We know a lot about which buyers use reviews, what they're looking for, why they use them, and how. It's time to answer the question of when buyers use reviews. There are three stages of the buyer's journey-discovery, evaluation, and selection. However, it turns out that the buyer's journey is nonlinear, and reviews are used in every stage. According to our 2022 B2B Disconnect Report, 41% of Gen Z and 29% of Millennials named "check review sites" as their first step in the buying journey.