The internet has a place that can offer an unbiased opinion unlike a newspaper, TV news or even word of mouth. While all those are very reputable and honest selections, they tend to favor one side over the other because of personal preference. It is good that they have their opinion, but how is that helping you? In fact, it is probably hurting you because by placing bias, you may veer away from the answer you were searching for.
So, you venture onto the internet, a place you may feel you can get a more direct answer. This is true, but it's going to take a little work. The benefit of the internet is you get good and bad reviews on all businesses, something you might not get a lot of using other resources for research. The tricky part comes when you are trying to decide whether these reviews should be taken seriously. The reviews may instead be just a ploy to get your business or via someone who has too much time on their hands and wants to troll.
One thing to keep in mind is all businesses will have some type of negative review, it is extremely odd not to find one that doesn't. That review could be simply the business not providing what the customer was looking for, and as a result an honest negative review was given. Situations like that are common and should be used as a guideline when researching a company. Before you even look at the reviews for a business, you should find out if this business is going to provide you what your are looking for. If it isn't going to, move on. It will save you time, as well as the business. They don't have to worry about someone saying something negative about them.
The more research you do, the better it will be for you in the long run. The internet is a tool for you to not only save time, but to explore a variety of different choices and selections you have available to you.