Comparison methodology
How we compare options fairly and usefully.
A useful comparison begins with the reader’s decision, not a list of products. We define the audience, choose relevant criteria, check important claims and explain where different priorities could lead to a different choice.
Our comparison process
1. Define the decision
We identify what the reader is trying to choose, the likely use case, the jurisdiction and the facts that could materially change the answer.
2. Set the criteria
Criteria may include total cost, eligibility, features, limitations, service, risk, contract terms, support and suitability for different circumstances.
3. Check evidence
Important claims should be checked against current official information, primary documentation or other reliable sources appropriate to the subject.
4. Compare like with like
We aim to use the same definitions, time period and assumptions across options, and explain where a direct comparison is not possible.
5. Show trade-offs
A lower headline price may involve exclusions, a longer commitment or weaker support. Benefits and drawbacks should be presented together.
6. Give the next checks
The conclusion should help the reader verify eligibility, obtain a personalised quote, read terms or seek qualified advice where necessary.
Ordering, ratings and commercial relationships
Position in a list is not automatically a universal ranking. An option placed first may suit a defined scenario rather than every reader. If a page uses scores, badges or a recommended label, the basis should be explained on that page.
Payment, commission or a referral relationship must not silently determine inclusion, ordering or the conclusion. Any material commercial relationship should be disclosed, and paid links should be handled in line with our affiliate disclosure.
Dates, changes and individual circumstances
Prices, rates, product terms, laws and availability can change. We aim to show review dates where timing matters and revisit comparisons when a material change is identified. Readers should check current information with the relevant provider or official source before acting.
General comparisons cannot account for every personal circumstance. For regulated, legal, medical, safety or high-value decisions, use the comparison to prepare questions rather than as a substitute for personalised professional advice.
Challenge a comparison.
If a criterion seems missing, an option is described unfairly or a fact has changed, send us the page and the evidence.
