Decision methods
Define buying criteria before comparing products
A comparison becomes useful only after the buyer defines what success means. Without criteria, attention drifts toward attractive photographs, large feature counts and temporary prices.
Verify product claims instead of trusting the slogan
Product descriptions compress complex performance into words such as powerful, intelligent, durable or effortless.
Build a weighted comparison grid that remains useful
A weighted comparison grid can make a difficult purchase transparent, but only when it follows good requirements and honest evidence.