7. A computer program product embodied in a non-transitory computer readable storage medium for providing relevant product reviews to a user, the computer program product comprising the programming instructions for: monitoring a user session on a first website to gather information related to one or more of the following: purchasing habits, browsing habits and reviewing and writing product reviews; populating a database with actions performed by said user in connection with said monitored user session; generating both a personality report of said user comprising personality traits directed to actions, attitudes and behaviors of said user using said populated database and a list of reviewers designated as favored using said populated database; searching and identifying product reviews of interest on a product or a service using both said personality report of said user and said list of reviewers designated as favored; displaying one or more of said identified product reviews of interest on said product or said service that meet a threshold criteria to said user; searching and identifying said product reviews of interest on said product or said service being viewed by said user on a second website using one or more of said personality report of said user and said list of reviewers designated as favored; and searching and identifying said product reviews of interest on said product or said service related to a product review being viewed by said user using one or more of said personality report of said user and said list of reviewers designated as favored.
10. The computer program product as recited in claim 7 further comprising the programming instructions for: collecting reviews written by said user; and populating said database with said collected reviews.