When you're shopping for new gadgets online or trying to look up a restaurant where you can get your dinner, what's the one thing you do before clicking the buy button, or deciding where to go? In our case, that's checking user reviews to help make up our minds. Professional reviews and news articles have their space, but many others have told us that customer reviews on e-commerce websites are the final word in deciding whether to buy a product. But have you ever wondered how reliable the customer reviews you see posted online really are?
If you're trying to buy a new gadget, and half the reviews are one or two stars, while the rest are five-star, which set of ratings are you supposed to trust? Of course, people are much more likely to write about their negative experiences - think back yourself to how many customer reviews you've written. If something goes wrong, no matter how minor, we customers will often rush to different forums and Facebook groups to vent our righteous anger, but if you've had a good meal or bought a good book, how many times did you follow it up with a review?
But that doesn't mean that you can trust all the positive reviews either as brands and businesses aren't above reviewing their own products and services, or hiring people to do it for them, the way you could hire fake Twitter followers. You probably shouldn't take all negative customer reviews at face value either - recently, the launch of a phone in India was accompanied by an email from a "social media consultant" hired by a rival firm to leave negative reviews of the device on social networks like Facebook and Twitter, along with e-commerce sites like Amazon.
The sites themselves don't want false reviews because they hurt the platform's credibility, so you'll see many of them taking steps to weed them out. For some, the method of ensuring that only real customers can place reviews is simple - allow only people who have bought products from their own platform to write reviews. That's the practice that some companies, including healthcare search platform Practo, follow. But others go a step further to ensure that the reviews on their sites are genuine.
"We make use of state-of-the-art machine learning algorithms to detect fake reviews," says Flipkart's Chief Technology Officer, Amod Malviya. "We constantly learn from the data to discover new patterns of fraudulent reviews."