First i determine what quality of product i really need so I can shop in that range. Do i need a modern high performance mountain bike, an entry level quality bike, or just a cheap mass produced bike thats good enough for my needs?

Then i do extensive research often reading multiple reviews and articles. I look for whats mentioned most frequently and what isn’t mentioned, also for how consistent things are between reviews. I’m sure some of what i encounter is marketing or bot comments but some may be still legitimate as well.

I also look for guides on what to consider if its something I’m new to so i can compare any stats included with the product. The material and quality of the product can be a big factor as well, generally the better the product the more likely they are to brag about its construction. Are they bragging about a certain reinforcement, weight reduction, or power level?

Looking at the reputation of the retailer can be useful as well. A shoe store with 4.8 star reviews is likely to have better quality and selection of shoes than wal-mart. Sometimes you can sniff out the quality brands this way then find those brands for a better price somewhere online.

Going to a brands website can sometimes give you a hint. Are they proud of their products, have easy to access support and lots of details/downloads available or is all the information vague or poorly translated? A quality brand is more likely to have a quality website but this isn’t always the case, especially for niche products that are being produced by small time businesses like specialty equipment.