– Is the person telling facts, and not just heaping praise? Be wary of a very highly overpraised product. Chances are it is a paid/endorsed sponsorship and not a legitimate review.
– Does the reviewer have any incentive to “exaggerate” or “lie”? (monetary gain, for example?)
– Ask yourself if there is a possible relation with the business. (Such as family member, owner, workers, friends, stock/shareholders, etc. If this is the case, chances are the reviews are fake.)
– Is the person listing pros and cons? (This is not always the case, however. If it is a product I fully endorse and find no faults with, there wouldn’t be much negative to say about it).
– Make sure you look at reviews from a myriad of different sources. (Don’t just look at reviews from one website – especially not the website that owns the product).
– Try to look for individualized reviews, instead of a big name website that will, more often than not, steer you into a specific decision. This is a direct marketing tactic in which these websites make money through from their “advice” and advertisement.
– In some cases, the less reviews, the better. A lot of people will only leave a review if their experience is a negative one. Rarely do people leave a positive review unless directed to, or unless they had a remarkably good experience.
– Be wary of paid testimonials. (How will you know for sure? A lot of the times, you won’t. But just knowing that these exist will help you look at it with a critical eye and make better judgments.)