Exploring Customer Sentiment: An Analysis of Online Reviews for Electronic Products (OnyxData DataDNA February 2024 Challenge RUNNER-UP)

This is my entry for the DataDNA Dataset February 2024 Challenge, which focuses on customer online reviews of electronic products. The report aims to be concise, highlighting key discoveries from the dataset and covering three main areas:

• Reviewer Trends - the analysis reveals distinct patterns in reviewer behavior based on rating categories. High ratings (4 to 5-stars) generally indicate positive sentiment, while lower ratings (1 to 3-stars) tend to convey negativity. Customers are categorized into Promoters, Passives, and Detractors, with Promoters favoring high ratings and Detractors favoring lower ratings. The distribution of 3-star ratings is relatively balanced, and Passives exhibit stable numbers compared to fluctuating Promoters and Detractors across different ratings.

• NPS and Review Credibility - the section emphasizes the importance of considering various metrics, including Net Promoter Score (NPS), reviewer count, and helpful votes, to evaluate review credibility. Despite having the lowest NPS among the top 10, Logitech 915 Harmony is identified as having credible reviews based on multiple factors.

• Passive's Tendency - brands are urged to proactively engage with Passives to prevent their transition into Detractors. Addressing product issues and improving customer experience is crucial. While Passives generally express positive sentiments, some products exhibit Passives trending towards Detractors, with the Logitech 915 Harmony Remote being notable in this regard.

Notes:

• Duplicate reviews were identified, including instances where the same user or different users posted identical reviews for the same products but with different ratings. To ensure data accuracy, these duplicates were removed.

• Outliers were noted, with seven Promoters rating products with 1- to 2-stars and nine Detractors rating products with 5-stars. Upon review, it was found that two 1-star Promoters actually provided positive feedback despite their low ratings. Additionally, among the four Promoters who rated 2-stars, two mentioned product unsuitability but would still recommend them for specific reasons. None of the Detractors explicitly stated non-recommendation; instead, eight emphasized positive aspects, and only one mentioned a minor issue without explicitly stating non-recommendation while still giving a 5-star rating.