Digitisation is helping brands and their customers communicate, forming narratives and relationships. Whether it's Netflix taking its viewers to prom, orAnchorman's Ron Burgundy reading the regional news, brands are manifesting in the real world, disguised as human beings.

With over 61% of people reading online reviews before making a purchase decision, it’s even more important than ever to separate the good ones from the bad. But with peer reviews and professional write-ups often having contrasting opinions, who should we trust – and why?

When shopping online, it can be difficult to know whose opinion to trust. We spoke to a group of young shoppers to find out more about how they use customer reviews and in-store advice to guide their shopping decisions.

Honestly is a controversial online resource for building, managing, and researching professional reputation, using community-contributed, anonymous reviews.