Technology-Based Recommendations from Decide.com Outperform Leading Consumer Advocate Based on PwC/AEV Analysis

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A study released today concludes that shoppers looking for the most accurate and up-to-date product recommendations should use Decide.com over the Leading Consumer Advocate.

Decide.com Comparison with Leading Consumer Advocate

“Decide is to Consumer Reports what Yelp is to Zagat: an example of technology disrupting older ways of providing consumers advice,” said Mike Fridgen, Decide CEO.

A study released today by Ant’s Eye View (AEV), recently acquired by PricewaterhouseCoopers, concludes that shoppers looking for the most accurate and up-to-date product recommendations should use Decide.com over the Leading Consumer Advocate. The research shows that the Leading Consumer Advocate’s testing model is outdated and less reliable than Decide’s approach, which is based on millions of user and expert reviews sourced from the Web.    

According to the report, 12.5 percent of recommendations shown as “Best Buy” or “Recommended” by Leading Consumer Advocate are irrelevant, as a newer version of the item can be found online with stronger features or a lower priced product is available. On average, customers would spend 6.1 percent too much for obsolete products if they’ve followed the Leading Consumer Advocate’s advice.

“Decide is to Consumer Reports what Yelp is to Zagat: an example of technology disrupting older ways of providing consumers advice,” said Mike Fridgen, Decide CEO. “Our technology provides product recommendations in real-time by using big data, millions of reviews from across the Internet, in addition to experts.”

The PricewaterhouseCoopers/AEV report's findings include:

  •     Decide.com’s recommendations differed from The Leading Consumer Advocate 31 percent of the time for the products analyzed. Of these differences, Decide.com’s recommendations provided better guidance to shoppers in every instance.
  •     Decide.com factors in 30 times more user reviews and 4 times more expert reviews. User reviews are important, since they reflect real-world use at various points of the product lifecycle.
  •     Decide.com rates 7.7 times more products than the Leading Consumer Advocate in the selected categories.
  •     12.5 percent of recommendations given “Best Buy” or “Recommended” by the Leading Consumer Advocate could have been considered obsolete because there was a newer version of the product with better features and/or a lower price.

About the PricewaterhouseCoopers/AEV Study:
In September 2012, Ant’s Eye View (AEV), recently acquired by PricewaterhouseCoopers, conducted an analysis of 100 products on ConsumerReports.org and Decide.com, taken from various categories of products between September 11-19, 2012. Products reviewed on the Consumer Reports website included: the highest-rated products from top categories, including Electronics (Blu-ray players, Camcorders, Computers, Digital cameras, E-book readers, Tablets, and TVs), Appliances (Refrigerators and Washing machines), and Home & Garden (Lawn mowers). For each of these ten Consumer Reports categories, the top 10 products listed were reviewed. The study compared each of the 100 Consumer Reports reviews to Decide’s reviews. “We love it,” and “We like it” were used for Decide’s recommendations to compare to Consumer Reports’ “Best Buy” and “Recommended” status.

This PricewaterhouseCoopers/AEV study was sponsored by Decide, Inc. Consumer Reports is a trademark of Consumers Union of United States, Inc (CUUSI). Decide, Inc. is not affiliated or associated with CUUSI.

About Decide
Decide is a team of technologists committed to providing objective, data-driven shopping advice. Decide’s technology helps consumers find the highest rated products and predicts the best time to buy. Over the past year, Decide's price predictions have been 77 percent accurate and have helped uncover $127 Million in savings through “buy” or “wait” price predictions for customers.

The company was co-founded by Internet search pioneer Prof. Oren Etzioni, founder of Farecast, the travel price predictor, and Netbot, the web's first comparison-shopping engine. The Seattle-based company has raised $8.5M in venture capital from Madrona Venture Group, Maveron and angel investors.

To follow Decide, visit the company's website (http://www.decide.com), blog, Facebook and Twitter.

For the full study and to contact Decide PR: Shauna Causey, shauna(at)decide.com 206.612.7122

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Shauna Causey

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