Abstract:
A system for assisting users in obtaining objective information about consumer products is provided. The system includes pullquotes within a listing of ordered search results, where the pullquotes are extracted from independent objective consumer reviews.

Description:
FIELD OF THE INVENTION 
       [0001]    The present invention relates to a system for assisting users in obtaining objective information about consumer products. 
       BACKGROUND  
       [0002]    When a user performs a search of a computer network resource, such as but not limited to the Internet, a provider associated with that network may post a specialized means of obtaining further information within the search results. One type of such specialized information is known as a shortcut. Shortcuts (also known as direct displays) are sometimes used within the search results of content providers. Shortcuts can direct a user to content within a content provider&#39;s Travel, Autos, or Shopping sections, among others. However, the click through rate on these shortcuts is generally low for a variety of reasons. 
         [0003]    One reason for the low click-through rate of shortcuts is discoverability. Search results sometimes contain visual clutter, so that a shortcut may get buried and go unused. Another, related reason for the low click-through rate of shortcuts is a lack of certainty of whether the shortcut will truly lead to the desired content. 
         [0004]    When users are researching consumer products (e.g. digital camera, barbeque grill, cellphone, automobile, restaurant, movie, movie theater, etc.) using a computer network such as the Internet, those users generally begin the process using some type of search engine. These users often seek independent reviews of those products to guide their decisions. 
         [0005]    Some mechanisms for formatting search results are focused on comparing prices and finding bargains. However, these mechanisms do not address a more prevalent product research need, which is to read user reviews. Consequently, a mechanism for providing user reviews to be easily accessible within the results of a consumer search process is desired. 
         [0006]    The approaches described in this section are approaches that could be pursued, but not necessarily approaches that have been previously conceived or pursued. Therefore, unless otherwise indicated, it should not be assumed that any of the approaches described in this section qualify as prior art merely by virtue of their inclusion in this section. 
     
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
         [0007]    The present invention is illustrated by way of example, and not by way of limitation, in the figures of the accompanying drawings and in which like reference numerals refer to similar elements and in which: 
           [0008]      FIG. 1  is a block diagram that illustrates an example system for managing pullquotes, according to an embodiment of the invention; 
           [0009]      FIG. 2  shows an example pullquote within the system of  FIG. 1 ; and 
           [0010]      FIG. 3  shows a computer system upon which embodiments of the invention may be implemented. 
       
    
    
     DETAILED DESCRIPTION 
       [0011]    In the following description, for the purposes of explanation, numerous specific details are set forth in order to provide a thorough understanding of the present invention. It will be apparent, however, that the present invention may be practiced without these specific details. In other instances, well-known structures and devices are shown in block diagram form in order to avoid unnecessarily obscuring the present invention. 
       Functional Overview  
       [0012]    Systems are described herein which incorporate pullquotes (excerpts from consumer reviews of products or services) within the results of searches that are performed by users. The pullquotes contain objective non-advertising information that can assist users in making a purchasing decision. Thus, the pullquotes make the search results more salient, useful, and relevant to a user. Having the pullquote conveniently located within the search results reduces the amount of work and effort for a user to obtain valid results, and reduces the time necessary to bring a consumer to a buying decision. 
       Explanation of System  
       [0013]      FIG. 1  shows an example system  100  for managing consumer reviews, transforming consumer reviews into pullquotes, and including the pullquotes within search results. The system  100  contains an archiving mechanism  104  for storing consumer reviews of various products, services, and consumer items. The system  100  includes an averager  106  for computing and storing ratings based on a five-star consumer rating scale, and correlating those rating to a specific consumer review. 
         [0014]    The system  100  also includes a pullquote extractor  108  which works with the archiving mechanism  104  to obtain and forward suitable pullquotes for inclusion within search results. The formatting engine  112  ensures a particular quote is suitable for inclusion, breaks the text of that quote down into a pullquote, and then ensures that the pullquote is included within the search results contained in the user interface  116 . The user interface  116  may be a web browser, but could also be some other utility. 
