Three Best Practices for Choosing Your Rating System

  1. Define feedback goals
  2. Define rating methods
  3. Ask the right questions

1. Define the Right Goals

Rating systems are used for different reasons:

Netflix: Example of a rating system that personalizes customer experience
Pinterest: Example of rating system to aggregate user data
Amazon: example of rating system that helps prioritize content

2. Define Rating Methods

Once you’ve determined what your goals are, you have to select the right feedback system. We’ll discuss a couple important ones here, but be mindful of the fact that there are over 10 systems to choose from.

Enjoyability vs quality: do you recognize these movies?
Example of 5-star rating system.
Example of very skewed rating results (mostly 1 and 5 stars) (Snapchat)
Thumbs up/down rating by Hem & Stitch
Smiley feedback system: alternative thumbs-up/down approach
Which is your favorite: Wall-E, or I, Robot?
Pinterest onboarding: a form of ‘picking favorites’.

3. Ask the Right Questions

Once you have the right goals and are familiar with the pros and cons of a number of different rating systems, you must make sure that you are asking the right questions.

  1. How would you rate [movie x]?
  2. How much did you enjoy [movie x]?
  1. How likely are you to recommend [restaurant x] to your friends?
  2. How did you value the service of [restaurant x]?



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