This is a 5 star blog post

21 Sep

This is a 5 star blog post… or is it a 1 star blog post? Well you’re reading it, you decide. The star rating is the grandfather of social validation and review mechanisms. Migrating from the hospitality industry it moved to the entertainment industry before slipping effortlessly onto websites where it makes perfect sense for our attention deficit, fragmented, time-poor online world.

Copeland image: The problem with star ratings.With a single click you can sum up your entire experience of a product, service, or entity and be off to your next online destination. Conversely, no time to investigate a product? Just check the star rating. Everyone wins? Well no, and for the typical implementation of star rating systems here’s why:

It’s too democratic
The leveling power of the Internet has done some wonderful things. Bypassing the media, it has given a voice to people where previously their frustrations and delight would be confined to a small circle of friends and peers.

Mainstream social media hasn’t addressed this yet, but its problem is that in many ways influence and positioning vastly overshadow experience & knowledge. That’s for another post, but in the context of star ratings it means that everyone has the same level of authority when they rate something. So what’s wrong with that?

Well, should you really be allowed to rate something if you’ve never actually bought the product or experienced the service yourself? Why should you have the power to influence others based on hear-say, or worse, in the pursuit of an ill-informed agenda? Especially considering your star rating is elevated to the same level of influence as someone who actually paid for the product or service.

A star rating for a meal or movie accounts for a passive activity with a very short timeline. Should it be applied to a complex product or service with which you interact for a period of months or years? The blanket democracy takes no account of whether you read the instructions, ignored the warnings, let alone whether you paid for the product.

It’s open to abuse
Running a campaign or launching a product? Why not just buy 5 star reviews. Or go the extra step and buy 1 star reviews to be applied to your competitors.

Electronic Arts suffered the wrath of agenda driven star rating abuse when they released Spore, a PC game with what was seen by consumers as having  draconian anti-piracy measures. An organised backlash resulted in 837 1 star reviews being posted on Amazon within days, many by people who had never bought the game. Maybe this was a fair rating of the anti-piracy features, but it tarred every aspect of the product with the same brush.

It amplifies inherent bias.
If you pass my imaginary gate for people who have actually paid for the product then we run into the next huge failing. Inherent bias.
If you’ve committed to the point where you shell out money for a product or service then you’re pre-disposed to like it. There’s also the documented need to validate our decision. If you’ve ever looked for a review of a movie after you’ve watched it, or searched for a product review for the gadget sitting next to you on your sofa, as I have, then you’re probably looking for approval via social validation. You’ll be inclined to leave a higher rating as a result.

At the other end of the scale are those looking to assuage their anger with a 1 star review. What star ratings don’t show is the vast majority of people who find the product satisfactory. Have you ever taken the time to rate, or review  something that you were mildly pleased with, or was satisfactory? This evangelism amplifies both end of the scale, leaving the middle ground in a vacuum. It’s the reason youtube is looking for alternatives to star ratings. And if they are I’d wager the big e-commerce sites are as well.

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4 Responses to “This is a 5 star blog post”

  1. authorfriendly September 21, 2011 at 8:09 pm #

    Some really good points here, and I will resist rating it even though I read it thoughtfully. I think there is an automatic correction to that star rating phenomena, in that the interlinking networks, eventually give authority to those the most interesting at least to the masses. Google is struggling to find more effective ways than that to account for actual authority and expertise.

  2. Tom Hammarberg September 22, 2011 at 12:23 am #

    AF – thanks for the comment. Is the suggestion that the authority weighting is applied to rating? If so it would apply the same bias to those who just have more influence.

    Perhaps there’s a way to apply more weight to those that have spent a certain amount of time on a website or recognised on return visit via a cookie. Not ideal, but it would at least start to focus on serious potential customers. Maybe the access to rating is gated by a simple code request or logic question. The answer easily found by anyone who had made a legitimate purchase.

    Tom

  3. AMc September 22, 2011 at 2:20 am #

    10/10 for that post and I only skimmed it :)

    With star reviews it irks me when an unreleased product gets a 5 star review from someone who says “I’m really excited about the new comic book franchise movie/pop music artist”. Brilliant, you’re a brand enthusiast with no experience of the product, your opinion is worthless.

    I tend to browse the Amazon 5 and 1 star reviews for things I’m looking at buying. There best/worst split screen at least shows an attempt at balance.

  4. tomhammarberg September 23, 2011 at 9:04 am #

    -AMC Adding reviews to the ratings at least gives some context to the rating and allows you to rightly ignore those that are baseless.

    There are a number of alternatives: Likes, thumbs up/thumbs down etc. but each has its issues. My general feeling is that we should introduce an element of verification and trade instant access for legitimacy.
    Thanks for chipping in Andy, value your opinion as always.

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