1. A computer-implemented method of defining a user's personalized geographical area, the method comprising: defining, by a computer, a plurality of discrete and non-overlapping locations based at least in part on data captured from activity of the user, wherein each location comprises a location of the user or a location identified by the user; generating, by the computer, a plurality of areas for the plurality of locations, the defined areas having a size and shape, the size being based at least in part on an amount of activity of the user associated with each location, wherein the amount is determined from the captured data; configuring, by the computer, a personalized geographical area comprising a union of the plurality of generated areas, the personalized geographic area comprising the defined areas but not including locations between the generated areas; receiving from the user a first request for: a consumer rating of an establishment; or a location of an establishment matching one or more criteria specified by the user; and generating an interface for display to the user, wherein the interface identifies only one or more establishments within said personalized geographical area.