11 REFERENCE SITES: REAL CUSTOMER FEEDBACK
‘Only a fool learns from his own mistakes. The wise man learns from the mistakes of others.’
Otto von Bismarck (1815–1898)
11.1 WHAT YOU CAN LEARN FROM THIS CHAPTER
11.2.1 The value of reference sites
Reference sites collect important information, but sometimes also ‘soft information’ (Wiebe, 2010).