Reading reviews correctly – avoiding wrong decisions

How to avoid wrong decisions

Reading Time:    5 Min.
Publication:        February 26, 2026, Jessy Thür

Nowadays, online reviews are often the first impression we get of a company. Whether it's a restaurant, a craftsman's workshop, or a doctor's office, many Swiss people rely on stars, comments, and testimonials when making their decisions. Platforms such as Yellow Pages Switzerland clearly bundle this information. But if you misinterpret reviews, you risk making the wrong decisions. So how do you read reviews correctly?

The importance of online reviews in Switzerland

According to studies by the University of St. Gallen, trust plays a particularly important role in Swiss consumer behavior. Recommendations - previously in personal conversations, now online—have a significant influence on purchasing decisions. The digital association Swico also points out that digital reputation is a key competitive factor for SMEs.

Especially in a market like Switzerland, where quality and service are high priorities, even a few negative reviews can have a significant impact. But not every bad review automatically means poor performance.

Star ratings aren't everything

Many users base their decisions solely on the average rating. A company with 4.2 stars is automatically perceived as “better” than one with 3.9 stars. But this view is too simplistic.
Important questions to ask are:

•    How many reviews are there in total?
•    Are the reviews up to date?
•    Do the criticisms relate to individual cases?

A business with 20 reviews and 5 stars is less meaningful than a company with 300 reviews and 4.3 stars. The amount of feedback increases the statistical significance.

Put individual extreme reviews into perspective

Pay particular attention to highly emotional comments – both extremely positive and extremely negative. According to the consumer magazine Kassensturz, dissatisfied customers are more likely to write a review than satisfied ones. This can create a distorted picture.

Therefore, read several reviews and look for recurring patterns. If different people independently mention the same criticism - such as long waiting times or poor availability—this is more relevant than a single angry comment.

Pay attention to details rather than emotions.

Helpful reviews contain specific information:

•    What exactly was purchased or used?
•    When did the service take place?
•    How did the company respond to problems?

Vague statements such as “worst service ever” are not very helpful. Detailed description, on the other hand, make it possible to assess the situation realistically.

Reputable platforms such as https://yellowpages.swiss/ promote transparent company profiles with clear contact details and industry classification. This provides additional guidance.

Consider the company's responses

One factor that is often underestimated is how criticism is handled. Does a company respond to negative reviews in a factual and solution-oriented manner? Does it apologize or offer clarification?

In Switzerland in particular, where customer focus is valued, a professional response culture demonstrates a sense of responsibility. Companies that deal with feedback constructively signal quality - even if not everything is running perfectly.

Recognizing fake reviews

Unfortunately, there are also manipulated reviews. The State Secretariat for Economic Affairs (State Secretariat for Economic Affairs) regularly warns against misleading business practices in the online sector.

Typical signs of fake reviews are:

•    Very similar wording in several comments
•    Only 5-star reviews within a short period of time
•    Lack of specific details
•    Reviews unrelated to the service offered

Common sense often helps here.

Consider regional characteristics

Switzerland is culturally diverse. Expectations regarding service or communication may differ between German-speaking Switzerland, French-speaking Switzerland, and Ticino. Directness that is perceived as “unfriendly” may be culturally conditioned and does not necessarily indicate poor quality.

In addition, many Swiss SMEs are family-run. Personal style and individual processes shape the business. Reviews should therefore always be read in context.

Your own standards matter

Ultimately, your assessment will also depend on your personal priorities. Is speed more important to you than detailed advice? Do you value price or premium service?
Read reviews with your own criteria in mind. What others see as a criticism may be irrelevant to you.

Make informed decisions instead of impulsive ones

Online reviews are a valuable tool - if you use them correctly. Instead of being guided by individual stars or emotional comments, it is worth taking a more nuanced approach:

•    Check the average rating and number of reviews
•    Recognize recurring patterns
•    Consider company responses
•    Question signs of fake reviews
•    Reflect on your own needs

Reading reviews critically and consciously minimizes the risk of making the wrong decision. Platforms such as yellowpages.swiss offer a helpful basis for this – but the final decision should always be based on a balanced overall assessment.
This turns a star rating into a sound decision-making aid – rather than a source of unnecessary disappointment.

All information provided without guarantee.

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