Plant a Word Tree and Sprout Customer Insights

Data is essential for building and marketing great products. Some data is obvious and concrete (downloads, active users) while other data is a bit hidden.

At TalkTo, I set out to qualitatively understand how people use our product, what they thought about it, and willingness to pay. Aside from the traditional approaches, I found a great trick: Word Tree iOS and Android app reviews.

First, I downloaded TalkTo's reviews from App Annie (Reviews Tab --> Download CSV). Super simple. Then, I took all 1,436 reviews (4.8/5 stars #brag) and plugged them into Jason Davies Word Tree Template.

Viola! Disparate reviews neatly tied together by root words.

The most common phrasing is "This app is...{Amazing, Awesome, Great}." I then played around to understand how people use TalkTo; I did this by setting the root to "I use." What do disgruntled people say, and why? I found this out by creating the root "doesn't work." What are people willing to pay for TalkTo? I set the root to "pay" and gained insights.

Below are some of the roots I explored. You can also play with The TalkTo Word Tree on your own.

In conclusion, plug reviews, customer emails, survey results, etc into Jason's word tree and watch the insights unfold.