Product testing is moving out of the lab and into the home.

Study of Consumer Electronics Purchase Decisions in the Engagement Era by Weber ShandwickA survey of US consumer electronics buyers finds people are paying more attention to reviews by peers than those by professional journalists. 

  • 84% trust reviews on Amazon.com
  • 76% trust those on BestBuy.com

To help address skepticism about authenticity, companies should adopt, and publicly announce, a policy restricting employees from commenting or contributing to customer reviews.  Infographic

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