Hummus product research and customer review analysis

In today's rapidly growing and highly competitive e-commerce industry, it is becoming increasingly important for sellers to effectively select products, improve customer experience, and ultimately be able to increase their market sales and strengthen their brand. Amazon review analysis and consumer research can provide key insights into customer sentiment, preferences and behaviors that can help sellers make informed decisions on product selection and marketing strategies. By utilizing tools such as sentiment analysis, voice of customer, feedback analysis, product research, audience research, competitor analysis and Amazon ratings & reviews data to gain a better understanding of the customer base it becomes possible to create more targeted campaigns that meet customer needs and drive customer satisfaction.

Total ASIN: 12
Top 1
Top 2
Top 3
Top 4
Average Ratings
Total Reviews
This insight is based on the data from the best seller products. The top 5 of them are:
BRAMI Roman Lupini Bean Dip, Spread & Hummus | 0g Sugar, 0g Net Carbs | Keto, Vegan, Vegetarian, Mediterranean, Non-Perishable, Shelf-Stable, Low Carb, Low Calorie | 10oz (Garlic & Rosemary, 4 Count)
Seed + Mill - Organic Za'atar Tahini Sauce - Vegan, Kosher, Non-GMO, Keto, Paleo, Whole30, Gluten Free - Silky Smooth Texture - Great in Hummus, Dips, Dressings, and on Falafel - 16oz
SoCo Dark Roast Tahini Paste & Pesto, Pure Ground Plant-Based Tahini Sauce, Creamy & Zesty Sesame Paste, Gluten-Free, Non-GMO, Pack of 1 x 13.04 Ounces (380 Grams)
Organic Ethiopian Sesame Tahini Paste - Hulled - Stone-Ground, Unsalted, Gluten-Free, Kosher, Vegan, Peanut-Free, 11.6 Ounce Glass Jars (2-Pack) by Pepperwood Organics
Baron's USDA Organic Tahini Pure Sesame Paste | Rich & Creamy for Hummus, Baba Ghanoush & Dressings | Kosher, Vegan, Unsalted Ground Seeds | Gluten- & Peanut-Free, Keto-Friendly | 12 Jars of 16 Oz.

Sales, a key metric of costs and profits for any business, is the most intuitive and accessible data. With established social media platforms and advertising channels providing detailed insight in regards to website traffic, understanding consumer sentiment--i.e., volume--is one of the more challenging areas to analyze. Volume refers how people express their opinions on our brand's products/services/marketing efforts via various touchpoints; these voices come together as an aggregate that can tell us what consumers need or expect from us – why consumers make purchases with us over others.

Based on the data provided, it seems that the average rating for hummus products on Amazon is 4.29 out of 5. This indicates a generally positive customer satisfaction level. With a total of 2935 reviews, it suggests that there is a significant number of customers who have purchased and reviewed hummus products on Amazon. Considering the high average rating, it can be inferred that customers are generally satisfied with the quality, taste, and overall experience of the hummus products available in this category. The large number of reviews also indicates that there is a considerable demand for hummus on Amazon. Based on this information, my advice would be to continue offering a wide variety of high-quality hummus products to cater to the diverse preferences of customers. It would also be beneficial to encourage customers to leave reviews after their purchase, as positive reviews can further enhance the reputation and visibility of hummus products on Amazon. Additionally, monitoring customer feedback and addressing any concerns or issues promptly can help maintain and improve customer satisfaction in the long run.

Target your customers through customer profile

Voice of customer analysis and audience research are key elements when targeting customers through customer profile. By leveraging Amazon review analysis and other data sources, sellers can gain insights into their customers preferences and behaviors, which can be used to craft targeted solutions and develop a successful product profile. Additionally, this data can also be used to create more effective campaigns that attract the right customers and boost sales.

Customer Profile
The consumer group most commonly mentioned is family, the most commonly moment of use is everyday, the most common location is grocery, the most common behavior is homemade hummus . By focusing on these key consumer characteristics, it is possible to identify pain points associated with consumer usage scenarios.
X-axis:topic. Y-axis:mentions. Red:reviews of 1-3 stars. Green:reviews of 4-5 stars

Based on the data provided, it seems that the primary users of this hummus product are individuals who prioritize their relationships with family and friends. This is evident from the fact that "family" and "friend" are the top two user categories mentioned, with a combined total of 69 mentions. Additionally, the fact that "husband" is the third most mentioned user category suggests that this product may be popular among married individuals. In terms of usage, it appears that the primary use of this hummus product is for making homemade hummus and as a snack. This suggests that the product is popular among individuals who prioritize healthy eating and enjoy making their own food at home. The top three places to use this product are the grocery store, fridge, and pantry, which suggests that individuals who purchase this product are likely to be regular grocery shoppers who prioritize convenience and accessibility. Based on this data, it is likely that the customer profile for this hummus product is health-conscious individuals who prioritize their relationships with family and friends and enjoy making their own food at home. To appeal to this customer profile, the company could consider marketing the product as a healthy and convenient snack option that can be used to make homemade hummus. Additionally, the company could consider partnering with grocery stores to ensure that the product is easily accessible to customers.

