Whether it’s a small purchase or a large investment, it can be highly beneficial to research a company online prior to hitting the “buy” button. By developing your own personalized “vetting system,” you can make more informed purchases and lessen the chances of ending up with buyer’s remorse.

6 Tips for Pre-Purchase Product Research

Think about a time you really wanted something, so you ran to the store and splurged. You felt an immediate rush of adrenaline and several hours of excitement and satisfaction. But within a couple of days, things went south. Doubts started running through your head:

• Did I overpay?

• Was there a better option that I didn’t consider?

• I wonder if I made the right choice?

• Did they trick me into paying more than I should have?

• Will it hold up over time?

These thoughts are examples of a type of cognitive dissonance known as “buyer’s remorse.” And while any number of factors can cause buyer’s remorse, it’s often brought on by a lack of pre-purchase product research and due diligence. 

The good news is that you can prevent most post-purchase regret by being intentional about researching the product and business beforehand. Here are some helpful tips to consider:

• Conduct a Quick Google Search

A quick Google search can reveal plenty of valuable insights – particularly if you get good at using different Google search operators. You can strategically run searches that include combinations of keywords, exclude certain keywords, only search certain sites, or find Q&A threads related to your search. You won’t always find what you’re looking for, but search operators dramatically improve your odds.  

• Utilize Review Sites

Most people make the mistake of searching a company’s website when conducting due diligence for a purchase. But in reality, a company’s site is only going to contain the positive reviews and ratings. They cherry-pick their feedback to look as good as possible. The better alternative is to search independent, third-party review websites where the brand has no ability to curate or strike negative reviews.

• Browse Social Media

Social media can be a good source for insights. In addition to browsing the company’s pages, you can run keyword searches for the product and brand to see what others are saying.

Social media is also powerful for gathering feedback. If you have an engaged following, you can pose a question, launch a survey, or ask for recommendations. Facebook even has a built-in feature that lets you request recommendations from your friends.

• Check LinkedIn Page

A company’s LinkedIn page can tell you a lot about who they are. It typically goes beyond the products and services to communicate their history and values. It even lets you see the people who work for the company, which often speaks volumes of what the company truly stands for.

Take BTOD.com as an example. Their LinkedIn page is full of high-quality videos and behind-the-scenes content that makes customers feel immersed in the company’s culture. If you were looking to buy a new office chair or desk, you’d feel better about purchasing from BTOD.com after learning who they are and what they’re about. 

• Use Reddit

Sometimes you just want the truth. And while you can find a ton of good information on websites and social media, it’s usually the sanitized version. You can get the raw, customer-centric view of a brand by using a site like Reddit (where anyone can say anything). 

Try running a search for “product AND Reddit” or “brand AND Reddit.” If you don’t see anything, find a relevant subreddit and ask a question to gather some feedback.

•  YouTube

If you’re buying a physical product that you can’t touch, hold, or use prior to purchase, YouTube is an excellent resource. Depending on how popular the product is, you should be able to find someone reviewing the product. This may include a walkthrough, tutorial, or unboxing. This provides a more practical and useful vantage point than a company’s stock listing photos. 

Develop Your Own System

No two purchases are the same. Some purchases require extensive due diligence (houses and cars), while others don’t require much at all (a pack of gum or a pencil). However, the more intentional you are about systemizing your pre-purchase behavior, the more likely it is that you’ll be satisfied with your purchase decisions.