Review Under Armour

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Positive review analysis

Review collection

As a follow up to the previous blog post regarding the use of AI to assist in digital marketing, we will look at using AI to analyze customer reviews for Under Armour. To analyze customer reviews, I used ChatGPT by inserting specified prompts and copying and pasting Google Maps customer reviews, starting with the positive reviews.

Analyzing positive review

First analysis

To begin this process, I went to Google Maps and searched for Under Armour retail stores. I then navigated to the reviews section and set the filter to display the highest ratings. I selected a portion of the highest positive reviews since ChatGPT cannot analyze all reviews at once.

For the first analysis, I entered the following prompt into ChatGPT and pasted the reviews:

Prompt used:
What are the customers most satisfied with based on the reviews?

Result:

Based on customer reviews, Under Armour customers are particularly satisfied with the following aspects:

  1. Product Performance and Durability:
    Customers frequently mention that Under Armour products perform well during intense workouts and last a long time. Many reviews highlight moisture-wicking materials and long-lasting quality.
  2. Comfort and Fit:
    Customers appreciate how comfortable and well-fitting the apparel is. Many reviews mention flexibility, breathability, and support during workouts.
  3. Brand Reliability:
    Customers trust Under Armour as a consistent performance brand. Many reviewers mention repeat purchases and long-term satisfaction.
  4. Store and Online Experience:
    Some customers highlight easy online ordering and a clean, organized store environment that makes shopping simple.

Second analysis 

The second analysis involves breaking down the positive reviews and examining commonly used words. To do this, I entered another prompt into ChatGPT.

Prompt used:
Extract positive keywords from those reviews, and analyze the frequency and associations of these keywords.

Result:

Here is an analysis of positive keywords extracted from Under Armour customer reviews:

  1. Performance
    • Frequency: Very high 
    • Associations: Strong, effective, reliable, training, workouts 
  2. Comfort
    • Frequency: High 
    • Associations: breathable, flexible, lightweight, supportive 
  3. Durable / Quality
    • Frequency: High 
    • Associations: long-lasting, tough, reliable 
  4. Fit
    • Frequency: Moderate 
    • Associations: perfect fit, true to size, athletic 
  5. Reliable
    • Frequency: Moderate 
    • Associations: trusted brand, repeat purchase, consistent 

Recommendation

Now that we have identified key strengths, I entered another prompt into ChatGPT to generate recommendations.

Prompt used:
What would be suggestions from the findings?

Result:

Based on the review analysis, here are suggestions for Under Armour:

  1. Highlight Performance in Marketing
    Under Armour should continue emphasizing performance and durability in advertising campaigns. 
  2. Promote Customer Testimonials
    Use real customer reviews in marketing materials to build trust. 
  3. Focus on Comfort Messaging
    Highlight comfort and fit in product descriptions and ads. 
  4. Encourage Repeat Customers
    Develop loyalty programs targeting repeat buyers. 
  5. Strengthen Digital Presence
    Use SEO keywords like “performance” and “durable” to improve search visibility. 

Negative review analysis

Review collection

To analyze negative reviews, I followed the same process. I went to Google Maps, searched for Under Armour stores, and filtered the reviews to display the lowest ratings. I copied several one-star and two-star reviews and pasted them into ChatGPT.

Analyzing negative review

First analysis

For the first analysis, I entered the following prompt:

Prompt used:
What are the customers least satisfied with based on the reviews?

Result:

Based on the reviews, here are areas where Under Armour customers have reported dissatisfaction:

  1. High Prices:
    Many customers feel that Under Armour products are expensive compared to competitors.
  2. Limited Size Availability:
    Customers report difficulty finding their size, especially during sales or peak seasons.
  3. Shipping Delays:
    Online customers mention slow delivery and delayed orders.
  4. Inconsistent Customer Service:
    Some customers report unhelpful staff or inconsistent service experiences.

Second analysis

To further analyze the negative reviews, I entered another prompt:

Prompt used:
Extract negative keywords from those reviews, and analyze the frequency and associations of these keywords.

Result:

  1. Expensive
    • Frequency: High 
    • Associations: overpriced, not worth it 
  2. Out of Stock” / “Unavailable
    • Frequency: Moderate 
    • Associations: limited sizes, inventory issues 
  3. Slow / Delayed
    • Frequency: Moderate 
    • Associations: shipping delays, long wait times 
  4. Unhelpful
    • Frequency: Moderate 
    • Associations: poor service, lack of assistance 

Recommendation

After identifying negative trends, I entered another prompt:

Prompt used:
What would be suggestions from the findings?

Result:

  1. Improve Pricing Strategy
    Offer promotions or discounts to remain competitive. 
  2. Enhance Inventory Management
    Improve stock availability and update inventory systems. 
  3. Optimize Shipping Processes
    Reduce delivery times and improve communication. 
  4. Improve Customer Service Training
    Ensure consistent and helpful service across locations. 

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