A search engine, system and method for locating and rating a plurality of electronic mentions of respective ones of a plurality of brands. The engine, system and method includes a web crawl engine that seeks mentions of ones of a plurality of keywords in proximity to ones of the electronic mentions of the respective ones of the plurality of brands, a content reviewer that electronically presents to a manual reviewer the mentions of ones of a plurality of keywords in proximity to ones of the electronic mentions of the respective ones of the plurality of brands, a scoring input for receiving a first of the ratings from the manual reviewer of the mentions of ones of a plurality of keywords in proximity to ones of the electronic mentions of the respective ones of the plurality of brands, at least one electronic rating input for receiving second ones of the ratings of the mentions of ones of a plurality of keywords in proximity to ones of the electronic mentions of the respective ones of the plurality of brands, and a correlator that normalizes the rating by comparing the first of the ratings to the second ones of the ratings, and that correlates ones of the plurality of brands to a desired purchaser profile in accordance with the normalized rating.