Almost 90% of consumers trust online reviews as much as they trust personal recommendations. And before deciding to visit a local business, half of all 18-54-year-olds seek out and read online reviews.
In honor of National Read a Book Day, and in advance of the long weekend, we’ve gathered a reading list from Yale SOM Marketing Faculty and Center for Customer Insights staff. Check out our current reads below!
When people talk about the economic impact of Uber and Lyft, they often talk about taxis and public transportation. But what about ridesharing’s far deeper and broader implications for the labor force as a whole?
Vanessa Vachon, Global Head of Insights & Analytics for Sanofi Consumer Healthcare, joined the most recent meeting of the Yale-Ipsos Think Tank to share her work to enhance and embed the use of behavioral science within her organization.
If you’re anywhere in the continental U.S. right now, you likely find yourself parched in the summer heat. Many of us are reaching for sparkling waters as a healthy but fun alternative to more sugary drinks to quench our thirst.
Vast amounts of potentially useful information about consumer opinions is captured in written reviews, but this unstructured data goes largely unanalyzed. A new study co-authored by Yale SOM’s K. Sudhir uses natural-language analysis to learn from what customers are saying—and to infer meaning from what remains unsaid.