Interesting but possibly flawed exercise. It would be good to show the entire set of brands sorted from bottom (i.e., good) to top (i.e. bad).
I sorted the data and present here two groups:
1. This is a sample of supposedly the most satisfying, from the best on down (er, up): TGI Fridays, Best Western, Zenith Electronics, JVC, Chili's, Denny's, Hampton Inn, Olive Garden, Applebee's, Sams Club, Yahoo, AOL.
2. By contrast, here is a sample of some of the worst, listed from the top (high dissatisfaction) on down: Wikipedia, Apple, Nokia, Facebook, Volkswagen, YouTube, Amazon, Nike, Sony, Ikea, Range Rover, Rolex, Porsche, Google, Netflix, Louis Vuitton, CNN, American Express. Wall Street Journal, Intel.
Group 1 and 2 do not overlap in their scores.Meaning that Intel (the best of the worst) is at 404, with a higher dissatisfaction rating than AOL (the worst of the best).
This grouping does not make sense to me, because if you showed me the two lists above and asked which of these two sets had better satisfaction scores, I would have picked Group 2 over Group 1.
What could explain this? Perhaps there is demographic skew, in that down-market brands (Dennys, Sams Club, Zenith) are not talked about as much among upscale social media people, who would rather complain about Apple, Sony, and Porsche.
Or perhaps there is a mismatch of expectations. People expect the premium brands to deliver more, and complain loudly when they fall short in the slightest. And conversely, perhaps people expect a mediocre experience with downmarket brands.
I sorted the data and present here two groups:
1. This is a sample of supposedly the most satisfying, from the best on down (er, up): TGI Fridays, Best Western, Zenith Electronics, JVC, Chili's, Denny's, Hampton Inn, Olive Garden, Applebee's, Sams Club, Yahoo, AOL.
2. By contrast, here is a sample of some of the worst, listed from the top (high dissatisfaction) on down: Wikipedia, Apple, Nokia, Facebook, Volkswagen, YouTube, Amazon, Nike, Sony, Ikea, Range Rover, Rolex, Porsche, Google, Netflix, Louis Vuitton, CNN, American Express. Wall Street Journal, Intel.
Group 1 and 2 do not overlap in their scores.Meaning that Intel (the best of the worst) is at 404, with a higher dissatisfaction rating than AOL (the worst of the best).
This grouping does not make sense to me, because if you showed me the two lists above and asked which of these two sets had better satisfaction scores, I would have picked Group 2 over Group 1.
What could explain this? Perhaps there is demographic skew, in that down-market brands (Dennys, Sams Club, Zenith) are not talked about as much among upscale social media people, who would rather complain about Apple, Sony, and Porsche.
Or perhaps there is a mismatch of expectations. People expect the premium brands to deliver more, and complain loudly when they fall short in the slightest. And conversely, perhaps people expect a mediocre experience with downmarket brands.