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DEEP DIVE

Consumers’ Assumptions and Perceptions About Different Q&A Answer Sources

When a shopper is in a brick-and-mortar store, they can ask a sales associate their questions. Online shoppers can’t. However, many bridge the gap by posing questions via the Q&A portion of the product page. In fact, 67% of consumers have left a question in the Q&A portion of a product page. 

When a shopper submits a question, it may be answered by a range of sources – including the brand or retailer or a customer who has already purchased and used the product in question. In this portion of the report, we explore who shoppers think are answering their questions, whether they care, and which answer sources they value most.

Who Shoppers Think are Answering Questions Submitted via Q&A

Answers to customers’ questions via Q&A can come from any number of sources. Shoppers recognize this fact.

The largest portion of those we surveyed – 84% – believe the answers come from verified buyers who already purchased the product in question, while 65% think answers are provided by the brand or retailer selling the product.

Who Do You Think Provides Answers to Q&A?
*Respondents could select all that apply.
Verified buyers who already bought the product:
84%
The brand or retailer that is selling the product:
65%
Other consumers not verified as having bought the product:
35%

In addition, men are more likely than women to say they always read Q&A.

Whether Shoppers Take Note of Q&A Answer Sources

Do shoppers even pay attention to the small print detailing who provided a response to a question submitted via Q&A? The vast majority – 79% – say they do. 

Men and women are equally likely to pay attention to Q&A answer sources.

Portion of Consumers Who Pay Attention to the Small Print Detailing Who Provided an Answer Via Q&A
Overall
79%
Young black male with beard in blue sweater
Men
78%
Women
79%

Gen X shoppers are most likely to pay attention to answer sources; 80% do so. In comparison, 75% of Gen Z’ers take note of who provided an answer.

Portion of Each Generation That Pays Attention to the Small Print Detailing Who Provided an Answer Via Q&A
Gen Z
75%
Millennials
79%
Gen X
80%
Boomers
79%

Most Valued Answer Sources

Shoppers understand that Q&A answers can come from various sources. But which of these sources do they value the most?

Consumers value answers from their peers above all other answer sources. This is the case across all generations and genders.

Answer Sources Most Valued by Shoppers
*Respondents could select all that apply.
Verified buyers who already bought the product:
92%
The brand or retailer that is selling the product:
51%
Other consumers not verified as having bought the product:
22%

Section Summary: When it Comes to Answer Sources, Transparency is Key

The majority of consumers pay attention to who is answering questions posed via Q&A on product pages. So be transparent about your answer sources. A best practice is to include text or a badging system to ensure shoppers know which source provided each answer.

In addition, consider allowing your past customers to respond to questions posed by shoppers. As we explore elsewhere in this report, many consumers are willing to share their feedback by answering customers’ questions. What’s more, verified buyers are the most valued answer source among shoppers. By allowing your existing customers to respond to questions, you’ll boost shoppers’ confidence and their likelihood of making a purchase.

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