In an era dominated by artificial intelligence, one might assume that hands-on product testing is becoming obsolete. But here’s the surprising truth: real-world testing still holds immense value for consumers. A 2025 survey of Forbes Vetted readers revealed that a staggering 69% prioritize firsthand testing when evaluating products. As the Forbes.com section dedicated to recommending top-performing products through editorial expertise, real-world trials, and industry insights, we decided to dig deeper into what truly matters to our audience.
Over 300 readers participated in the inaugural Forbes Research x Vetted Reader Survey 2025, and the results were eye-opening. Not only do our readers value firsthand testing, but they also prioritize product durability, longevity, overall value, and positive user reviews. Interestingly, when asked which categories they trust us to cover, travel and consumer electronics emerged as the clear frontrunners.
Trusted Reviews: A Cross-Category Phenomenon
Forbes Vetted has become a go-to resource for product reviews across various categories. Travel topped the list, with 45% of respondents trusting our recommendations in this area. Consumer tech and electronics followed closely at 43%, while kitchen and dining, as well as gifts, each attracted 33% of readers. The only exception was the baby and kids category, which accounted for just 12% of visits.
When investing in everyday items, consumers want assurance that these products will perform reliably over time. From work tools to home essentials, the best products are those that seamlessly integrate into our lives without drawing unnecessary attention. And this is where it gets interesting: 55% of survey respondents consider real-world, in-home testing results essential for their purchasing decisions, while 47% admitted to conducting more research before buying.
The survey also highlighted the importance of unbiased, scientific testing data (34%) and diverse consumer panels (36%). Durability testing resonated with 47% of readers, emphasizing the desire for long-lasting products. Beyond testing, 74% prioritized value for money, and 70% relied on positive user reviews.
Forbes Vetted’s Unique Approach
While AI-driven search engines can provide quick answers, Forbes Vetted’s hands-on testing offers unparalleled specificity. We send top-performing products to long-term testers, updating our reviews with insights after months—or even years—of use. For categories like mattresses, where individual preferences vary widely, we employ diverse testing panels to ensure comprehensive evaluations. This meticulous process uncovers nuances that aggregated reviews often miss. Curious about our methods? Explore our detailed testing process here.
The Art of Review Formatting
Our readers don’t just value the reviews themselves—they also appreciate specific formats. For instance, 61% found pros and cons lists to be the most useful section. Nearly 40% wanted clear ‘best overall’ recommendations tailored to various needs, while a similar percentage valued direct comparisons with competitors. Additionally, 63% preferred reviews featuring ‘real-world’ product photos over studio shots.
At Forbes Vetted, we incorporate these preferences into our guides. Each winner includes essential specs, a pros and cons list, and a tailored use case. Our testers capture original photos to showcase products in real-life settings, which is particularly valuable for categories like beauty, fashion, and home furnishings.
A Commitment to Excellence
Above all, Forbes Vetted is dedicated to empowering readers to make informed shopping decisions. We continually refine our editorial process by leveraging our expertise, conducting industry research, and incorporating reader feedback like the insights from this survey.
But here’s where it gets controversial: With AI advancing rapidly, do you think hands-on testing will remain indispensable, or will algorithms eventually replace the need for real-world trials? Share your thoughts in the comments—we’d love to hear your perspective!
Survey Methodology
Conducted in August 2025, this survey reached Forbes Vetted audiences via email newsletters and social media. The majority of respondents were female (66%), aged 45 and above, with annual incomes exceeding $100,000. For a detailed breakdown: 26% were aged 35-44, 25% were 45-54, 16% were 55-64, and 10% were 65+; income brackets included 17% earning $100,000-$149,000, 16% earning $150,000-$199,000, and 20% earning over $199,999. Special thanks to Yana Toneva of Forbes Research for data validation, and to Joy Hwang and Elsa Sargsyan for design contributions. Photography by James Ransom.
