I also had a stint in the swimming pool business. I did just about everything from installation, maintenance, repairs, sales, water testing. There are a lot of decisions that need to be made prior to putting a hole in the ground. I have to echo Nat's comments. It sounds weird but drive around your neighborhood and find people that have pools and then ask them all of the questions that you can possibly think of. Main points of interest to me are how long the company has been in business, do they use subcontractors (if yes, try to avoid that company), how was the installation as far as time and effort on their part, are parts easily accessible (things will break eventually), how is the overall finish of the work done. Find out what the pool owners major gripes were with the company and determine if you are willing to deal with them. When it comes to design and mechanics, I would stay away from the "newest and best things ever", they typically aren't.