The human mind is in a constant hunt for information. Such information could be in the form of reviews, referrals, recommendations, suggestions etc. In short, the human mind is in a constant search for social opinion; in other words, the general opinion of people. Such opinion could be about anything including people, products, companies, services, activities, politics, religion, feelings, emotions and health.

While everyday interaction with people helps understanding general opinion, it may not be comprehensive. The most important prerequisite to understanding social opinion is access to the thoughts of people regarding a certain issue, product or service. This is now made possible through websites, which help gain access to information by creating a common place for people to pool in their opinions.