This document discusses analyzing emotions in online reviews for various products from TomTom. It describes a game that attempts to determine if reviewers of navigation products are drivers or riders based on sentences from their reviews. The game then analyzes characteristics of drivers and riders reviews, finding drivers use concise, neutral language while riders use passionate, adventure descriptions. The document concludes the analysis could help increase click-through rates and engagement if applied to marketing communications by selecting appropriate wording for different audiences.

1. EMOTION IN ONLINE
REVIEWS
a story by Tomtom and Wonderflow
20 June 2019, London

2. “

3. 41 PRODUCTS
11 CHANNELS
125,000+ REVIEWS
6 LANGUAGES
CUSTOMER CENTRIC

4. LET’S PLAY A GAME
Emotions to
product reviews

5. WHO WROTE IT?

6. bit.ly/cx-game

7. Sentences about the
context
“What I liked most was that it
could plan interesting routes
for me to go out for a joyride.
It meant that I got to discover
new places and new ways to
go that were great fun.
Hands down this is my
favourite part.”
1
Driver or
rider

8. Sentences about the
context
“Visited Europe and it
performed as I expected it
to, great for preplanned or
ad-hoc journeys. Exceptional
good value.”
Driver or
rider
2
2

9. Sentences about the
context
“The route was really great
and extremely curvy. From
now on I always use the
navigation system when I am
doing a tour.“
3
Driver or
rider

10. Sentences about the
context
“Have recently made a tour
of nearly 200km by simply 2
points and then selected.
Interesting route with many
mountains and curves.”
4
Driver or
rider

11. Sentences about the
context
“I now use my TomTom daily
on my commute to work just
in case there are road works
or an accident I can divert.”
Driver or
rider
5

12. Sentences about the
context
“The Tomtom was given for my
husband as a birthday gift and
we really like it because it was
easy to use and most
importantly it directed us
when we went to Gloucester
for first time and it directed us
to less traffic.” Driver or
rider
6

13. Sentences about the
product evaluation
“Easy to use. Adjustable
volume is ideal.“
Driver or
rider
7

14. Sentences about the
product evaluation
“Bought a week ago to replace
my ancient TomTom. A larger
screen and more accurate
navigation with voice control
are good.” Driver or
rider
8

15. Sentences about the
product evaluation
“I had the original TomTom …
many moons ago, and this one
is waaaay better - much faster
(no more awkward routing
delays in critical spots such as
non-standard freeway exits),
more responsive, much better
software with live traffic
information (!) and status bar
on the right incl.”
Driver or
rider
9

16. Sentences about the
product evaluation
“I found this Tom Tom great
value for money, clear screen
and easy to use.”
Driver or
rider
10

17. Sentences about the
product evaluation
“I Should also note it is solidly
constructed as it has already
survived a three foot drop onto
a hardwood floor.”
“By and large I'm quite happy as
it's already been helping me a
few times navigate from point to
point, and it reliably knew where
the traffic troubles were.”
Driver or
rider
11

18. Sentences about the type
of adjectives, emotions and
nuances in reviews
“Gorgeous gps” “The traffic updates via
the app have been a lifesaver.”
“Had a massive negative point so
ended up returning it.”
“Absolutely not intuitive mode of
operation, I'm pissed off!”
“Exceptional product and Tom Tom is
synonymous with high quality.”
Driver or
rider
12

19. Sentences about the type
of adjectives, emotions and
nuances in reviews
“It looks nice.” “Good device.”
“It would not connect to a computer.”
“Slow, do not find some directions.”
“I’m not happy with the updates.”
“My husband is enthusiastic about this
navi. Already had a tomtom, very
reliable.“
Driver or
rider
13

20. Analysis of Drivers
characteristics
Day to day description
guided us around the country
when driving at night, it'll go into a night mode
use it on my daily commute to divert from traffic
if you do a lot of business miles, it'll be handy
knows all road closures and major road works

21. Analysis of Drivers
characteristics
Day to day description
guided us around the country
when driving at night, it'll go into a night mode
use it on my daily commute to divert from traffic
if you do a lot of business miles, it'll be handy
knows all road closures and major road works
Concise,to the point sentences
200 words on average per reviews

22. Analysis of Drivers
characteristics
Day to day, description
guided us around the country
when driving at night, it'll go into a night mode
use it on my daily commute to divert from traffic
if you do a lot of business miles, it'll be handy
knows all road closures and major road works
Concise, to the point sentences
200 words on average per reviews
Unemotional, neutral wording
performed as expected
good value for money
does exactly what I want
the maps works ok
simple to use
accurate directions

23. Analysis of Riders
characteristics
Passion, adventure description
go out for a joyride
the device is wonderful
records beautiful tours (to track)
discover new places and new ways to go
great fun

24. Analysis of Riders
characteristics
Passion, adventure description
go out for a joyride
the device is wonderful
records beautiful tours (to track)
discovered new places and new ways to go
great fun
Long-windedness
280 words review’s average length

25. Analysis of Riders
characteristics
Passion, adventure description
go out for a joyride
the device is wonderful
records beautiful tours (to track)
discover new places and new ways to go
great fun
from now on will always use it
Long-winded sentences
280 words review’s average length
Strong, emotional wordings
loads significantly faster
best sat nav I have ever used
I’m pissed off
excellent supplied ram mount
absolutely brilliant
a fantastic little unit that is a breeze to set up

26. How to apply this analysis
for MARCOM?
Experiments and testing

27. How to apply this analysis
for MARCOM?
Experiments and testing
Assumption
If we are using wordings from the
analysis in our ads we can increase the
CTR and Engagement of our audience.

28. How to apply this analysis
for MARCOM?
Experiments and testing
Assumption
If we are using wordings from the
analysis in our ads we can increase the
CTR and Engagement of our audience.
Results Car Driver
+18% CTR
+41% Engagement

29. How to apply this analysis
for MARCOM?
Experiments and testing
Assumption
If we are using wordings from the
analysis in our ads we can increase the
CTR and Engagement of our audience.
Results Car Driver
+18% CTR
+41% Engagement
Results Rider
+67% CTR
+143% Engagement

30. EMOTION
TEXTS
PERSONALIZATION

31. THANK YOU
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