Ship products your customers love through sentiment analysis

Through sentiment analysis, businesses can uncover consumer dissatisfaction with products, automatically decompose NR and PR, and present product quality issues, packaging suggestions, marketing loopholes, and inadequate service in a digitalized format. By finding problems in VOC and combining them with a set of quality problem solving processes (CTQs), businesses can form a closed loop from problem to action, thereby achieving continuous iteration and optimization of product quality. In addition, analyzing customer emotion data can help companies foresee emerging trends ahead of competitors and tailor their products to meet customers' needs.

Customer Sentiment
The top 5 negative reviews are texture, tahini, product, taste, lid. The most mentioned elements about texture are bad(2.50%), gritty(2.00%).
The top 5 positive reviews are flavor, tahini, taste, texture, product. The most mentioned elements about flavor are good(15.99%), rich(3.09%).
chunky in an unpleasant way0.50%
like like2.28%
Product pros and cons based on Amazon reviews. Consumers' sentiments which represent their opinions are identified using AI.

Based on the data provided, it seems that the top con aspect mentioned most frequently in relation to hummus is texture, accounting for 14.00% of the mentions. The top five cons of hummus, in order of frequency, are texture, tahini, product, taste, and lid. On the other hand, the top pro aspect mentioned most is flavor, accounting for 26.34% of the mentions. Considering the cons, it appears that texture is a significant concern for consumers when it comes to hummus. This suggests that some people may find the texture of hummus to be undesirable or not to their liking. Additionally, tahini, taste, and lid are also mentioned as cons, indicating that these aspects may need improvement or attention in the development and selection of hummus products. On the positive side, flavor is the most frequently mentioned pro aspect of hummus. This suggests that consumers generally appreciate the taste of hummus, which is a positive attribute for this category. Based on these findings, it would be beneficial for product development and selection to focus on improving the texture of hummus. This could involve finding ways to make it smoother, creamier, or more consistent. Additionally, addressing the issues related to tahini, taste, and lid could help enhance the overall consumer experience. In terms of flavor, since it is already a pro aspect, it would be wise to maintain and further enhance the delicious taste of hummus. This could involve experimenting with different flavor profiles or introducing new and exciting variations to cater to different consumer preferences. Overall, by addressing the cons related to texture, tahini, taste, and lid, while capitalizing on the positive aspect of flavor, hummus products can be further improved to meet consumer expectations and preferences.

Make the smartest sales decisions through Buyers Motivation

Making the smartest sales decisions requires understanding and responding to the voice of customer. This can be achieved by leveraging buyer motivation data, conducting competitor analysis, and engaging in thorough product research. Companies should seek to understand customer needs and preferences through surveys and feedback, analyze data from past purchases, and track market trends in order to develop effective pricing strategies. Additionally, businesses must focus on providing value to customers through competitive prices, relevant discounts, quality products, convenient services, and superior customer service. By taking into account buyer motivation and focusing on delivering value, businesses can make informed decisions that will lead to long-term success.

Buyers Motivation
Gain insight into the judgment of consumers (Top 5) when making purchase decisions, and optimize marketing strategies in a targeted manner.
healthy snack1
high calcium content1
keto friendly dip1

Based on the data provided, it seems that customers primarily buy this product due to its product description, which accounts for 43.59% of mentions. This suggests that customers are highly influenced by the information provided about the product, such as its ingredients, flavors, and any unique selling points. A well-crafted product description can effectively communicate the benefits and features of the hummus, enticing customers to make a purchase. Additionally, 17.95% of customers mentioned that they were recommended to buy the product by their friends. This indicates that word-of-mouth plays a significant role in influencing customer decisions. Positive reviews and recommendations from friends can create trust and credibility, leading to increased sales. Furthermore, 15.38% of customers mentioned that advertising attraction influenced their purchase. This suggests that effective advertising campaigns, whether through social media, television, or other channels, can capture customers' attention and generate interest in the product. Based on these findings, optimizing the Amazon listing for this hummus product should focus on enhancing the product description. Here are some suggestions: 1. Highlight unique selling points: Emphasize what sets the hummus apart from competitors, such as special flavors, organic ingredients, or any health benefits. 2. Use persuasive language: Craft the product description in a way that appeals to customers' senses and emotions, making them envision the taste and experience of enjoying the hummus. 3. Provide detailed information: Include comprehensive details about the ingredients, nutritional value, and any certifications or awards the product has received. This helps customers make informed decisions. 4. Incorporate customer testimonials: Include positive reviews and testimonials from satisfied customers to build trust and credibility. 5. Optimize for search: Use relevant keywords in the product title, description, and bullet points to improve visibility in search results. By focusing on these optimization strategies, the product listing can effectively communicate the unique features and benefits of the hummus, attracting more customers and driving sales.

