How we create our best buy guides
We read hundreds of tests so you don't have to. Here we explain exactly how we collect, evaluate and compile test data into the guides you see on the site.
50+
Monitored publications
5+
Sources per guide
£0
Cost for placement
The problem with relying on a single test
A single review captures only one person's perspective, one test lab's methodology or one publication's priorities. By gathering data from many independent sources we can even out those biases and provide a picture that is closer to the truth.
The principle is similar to what in research is called meta-analysis — combining results from multiple studies to reach more robust conclusions. It is the same thinking we apply, but to consumer products instead of pharmaceuticals.
From raw data to published guide
Every guide goes through the same four steps before it is published. Here is the full chain — from research to finished article.
Mapping test sources
Every guide begins with us tracking down all relevant tests that have been published. We go through international test magazines, UK consumer media, lab reports and verified customer reviews.
- Continuously monitor 50+ established test and consumer publications
- Identify which products are actually available in the UK right now
- Compare stock and prices across UK online retailers
- Note which products frequently appear at the top across multiple sources
Assessing credibility
Not all test sources are equally reliable. We evaluate each source based on how thorough their tests are, whether they are free from manufacturer influence and how openly they describe their method. Inadequate sources are filtered out.
- Check whether the source receives money from the companies they test
- Verify that the test methodology is traceable and repeatable
- Consider how many products were included in the test
- Filter out articles that are clearly sponsored or biased
Scoring and ranking
We build a scoring model for each product type and adjust the weighting based on what actually matters most. A headphone test weights sound quality higher, a vacuum cleaner weights suction power — and so on.
- Require data from at least 5 separate test sources per category
- Tailor criteria to the product type — not a generic template
- Combine expert scores with actual user experiences
- Convert all rating scales to a common system for fair comparison
Quality control and publication
Every article is reviewed by an editor before it goes live. We ensure that every claim is supported by the data and that no product is presented unfairly.
- A dedicated editor reads through and approves the content
- Scores and rankings are double-checked against the raw data
- Current prices and stock status are confirmed with UK retailers
- The guide is kept up to date — we update when new tests or price changes occur
Where does the data come from?
We gather test results from three types of sources — together they provide a more complete picture than any single source can.
International expert tests
By including test sources from multiple countries we get a broader foundation and reduce the risk of any single market skewing the picture.
UK consumer media
Local UK tests are important — they pick up on products and perspectives that international media may miss.
Real users
Experts test in labs — but it is the users who live with the product. Verified reviews give us insight into durability and everyday use.
What we look at
Six dimensions that every product is assessed against. The weighting is tailored to each category — what matters varies.
Core performance
Does the product do its job well? This is almost always the most important factor — a coffee machine should brew great coffee, full stop.
Everyday ease of use
How easy is it to get started, use and maintain the product day after day?
Value for money
Not just the cheapest — but the best value for money compared with alternatives in the same class.
Durability & materials
Will this product last? We look at material choices, finish and what others say after months of use.
Feature depth
Not just what the product can do — but whether the features actually work well in practice.
Freshness
Newer tests carry more weight. We update on an ongoing basis when new results or models appear.
What you can count on
We believe in being clear about what we do and what we don't do. Here are the ground rules — in black and white.
How we work
This does not happen
Questions about how we work
Do you test the products yourselves?
How do you decide which sources are good enough?
How up to date are your guides?
Do you earn money from the links? Does it affect the result?
Why do you require so many test sources?
Can you buy a better ranking?
Curious about the results?
Now you know how we work. Time to see what we have found.