When something affects us, it has an effect on our decisions. A poor experience reinforces what we value based on the gap between what we expected and what happened. We carry the emotion associated with an issue forward into our next decision. The link between emotion and outcomes is one of the pillars of behavioral economics and one of the reasons why how people experience a product, service, or situation is key to understanding consequences to an organization. With detailed data and proper analysis, we can go from a review or comment to uncovering an issue worth fixing. Reviews signal an impact on buying behavior, but we must be careful not to draw hasty conclusions. Because when information is public the number of factors at play multiply. Biases, assumptions, and social signaling are all mixed in and need teasing out based on facts rather than opinion. The process of turning...
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