         [0015]    The system  100  is centered around consumer reviews, although the techniques described herein may be used with reviews from other sources (e.g. critics, experts, agencies, bloggers, etc.). Content providers are moving in the direction of user-provided content, such as reviews and opinions of various goods and services. User-provided content such as reviews may be directed not only to just consumer products, but also destinations such as hotels and restaurants. Additionally, user-provided content can include reviews of cinema, entertainment, and cultural items or events, and even include information on publicly traded companies. Thus, the system  100  is suitable for content providers that have consumer reviews present as content that is native therein, that was freely provided by users, is not paid advertisement, and is thus objective and user-generated. 
       Ratings System  
       [0016]    According to one embodiment, system  100  selects consumer reviews to include in search results based, at least in part, on a comparison between ratings given in the reviews and an aggregate rating across all reviews for the same subject matter. For example, in one embodiment, for a consumer review to be considered for use within a pullquote, the numerical star-rating accompanying that review must be mathematically near to an aggregate rating of all numerical star-ratings for that product, service, location, or other subject of consumer reviews. In such an embodiment, consumer reviews that do not also include a numerical star-rating will not be eligible for use as a pullquote. 
         [0017]    The system  100  includes an averager  106  for generating the aggregate rating that is compared against individual review ratings in the review selection process. According to one embodiment, averager  106  can be configured to use any of mean, median, or mode to arrive at the most suitable numeric approximation of which numeric star-rating should be used. 
         [0018]    According to one embodiment, the averager  106  also utilizes a ratings system for the consumer reviews themselves. The reviews are rated and point-scored using (for example) responses to the inquiry “did this rating help you?”. According to one embodiment, system  100  only uses a consumer review as pullquote if some (adjustable) threshold of users have said “yes” to this inquiry for the consumer review. 
         [0019]    In one embodiment, a freshness factor is also taken into account by averager  106  when selecting consumer reviews to use as pullquotes. For example, in one embodiment, consumer reviews that are older than a certain threshold age are removed and not used by either the quote extractor  108  or averager  106 . The age at which consumer reviews cease to be eligible for being used as a pullquote may vary based, for example, on how highly the consumer review was rated by other consumers. 
       User Interface  
       [0020]      FIG. 2  shows an example user interface  116  with search results produced by the system  100 . In  FIG. 2  and the explanations associated therewith, it will be understood that the user performed a search on the Canon A610 digital camera. From  FIG. 2 , it is apparent that the search results are shown in numerical order, and that a total of four results are shown. However, the first search result is different than those following for several reasons, and will be referred to hereinafter as a shortcut. First, the shortcut illustrated in  FIG. 2  has a content provider logo  208  in the location normally used for numeric ordering. The provider logo  208  draws attention to the fact that the system  100  enables the content provider to do more for a user than merely provide generic search results. 
         [0021]    Next, the shortcut also contains a pullquote  204 , which is symbolized by the “quote” symbol  212 , as well as a digital image  216  ostensibly of the searched item submitted by a consumer. The first result also contains a means for users to rate the product  228 , to write their own review  224 , to reach other user reviews  220 , and a pictorial image of that product&#39;s aggregate numeric star-rating  232  according to the pool of consumers who participated in rating a product. The shortcut can also include access to buying guides links and price comparison links that where possible are related to that specific product which was the subject of the search. 
         [0022]    The pullquote  204 , along with the user rating stars ratings  232 , draws more attention to the shortcut by immediately presenting what many users are seeking without requiring the user to go through additional steps. That is, the search results page itself displays text from the review, so the user may read the quoted portion of the review without even having to leave the search results page. 
         [0023]    In an embodiment that uses reviews written by consumers, the reviews tend to be authentic. For example, in one embodiment, the reviews are generated by users of a user review feature provided by the same party the controls the search engine, not by a product manufacturer such as Canon. Thus, the reviews are not likely to be influenced by commercial interests outside the control of the content provider employing the system  100 . An embodiment in which the user reviews are obtained from consumers by the same party that is providing the search engine is also advantageous because the consumer reviews are not reproduced from elsewhere and are thus not subject to copyright restrictions or contractual or commercial obligations. 
         [0024]    At least because of its authenticity and convenient location, the pullquote  104  increases the “click through rate” of the search results. Increasing the click through rate of the search results, in turn, may have commercial significance for the content provider employing the system  100 . 
