Table of contents
Review Insights provides you with dashboards that let you analyze your reviews, locate trends, and monitor your customers’ sentiment about their experiences.
This feature uses machine learning technology to automatically detect topics in your reviews, as well as the sentiment of those topic mentions. To access these insights, go to your Trustpilot Business account and click on Review Insights on the left-hand menu.
Review Insights: an overview
At the top of the page you’ll find an overview showing you:
- The Topics we are currently tracking for you
- The Sentiment score for each of those topics
- An indicator showing you the development in the sentiment score for the topic compared to the previous period
- The Number of reviews mentioning the topic in the chosen period
- The development in Topic mentions compared to the previous period
Click on any topic in the table to go to the single topic page where you can dig further into the performance of that specific topic.
At the top of the table you’ll also find topics highlighted with one of the following labels:
Doing great – A topic that the algorithm has identified as an overall positively performing topic in your reviews for the period compared to the other topics.
Needs attention – A topic that the algorithm has identified as having a significant number of negative mentions in your reviews.
Good to great – A topic that has a significant number of negative mentions found specifically in 4-star reviews.
All labels are assigned based on automated calculations that take both sentiment distribution and review volume into consideration. Labeled topics should be taken as suggested focus areas.
Topic mentions per star rating
This section of Review Insights provides you with sentiment heat maps that show you the distribution of negative and positive mentions of your topics across 1- to 5-star reviews. You can use the heat maps to visually identify your strengths and weaknesses, as well as points of friction where the overall sentiment seems to go against the star rating of the review, e.g. a topic with a lot of negative sentiment in 4-star reviews. Each cell in the heat map is clickable and takes you directly to the topic page filtered down to that specific subset of reviews.
Period selector and tags filter
At the top of the page you can find a period selector as well as a tags filter. Here you can filter results by one of your own tags (read more about Trustpilot’s tagging system). Use a combination of tags and topics to, e.g. compare the sentiments of different segments of your customers, and to compare store performance or satisfaction with different products or service offerings.
To help shape and define our topics we make use of a machine learning algorithm which goes through millions of reviews to find clusters of words related to a topic. This technique also allows us to pick up all the most common misspellings of topic-specific terms.
You also have the option of creating your own topics. See Define and track your own custom topics below for details.
When the algorithm detects a topic mention in the sentence of a review, we run that sentence through our sentiment model which labels the sentiment of the sentence as either positive, neutral or negative. The sentiment score for a topic is calculated by taking the percentage of positive mentions of a topic and subtracting the percentage of negative mentions, giving a score between 100 and -100.
Our sentiment model is retrained periodically to become more and more accurate, so sentiment scores may potentially adjust over time.
Single topic page
The single topic page is where you go to delve more into a topic’s performance, to find and monitor trends within a topic, and to identify actionable feedback that can improve your future customers’ experiences.
At the top of the page you’ll also find the period selector as well as the following filters to help you easily dive into specific subsets of reviews:
Tags filter – Filter reviews for the topic by one of your existing tags. If you select more than one tag, the reviews will still only be filtered by one of the tags. For example, if you filter by tag A and B, you will see reviews that have tag A, and reviews that have tag B, but you will not see reviews that have both tag A and B.
Star ratings filter – Filter reviews for the topic by a specific star rating.
Sentiments filter – Filter reviews for the topic by a specific sentiment.
Free text search – Filter reviews for the topic by specific keywords.
All these filters work in combination with each other, making it easy to filter down to e.g. 3- and 4-star reviews for the topic with a negative sentiment and a specific tag.
Here you can find a set of metrics and visuals related to the overall performance of the topic you are looking at. If you apply filters to the topic page, the metrics and visuals will update to match that selection.
Sentiment score – The overall sentiment score for the selected subset of reviews.
Number of reviews – The number of reviews matching the current topic, period, and filter selections. This also includes an indicator of a rise or drop in volume compared to the previous period.
% of total reviews – This metric compares the currently selected subset of reviews to your total number of reviews for the selected period. You can use this to help qualify the significance of the topics or any underlying trends you have found by using the filters.
Sentiment per star rating – This bar chart shows you the distribution of topic mentions for the currently selected reviews across the different star ratings. The color of each star ratings bar also shows you the sentiment distribution of topic mentions within that star rating.
