The Truth About "Unbiased" Reviews

15 years ago

Hey John

Nice insight

We all look at the world through our own "lenses" (made up of our worldview, values, beliefs etc).

If we think we're unbiased, we're fooling ourselves! It just means we're not aware of the lenses through which we see the world.

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Ed Zivkovic

15 years ago

Originally Posted by JohnMcCabe

Comments?

I wonder if publishers of Fake "honest" Review Sites sleep well at night.

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sbucciarel

Banned 15 years ago

I think "honest" reviews by marketers are a myth as well. They are doing a review to make money so they're not going to say:

this is just another crappy ebook full of unsubstantiated claims ... or

be careful with this amazing free offer ... it has a continuity deal attached in fly spec fonts that you can't read and you will be paying through the nose until your credit card is canceled.

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3 replies

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Saul'

15 years ago

Originally Posted by sbucciarel

I think "honest" reviews by marketers are a myth as well. They are doing a review to make money so they're not going to say:

this is just another crappy ebook full of unsubstantiated claims ... or

be careful with this amazing free offer ... it has a continuity deal attached in fly spec fonts that you can't read and you will be paying through the nose until your credit card is canceled.

And why not? Write a honest negative review saving your readers the money and time and recommend a better alternative.

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Saul

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Paul Myers

15 years ago

I think "honest" reviews by marketers are a myth as well. They are doing a review to make money so they're not going to say:

this is just another crappy ebook full of unsubstantiated claims ... or

be careful with this amazing free offer ... it has a continuity deal attached in fly spec fonts that you can't read and you will be paying through the nose until your credit card is canceled.

Ummm... I've done those things in reviews, and I am a long way from the only one.

Assuming that your prejudices are universally correct is an iffy way to advance your credibility.

Paul

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JeffLam

15 years ago

Originally Posted by Saul'

Trust perhaps?

If you mean trust of the gamers, then you are right. Else, whose trust do you mean? I doubt the game producers would be happy that their products are getting less than stellar reviews..

Originally Posted by Michael Oksa

Hi Jeff,

That's an excellent example. I enjoy reading game reviews, but I am a very casual gamer. My newest console is the GameCube.

In this case, though the professionals are quick to point out the good and bad in their reviews, their bias is that they are professional gamers.

Using John's approach, I could write reviews, but from the viewpoint of a casual or beginning gamer. For example, I wouldn't care as much about things like frame rates, but I would care if the game was too difficult.

Doing it that way, my bias could work to the benefit of people reading my reviews. They would understand my frame of reference and then apply their own filters accordingly.

All the best,
Michael

Mmm, good point here. I guess thats the part on the "unbiased" reviews due to people having different experience, beliefs, values, etc!

Back to the point of game reviews, this is essentially why such game sites display links to other game sites and even allow members of the sites to post their own reviews - to obtain an average rating from a large group of reviewers which can be professional or casual (more likely the former though I guess!).

Which when you apply back to IM, simply means more testimonials for your products!

Jeff

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Saul'

15 years ago

Originally Posted by JeffLam

If you mean trust of the gamers, then you are right. Else, whose trust do you mean? I doubt the game producers would be happy that their products are getting less than stellar reviews..

Both.

More trust -> more gamers reading reviews -> more ad exposure -> more game producers advertising on the site.

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JohnMcCabe

15 years ago

Michael, you could replace the word "bias" with the word "filtered" and it would mean the same thing.

Our culture has given words like bias, prejudice and such meanings which Webster (Noah, not our own Art :p) never noted.

You say your newest game machine is a GameCube. By definition, then, your reviews would be biased toward games which run on that machine. Not necessarily a preset agenda, just a point of view based on your personal situation.

Going back to my original premise, you can't be the only person on the net with an older machine. Yet many reviewers only want to cover/promote the very latest bleeding edge games for whichever machine is popular and current right now. Reviews for games which run on, and you play on, the gamecube would carry more value for other gamecube owners, don't you think?

Jeff, I said in my original post that honest reviews are definitely possible. As are fair reviews.

In your example, video games, the fairness comes from laying out the evaluation criteria in advance, then showing how each game performed on those criteria. I would have called that an honest review.

As Michael pointed out, a professional reviewer has a built-in bias by virtue of being a professional and seeing virtually every new game that comes out.

Ed Zivkovic,sbucciarel, Tyrus Antas - comparing real reviews and reviewers with the so-called "affiliate review sites" you're talking about is like comparing magazine articles with advertorials, or horses with zebras. They may look the same, but they're totally different animals.

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Michael Oksa

15 years ago

Originally Posted by JohnMcCabe

Michael, you could replace the word "bias" with the word "filtered" and it would mean the same thing.

Our culture has given words like bias, prejudice and such meanings which Webster (Noah, not our own Art :p) never noted.

