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Who do we believe?

Paul's Posts — 11 August 2011

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Who do we believe?

Apple just announced a new operating system they want me to buy.

I went to their website to read the reasons why and, of course, they are presenting it as the greatest thing since sliced bread.  Of course they would say that.

Of course we, as a manufacturer, would say the same about our new products.  We both would write exciting marketing pieces because we are excited about the new products we just released.

Should I believe them and buy on faith?  Should you believe us and buy on faith?  It depends on a few things: the company’s track record with me, the need for what they are offering and the thoughts of others that have tried it.  It’s this last piece I want to write about.

Reviewer reviews as opposed to peer reviews.

Reviewers get early releases of a product in all industries.  Reviewers have relationships with the people and products they are reviewing.  Reviewers have tons of experience with all the types of products they review.  Reviewers know more than I do with the subject.  I think general wisdom suggests that their greater knowledge of the field lends them more credibility and thus I should place more trust in their opinions.  Nothing could be further from the truth for me.  I think what actually happens is I feel less connected with a reviewer; they aren’t like me.  Everything that qualifies them as a reviewer separates them from me.

Peer reviews, on the other hand, mean a lot more to me.  If my neighbor comes over and tells me he just installed the new OS and loves it, I am sold.  That’s all it takes.  He is just like me.

When I was looking for a new pair of loudspeakers for the listening room, I had a short list I was willing to consider.  I read all the reviews and formed a small opinion of which to choose from.  It took two days of reading reviews to get close and one friend’s confirmation to put me over the edge.

The punch line is this: my friend knows no more about the subject than I do, certainly less than either a reviewer or a manufacturer, and that is the entire point.

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About Author

Paul McGowan

Paul McGowan is the CEO and co-founder of PS Audio Inc. a Boulder Colorado design and manufacturing company of high-end audio products and services. McGowan has been designing and building high-end products for nearly 40 years. Hobbies include skiing, music, hiking, artisan bread baking, kick boxing and cooking. He lives in Boulder Colorado with his wife Terri and his 4 sons.

(8) Readers Comments

  1. erich.j.henkel

    August 11, 2011 at 7:58 am

    I´m greatfull your your comment regarding reviewers. But don´t forget the High End Dealer. This is the persion who knows me due to a lot of sales talks and with whom I normally have a long lasting relationship.
    My dealer knows me, my equipment (which I bought from him), my favorite musik, problems with the room etc.
    For example he (who sells PS Audio products as well) was very reluctantant when I looked for a new 9,000 € Amplifier. His comment was that he still was convinced that the one I have bought a few years ago for 4,000€ would fit better with my expectations.

    Greetings from Munich, Germany
    Erich Henkel

    Regards from Germany

    • August 11, 2011 at 11:38 am

      You are so right and that sound to me like the subject for tomorrow’s post! Thanks for the tip.

  2. August 11, 2011 at 9:21 am

    So what speakers did you finally choose?

    • August 11, 2011 at 11:37 am

      Magnepans. I went with the 3.6′s and then added an old pair of Tympani 1D bass panels to finish them off.

  3. Pingback: Don’t forget the dealer | PSTracks

  4. billleebens

    August 12, 2011 at 8:12 am

    Oh, this opens up such a can of worms.

    In my experience, peer-reviews can, if anything, be more biased than those done by the pros in the field. Yes, there are those open-minded, dedicated souls who produce straightforward, helpful reviews. Unfortunately, there are also ex-dealers, disgruntled ex-partners and ex-distributors seeking to do hatchet-jobs while hiding behind the anonymity of a moniker.

    I’ve worked for manufacturers, guiding the process of a professional review. I’ve also been the go-to guy at a discussion forum, fielding complaints from manufacturers as a former associate has posted negative commentary in the guise of “I’m just like you and here’s what I found”.

    I’ll take the pros any day.

    Yes, I value personal reports from folks I know and trust. When it comes to “chunkylover57″ or some such–ehh, not so much. You never know where they’re coming from.

    As a friend in media has said: “The internet has given everyone a voice. Unfortunately, many of those voices belong to a**holes.”

    That of course could apply to me, as well. ;->

    PS: good luck with the Maggies. One of my all-time favorite systems was tri-amped T-1Ds, back in the day. Amazing.

    • August 12, 2011 at 11:04 am

      I sincerely doubt it applies to you. :) I don’t think there’s much to argue about here, we’re in agreement. To read some random guy’s review and follow it is lunacy. To read a general trend based on 30 random guys may give you a trend. One good friend’s review is probably more meaningful than all of them because you have his trust. That was the point of the article.

      Bob Harley wrote a great review of Peter Madnick’s new uber expensive line of electronics featured on the cover of this month’s TAS. I trust Robert and I believe what he says. Would I purchase that system based on his review alone? Probably not. If, on the other hand, I read his review, got a thumbs up from a dealer I trusted and then had someone I knew tell me the same thing, I’d probably be very inclined to have an audition and buy it. Well, not that system since it’s worth more than both of my cars….. but you get the point.

      Thanks for posting!

  5. Pingback: Erich henkel | Seifen

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