# Turn customer reviews into research

Bring your customers' own words into the Library, turn them into market research, then into the avatars and angles your ads are written from.

![The Add menu of Brand Knowledge: Brand Knowledge Base, Customer Reviews, Import customer reviews from CSV or Excel for AI context., and Customer Surveys](https://docs.omnymous.com/media/playbooks/turn-reviews-into-research/reviews.66e50409.avif)

You will end with research grounded in what your buyers actually say, a set of customer avatars distilled from it, and angles written for each avatar: the pieces every hook, image and page after them is built on, all in your Library and linked to each other.

## When to use it

When you start on a product, when your avatars were written from guesses, or when a batch of new reviews comes in. You need your AI keys and the role of owner, admin or member. A run of research takes a few minutes per report.

## The route

1. **Bring the reviews in**

   Open **Library**, then **Knowledge**, then **Brand**. Press **Add** and choose **Customer Reviews** to import your reviews from a CSV or Excel export, such as one from your review app.

   No export to hand? Studio can find them: its **Customer Reviews** card mines real customer voice from Amazon, Reddit and the web, for one product per run.

2. **Research the market**

   Open **Generation**, then **Studio**. Open **Add** at the bottom left and choose **Research**. Under **Generate new**, choose **Market Research Report**, and wire your product into it. The **Market Awareness Report** and **Market Sophistication Report** say where your buyers stand, and how worn your market's claims are.

   ![Studio's Research cards under Generate new: Market Research Report, Market Awareness Report, Market Sophistication Report and Customer Reviews, Real customer voice mined from Amazon, Reddit, and the web.](https://docs.omnymous.com/media/playbooks/turn-reviews-into-research/research.b85ac5d4.avif)

3. **Distill the avatars**

   From **Add**, choose **Avatar**, then **Customer Avatar** under **Generate new**. Under **Inputs**, add to **Research** the market research report and your customer reviews: everything the avatar is distilled from. It needs a market research report. A run writes 3 avatars, unless you change **Variations**.

   ![The Customer Avatar card's settings: Variations, 3 avatars per run; Models, with Choose a model; and Inputs, with Research marked Required, Everything the avatar is distilled from. Needs a market research report., and Brief](https://docs.omnymous.com/media/playbooks/turn-reviews-into-research/avatar.d7d0106c.avif)

4. **Write the angles**

   From **Add**, choose **Angle**, and wire the avatars into it: angles are written for an avatar, one set per avatar.

5. **Choose the models and run**

   Open each card and choose its model: nothing runs on a model you did not pick. Press **Run all**, and check what it will cost on your keys before it starts.

## Read the result

The research and the reviews are in **Library**, under **Knowledge**. The avatars and the angles are under **Variables**, on their tabs. Open one: its **Composition** shows the research it came from, and every creative made from it later carries the same chain, so its results in the Attribution Lab lead back to the reviews.

Read the avatars before you build on them. An avatar that does not sound like your buyers is a sign the reviews were too few or too mixed: import more, or one product at a time.

## Variations

- **Surveys.** **Customer Surveys**, beside Customer Reviews under **Add**, takes your survey answers the same way.
- **Straight to hooks.** Wire the angles into a **Hooks** card and on into **Images**, as [From product to live ad](https://docs.omnymous.com/playbooks/from-product-to-live-ad) does.
- **Your competitors' buyers.** The avatars your competitors speak to are in [Briefs](https://docs.omnymous.com/reconnaissance/briefs): import one beside your own.

## Related

- [How Omnymous works](https://docs.omnymous.com/getting-started/how-omnymous-works): Omnymous builds your ads from reusable pieces, launches them, and credits every order back to the pieces that earned it.
- [Generate your first content](https://docs.omnymous.com/getting-started/generate-your-first-content): Start a Studio board from a ready-made flow, give it an angle and models, run it, and find what it made in the Library.

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Source: https://docs.omnymous.com/playbooks/turn-reviews-into-research