Of course, it is the sound that matters the most. But, one can only hear a small fraction of what is on the market. I think that the best strategy is to find a way to go to an audio show so that you can hear a wide range of types of speakers and models. One really should hear high efficiency speakers with low-powered amps, open baffle speakers, dipole planar magnetic speakers, satellite/sub woofer systems, omni-directional speakers, etc. to get a big picture of the kind of sound that appeals to you, as well as see specific models.
A very important consideration is where you plan to locate your speakers because some models work well against the wall or in the corners and some require lots of room around the speaker, and some are not as picky as others about exacting location. Any location restrictions should be communicated to the person who is showing you speakers. Don't be defensive about the gear you have. It is critical for someone selling you speakers to know what you have in order to make the right recommendation. A local dealer in my area frequently does demonstrations to show customers planning on buying speakers that they are better off buying a different amplifier rather than speakers.
I have found that there is hardly ANY correlation between speaker specifications and what they sound like. The most important specification are physical dimensions (will they fit comfortably in the room), price (can I afford it), and maybe the efficiency and nominal impedance (will it work with my low-powered amps?). Everything else is virtually meaningless.
As for reviews, they are only a tiny bit useful and only if I have some idea of what the review likes (there are no such thing as dislikes). I find negative inferences more helpful than what the review actually says--if someone who raved about Golden Ear speakers or Zu speakers raves about a brand I am not familiar with, I am less inclined to be interested in that speaker.