         [0000]    Transforming Passive Readers into Active Reviewers 
         [0025]      FIG. 2  provides merely one example of how a shortcut, generated using the techniques described herein, may be presented. For example, in other embodiments, a shortcut can have more or less lines than what is shown, and also can have more or less features than what is shown. The number of lines per shortcut may affect how much revenue can be gained by content provider using the system  100 . 
         [0026]    In one embodiment, each shortcut includes “rate it”  228  and “write a review”  224  links. It is beneficial to include “rate it” and “write a review” links because the system  100  seeks to aggregate and coordinate the rating, writing, and reading of reviews so that all can be done in one easy starting point. Thus, the system  100  strives to turn mere readers of reviews into writers of reviews. 
         [0027]    Additionally, search engines may be where users first begin to research a product, but users may visit many areas. For example, users may also perform a search with a content provider&#39;s resources to solve some kind of special problem with a new product, or get information about a product feature that the user does not understand. After solving the problem, such a user may be inclined to then write a review. 
       Anticipating and Resolving User Errors  
       [0028]    If, during a search, reviews for a specific product are not found, or are not contained within the archiving mechanism  104 , then the system may re-route the user to similar products, or perhaps post a warning “did you mean &lt;suggestion&gt;?” in case of spelling errors or word usage anomalies. The system  100  may also provide spelling assistance. One example of spelling assistance would be to provide results related to “Canon” even though “cannon” was typed. 
         [0029]    Additionally, if the archiving mechanism  104  doesn&#39;t have any review for “Canon A610”, but does have a review for “Canon digital camera”, then the system  100  may provide a shortcut to “Canon digital camera” reviews within the ranked search results. However, in such a case, the system  100  may not provide a pullquote. 
       Use of Images Within the Shortcut  
       [0030]    In one embodiment, the shortcut includes both the pullquote  204  and a digital image  216 . It is helpful to include digital images is because users like to see images with consumer reviews. The quote extractor  108  is involved in the production of a suitable image. For example, writing a review of a restaurant can have a place to upload a digital image of the restaurant. However, the restaurant could contest the picture if the restaurant feels that the digital image is unfair. To address this, the system  100  can include a governing or arbitration mechanism to ensure that the images are accurate, and images can be substituted. Supposing a restaurant contested the image used in a review, it may be possible to remove the offending image and substitute another image. 
         [0031]    The system  100  is not limited to the embodiment shown in  FIG. 2 . For example, the search results could contain several pullquotes  204  and not merely a single pullquote. In one embodiment, the formatting engine  112  includes a mechanism to ensure that, to the extent possible, the pullquote  204  has useful data. Depending on whether space permits, the shortcut can have some type of raised letters or emphasis, potentially a border, and may be displayed in a bigger font. 
       Multiple Matches  
       [0032]    It is possible for many rated items to match a search engine user&#39;s search criteria. Under these circumstances, the search results may include a single shortcut for the most relevant item, a single shortcut with pullquotes for multiple items, or multiple shortcuts, each of which may be for one or more items. In one embodiment that presents a single pullquote, the pullquote selected for display is for the lowest price matching item. In another embodiment, the specific consumer item associated with the pullquote  204  is selected based on “relevance”, and may not actually be the lowest-priced matching item. 
         [0033]    In embodiments that pullquotes for multiple items, the pullquotes may be presented in a ranking that is based on a variety of factors, one of which may be the price of the item that is reviewed in the pullquote. Other ranking factors may used in addition to, or instead of, price. For example, there may be reasons why a product ranked high in search results is not in fact the least expensive product that satisfies the search criteria. Negative consumer reviews of either a product or the merchant selling a product could impact rankings. 
         [0034]    When the display ranking does not correspond to price ranking, the search results page may alert a user to such price discrepancies through some type of visual warning mechanism. In one embodiment, the search results include a link “rank by expense” to enable a user to re-order the search results. A shortcut and pullquote  204  could still be included within the re-ranked results. 
         [0035]    As shown in  FIG. 2 , the site DPreview.com is a professional review site. Professional review sites are valuable and may appear in the ordinary search results of the system  100 . In one embodiment, content from professional review sites are not used within pullquotes. 
