What are Trustpilot review insights?

This feature is part of the Insights add-on module.

Our review insights page uses machine learning technology to detect topics, trends, and sentiments within your business’s reviews.

Use the dashboards to deep dive into your insights data, analyze reviews, and identify trends.

To see the page, go to Reviews > Review insights. From here, you’ll find an Overview with the following sections:

Review insights overview

Dynamic insights do not reflect changes to filters.

By default, we show all reviews from the past 28 days. You can use the filters just below the top menu to customize your results.

In addition to the Overview, you can use the top menu to see pages with more detailed information on Topics, Locations and Competitors. Next, we’ll explain what you can expect to see on these pages.


The first thing you’ll see on your topics page is a table with all the topics we’re tracking for your business and their corresponding details.

We use a machine learning model to sort through millions of reviews to find clusters of related words. Those clusters are then used to shape and define a topic. Our topics cover subjects most frequently discussed across all the reviews on Trustpilot, such as product, customer service, delivery, etc.

We analyze all of your reviews, and each sentence is used to determine the topic(s) being discussed and their sentiment.

Topics list example

Topics are shown in order of most review mentions, with any favorites appearing first. You can apply filters and sort by using the arrows next to Topic, Sentiment score, or Reviews.

You'll see a star icon next to each topic. Click on it to mark it as a favorite and promote it to the top of the table.

In addition to our topics, you can create your own custom topics. Custom topics have a pencil icon next to the topic’s name. Learn how to create them here.

What’s a sentiment score?

You’ll see that each topic has a sentiment score. When our algorithm detects one of your topics in a review, we run that sentence through our sentiment model, which labels it as positive, negative, or neutral.

The score is calculated by taking the percentage of positive mentions and subtracting the percentage of negative mentions, resulting in a score between 100 and -100. Next to the score, you can see how much it’s improved or decreased compared to the previous period.

Our sentiment model is regularly updated for improvement, so scores may change over time.

You’ll also be able to see the number of reviews mentioning the topic within the date range, alongside a percentage showing the increase or decrease in review volume compared to the previous period. We also show an excerpt from your latest review that mentions the topic.

Go from 4-stars to 5-star reviews

This section displays your most recent 4-star reviews with a negative sentiment score. Analyze them to get insights on what held them back from being 5-stars.

Topic mentions per star rating

Here you have heat maps that show the distribution of positive and negative mentions of your topics across 1 to 5-star reviews. Analyze them to identify your strengths, weaknesses, and points of friction where a sentiment contradicts a review’s star rating. Click a cell to be redirected to its corresponding page for the subset of reviews.

Can I view individual topics?

Yes! You can click on each topic to learn more about it. You’ll be taken to a page where you’ll find the following info:

  • Sentiment score: The sentiment score for the topic’s reviews within the date range.
  • Reviews: The number of reviews mentioning the topic within the date range.
  • Of all reviews: A percentage that compares the currently selected subset of reviews against your total number of reviews within the date range.
  • Sentiment score over time: A chart displaying the sentiment score for the topic at daily, weekly, or monthly intervals within the date range. The intervals are chosen based on the date range. Hover over a data point to view the sentiment score and number of reviews it’s based on.
  • Sentiment per star rating. A chart displaying the number of times the topic was mentioned in reviews within the date range, and whether it was in a positive, negative, or neutral way.
  • Locations: An overview of where your reviewers are located. Bar graphs display the top locations and total number of reviews for the period. Hover over the graphs to see the star rating distribution for each location.

Below all that, you can find all related reviews. Any sentences that our algorithm associates with the topic will be highlighted - green for positive, red for negative. We also include any additional topics mentioned and an option to mark the review as misclassified if you feel the topic classification is incorrect.

Export the reviews as a CSV file by clicking Export.


Next up is the Locations page. Here, you’ll find a list of where in the world your reviews are coming from. We use the reviewer’s IP address to determine their location.

You’ll be able to see the number of reviews, average review score, and the distribution of the star ratings of reviews from each location. You can also see how the number of reviews and your average review score has changed compared to the previous period.

You can apply filters and sort by using the arrows next to Country, Reviews and Average review score.


The competitors page allows you to select up to 5 businesses in your industry to compare your performance on Trustpilot against. Once you’ve added your chosen competitors, you’ll be able to compare your performance based on Topics, Average review rating, and Review volume.


The overview lists all the competitors you’ve added, alongside their TrustScore, Reviews and Star distribution. You can hover over the star distribution bar graph to see a breakdown of each star rating.


Here you’ll find a series of bubble charts with information about the performance of your 8 most popular topics. Hovering over each topic allows you to see an overview of the sentiment score, positive reviews and negative reviews your competitors have for the selected topic during the period.

Average review rating

We display a line graph that tracks the average review rating of your competitors from the previous 12 months. Hovering over the data allows you to see the TrustScore for all competitors, for each month.

Review volume

We display a line graph that tracks the number of reviews all your selected competitors received during the previous 12 months. Hovering over the data allows you to see the number of reviews each competitor received during each month.

Manage your review insights

Now that you know what information is available with review insights, it’s time to learn how to manage the features and get the most out of your data. Check out this article to discover how to filter your results, create custom topics and monthly reports, plus more.

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