Sentiment score over time – This chart shows you the sentiment score for the topics at either daily, weekly, or monthly intervals for the chosen period. The intervals are chosen based on the length of the chosen period. Hover over a data point to see the sentiment score, and number of reviews the score is based on.
Click the Export button to download the chart data as a CSV file.
Here you can find the list of reviews matching your current topic and filter selections. Use the Reviews section to find or validate trends in tone or review content, or to find the best review examples to illustrate the insights and trends you’ve identified.
We highlight all the sentences in the review that our algorithms have associated with a specific topic. This makes it easier to skim through all your customers’ feedback on that specific topic. The color highlighting the sentence shows you the sentiment of the sentence, i.e. green for positive, red for negative.
If a review talks about more than one topic, you’ll find several topic buttons beneath the review text. Click on the topic you’re interested in, and the text associated with that topic will become highlighted. On the left-hand side of each review, you’ll see the name of the reviewer and the star rating of the review. On the right-hand side, you’ll see the date the review was written and the source of the review, e.g. Automatic Invitations. If applicable, the reference number will be displayed.
If you’ve added any tags to the review, you’ll find them below the topic buttons.
Flag misclassified – This button allows you to inform Trustpilot if one or more of the automatic classifications for a review is incorrect. Your feedback helps us continually improve your topic insights and our sentiment algorithms (thanks!).
Export – Above the Reviews section, you’ll find an export button. Click it to download your currently selected reviews as a CSV file, including topic and sentiment information. You can use the data to build your own reports and visuals. You can even combine the data with other data sources to broaden your customer knowledge even more.
Define and track your own custom topics
By default, Review Insights gives you a list of Trustpilot-curated topics like 'Customer service’ or ‘Website’. But you can also define and track your own custom topics to tailor insights even more specifically to your company or industry. To create your own custom topic, start by clicking Add topic at the top right of the Review Insights overview.
This takes you to a menu where you can start writing your own list of keywords to define the topic. One topic can include multiple keywords, and you can also add specific two or three word phrases as part of the topic. Accepted characters are A-Z and 0-9, and each keyword or key phrase should be separated with a comma.
As you add keywords to your topic, you can see some stats on the volume of reviews that match one or more of the keywords from the last six months of reviews. Use this to get an indication of how much review volume you can expect for the topic moving forward. You can also see the latest examples of reviews mentioning your keywords. You can use this to validate that your keywords are picking up the expected theme, and you might also find more keywords and variants to include in your topic.
In the right hand corner of the add topic menu, you will find an Advanced option. Turning this on adds an exclusion list to the menu that allows you to filter out specific words or phrases that you don’t want to get picked up by your topic.
Once you are happy with your topic, press the Save keywords button, which will take you to a new menu where you can give your topic a name, a description, and save the topic.
Once the topic is saved, you will be taken to the topic page for your newly created topic. Here you will also find the Edit topic button, which allows you to edit the keywords, name, and description for the topic. If you wish to delete your topic, there is an option for this in the Edit topic menu.
The topics you create will also appear in the topic list on the Review Insights overview, and they can be included in email reports, as described below.
Review Insights monthly report
The Review Insights monthly report is an email report that gives you selected Trustpilot statistics and insights based on an automated analysis of last month's reviews. The actual content of the report varies depending on the volume, content, and customer sentiments of your reviews.
In order for Trustpilot to create the monthly report, you must have collected at least 100 reviews in the month covered by the report.
To stop receiving the monthly report:
- Click on the Unsubscribe link in the email.
- In Trustpilot Business > Settings > Personal settings > Email notifications, clear the Yes, I’d like to receive Review Insights digests checkbox, then click the Save changes button.
Custom email reports
To supplement the Review Insights monthly report, you can also create your own custom email reports. Do this, for example, if you want to create a report about a specific group of topics to share with other people in your company.
To start create a custom report:
- In Trustpilot Business > Reviews > Review Insights, select the check boxes for the topics you want to include in your report, the click the Create report button in the upper right-hand corner of the screen.
- In the Create report dialog:
- Select the recipients for the email report.
- Select the month the report covers.
- Edit the email's subject.
- When you're done, click the Send report button.
Note: You can only create single-month reports if you received reviews about at least one of the selected topics during that period.