Responding to changing consumers needs; people wanting information in different formats, personalized and in digital form, Which? has now also introduced Which? Essential Reports, which can be found through a deep link on the NEW
Which? Digital Store.

Research indicated that a gap in the market exists for clear, concise, thoroughly researched and impartial information that empowers consumers when making a product purchase. Which? is renowned for offering impartial advice through its website and magazine subscriptions and has recognised that there are some people who want information but do not want to subscribe to Which? for this.

Which? has now therefore produced a range of Which? Essential Reports giving consumers up to the minute information. These reports feature product reviews, Which? Best Buys and tips to keep consumers in the know, designed in an easy to navigate digital magazine format.

Benefits for consumers

1. People spend an average of 4 weeks researching products online; with a Which? Essential Report we aim to save consumers time by purchasing and using our Essential Reports gaining access to independent product reviews in an in-depth but easy to read report.
2. Consumers are seeking recommendations on what features to look out for in a product, reviews, prices and where they should buy items. An Essential Report does all this and more as it includes Best Buys and Poor Buys further guiding consumers with their purchase decision.
3. Although there is a trend towards sourcing free information online, much of this content lacks: Expertise (usually user generated content), Impartiality (mainly retail sites where content aims to generate sales) and Credibility (websites positioned as ‘professionals’ but reviews are written by manufacturers or merchants to gain commission via affiliate marketing). Paid for reviews exist online, however there is little or no information on helping you to decide which product to consider for your needs. Which? aims to cut through this plethora of perceived “free” and “impartial” advice and reviews to offer a truly independent, expert and jargon free report to consumers.
4. By offering independent and robust product reviews and advice plus the Which? Best Buys and Poor Buys consumers will be willing to pay for this information because they will see that it has greater value to them vs free and misleading advice elsewhere.

Which? Essential Reports can be found through a deep link on the NEW Which? Digital Store. Consumers simply browse this site and decide which Essential Report is relevant to their needs by previewing up to 6 pages of each report.

Once the consumer has decided which report they wish to buy and they are a first-time visitor to the site, they will be asked to set up an account, to enter their personal data and card payment details. If they are already a member of the site, (and after a new consumer registers their account details) they simply press the ‘buy now’ button and the Essential Report is automatically stored in their very own library, which they have access to 24/7.

The BBC Watchdog web site also provides another source of excellent consumer advice and related links and information, while in relation to Holidays & Travel, the Travel Guides and Holiday Reviews from Holiday Watchdog, provided by other HolidayWatchdog users, are well worth reading. Add YOUR own holiday reviews and hotel reviews and help other holidaymakers make informed decisions. 

ConsumerDirect?, a telephone and online UK consumer advice service, supported by the Department of Trade and Industry, has a strong focus on consumer issues and rights but also provides for UK shopping, online shopping guides and product reviews that contain clear, practical and impartial advice. Consumer Direct has regionally based advisors who are specially trained to give sound practical advice on a variety of consumer issues ranging from problems with cars to faulty household appliances.

OnlineShoppingRights was formed to offer a unique reference point on staying safe when shopping online. In the ever growing world of internet shopping, they explain your online shopping rights i.e. how to stay safe and understand your rights when buying and selling online.

Looking for money saving shopping tips? UK shopping websites such as CompareBuyandsave will help you save money by providing price comparisons that make it easy for you to compare prices online, either at online shops or local shops in your own high street. It is of course all about saving money and buying at the lowest prices and if you are looking for money saving shopping tips, we can do no better than recommend the Save Money Guide - not your usual consumer advice website but nonetheless a site worth visiting as it contains a lot of useful advice and money saving tips that have been built up from practical experience. Make the Money Blog your first port of call as it is a mini journal which covers the all important subject of how to save money.