands.

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