Method and system for capturing and calculating complex consumer ratings of goods and services

1. 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.

2. The method of claim 1 , further comprising, in response to not having previously obtained demographic data related to the user, presenting to the user one or more ratings for the goods or services exclusive of considering demographic features of the user or the reviewers.

3. The method of claim 2 , 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 and the demographic ID is used to match demographic features of the user with demographic features of the one or more reviewers.

4. The method of claim 2 , further comprising, in response to not having previously obtained demographic data related to the user, presenting to the user an average rating of the goods or services.

5. The method of claim 1 , wherein the matching of the demographic features of the user and the demographic features of one or more reviewers is to be based on a predetermined criteria.

6. The method of claim 1 , further comprising presenting to the user one or more a ratings for the goods or services exclusive of considering demographic features of the user or the reviewers.

7. The method of claim 1 , further comprising presenting to the user a rating of the goods or services comprising of an average of ratings for the goods or services as previously provided by reviewers.

8. The method of claim 1 , further comprising presenting an option to the user to change the pre-selected weights on the demographic features.

9. The method of claim 8 , wherein at least one of the reviewers having demographic features matching the demographic features of the user is different in response to a change in the pre-selected weights on the demographic features of the user.

10. The method of claim 1 , wherein the demographic features comprise one or more of income data, education data, family data, and personal interest data.

11. A tangible machine readable medium having stored thereon a set of instructions which when executed by a computer perform a method comprising:

receiving from a user a request for a rating of goods or services;

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; 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.

12. The machine readable medium of claim 11 , further comprising, in response to not having previously obtained demographic data related to the user, presenting to the user one or more a ratings for the goods or services exclusive of considering demographic features of the user or the reviewers.

13. The machine readable medium of claim 12 , further comprising, in response to not having previously obtained demographic data related to the user, presenting to the user an average rating of the goods or services.

14. The machine readable medium of claim 12 , 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 and the demographic ID is used to match demographic features of the user with demographic features of the one or more reviewers.

15. The machine readable medium of claim 11 , wherein the matching of the demographic features of the user and the demographic features of one or more reviewers is to be based on a predetermined criteria.

16. A system comprising:

at least one computing device for:

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; 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.

17. The system of claim 16 , further comprising presenting to the user one or more ratings for the goods or services exclusive of considering demographic features of the user or the reviewers, in response to not having previously obtained demographic data related to the user.

18. The system of claim 17 , further comprising, presenting to the user an average rating of the goods or services, in response to not having previously obtained demographic data related to the user.

19. The system of claim 17 , 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 and the demographic ID is to be used to match demographic features of the user with demographic features of the one or more reviewers.

20. The system of claim 16 , wherein the matching of the demographic features of the user and the demographic features of one or more reviewers is to be based on a predetermined criteria.