Read beyond the first review offered. Though some products or services are covered by only one consumer, many have a number of reviews. Though it may require some page surfing to get a better overview, it pays to get a more collective impression. One toaster reviewed by a top reviewer at a popular consumer review site gives the highest rating to a bagel style toaster. The product was horrible and was ultimately pulled off the market. Reading a few reviews below the top rated (all other reviewers gave negative star ratings) would have confirmed the host of problems with the product long before the toaster was “toast.” The glowing review remains at the top of the list, but thankfully the toaster can’t be purchased period at this time.
It’s important to keep in mind that information provided by typical buyers is only as solid as the buyers writing up the reports. Certainly there are neighbors in your own town who are spot on consistently while others are rah-rah about anything and everything and those who would find fault with Mother Teresa or sliced bread. You’re not reading work by professionals (as a rule) though in some cases consumer writers may or could be tops in any given field or area. Carefully review the style and general worldview of the writer providing information. It doesn’t usually take long to sort the rocks from the gems. There are a number of nuts at every review site, and some of the information provided is simply ludicrous. Learn to click out and to another review when the advice is lame.
After looking over reviews and reading deeper as well as evaluating the quality of the individuals providing advice, visit other review sites and check the same products. Most review communities are very strong in some areas and products and not so solid in other areas. Epinions, for example, offers detailed and very helpful book reviews while being very weak in the area of electronics and motor vehicles. Amazon tends to have high rates on most books (even the really dreadful ones) though has better data and observations on camping equipment.
Some of the review sites provide click and buy options with price comparisons. Again, these may be solid or not. Most purchase lists are rather limited and often include companies paying to be included as options. Take some time to compare prices on your own at various sites. You find a better deal than listed at your favorite review site. If not, click and buy at the review site used to make purchasing decisions. The money generated helps with the click through purchases ensure that the service remains available and free for consumers.