I recently went on a cruise with my wife. When I got home, I had an e-mail from the company where I purchased the trip, which is not the same company as the cruise line. The e-mail asked me to provide a review.
Every time I purchase something online I seem to get a request asking me to review the product. Once I bought a winter jacket in August and a week later received an invitation to write a review. I hadn't even worn the jacket yet let alone put it to a true test of how good it is. I've had that jacket for 2 years now and could provide a much better review but nobody would be interested in it because you can't buy it any more. It has been updated and only slightly resembles what I purchased. My review today would say that the jacket is amazingly wind and waterproof, breathes well, but has lousy zippers. If I didn't have such an amazing seamstress for a wife, the jacket would be in the garbage. It is only after 2 years of use that I have come to that conclusion.
Let's go back to my cruise example. How would anyone know if my review of the cruise is accurate or not. Anyone who has taken such a trip knows that one passenger's heavenly cruise can be another's sub-standard one. I have only been on one other cruise and I found each to be amazing and a lot of fun. They occurred on different cruise lines but had similar standards for food and entertainment. I would rank both as 5-star experiences but someone with the experience of 20 or more cruises would be a better judge.
One area where I feel I am an expert is skiing and feel I can give an honest opinion of equipment or various ski areas around North America. It is actually a topic of my YouTube channel. How would you know if you can trust my opinion or not though? I have ridden up the chairlift with quite a few skiers that are on the wrong skis but swear they are the best skis in the world. Nobody has ever spent $1000 on a new pair of skis and gone on to say anything bad about them. It makes them look foolish and so they only sing praises for their equipment.
There is also the other end of the spectrum. Sometimes someone will get a bad product or have a bad experience. Perhaps they took their spouse on a wonderful cruise only to find out the spouse wants a divorce. Do you think the cruise is going to get a good review? Probably not but not because of bad service, poor food quality, or lousy entertainment. The reviewer may be going through something outside the control of the cruise line and the reviewer should not be penalized the company for it.
So how can trust an online review? Look at as many reviews as you can find. In statistical analysis we always throw away the highest and lowest scores as they can skew what is really going on. Look for those 2, 3, and 4-star reviews to see why people didn't give the maximum or minimum rankings. You will discover that the passenger booked a cheap cruise during hurricane season and spent the voyage seasick, which is not the cruise line's fault. Perhaps someone is really sensitive to color and the picture didn't quite match what they received. That doesn't ruin the quality of the product, just the aesthetics, which may not be important to you.
Remember that not everybody is qualified to provide quality online reviews. Furthermore there are reports of AI being used by companies to give large numbers of positive reviews. Be aware of that and look at a number of reviews for any products or services you are considering. Carefully selecting the right reviews will help you understand if it is right for you.