No manufacturer loans, no paid placements, no "review units we got to keep". Our process is boring on purpose.
Buy or borrow retail unitsWe test the same sets UK shoppers receive, so firmware and panel behaviour match what you'd get.
Measure before judgingBrightness, contrast, colour coverage and input lag are measured, then checked against how the picture looks in normal viewing.
Test in a real roomDaytime glare, off-angle seating, standard TV broadcast — not just a dark room with demo footage.
Keep the verdict honestIf a cheaper set beats a flagship for most people, we say so. Criticisms stay in the review.