PowerReviews uses a “tag-based” approach to capturing customer reviews that “fuels” this shopping research engine. PowerReviews captures “pros”, “cons” and “best uses” in a structured form that is used to provide input at each stage in the shopping process — from finding to comparing to deciding on the right product to buy. PowerReviews also captures the reviewer’s buying “personality” — or affinity group — so that shoppers can get product advice from “people just like them”, making it the most personalized and relevant customer review service available to retailers today.It was founded on the principle that customer reviews can have a much greater impact on shoppers and the retailers that serve them — customer reviews can be the “engine” for a complete, trusted shopping research experience.