Making sense of online consumer reviews: a methodology

Karen Robson

Simon Fraser University

Mana Farshid

Lulea University of Technology

John Bredican and Stephen Humphrey

Royal Institute of Technology, KTH


As our world becomes increasingly digital, it is no surprise that the internet has become an increasingly popular place for consumers to share their reviews about products. Over the past decade, numerous online forums for eliciting and aggregating customer evaluations have sprouted – and, for example, are entirely dedicated to organising user reviews and recommendations of restaurants, doctors, cars, and a wide range of other products and services. These types of website contain reviews of virtually any product or service that is available in the marketplace.