Complaints seem to have become a dime a dozen across the vast online community. Diners post pictures of a mediocre three-course meal after returning home from a family restaurant. Buyers cite problems with the latest iteration of a point-of-sale system.
The smartphone app community is certainly not short of gripes when it comes to a bundle that fails to deliver.
Some of these observations are perfectly valid. Others are more likely to be overstatements borne from a frustrated mind.
So, how can we determine if a complaint is valid? Are there any warning signs that a problem really exists? Should we take every grievance with a grain of digital salt, or might we be able to sift through this vast amount of information before coming to an objective conclusion.
We turn to Maltese journalist and content curation specialist Hannah Cutajar for the answers. An expert in online human behaviour thanks to a Bachelor of Commerce in Marketing and Management, Ms. Cutajar has become a maverick in her field.
When combined with a willingness to broach subjects that other analysts may shy away from, it is clear to see why she has become a sought-after resource in terms of appreciating the latest e-commerce trends.
Breaking the information down
“One of the first things I learned when attending the University of Malta,” Hannah Cutajar begins. “Is that data can be overwhelming. Which sets should be examined? Are there others that don’t relate to the problem at hand? The best way to begin is to decipher raw information into actionable details that can subsequently be interpreted.”
She likens big data throughout the e-commerce community to a bag of sand containing differently sized grains.
“The only way to obtain the grains of a specific size is to employ a sieve that contains holes of a certain dimension. This isn’t altogether different than using modern algorithms to cut through the noise.”
However, we should never make the mistake of assuming that Hannah Cutajar relies on algorithms alone when drawing a conclusion. She leverages experience, instinct, and a familiarity with the latest online entertainment trends to form a balanced perspective.
Now that we can appreciate her methodology, how can this be applied to complaints within the digital domain?
All about trends
“Imagine that you are thinking about downloading the latest smartphone app designed to balance your budget,” Hannah Cutagar continues, illustrating her talent for using analogies to drive a point home. “You’ll immediately begin to look for recurring observations within negative reviews. Examples might include excessive bloatware, a clumsy user interface, or billing issues. In other words, you’re keen to pick up on any patterns within the data.”
The good news is that this very same approach can be used when examining online entertainment complaints. The only major difference is that analysts may be required to sift through more information.
Let’s also remember that trend-based analyses are really nothing new. They are presented in various forms across countless industries.
Day traders use a tool known as moving average. Marketing specialists will evaluate buyer behaviour over a set period of time.
The foundation of climate change is likewise based on longitudinal trends. So, why not apply this approach to the online entertainment industry?
The big question now involves which patterns signal something may be awry. We wanted to speak with Hannah Cutajar about the presence of these so-called “red flags”, and the answers came as a bit of a surprise.
Red flags, or false flags?
“One of the most recent trends that I’ve noticed across my numerous LinkedIn connections is that the term ‘red flag’ can be a bit of a misnomer.”
She explains that simply because a data set seems to be recurring does not necessarily confirm its validity. There can indeed be instances when broad misconceptions represent a confounding factor. Another example can help to illustrate this observation.
Hannah Cutajar cites the example of an emerging entertainment brand that receives a fair amount of bad press from its closest competitors. Simply because negative input exists does not make it true. This can sometimes be extrapolated to online complaints.
“We must possess the ability to recognise when someone is venting steam, and when an individual (or group of consumers) has a valid complaint. So, we are not only concerned wit volume here.”
She asserts that volume must be coupled with validity. In other words, do the grievances make sense in relation to the brand, the product, or the service?
If so, additional research is required. If not, we may be better giving the company in question the benefit of the doubt. This is the best way to avoid confusing a red flag with a false flag.
Recent patterns that may signify a larger trend
We now come to the crux of the interview. What types of patterns has Hannah Cutajar observed?
“I feel that the most noticeable tendency involves a lack of consumer trust. It seems as if users are no longer certain what to believe when it comes to sales and marketing campaigns. To me, this is the biggest red flag when it comes to establishing a solid brand reputation, and to ensuring a loyal customer base.”
She also cites additional trends. These include the worry that AI may sideline traditional marketing techniques, deceptive user interfaces engineered to manipulate the choices consumers make, and the notoriously complicated steps that are often required when cancelling an account to an entertainment provider.
“While these are red flags,” Hannah Cutajar reaffirms. “They aren’t nearly as prevalent as the trust issues I’ve encountered over the past few years.”
Thanks to a strong online presence, Hannah Cutajar makes the effort to sort through various news feeds, to collate relevant data, and to draw relevant conclusions. This is why her opinions carry a fair amount of weight across the digital entertainment ecosystem.
“Above all, this community is constantly evolving. There will always be complaints that emerge. The key here is knowing which are valid, and which can be cast by the wayside.”