Understand customers need for prioritizing what to build next

Companies should prioritize what to build next by understanding their customers' needs. Amazon review analysis can help businesses better understand customer sentiment, while product research and competitor analysis can give insights into current and upcoming trends in the market. Moreover, customer expectations should be taken into account when developing new products or features. Ultimately, prioritizing what to build next based on an in-depth understanding of customer needs will enable a company to develop successful products that maintain customer satisfaction and loyalty.

Customer Expectations
By understanding the specific reasons, manufacturers and retailers can develop products and marketing strategies that effectively address these needs and wants.
TopicMentionsReview Snippets
good packaging4
packaging good
good packaging
package good
bpa free3
container bpa-free
plastic container bpa free
glass tumbler3
glass jar
replacement seal3
fix seal
fix seal problem
bottle glass2
glass container
glass jar
container good2
good quality container
quality container
more creamy
other flavor2
different flavor
other flavor

Based on the customer feedback, it seems that the top three expectations for hummus are related to its thickness, packaging, and BPA-free composition. Let's take a closer look at each of these expectations and what they mean for product development and marketing. 1. Thinner: Customers seem to prefer hummus that is thinner in consistency. This could be because it is easier to spread on crackers or pita bread, or because it has a smoother texture. To meet this expectation, sellers could experiment with different recipes or processing methods to create a thinner hummus. They could also consider offering different thickness options to cater to different preferences. 2. Good packaging: Customers want hummus that is well-packaged to ensure freshness and prevent spills or leaks. This could include features like resealable containers, sturdy lids, or individual portion sizes. Sellers should prioritize packaging that is both functional and visually appealing, as this can help attract customers and differentiate their product from competitors. 3. BPA-free: BPA is a chemical commonly used in plastic packaging that has been linked to health concerns. Customers are increasingly aware of this and are looking for products that are BPA-free. To meet this expectation, sellers should prioritize using BPA-free packaging materials and clearly communicate this on their product labels and marketing materials. In terms of marketing, sellers should highlight these key features in their product descriptions and advertising to attract customers who are looking for hummus that meets these expectations. They could also consider offering promotions or discounts to encourage customers to try their product and build brand loyalty. Overall, by prioritizing thinner consistency, good packaging, and BPA-free composition, sellers can meet customer expectations and differentiate their hummus product in a competitive market.

Shulex VOC is an AI-powered platform that helps companies gain valuable customer insights from Amazon review analysis. It works by providing users with core capabilities such as customer profiles, sentiment analysis, buyers motivation and customer expectations. This enables businesses to tap into the power of voice of customer, utilizing AI modeling for a comprehensive view of customer experience, product research & selection as well as optimizing quality and reputation. The insights gleaned from this data can then be implemented to foster a healthy relationship between customers and brand.


Amazon Reviews

Five StarsAug. 2016
This is the third time I have ordered this tahini. I make hummus at least once a week and I am more than satisfied with the taste and consistency of this product. Excellent product!
GreatSept. 2022
Hummus ,aisian salad
great sauce, organic, a little on the bitter side but highly authentic and blends well with all recipes so far.
Leaking bottles. The bottles arrived and the caps were in place, but I could see that some of the contents leaked into the plastic sealed wrapping. My star review is for the leakage, not for the contents; that I have not tried.
Five StarsJul. 2016
Fabulous product. I would definitely purchase again and again!
Contents packed in Questionable PET 1 [...] bottle. Lid not fully tightened so oil leaked out of one container. The contents might have been wonderful but I was dissuaded by the defects and did not try the tahini.
This product is just the way I like it. It's hard to find a thin tahini. This makes the perfect salad dressing, "gravy", tipping sauce, etc. and oh so healthy.
Nice TahiniMar. 2017
Excellent taste and not clumpy at all.

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