Not to get into semantics, but words have the meaning we assign to them, whether N. Webster would have liked it or not.

I believe that filter and bias are related, but not the exact same thing. Our bias creates our filters, and our filters create our bias; but bias doesn't create bias, and filters don't create filters.

However, that's putting to fine of a point on things. As you will soon see...

You say your newest game machine is a GameCube. By definition, then, your reviews would be biased toward games which run on that machine. Not necessarily a preset agenda, just a point of view based on your personal situation.

Going back to my original premise, you can't be the only person on the net with an older machine. Yet many reviewers only want to cover/promote the very latest bleeding edge games for whichever machine is popular and current right now. Reviews for games which run on, and you play on, the gamecube would carry more value for other gamecube owners, don't you think?

Yes, I do think that, and that's the point I was trying to get across to Jeff. I was trying to support your premise with a relavant illustration.

Regardless, I love discussions like this. The WF rocks! (Of course, I love such discussions because of my bias).

All the best,
Michael

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xiaophil

15 years ago

Originally Posted by sbucciarel

I think "honest" reviews by marketers are a myth as well. They are doing a review to make money so they're not going to say:

this is just another crappy ebook full of unsubstantiated claims ... or

be careful with this amazing free offer ... it has a continuity deal attached in fly spec fonts that you can't read and you will be paying through the nose until your credit card is canceled.

For my first affiliate review site I began with a list of about a dozen products. I wanted to sleep at night so fabricated reviews were not an option. I didn't want to buy them all either (~$600) so here's what I did.

The products were on a somewhat technical subject so I decided to email each of the vendors first (as a potential buyer) and test their customer support and technical knowledge.

Most of them didn't get back to me so I basically just wrote that in the review - no response to customer support request.

A few got back to me with inappropriate or canned responses so I wrote that in the review.

A couple responded with genuine interest and answered all my questions. These people were obviously enthusiasts who knew their subject matter so I obtained their products and wrote full reviews.

I was questioning my sanity in having a review site mentioning a heap of products but with only a couple of actual reviews. That is until the sales started happening.

Looking in the SERPS a number of these products had poor reviews on consumer sites, which were ranked very highly (interestingly, most of the problems were with customer support). These were followed by some 'review' sites which offered glowing portrayals and '5 stars' blah blah blah. Then came my little site which said I can't recommend this product because I never received a reply to my questions, however I can recommend this one which does have great support.

So really it's a review site without the reviews. And I saved a bunch by not having to buy a heap of (evidently) crap products too!

Regards,

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Tyrus Antas

15 years ago

That's absolutely true but it doesn't make it a lie that most of our(affiliate marketers) reviews are a load of crap, specially when comparing with more traditional review business models.

Tyrus

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Michael Oksa

15 years ago

John, you're right. There's bias in everything we say, think, and do. However, I pride myself in my ability to remain objective in most cases. At the same time, though, I'm not so foolish as to think I am 100% objective - that would be impossible.

You're right on about how we filter things. But here's what I think the difference between bias and filtering is: Bias is based on a preset agenda, while filtering is based on our experiences (conscious and subconscious).

To be clear, I'm not disagreeing with your post. Just adding my take on things.

I like the way you bring it all together with the following suggestions...

Maybe you have years of experience with the item or topic, and you filter your review through that experience.

Or maybe you have zero experience, and you can approach the subject with fresh eyes.

Figure out what makes your reviews unique, play that up, and see if your reviews aren't more effective...

I don't see how reviews like this couldn't be more effective. (My apologies to Mrs. Wombat as well...for the double negative)

All the best,
Michael

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Chris Faraday

15 years ago

Great self awareness reality slap.
Find "Genuine" authorities" - REAL ones with real ranking and conversation happening.

MERGE with the conversation. Or just scan several of these sites.

Use your new found psychic superpowers to create something simplified and useful

Make it fun & visual with head sub bullets - we love lists!!! even diagrams : )

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JeffLam

15 years ago

Hi John,

I like your take on the definition of "Unbiased" in this topic. What you are essentially saying is that reviews can never be "unbiased" and totally "fair" as each person has their own set of experience, beliefs, values, etc.

But I do feel that there can be "fair" reviews which try their best to come from a neutral point of view.

Take Game Review sites for example (ign.com, gamespot.com, etc).

They review games regularly and their review systems aid them in giving each game their final score - of which it can help gamers decide whether the game is worth buying or not. What does this game review sites stand to gain? Not much I believe.

In fact I have seen advertisements by the game publishers on these sites in which they criticised the game rather badly. A good example (gamers should be familiar with such) are games that are based off movies (Spiderman, Harry Potter, etc etc) in which the quality of such games are usually low and are rated rather low on such sites, but yet the sites show large advertisements that the game is being released and you can get it here and here..etc.

