Oh, sure. But it's hard to do it effectively without being aware of the expert consensus in whatever field. Eg: if you just go by what some random Chaz says, when this conflicts with the consensus, the chances of a good outcome aren't great. Or if you just go by some idealogical/political/etc criteria. Or by anecdotes on message boards. Or without controlling for confirmation bias. Etc etc etc.
You need to be familiar with the expert reviews to make sure you're not being misled by what somebody is saying about them.
Gil Cavalhao has another nice vid on doing yr own research: