Using Product Review Web Sites

When spending our hard-earned money, we expect to get value in return. Trying to decide whether a product or service will give us the value we seek can be a daunting challenge, especially in the online arena where we can't taste, touch, or experience products. One tool in our arsenal is the product review. Web sites offering product reviews are readily available for our use. The challenge is finding reviews we can trust and that provide useful information. Fortunately there are plenty of good review sites available. The key is to find a good site with reliable information, and avoid the untrustworthy.

One thing to look for is commitment to the process. Do they seem to take the role seriously? Many sites pay professional reviewers, or at least have staff and editors who make it their business. Others compile reviews from users like you and me. Some combine the two. All of these approaches are valid if done properly. Some site like Consumer Reports offer paid subscriptions. This can be valuable if you use it enough, but make sure it is worth the money.

Some other things to look for in a product review site:

* The site should be independent, not connected to the product or service being reviewed.

* Reviews need to be unbiased, free form editorial comment. Objectivity is the important element.

* If using consumer generated reviews, there should be a large pool so a clearer picture can emerge

* Both positive and negative aspects should be included.

Some warning signs:

* Be cautious of a site dedicated to reviewing a single product, or product type.

* Sites that offer to sell, or advertise, the products being reviewed are not likely to be totally objective.

* Sites that tear down all products, and then offer one "good" alternative should cause concern.

* No negatives being listed for the product or service should raise questions about the review's validity.

Ultimately the responsibility falls to the consumer to be comfortable with the integrity of the reviews. On my web site I've provided links to reviewers I trust. That being said, you should always use your best judgment when selecting a product review site.

With the above warnings in mind, don't discount the value of single product reviews posted on web sites. They can be a great source of information from people passionate about a specific subject. Also, many stores have customer feedback on various products which can include valuable insight. Just be careful to make sure you trust the legitimacy of the feedback.

Perhaps as important as the review is the reliability of the source. This is important for a couple of reasons. First, if you can trust the source, then you will be more likely to be able to trust that they care about quality and value. Second, should the product not meet your needs or expectations, you'll want a fair and reliable returns policy. Even with a site you trust, make sure you understand and are comfortable with the return/refund policy before you make the purchase.

Finally, don't rely totally on reviews. While they can help make a sound decision, the most important thing is that the product or service meets your needs. Many reviews focus on the bells and whistles or technical aspects which may not be important to you. The negatives listed may apply to features or details that are of no concern to you. If you find a product or service you want, that offers good value and quality, and comes from a reliable source, then use the review for what it is, one more tool in your decision making process.