In a recent feature looking at the evolution in rating’s culture, Marie Claire looked at these changes. It examined how our ratings culture has shifted with new technology.

Looking at how consumer to business reviews are common place, the article factors in Igniyte’s 2014 Business of Reviews Report which highlighted that 30 per cent of UK companies spend up to £20,000 per year on repairing the damages caused by malicious comments online.

Key Examples

The article looks at new platforms such as Uber and AirBnB. Specifically, how these companies are working to make the rating system a real consideration for individual people too. The online article, which also features in the January edition of the print magazine, notes how one Uber user, upon scoring a still high 4.6 rating, saw her experience with the taxi app suddenly change. This lower rating meant she was often shunned in favour of other users with higher scores. This is a tangible representation of the impact reviews are now having on real people.

Among a range of thought provoking ideas, the article speaks with psychologists to see how the two-way voting system affects people’s behaviour and initiatives in China, which could see citizens universally scored and the rankings received then affecting their success with everyday activities.

Clearly, The Business of Reviews is developing to become more encompassing and far broader than it was two years ago. Igniyte is keenly following this factor. Click here to read the article in full.

Image courtesy of Marie Claire

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