# Tag customer reviews by topic in Google Sheets

A review export is a list of opinions with no structure. Two columns give it structure: what the review is about, and how the reviewer feels. Then a pivot tells you what people love and what they hate.

Updated 22 September 2026. Source: https://hunchsheet.app/formulas/tag-customer-reviews-google-sheets

## Column C: topic

```
=HUNCHPICK(B2:B800, "price|quality|shipping and delivery|customer service|ease of use|other")
```
In Excel: `=HUNCH.PICK(B2:B800, "price|quality|shipping and delivery|customer service|ease of use|other")`

## Column D: sentiment

```
=HUNCHSCORE(B2:B800, "How does the reviewer feel about the product overall?", "angry|disappointed|neutral|happy|delighted", "label")
```
In Excel: `=HUNCH.SCORE(B2:B800, "How does the reviewer feel about the product overall?", "angry|disappointed|neutral|happy|delighted", "label")`

## Real outputs

| Review | Topic | Sentiment |
| --- | --- | --- |
| Arrived two days early and the stitching is perfect. Already ordered a second one for my sister. | quality | delighted |
| Works as described but the app crashes every time I open the history tab. Support answered in a day. | quality | disappointed |
| Way too expensive for what it is. The materials feel cheap and the strap broke in a week. | quality | angry |
| It is fine. Does the job. Nothing special, nothing wrong. | quality | neutral |
| Love the design, hate the battery. Dead by 3pm every day. | quality | disappointed |
| Shipping took three weeks and the box was crushed, but the product itself is great. | shipping and delivery | happy |

Five of six land on quality, which says something about this product, and about the topic list: if most rows share a topic, split it. "quality: materials and build" and "reliability: crashes, battery, breaking" would separate the strap from the app.

## A third column for one specific thing

```
=HUNCH(B2:B800, "Does the review mention price, cost, or value for money?")
```
In Excel: `=HUNCH.ASK(B2:B800, "Does the review mention price, cost, or value for money?")`

On the six reviews above this returns 0.99 for "way too expensive" and 0.01 or 0.02 for the rest. A yes/no column is the right tool when one topic matters more than the others.

> Tip: Pivot topic against sentiment. The cell "price × angry" with a count in it is the meeting you need to have.

## Questions

### Can a review have two topics?

One pick column gives one topic. Add a second pick with a different list, or a yes/no column per topic you care about.

### Where do the reviews come from?

Any export: Shopify, Amazon seller reports, Trustpilot, an app store export, a Google Form. Paste the text in a column.