       Using Search Terms as a Steppingstone  
       [0036]    A user might be searching on a specific product sometimes only as a starting point. To that end, the Canon A610 product might be just a trigger or steppingstone in a search about digital cameras in general. That user may be wondering “what are the other digital cameras I should be thinking about”. To that end, an alternate embodiment exists in which the search results are formatted to list “top 10 products in this class”. Within this alternate embodiment, a user can search by product category rather than by specific product. For example, some users may search for “laptop” or “digital camera”, without a specific product title. 
       Modified User Interface to Avoid “Pogo-Stick” Problem  
       [0037]    A further alternative embodiment exists in which clicking User Reviews  220  ( FIG. 2 ) would show some number of reviews in a dropdown (frame), but where the user does not leave the original page The dropdown (frame) could include shortcuts containing one or more pullquotes, buying guides, reviews, and “compare price” options, perhaps in a tabs format. The dropdown (frame) would only partially cover the original page, so that a portion of the original page would remain unobscured. Using this feature, a user could intelligently continue their search and explore various options but without leaving the original page. 
         [0038]    For example, a user might enter a music group and get a pullquote, plus an image of the latest album, and perhaps even an excerpt of a song by the music group, yet all without leaving the original search page. Allowing the user to see this information without leaving the page avoids requiring a user to “pogo-stick” between websites, which means that a browser gives up information related to a previous site, goes to a new site, and starts displaying information from that new site with a clean slate. For users that want to travel between sites, it is necessary to clutter a browser&#39;s history, force a user to use the “back” or alt-LeftArrow feature of a browser, and consume significant amounts of memory. The dropdown (frame) feature might require Web 2.0, but the system  100  would still function even without Web 2.0. In such a case, the dropdown (frame) may have less utility in a non Web 2.0 environment. 
         [0039]    The pullquote  204  is selected for inclusion based partly on the rating conforming to an aggregate numeric rating, plus the “did this review help you” inquiry. Users can also be offered a “see all merchants” link. Although not shown, users can also be offered a “compare prices” link. 
         [0040]    The user interface  116  may also provide a way for users to purchase a product, either directly or through a third party merchant. A rating system for third party merchants is also contemplated within the system  100 . Under specific circumstances, a highly rated merchant might get included within a pullquote  204 , thus forming a type of a “pullmerchant”. 
         [0041]    The system  100  enhances not just click through rate, but also quality of those clickthroughs, because the users that read the pullquotes are more enlightened. The conversion rate, or rate of users that stay interested, continue seeking information, and eventually buy something is higher once those users then arrive at a third party merchant link. 
       Hardware Overview  
       [0042]      FIG. 3  is a block diagram that illustrates a computer system  300  upon which an embodiment of the invention may be implemented. Computer system  300  includes a bus  302  or other communication mechanism for communicating information, and a processor  304  coupled with bus  302  for processing information. Computer system  300  also includes a main memory  306 , such as a random access memory (RAM) or other dynamic storage device, coupled to bus  302  for storing information and instructions to be executed by processor  304 . Main memory  306  also may be used for storing temporary variables or other intermediate information during execution of instructions to be executed by processor  304 . Computer system  300  further includes a read only memory (ROM)  308  or other static storage device coupled to bus  302  for storing static information and instructions for processor  304 . A storage device  310 , such as a magnetic disk or optical disk, is provided and coupled to bus  302  for storing information and instructions. 
         [0043]    Computer system  300  may be coupled via bus  302  to a display  312 , such as a cathode ray tube (CRT), for displaying information to a computer user. An input device  314 , including alphanumeric and other keys, is coupled to bus  302  for communicating information and command selections to processor  304 . Another type of user input device is cursor control  316 , such as a mouse, a trackball, or cursor direction keys for communicating direction information and command selections to processor  304  and for controlling cursor movement on display  312 . This input device typically has two degrees of freedom in two axes, a first axis (e.g., x) and a second axis (e.g., y), that allows the device to specify positions in a plane. 
         [0044]    The invention is related to the use of computer system  300  for implementing the techniques described herein. According to one embodiment of the invention, those techniques are performed by computer system  300  in response to processor  304  executing one or more sequences of one or more instructions contained in main memory  306 . Such instructions may be read into main memory  306  from another machine-readable medium, such as storage device  310 . Execution of the sequences of instructions contained in main memory  306  causes processor  304  to perform the process steps described herein. In alternative embodiments, hard-wired circuitry may be used in place of or in combination with software instructions to implement the invention. Thus, embodiments of the invention are not limited to any specific combination of hardware circuitry and software. 
