THIS STORY IS PRESENTED IN PARTNERSHIP WITH TWOCENTS, AN APP THAT ALLOWS YOU TO GIVE HONEST FEEDBACK DIRECTLY TO ANY BUSINESS YOU VISIT IN NEW JERSEY – AND YOU CAN DO IT ANONYMOUSLY IF YOU WANT.
In an age where a single tap can broadcast our opinions to the world, online reviews have become a kind of public diary; unfiltered, immediate, and often fueled by emotion. Research has long shown that people are far more likely to post a negative review than a positive one. Psychologists describe this as “negativity bias,” the tendency for our brains to latch onto what went wrong and give it more weight than what went well, a pattern that becomes even stronger in online spaces.
But in Montclair, the story is a little different. Residents told us that no matter how an experience unfolds, delightful, disappointing, or somewhere in between, feedback should come with intention and care. Here, the conversation isn’t just about rating a business; it’s about respecting the people behind it.
positive feedBACK
For many Montclair residents, thoughtful feedback isn’t just good manners. It is part of supporting a community they care about. Montclair local Kerry told us she sees criticism as something that should help, not hurt. “I try to be as constructive as possible… I don’t want it to be a personal thing,” she said. “I’ll give them good or bad… for example, at a store, I would pull them aside and let them know… I try to be as objective as possible”.
That same instinct toward care shows up in how people choose when to share feedback. Farnoosh described a recent moment when she stopped herself from firing off a frustrated review. “I had a not-great experience at a Montclair spot recently, and I fought the impulse to write a review immediately. Instead, I waited a week to cool off and think about what really mattered.”
Only then did she open the Twocents app to send her thoughts directly to the business owner, starting with what Farnoosh appreciated. “My review wasn’t ‘you’re terrible.’ It was ‘here’s what worked… and here’s what could be better.’” She admits that constructive criticism can still sting, yet it remains one of the most reliable ways for a business to understand and meet its customers’ needs.
Together, their stories sketch a picture of a town where feedback isn’t just an outlet. It is a form of investment in the local places people love.
The POV of the business owner
Mike explained that you really need a system for processing feedback. It becomes a kind of philosophy. Without that structure, it can feel overwhelming. He pointed out that you cannot simply go online, see a one-star review, and assume it reflects the full story. Business owners across Montclair echoed the same feeling.
When we stopped by Pedal Montclair, co-owner Andrea Cederberg told us that feedback can feel enormous, almost as if it defines their eleven-year-old business based on one single moment. “Positive feedback makes us want to go above and beyond and continue to be consistent,” she said.
Co-owner, Louis Cederberg, added something that stayed with us. Not all feedback needs to be acted on right away. “Some feedback needs a point of reference… not everything should be jumped on blindly. We double down on knowledge and service.”
Louis also offered a clear example of feedback that genuinely shaped their business. A customer once came in raving about a front-mounted child seat for mountain bikes, a design that lets parents ride through the woods with their toddlers nestled safely between their arms. “Once we saw what it allowed parents and kids to do together, we added it,” Louis said. “And these kids are riding like next-level little mountain bikers.”
So business owners truly do want to hear from their customers. They simply want the full picture, and they prefer to receive it without the public shaming.
Twocents to the rescue
Mike explained that this is exactly where Twocents comes in. Twocents is a free app available across New Jersey that allows users to send feedback directly to local businesses, either privately or publicly, and either anonymously or with their name attached. No pressure. No pile-ons.
Farnoosh added that the benefit for businesses is just as important. They get the information they need without feeling as if they are being put on trial in a public comment section. Over at Fratelli Freschi Seafood, owner Marco Freschi told us that customer feedback even pushed him into new territory, encouraging him to offer options beyond raw fish.
“A main feedback I get is people wanting me to cook the fish for them. I have a retail fish market that’s mostly raw seafood for people to cook at home. But I could see myself going in that direction: salmon burgers, crab cakes… maybe shrimp cocktail or seafood salad people can grab on a lunch break.”
Mike pointed out that this includes Marco’s very Montclair, very sweatpants-friendly oyster counter. “Now this is a lunch spot we can get behind,” he said.
Now a challenge for listeners: choose three Montclair businesses you love, or want to love, and leave them feedback on the Twocents app.
In next week’s episode, we will reveal which local business received the most useful feedback from listeners.
