"RootsWorks: Avoiding Buyer's Remorse"
by Beau Sharbrough

The ultimate buyer’s remorse story might be Jack and the Beanstalk. I don’t know how many times I’ve felt like Jack—the cow is gone and all I’ve got are these worthless seeds.

When it comes to buyer’s remorse, the root typically lies in one of the following two problems:

One, we don’t have enough information to make the proper choice. We are “betting animals.” I’ve seen people who would rather waste their money than spend the energy to learn about what they’re buying. You can lead a person to information but you can’t make them read. Some of us need more information than others. Buying computers, software, and services isn’t like taking a job or getting married—you can find out everything you need to know before you make the decision.

The other problem is that many people don’t have a clear idea what they want. Every product or service has a price and a quality component. The relationship between quality and price is value. Imagine a grid, two squares by two squares. The bottom left square is Low Quality, Low Price. The top right square is High Quality, High Price. This grid is the “Value Grid.” You might imagine Alienware computers as being in the “High-high” square. You might think of Dell as being high quality and low price. There are almost as many opinions as there are shoppers.

It’s not uncommon to read about something before you buy it. You want to read a review with some negatives in it—something where you can understand the pitfalls before you leap. I even like it when I can find a list of the “Worst Products of the Year.”

For whatever you are buying, you want to know:
- What are the features, and how do the choices stack up within them?
- Which features matter most to you?
- Where do you want to be on the price/quality grid?

Eight Is Enough—Ways to Get Information
1. Magazines. I like the awards. PC Magazine, PC World, and Tucows all rate products. I tell my clients that I want them to be in the middle of a big herd of customers. The service is better. Look at the readers’ choices and the editor’s choices. You won’t necessarily want the top rated printer, but if yours is nowhere on the list, you might rethink your choice.

2. Consumer Reports. I’m a fan of consumer reports. Some are free; some require the $24 a year subscription. They identify the features that explain the difference between a good TV and a cheap one, for instance. I sometimes find similar explanations at MySimon.

3. Google and Usenet. Google is now a verb, as in, “Google it.” Look for sales reports, product reviews, and opinions. Products with high sales aren’t automatically the best ones, but it’s important information. You can also get sales figures for palm software at Palmgear and Handango, and great reviews at Brighthand. Usenet, called “Google Groups,” is a network of electronic bulletin boards where people discuss tens of thousands of topics.

4. Discussion Forums. You can find discussion forums at RootsWorks.com and at Dick Eastman’s EOGN. People are happy to tell you about their experiences—good and bad. There was a time, back in the 80s, when CompuServe was a community of people who seemed to know everything. There was always a long thread of discussion going on about “Best Home Scanner” or “Lotus vs. Excel.”

5. Friends and Family. Most people use this source of information already. Some people avoid it so they won’t have to hear, “I told you so.” Take a chance; you’re a “betting animal.”

6. Online pricing. If you Google a product, you’ll see several links that offer competitive pricing information. They all promise the lowest price. It’s a good indicator of what you’ll pay. I also like to look at the prices of closed auctions on eBay.

7. Try before you buy. Many stores have products that you can look at before you decide what to buy. Many software products can be downloaded for evaluation. Almost all palm software can be “test-driven.”

8. Don’t be afraid to go back to the store. Sometimes, you change your mind after you get the thing. Most stores want to keep you happy, and will take returns if they are prompt, and if you save the receipt and the packaging.

So learn what’s available, compare it to your needs, pick the two or three most suitable products, and then make your bet.

My last piece of advice is what I tell the kids when they are struggling with a purchasing decision. If you don’t feel like the choice is clear, don’t do anything. Wait for it to come to you.

For links and more information about buying decisions, please see the RootsWorks site at www.rootsworks.com/buyersremorse. If you want to discuss your pre-purchase questions, please drop by the RootsWorks Forums at www.rootsworks.com/forums. Registration is free, and I’d be interested to know what kind of information you need before you make your choices.

Links
Brighthand
www.brighthand.com/

Consumer Reports
www.consumerreports.org/

Dick Eastman’s EOGN
www.eogn.com/

Google
www.google.com

Handango
www.handango.com/

mySimon
www.mysimon.com/

Palmgear
www.palmgear.com

PC Magazine
www.pcmag.com/

PC World
www.pcmag.com/

Tucows
www.tucows.com

The RootsWorks series of articles focuses on genealogical applications for generic technologies. Beau would like to hear from you. Whether you have something to add or something to ask, please point your browser to www.rootsworks.com/forums and discuss this or any topic related to the use of technology in family history. Tell us about your mapping experiences. Please note that he cannot assist you with your individual computer problems. Beau is scheduled to speak on a variety of RootsWorks topics in Des Moines in October. Visit the RootsWorks website for links to previous articles and Beau’s lecture schedule.

Copyright 2003, MyFamily.com.


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