1. A method implemented by an information handling system that includes a memory and a processor, the method comprising: receiving, by the processor, a review request of an item from a user; identifying one or more personality traits and one or more item importance factors corresponding to the user; determining a personality profile of the user based upon the one or more identified personality traits; assigning the user to a personality profile cluster corresponding to the determined personality profile, wherein in the personality profile cluster also comprises one more different users; retrieving a plurality of reviews of the item, wherein each of the plurality of reviews includes one or more opinion phrases corresponding to at least one of the user's one or more item importance factors; displaying the plurality of reviews on a display; and notifying a business corresponding to the item in response to determining that none of the plurality of reviews were written by the one or more different users.