1. A computer-implemented method of associating a series of votes with a video, wherein the video has a plurality of segments, the method comprising: transmitting the video for display to a client device of a viewer, whereby the client device plays back the video for viewing by the viewer; receiving a first series of votes from the viewer while the video is being played back on the client device, each vote associated with one of the segments of the video and having a vote value, the vote value selected by the viewer from a multipolar set of potential values; storing the first series of votes in a storage medium in association with information identifying the video; receiving a second series of votes of other viewers; associating votes of the first and second series of votes with demographic categories; responsive to receiving a selection of one of the demographic categories, identifying, from the first and second series of votes, votes associated with the selected demographic category; and providing, to the client device for display, a graphical timeline representation comprising the vote values of the first series of votes and vote values of the second series of votes, wherein the vote values of the first series of votes and of the second series of votes are ordered within the representation according to an order of the segments associated with the vote values, and wherein the votes associated with the selected demographic category are represented on the graphical timeline representation as a group visually distinct from votes not associated with the selected demographic category.