I began doing similar research, got overwhelmed and stopped.
You should first list out the features you really want, your budget and then go with reputable brands that have a good track record.
From a brand perspective, i would recommend Canon, HP and Brother. They offer a good variety of laser (B&W and color) and ink printers that fit a variety of budgets.
I'm currently using a Canon 8380cdw that's about 7 or so years old, but is functioning well enough for me not to rush into an upgrade.
Some of the features I'm looking for in my next printer, in addition to everything my current printer does, will be:
AirPrint (we are an Apple household)
USB 3.0 support
Ability to scan wirelessly (if that's even a thing)