For Consumer Product Strategy Professionals

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	September 11, 2008 User Reviews Engaging European Online Buyers by Nick Thomas with Nate Elliott, Patti Freeman Evans

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Executive Summary

With high consumer demand for user reviews, sites must understand and harness their appeal to attract buyers online.

Key Questions

• How much do European online shoppers trust user product reviews, and for which products do they consider user reviews most important?
• How many online retail sites in Europe offer user reviews?
• What should online retailers do to make consumer reviews most useful?

This is an excerpt

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