Testseek’s Brand Average Review Score Revisited

A new Testseek feature is the Brand Average Review Score. Why do we introduce this score? When leveraged well, a brand name can sustainably produce great value. Even over a very long period of time. But how to measure it? Icecat has the answer – a real-time global Brand Ranking based on product popularity, based on billions of annual downloads. However, this Brand Ranking would be incomplete without product reviews. We have all witnessed how fast product reviews and ratings became one of the major drivers of shopper’s confidence, education, and loyalty. Therefore, we introduced this new feature – Brand Average Review Score by Testseek in September 2020. And, we have been improving on it since.

What’s new?

Since last week, we also publish the total number of reviews that contribute to a brand’s average score calculation. We do this for reasons of transparency. Similar to how we visualize other insights, such as data visualization per country. The daily updated statistic is also available for Testseek XML API users by default. The Icecat Brand Rank Page is the first user of this new feature.

So if you’re marketing branded products online, and especially if you’re a brand’s marketing manager, you should definitely check out this page.

How do we calculate Brand Average Review Score?

We sum up all the individual scores from the Expert Reviews – but only those which do have a score originally – that we aggregated under a certain Brand. Next, we divide the sum by the number of reviews. The result equals to Brand Average (Review) Score – BAS in the equation below:

As you can see, we consider Expert Reviews only, and not Consumer reviews. This is based on the assumption that professional Expert reviews are overall sufficiently independent and cancel out the biases of individual reviewers. This to ensure that our brand average review score is representative enough. Firstly, the selected expert review publications are well-known and thus recognized as trustworthy. For example, pcmag.com in the US or trustedreviews.com in the UK, have a great reputation. Secondly, an author of an Expert review publication has already reviewed hundreds of laptops or smartphones. So, we can safely assert that they are likely more knowledgeable than individual shoppers who have used only a few devices. Last but not least, Testseek validates Expert Review candidates and certifies genuinely professional reviews only.

Want to know more about Testseek? Or do you have any questions? Please, contact us or request a demo.

Kate Rudchenko