Based on public reviews and response behavior.
1,857 reviews over 4,472 days (about 13 per month). Busiest month: 17% of reviews. Languages: en 92%, unknown 6%, fr 1%.
Hobbies & Arts average: score 66.0, rating 4.47 stars, reply rate 31.9%, over 2,552 ranked companies · benchmark 23 Oct 2026
Score
38.2
Industry average 66.0
27.8 below average
Rating
3.04
Industry average 4.47
1.43 below average
Reply rate
—
Industry average 31.9%
not measured
Among ranked Hobbies & Arts companies
Only companies with enough recent, scoreable reviews are ranked.
47% of reviews positive, 51% negative
Covering September 2026 — 106 reviews, not the company's full review history.
Takeaway: Positive sentiment accounts for 41% of reviews in this period, with 54% negative and 6% neutral.
Share of theme mentions
Themes extracted from 1,857 analysed reviews.
Prioritized by observed gaps vs competitors
AI analysis
A card that is absent means no signal qualified, not that nothing is wrong.
A significant share of negative reviews (est. 14-18%) stem directly from customers not understanding what the DNA kit alone provides versus what requires a subscription. Implement a mandatory, plain-language disclosure at checkout — not buried in fine print — that clearly lists what is included in the kit price (basic ethnicity percentages, trait reports) versus what requires an Ancestry membership (relative matching depth, document access, family tree tools).
The current 0% reply rate is a critical brand liability. Establish a 3-person reputation management team tasked with responding to all Trustpilot and major review platform submissions within 48 hours.
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