HOW MANY HOURS DO WE SPEND RESEARCHING A TOPIC?
The real answer? It varies! For example, our appliance editor spent upwards of 100 hours researching best washing machine models for our in-depth piece. He compared 75 different models and narrowed them down by body style (front-loading, top-loading, or stacked) and features (steam-cleaning, allergen cycles, deep-cleaning, and more) then cut down the list further. He then vetted the 10 strongest models and included an extensive analysis so users could make the best choice while shopping by various budgets.
Some topics, like dip-powder nail kits, don’t take as much research because our beauty editor has already tested them herself, while other topics may take even more time, especially when we’re hands-on testing something like workout headphones, for which six of our editors spent weeks personally reviewing the different headphones for noise quality, comfort, and battery life, among other criteria.
WHEN YOU TEST A PRODUCT IN PERSON, HOW MANY PEOPLE ARE INVOLVED?
We love to get as many editors involved in the testing as possible, because each editor brings their own unique perspective to a product, but is still reviewing it using consistent, formal testing criteria. Our home decor editor personally tested linen sheets and had five additional editors contribute to the testing over a month — this included assessing the wear over time, including how they held up in the wash and how soft-to-the-touch they were.
HOW OFTEN DO YOU UPDATE YOUR CONTENT?
Our editorial team updates content every 3 months, ensuring that newly available products and trends are reflected. This also allows us to refresh our content for the season so that our content remains timely to the consumer.
DO PRODUCTS THAT GET SENT TO YOUR TEAM MAKE IT ONTO THE SITE?
We get sent products all the time, but only about 5-10% actually make it onto the site. If something’s sent to us blindly, we will consider it for review and put it through the wringer by researching it and testing it just as we would any other products. If we really want to test something, we will request a sample for consideration or purchase the product with our editorial budget.
CAN COMPANIES PAY TO BE ADDED TO YOUR SITE?
We do not accept payment from companies for editorial inclusion, outside of sponsored posts, which are clearly labelled. All of our recommendations on the site are fully organic and represent the opinions and the research of our editorial team. If a piece is sponsored, it is clearly labelled on the site and will have a brand’s logo on it and will identify that it’s “In Partnership With” or “Created for” an outside brand.
WHEN DO YOU USE ORIGINAL PHOTOGRAPHY VERSUS STOCK IMAGERY?
We love to shoot products in-house because it allows us to show a product in a new way that you otherwise wouldn’t find online. We have a talented photo and design team, and our photographer even has a background in product photography. We’ve shot everything from Apple’s latest iPad to genius beauty hacks!