How are Minnesota and North Dakota consumers REALLY finding businesses they can trust in our local markets? This past summer we partnered with Accredited Business Hello Viking to conduct some primary research and find out! Based on research done by the Council of Better Business Bureaus in recent years we knew:
- 30%* of consumers said the BBB was the first online site they thought of for Business Reviews and ratings (open ended question)
- When asked this identical question in our local market research this number jumped to 40%
- BBB.org is seen as a more authoritative business review source
- BBB's rating system is seen as more "robust" when compared to other sites
- 7 out of 10 consumers prefer to do business with an Accredited Business
Our local qualitative and quantitative market research (we did both focus groups and surveys) not only confirmed this, but also provided us with evidence that proves the value of BBB Accreditation:
- Many people wanted to see more detailed complaints so they could judge for themselves. "I'd like to read a summary of the actual complaints. Sometimes they are just people who 'like' to complain." -- focus group participant
- Local BBB awareness and usage numbers of sites used by consumers tracked 5-10% higher than national research stats. Locally, Google ranked the highest in usage at 60%, Yahoo at 27%, Yellow Pages 23%, BBB 21%. Yelp and Angie's List ranked at the bottom locally for usage rates of 5% and 6%, respectively. (Survey respondents could check multiple boxes or provide their own "other.")
- The most important business data consumers wanted and searched for was information and quantity of complaints (76% said that this was very or somewhat important).
- 95% of survey respondents had heard of the BBB before.
- Consumers definitely notice the BBB logo and presence in their communities. When asked where people have seen or heard about the BBB they responded: (multiple answers were allowed):
- 32% in the media (e.g. TV, radio, online news, newspaper)
- 31% friend or family member works for an Accredited Business
- 25% visited the BBB website
- 25% saw the BBB logo at a business
- 17% saw the BBB logo in an ad
- 82% of consumers said that it was very or somewhat important for businesses to follow the BBB’s Accreditation principles and guidelines.
- Nearly 75% of consumers said they were more likely to use an Accredited Business.
- Less than 6% of consumers said that the BBB’s Business Reviews and ratings were less useful than other sites.
For more information about this consumer market research study, please contact BBB Director of Strategic Marketing, Lisa Hiebert at lhiebert@thefirstbbb.org.
