Open the company profile and select Buyers.
Buyer profile and needs
Buyer Profile shows reviewers’ roles, company sizes, industries and locations, where available.
💡 You will notice a difference between the buyer profiles of B2B and B2C companies.
Under Buyer Needs, switch between:
Purchase Drivers: what motivated customers to buy.
Pre-Purchase Problems: the problems they wanted to solve.
Themes are ranked by review mentions, with example quotes where available.
Usage
Top Use Cases compares mentions across reviews, ads and website pages.
Use it to spot differences between how customers describe using the product and how the company markets it. One review, ad or page can mention several use cases.
Customer sentiment and experience
Customer Sentiment compares complaint mentions on the left with praise mentions on the right. It shows the balance of mentions by topics important to customers and the company, not an overall customer satisfaction score.
Customer Experience lets you explore:
Delivered Outcomes: results customers describe achieving.
Praised Attributes: qualities customers value.
Complaints: problems customers report.
Personas
Open Personas to explore groups of reviewers with similar roles and needs. Each persona brings together use cases, purchase drivers, praise and complaints.
Personas appear only when enough reviewer information is available.
👉 Their prevalence reflects identifiable buyers, not the company’s entire customer base.
How to interpret the findings
Collected buyers are a sample, not a complete picture of customers. Check the count before drawing conclusions. Missing information doesn’t mean a need or problem doesn’t exist.
💡 To investigate further, click Get Insight and ask: “Which customer needs appear underrepresented in this company’s messaging? Support the findings with review and website evidence.”
Or use a pre-configured analysis template on the agent page 👇
As always, drop us a message to say hello, pass on your feedback or request a feature 👋