Oh and thanks for offering the suggestions to play that to our advantage instead of just pointing out the disadvantage!

Jeff

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Saul' 15 years ago

Originally Posted by JeffLam

What does this game review sites stand to gain? Not much I believe.

Trust perhaps?
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Michael Oksa

15 years ago

Originally Posted by JeffLam

Hi John,

I like your take on the definition of "Unbiased" in this topic. What you are essentially saying is that reviews can never be "unbiased" and totally "fair" as each person has their own set of experience, beliefs, values, etc.

But I do feel that there can be "fair" reviews which try their best to come from a neutral point of view.

Take Game Review sites for example (ign.com, gamespot.com, etc).

They review games regularly and their review systems aid them in giving each game their final score - of which it can help gamers decide whether the game is worth buying or not. What does this game review sites stand to gain? Not much I believe.

In fact I have seen advertisements by the game publishers on these sites in which they criticised the game rather badly. A good example (gamers should be familiar with such) are games that are based off movies (Spiderman, Harry Potter, etc etc) in which the quality of such games are usually low and are rated rather low on such sites, but yet the sites show large advertisements that the game is being released and you can get it here and here..etc.

Oh and thanks for offering the suggestions to play that to our advantage instead of just pointing out the disadvantage!

Jeff

Hi Jeff,

That's an excellent example. I enjoy reading game reviews, but I am a very casual gamer. My newest console is the GameCube.

In this case, though the professionals are quick to point out the good and bad in their reviews, their bias is that they are professional gamers.

Using John's approach, I could write reviews, but from the viewpoint of a casual or beginning gamer. For example, I wouldn't care as much about things like frame rates, but I would care if the game was too difficult.

Doing it that way, my bias could work to the benefit of people reading my reviews. They would understand my frame of reference and then apply their own filters accordingly.

All the best,
Michael

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Jeff Williams

15 years ago

Originally Posted by JohnMcCabe

Honest reviews can and do exist, but the best ones acknowledge and embrace the fact that the review is filtered through the reviewer's experience, preferences and prejudices. They have value for us because those built-in biases resonate with us and serve us.

Now that you mention it, I have been guilty of this in the past. As a new marketer, I was more concerned with voicing my opinion and writing persuasive pre-sell copy than adding value to my readers. It took about a year and a half for that to really sink in.

But, if you think about it ... one of the first rules in marketing is to find what people want and give it to them. They came to my site for an honest review. Who am I to give them hype instead? It's just bad business.

Also, liked what you said above about stating personal preferences in the review. By adding caveats to my reviews, I've been able to connect with readers, build rapport, and hopefully create an enjoyable, informative experience. (Not always an easy task in plain text...)

The best part I think is the ability to include not only your strengths in your copy, but your weaknesses as well. For example, you can attest to strength by saying, "I've been in this business for 30 years and I can confidently say this is a book I would recommend" ...

But, you can also admit your weaknesses. For example, if I were promoting software, I can admit, "I'm a little impatient with software, so it took me about 35 minutes to really get the hang of it. If you're good with the techy stuff, you'll probably have this up and running in 10 minutes or so (and I will be jealous and not invite you to any parties)"

Either way, you connect a little with people. You get them the info they actually want. You let them sell themselves. You make money.

Anyway, based on my struggles in the past with creating good review sites, I can confidently recommend John's thread here to new marketers. At least, it's worked well for me so far.

Your results may vary.

-Jeff

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Jon Alexander

15 years ago

rule of thumb, the more a program's affiliate offer pays, the 'better' the reviews are going to be.

And ultimately, no affiliate program, very few reviews.

I don't personally think its entirely true to say that all reviews are biased - there are (for example) offline mags that provide reviews without inducement ('which' magazine, for example). Unless you think they're all corrupt, of course...

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JohnMcCabe

15 years ago

Originally Posted by Jon Alexander

I don't personally think its entirely true to say that all reviews are biased - there are (for example) offline mags that provide reviews without inducement ('which' magazine, for example). Unless you think they're all corrupt, of course...

Jon, you're proving my point that bias tends to be a loaded word...

From dictionary.com:

Synonyms:
2. predisposition, preconception, predilection, partiality, proclivity; bent, leaning. Bias, prejudice mean a strong inclination of the mind or a preconceived opinion about something or someone. A bias may be favorable or unfavorable: bias in favor of or against an idea. [emphasis is mine]

All reviews show the authors' bias by that definition. Since we've been using the example of video games, let's look at those again.

You work for magazine X as a game reviewer. On your off time, you prefer to play sports-related games (Madden NFL, etc.). You've been assigned to review a shoot'em up game (Grand Theft Auto, etc.).

