@HealthJourno (aka Alex G.) ran another excellent live coeliac Twitter chat last week, a lot of which focused on what bloggers wrote about freefrom products that they were sent to review. (Click here if you want the full transcript.)
Some felt embarrassed about posting negative reviews if they had received free products or worried that it might have a damaging effect on that supplier’s business, while some said that they had given up reading blog reviews as they were always glowing. Stevan from the Foodamentalists even worried that because he always got good reviews from bloggers, readers would think that he had paid for them.
All this chat made me think about just how we approach our reviews for the FreefromFoodsMatter site – and I came up with the following (which I also posted on Alex’s site):
I know that we come from a slightly different angle (as a website whose purpose in life is to review and write about freefrom foods) but we very firmly believe that reviews must, if they are to be worth doing, be honest.
That does NOT mean that they have to be abusive (‘that was the most gross and disgusting cake I have ever eaten’) but that if a cake, for example, is too dry/sweet/overcooked/solid you do need to say so.
However, we see it as our role as to encourage manufacturers to do better so we also always praise when we can and phrase any critical comments in as positive and constructive a way as possible. (‘This cake has lots of potential – and really good that it is egg free as well as gluten free – but we felt that it needed a little more work on the texture as, although the flavours were interesting, it really was a touch on the solid side.’)
We do accept – indeed ask for – free samples. In an ideal world we probably would go out and buy them but, realistically, doing so would seriously stretch our resources both in terms of time and costs and, as a result, far fewer products would get reviewed. But we absolutely do not believe that the fact that we have not paid for it should in any way restrict our comments – and hope that anyone who sends us a product to review understands that. If they are not happy with our comments they are free not to send us any products in the future – and some companies have chosen not to do so in which case, if we think it is important that they are reviewed, we go out and buy them.
However, for what it is worth, we have found that manufacturers’ responses to constructive criticism have been almost entirely positive with many taking on board our comments and coming up with what we all (including them) felt was a better product.
Interestingly, when I went back to Alex’s blog just now there was another comment from a blogger whose daytime job is selling high end fashion accessories. She is Polish and made two very relevant points.
Culturally, Poles tend to be very straightforward and say it as they find it (‘no bushes are beaten’ as she picturesquely phrased it) whereas Brits tend to be more reserved in expressing criticism. (Yes, how often do we actually complain when we should?…..)
Secondly, ‘if no one tells her that there is an issue that needs fixing’, how is she to know to fix it? However, there is a way to do these things and while she will bend over backwards for someone who tells her nicely about a problem, she will feel much less inclined to do so if they are gratuitously rude. And so say all of us……
It’d be very interesting to hear from more manufacturers, large, medium and small, about what they think about the discussion and points raised. We’ve also got to remember that tastebuds vary hugely – as we discover when we do food tastings / judging for the FreeFrom Food Awards – which is often what makes the ensuing debates so vigorous! What is manna from heaven for one may be anything but for another. I can imagine that a negative review can sting – especially in the case a one-person producer – but I guess none of us should lose sight of the fact that any review is nothing more than the opinion of one, and only one, person.
Weeell…… Not sure that I would entirely agree with your last comment there, Alex. From a blogger’s perspective, of course, it will only be one person’s opinion and it is very difficult to be entirely objective about a dessicated coconut macaroon, for example, if you seriously dislike dessicated coconut.
However, when tasting for FreeFromFoodsMatter reviews – and within the context of judging of the FreeFrom Food Awards – we do expect tasters/judges to set aside their personal preferences and to judge the product on its intrinsic merits. I mention the dessicated coconut as I, personally, really dislike dessicated coconut – but I find myself, time and again, having to ‘judge’ coconut macaroons and other coconut goodies on whether they are actually good, well-made macaroons – not on whether or not I personally like them….. I just hope that I do not get too many of them to judge!!
Sorry if what I wrote was unclear – I did mean a one-woman or one-man blogger’s review was the view of only one person. Judges of course are asked to be as objective as possible and, naturally, have no say in what is put before them to taste – whereas bloggers I suppose are freer to be selective in what they do and don’t review and aren’t required to reign in those personal tastes and fancies … Anyway, do send any spare macaroons my way ….
I am with the lady who said, “if no one tells her that there is an issue that needs fixing’, how is she to know to fix it? ” and I also strongly agree that the way it is presented to you determines your reaction to it. That may not be rational, and as vendors we have to take a deep breath sometimes to be able to hear what is being said so we can be constructive. On the other side when I am a consumer with a complaint I try very hard to complain in a very constructive manner, and wrap my complaint in compliments about what they do well. This is a result of my involvement with Toastmasters, where you are taught that criticism of other,s if one’s objective is to get them to listen, and if it isn’t then why bother “speaking” to them, should be presented in a way that makes it possible for them to hear what you want to communicate. So, say something positive, offer constructive criticism which includes suggestions for ways to improve what you are criticising, followed by a compliment again so you finish on a positive note.
That is my recipe, when i am at my best, for registering a complaint with a merchant.
It is also important to be aware of who you are talking to. If it is the owner the approach should be more direct, not rude, but straight to the point, while if you are dealing with an employee it is important, I think, to remember that they are not responsible for one’s experience, that by getting your suggestion or complaint across they are helping you, and often if indeed they are getting your message to the right person, that they are doing so at some cost to themselves.
Who knows if the company they work for even has a formal mechanism for logging and surfacing client complaints?
And sorry if I leapt down your throat, Alex! We are, as you might imagine, fairly paranoid about our judges for the FreeFrom Food Awards setting aside their personal preferences to judge entries purely on their intrinsic merits (or defects) and not allowing themselves to be swayed by their personal passion (or loathing) for that particular dish. And do you really mean that about the coconut macaroons?…….
Thanks Jasper – what a perfect blue print for constructive criticism, useful complaining – and better products!!
And you are SO right about phrasing your comment/complain in a way that will allow the person concerned to ‘hear what you say’. We are all , inevitably, protective of our own and if someone comes in, all guns blazing, our immediate reaction is to be defensive. Result – cloth ears. We simply do not hear what it is that they are saying even though it might be a perfectly valid comment. But if they are nice to us, engage positively with what we are doing and making it clear that they really are trying to help, it is so much easier to really listen and take on board their suggestion/criticism.
And, of course, listening to them does not necessarily mean that we have to agree with them – there may be all kinds of reasons why we have done what we have done, or their criticism actually is not valid. The important thing is to listen and re-evaluate – continually!