Honestly, how could you comply 37 reviews and only now you are overcome with paralysis by analysis?
"Strange" is the lifeblood and essence of the hobby. I know some people see the same provider hundreds of times, but most red-blooded mongers want the thrill of seeing new, hot horny women. So this is a natural and healthy urge on your part.
But if you are afraid of the unknown, then stay with your tried and true, but you will never know.
The formula for successful investigation never changes. Look at the website, check the review boards, Google Image the photos (you might be surprised who uses fake photos), contact other reviewers, and if you have back channel resources ask them (mine usually say, "I dunno, never heard of her.") but sometimes its just a gut call.
Oh, and this is important. To a large extent you make your own luck in the hobby. Seeing a new provider should be an exciting experience and if you don't display enthusiasm for the visit, you may not get the best a lady has to offer. Generally they want you to be happy and they are encouraged when you display a bright and eager disposition. So, be happy.
Oh, here's one last point. Don't bicker