         [0045]    The term “computer-readable medium” as used herein refers to any medium that participates in providing data that causes a machine to operation in a specific fashion. In an embodiment implemented using computer system  300 , various computer-readable media are involved, for example, in providing instructions to processor  304  for execution. Such a medium may take many forms, including but not limited to storage media and transmission media. Storage media includes both non-volatile media and volatile media. Non-volatile media includes, for example, optical or magnetic disks, such as storage device  310 . Volatile media includes dynamic memory, such as main memory  306 . Transmission media includes coaxial cables, copper wire and fiber optics, including the wires that comprise bus  302 . Transmission media can also take the form of acoustic or light waves, such as those generated during radio-wave and infra-red data communications. All such media must be tangible to enable the instructions carried by the media to be detected by a physical mechanism that reads the instructions into a computer. 
         [0046]    Common forms of computer-readable media include, for example, a floppy disk, a flexible disk, hard disk, magnetic tape, or any other magnetic medium, a CD-ROM, any other optical medium, punchcards, papertape, any other physical medium with patterns of holes, a RAM, a PROM, and EPROM, a FLASH-EPROM, any other memory chip or cartridge, a carrier wave as described hereinafter, or any other medium from which a computer can read. 
         [0047]    Various forms of computer-readable media may be involved in carrying one or more sequences of one or more instructions to processor  304  for execution. For example, the instructions may initially be carried on a magnetic disk of a remote computer. The remote computer can load the instructions into its dynamic memory and send the instructions over a telephone line using a modem. A modem local to computer system  300  can receive the data on the telephone line and use an infra-red transmitter to convert the data to an infra-red signal. An infra-red detector can receive the data carried in the infra-red signal and appropriate circuitry can place the data on bus  302 . Bus  302  carries the data to main memory  306 , from which processor  304  retrieves and executes the instructions. The instructions received by main memory  306  may optionally be stored on storage device  310  either before or after execution by processor  304 . 
         [0048]    Computer system  300  also includes a communication interface  318  coupled to bus  302 . Communication interface  318  provides a two-way data communication coupling to a network link  320  that is connected to a local network  322 . For example, communication interface  318  may be an integrated services digital network (ISDN) card or a modem to provide a data communication connection to a corresponding type of telephone line. As another example, communication interface  318  may be a local area network (LAN) card to provide a data communication connection to a compatible LAN. Wireless links may also be implemented. In any such implementation, communication interface  318  sends and receives electrical, electromagnetic or optical signals that carry digital data streams representing various types of information. 
         [0049]    Network link  320  typically provides data communication through one or more networks to other data devices. For example, network link  320  may provide a connection through local network  322  to a host computer  324  or to data equipment operated by an Internet Service Provider (ISP)  326 . ISP  326  in turn provides data communication services through the world wide packet data communication network now commonly referred to as the “Internet”  328 . Local network  322  and Internet  328  both use electrical, electromagnetic or optical signals that carry digital data streams. The signals through the various networks and the signals on network link  320  and through communication interface  318 , which carry the digital data to and from computer system  300 , are exemplary forms of carrier waves transporting the information. 
         [0050]    Computer system  300  can send messages and receive data, including program code, through the network(s), network link  320  and communication interface  318 . In the Internet example, a server  330  might transmit a requested code for an application program through Internet  328 , ISP  326 , local network  322  and communication interface  318 . The received code may be executed by processor  304  as it is received, and/or stored in storage device  310 , or other non-volatile storage for later execution. 
         [0051]    In the foregoing specification, embodiments of the invention have been described with reference to numerous specific details that may vary from implementation to implementation. Thus, the sole and exclusive indicator of what is the invention, and is intended by the applicants to be the invention, is the set of claims that issue from this application, in the specific form in which such claims issue, including any subsequent correction. Any definitions expressly set forth herein for terms contained in such claims shall govern the meaning of such terms as used in the claims. Hence, no limitation, element, property, feature, advantage or attribute that is not expressly recited in a claim should limit the scope of such claim in any way. The specification and drawings are, accordingly, to be regarded in an illustrative rather than a restrictive sense.