Abstract:
Method and system for capturing and calculating complex consumer ratings of goods and services, which in one embodiment comprises receiving from a user a request for a rating of goods or services; and presenting to the user a rating for the goods or services, the rating based on ratings provided by one or more reviewers having demographic features matching demographic features of the user.

Description:
The present application is related to “Platform for MultiService Procurement,” application Ser. No. 11/067,537, filed on Feb. 24, 2005, which is incorporated herein in its entirety by reference. 
     BACKGROUND OF THE INVENTION 
     Today many web sites that offer travel services and many travel booking systems display ratings of accommodations and services, either by some professionals or by users. However, the user rating is typically an averaged rating compiled from all the user ratings submitted or collected. Such an average of user ratings may not be useful to a particular user because the demographics of a many users visiting a certain accommodation or using a certain service may be very dissimilar from those of a particular person looking at the reservation system. At best he can glean from the pricing an idea of the potential user demographics, but often there may not be enough information about the accommodation or service in question. For example, an executive who is accustomed to luxury travel may not be interested in a rough camp-out. 
     Some information may be available, such as whether the accommodation is a camp or a luxurious hotel, but the review and its rating is unconditional and an average of all ratings, hence not providing information about whether this is a suitable accommodation or service for someone of a specific interest and demographic group. 
     What is clearly needed is a system and method that, in addition to giving a general averaged rating of an accommodation or service, can provide information that is specific to the demographics the person making the reservation and therefore may give him or her more relevant information about the venue, accommodation, services, goods, etc. subject to inquiry. 
    
    
     
       BRIEF DESCRIPTION OF FIGURES 
         FIG. 1  shows the architecture  100  of an exemplary embodiment in accordance with one embodiment. 
         FIG. 2  shows an organization of the demographic views that could be stored in a database in accordance with one embodiment. 
         FIG. 3  shows a flow diagram describing the process in accordance with one embodiment. 
     
    
    
     DETAILED DESCRIPTION OF THE INVENTION 
     In the following detailed description of embodiments of the invention, reference is made to the accompanying drawings in which like references indicate similar elements, and in which is shown by way of illustration specific embodiments in which the invention may be practiced. These embodiments are described in sufficient detail to enable those skilled in the art to practice the invention, and it is to be understood that other embodiments may be utilized and that logical, mechanical, electrical, functional, and other changes may be made without departing from the scope of the present invention. The following detailed description is, therefore, not to be taken in a limiting sense, and the scope of the present invention is defined only by the appended claims. 
       FIG. 1  shows the architecture  100  of an exemplary embodiment of the novel art of this disclosure. Survey engine  110  obtains information from users through a network such as, for example, network  101   a  (typically the Internet). A demographic information engine  111  processes all this information to generate demographic views of various accommodations and services. Engine  111  may also import additional information from other sources, for example, network  101   b  (may be also the Internet or a private network). The demographic views generated by the demographic information engine  111  are then extracted and stored in a demographic database  112 . Said engine  111  may also be linked to a main database  103  that is used for a standard booking and reservation system  102 , such as a commerce platform. Booking and reservation system  102  then provides services to many clients through a network  101   c , such as the Internet. More details about the commerce platform are disclosed in co-pending applications, referenced above. 
       FIG. 2  shows an organization  200  of the demographic views that could be stored in database  112  or any other suitable storage location (not shown). Root pointer  201  points to a demographic data root  202  that may have various categories  203   a - n , such as income data, education data, family data, personal interest data, etc. These categories  203   a - n  could also include categories such as religion, outlook on life, sexual orientation—whatever criteria may be used to define a specific demographic category. Inside each category, such as category  204   a , there may be a whole subset of specific information, indicated as  205   a - n , which describes the various options a user may select, for example, in a survey, and which is presented as a result. 
       FIG. 3  shows the process  300  that is set in motion when a user makes a reservation. After the standard booking or selection process in step  301 , the user&#39;s demographic ID is checked in step  302 . This demographic ID may be used to protect demographic data. In cases where a demographic ID is required, only users who have supplied their own demographic data and have been positively identified (not anonymous) are given access to demographic data that pertains to their own demographic group. Thus at step  303 , if the user does not supply a demographic ID (“no”), demographic details are omitted and only averaged data are reported to the user as part of a resumed booking process in step  304 . If a user has supplied a demographic ID and demographic data (“yes”), the user then moves to step  305 , in which he is allowed to review the offer for the selected goods or services with specific demographic rating data plus the averaged rating data, allowing him to discern the differences between the rating given by members of his own demographic group for this accommodation or service and ratings of the general averaged data. The user may then, in step  306 , change his selected demographic views and return to step  305 . That is, because his profile is complex, as described above in the discussion of  FIG. 2 , he may put different weight on different aspects of his demographics and thus receive different data results, accordingly. This loop may be repeated several times, until the user feels he has a satisfactory amount of information, and then the normal booking process is resumed at step  304 . 
     The processes described above can be stored in a memory of a computer system as a set of instructions to be executed. In addition, the instructions to perform the processes described above could alternatively be stored on other forms of machine-readable media, including magnetic and optical disks. For example, the processes described could be stored on machine-readable media, such as magnetic disks or optical disks, which are accessible via a disk drive (or computer-readable medium drive). Further, the instructions can be downloaded into a computing device over a data network in a form of compiled and linked version. 
     Alternatively, the logic to perform the processes as discussed above could be implemented in additional computer and/or machine readable media, such as discrete hardware components as large-scale integrated circuits (LSI&#39;s), application-specific integrated circuits (ASIC&#39;s), firmware such as electrically erasable programmable read-only memory (EEPROM&#39;s); and electrical, optical, acoustical and other forms of propagated signals (e.g., carrier waves, infrared signals, digital signals, etc.); etc. 
     It is clear that many modifications and variations of this embodiment may be made by one skilled in the art without departing from the spirit of the novel art of this disclosure. 
     Whereas many alterations and modifications of the present invention will no doubt become apparent to a person of ordinary skill in the art after having read the foregoing description, it is to be understood that any particular embodiment shown and described by way of illustration is in no way intended to be considered limiting. Therefore, references to details of various embodiments are not intended to limit the scope of the claims which in them selves recite only those features regarded as essential to the invention.