Patent ID: 7801760

Claim:
A method comprising: receiving, via computing device, from a user a request for a rating of goods or services; presenting, via the computing device, 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; and presenting an option to the user to change the demographic features of the user, wherein the changed demographic features of the user are used to match the demographic features of the reviewers in determining the rating, and wherein a pre-selected weight is assigned to each of the demographic features of the user to allow emphasis of at least a first demographic feature over at least a second demographic feature in matching the demographic features of the reviewers; wherein the demographic data of the user is to be provided separately from the request for the rating of the goods and services, and a demographic ID corresponding to the user is to be submitted with the request for the rating of the goods and services, wherein the demographic ID is used to match demographic features of the user with demographic features of the one or more reviewers.