Whether you intend for it to happen or not, you'll gravitate to the aspects of that game that resemble your favored genre. Those aspects play to your bias for sports games. It's not a matter of being dishonest or corrupt, it's a matter of how you see the world.

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Cynthia A.

15 years ago

I give reviews based on my EXPERIENCE with the product in question (I spend my own money). If it doesn't work, I say so. If it does, I say so. If I like it but there were some issues, I tell that too.

Originally Posted by Jon Alexander

rule of thumb, the more a program's affiliate offer pays, the 'better' the reviews are going to be.

And ultimately, no affiliate program, very few reviews.

Many (lately it seem like most) affiliate marketers don't bother evaluating the products they recommend. The only "evaluation" they do is determining if the gravity & commissions are high enough to make it worth their while to promote.

Cynthia

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JohnMcCabe

15 years ago

Originally Posted by Sven Schoene

I think we all agree on the same things, we just don't know it. Let's examine the two biased-review-types:

Type one would be the "biased because of the unique experiences and tastes the reviewer has"-review. Every review is "biased" (for lack of a better term) in this way. I think John (the OP) did not try to bash this type of review. As a matter of fact I have the feeling that he is encouraging reviewers to be open about this type of "bias". Since the readers of the review are (most likely, I guess

) human as well they will appreciate the openness and all the little personal details that have the led reviewer to get to the conclusions that he has made.

Type two would be the "biased because the review might yield a personal gain (=money) for the reviewer"-review. We can all agree that you should not take every word at face value when you read this type of review. Since it is only human to put stuff that you gain an advantage from in a positive light, the readers of the review might appreciate the openness here as well. I believe John suggests that you disclose your affiliate relationship to the product here as well.

Whatever you do, at least do not try to promote your review as an unbiased review. It's stupid, it's non-existent and it's misleading. Your review is either of bias-type-one or of both types. I think we can all agree on that, can we?

Oh, and if I have got anything wrong here be quick to correct me, John! :p

Sven, you have it exactly right. No correction necessary...

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Ed Zivkovic

15 years ago

Originally Posted by Cynthia A.

Many (lately it seem like most) affiliate marketers don't bother evaluating the products they recommend. The only "evaluation" they do is determining if the gravity & commissions are high enough to make it worth their while to promote.

Now that Product Launch Announcement Sites with big ticket items are becomming more and more popular, this is beginning to become a real issue. Many affiliates these days exclusively promote product launches and review products that the marketer gave them for free.

Because they never acquired the product from a deep-down need or want means that they do not have the capacity to empathize with the reader. All they can ever hope to do is Fake Sincerity.

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Saul'

15 years ago

One doesn't have to take a course to recommend it. Recommendations can come from past experience and knowledge of the product creators, as well as the "expert" insight into a product from a simple outline, knowing your audience and its needs.

If you, for example, were to recommend a laptop computer and you happen to have dealt with HP in the past to know they provide quality merchandise, you would recommend a certain model just from the specifications without actually buying it and testing it out.

If you assume yourself a role of a tester that has to test absolutely everything in order to make a review, and your audience expects that from you, that's fine. But you don't have to test everything on yourself in order to make a review (or rather opinion) with a knowledge you have - your opinion "as an expert" is always valuable to your readers.

My point is, you don't necessarily have to have experience with a specific product to recommend it, so long as you don't imply otherwise in your reviews, your review is constructive and you provide facts why you think this or that way.

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JohnMcCabe

15 years ago

Saul', you get it, too.

In your example, a past successful experience with HP might bias you toward their products in the future - it's hard-wired into being human.

In no way does that prevent you from giving a fair and honest review...

Originally Posted by Saul'

One doesn't have to take a course to recommend it. Recommendations can come from past experience and knowledge of the product creators, as well as the "expert" insight into a product from a simple outline, knowing your audience and its needs.

If you, for example, were to recommend a laptop computer and you happen to have dealt with HP in the past to know they provide quality merchandise, you would recommend a certain model just from the specifications without actually buying it and testing it out.

If you assume yourself a role of a tester that has to test absolutely everything in order to make a review, and your audience expects that from you, that's fine. But you don't have to test everything on yourself in order to make a review (or rather opinion) with a knowledge you have - your opinion "as an expert" is always valuable to your readers.

My point is, you don't necessarily have to have experience with a specific product to recommend it, so long as you don't imply otherwise in your reviews, your review is constructive and you provide facts why you think this or that way.

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Akogo

15 years ago

Before you sit down to write your next set of affiliate reviews, get the notion of writing "unbiased" reviews out of your head. Consider, instead what biases you have that serve to make the review valuable to the reader.

Very insightful. But I think I'm being honest with myself in my reviews because I never label them "unbiased," but I do try to write in a "third-person," news style with little or no sales type hype if I can help it.

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The Truth About "Unbiased" Reviews

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