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Focus Research Insight: 10% of buyers start their research with user references. Where do get yours?
Buyers across all markets emphasize the importance of user reviews, case studies, talking to colleagues, etc. Even in the initial phases of the research, buyers consult other users. Amongst the various forms of 'peer review,' what is the most reliable or useful to you? Do you prefer talking to peers or industry colleagues? Do you visit online forums or read blog reviews? Do you get your references from the vendor? Or elsewhere? Vote on the POLL HERE!
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4 Answers
I start with Google. What Jerry says is true, in that unethical vendors may "salt" forums or even Yelp with ringers; but if you spend some quality time in a variety of online venues, you start to get an overall sense of a company. We also run credit checks when the issue is critical. We also check with BBB online. If all looks good, we talk to references provided by the company.
No one source is enough to paint the overview of anyone, or any company.
I agree that user references are important, but in my case, I try to find user references further along in my research process. I try to understand the landscape first by using Google, going on vertical specific sites, and/or reading relevant content/research in that area. At that point, I try to find colleagues/peers that might have made a similar purchase recently and try to get some insight from them. Even though user references are important, I try to make sure I personally get those references as opposed to having the vendor provide them from their customer list...
I go to my peers for validation and research. Often times, they are experiencing the same needs or pains, especially if they own their own business. I'd rather hear from them how they addressed certain needs of their companies, and what success and failures they experienced, and how they learned from both.
User references are key! Vendors can definitely talk the talk all day long, but the users are the ones who can vouch for whether they can walk the walk too. When I'm making a considered purchase, I usually look online first. However, while this may seem like you're beating the system (the system being vendors providing you with their own 'case studies'), remember that vendors also field people to go into forums and tout their products. Industry colleagues are probably the best bet for an honest look at how a vendor performs. The proof is in the pudding, but the pudding is made up of many buyers. So wherever you go, make sure to talk to multiple users, not just 1 hater or 1 lover.
Good luck!
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