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Today, so many opinions are readily available at our fingertips, including feedback about franchising, whether that is from franchisees themselves or experts in the industry. Here’s a closer look at how prospective franchise owners can navigate through the sea of opinions to make informed decisions.&nbsp;<h3>How Important Are Online Reviews?&nbsp;</h3>As with any major financial decision, due diligence and research are important when deciding whether or not to invest in a franchise. And online reviews are a part of that. However, there’s a fine line between careful due diligence and “analysis paralysis,” said&nbsp;<a href="https://www.linkedin.com/in/franchise-guru/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=the-power-of-online-reviews-in-franchise-research-2723841" target="_blank" rel="nofollow">Lisa Welko</a>, a franchise consultant with Integrity Franchise Group.“Just like anything on the internet, we need to remember ‘Buyer Beware’,” she said. “Online reviews can be a helpful tool, but we need to remember that it’s one tool in the arsenal, so don’t let one bad review torpedo your research.”&nbsp;<h3>How to Discern Genuine Reviews from Promotional Ones</h3>Prospective franchise owners need to have a discerning eye when it comes to what reviews are genuine and what is promotional.&nbsp;“People will sometimes only want to look at brands on certain ‘Top Lists,’” noted Welko. “However, each list is different, with a different set of parameters, and lists can be created to fit an advertising initiative — with little or no substance.”&nbsp;For example, The Franchise 500 posted by Entrepreneur magazine states the most important factors that go into the ranking include “financial strength and stability, growth rate and size of the system.” However subjective points, such as franchisee satisfaction, aren’t ranked on that particular list.In addition to being cautious about relying solely on industry-specific rankings, it's essential for prospective franchise owners to delve deeper into individual reviews. Genuine reviews often provide specific details about the franchise experience, highlighting both positive and negative aspects. Look for reviews that discuss the day-to-day challenges, support from the franchisor, and overall satisfaction. It is also advisable to explore multiple sources of reviews, including independent review platforms, social media and forums dedicated to franchise discussions.&nbsp;<h3>What To Look for In Reviews</h3>To get a realistic picture of a franchise’s strengths, weaknesses and overall performance, prospective owners should look for overall themes and trends in the dialogue,” said Welko. “But it’s important to not get “too caught up in the hype.”&nbsp;“Remember, the most important thing about researching any franchise is the opportunity to personally validate with franchise owners,” added the consultant. “Use the reviews to formulate your questions and opinions — then&nbsp;validate those findings with actual owners in the system.”&nbsp;As for looking out for red flags, this takes some reading between the lines. Every franchise system is bound to have a few unhappy owners, but it is crucial to note whether those people are unhappy because of poor support&nbsp;or because they made a poor decision along the way.&nbsp;As you navigate your franchise research, remember that online reviews are just a piece of the puzzle in the due diligence process. Use reviews as a tool, but the real insights come from direct interactions with franchise owners.&nbsp;

The Power of Online Reviews In Franchise Research

1851 Franchise

Seeking out online reviews is an important part of the research process, but it is important to be discerning and make your own informed decision.

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TruBlue Home Service Ally

TruBlue Featured in USA Today as Key Player in Helping Seniors Age Safely at Home

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Right at Home

Right at Home Marks 30 Years With Continued Franchise Growth

Right at Home Marks 30 Years With Continued Franchise Growth, Tech Advancements, and Strong System Engagement in First Half of 2025

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KidStrong Franchising, LLC

Unlocking Superpowers: How KidStrong Is Building the Next Generation of Confident Kids — and Thriving Franchise Owners

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How KidStrong has Become the Franchise Disrupting Child Development by Partnering with Purpose-Driven Franchise Owners 

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KidStrong Is Pediatrician-Recommended for Raising Confident, Capable Kids and Families Can't Get Enough

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The Power of Online Reviews In Franchise Research

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