The survey said......

Jupiter Research asked consumers; How useful were product reviews when you researched your most recent online purchase? The survey said; User generated product reviews were as useful as manufacturers websites and more useful than shopping comparison sites and email newsletters.
When asked what do you want to know about the reviewer when making a purchasing decision, respondents said

How the reviewer used the product 78%
Reviewer's level of expertise 41%
Where the reviewer used the product 39%
Dates of when the reviewer used the product 33%
Other products the reviewer bought 22%
Other product recommendations by the reviewer 22%

Younger shoppers (16-24) were significantly more interested in reviewers attributes e.g. age, gender, location and income.
Its easy to remember to include testimonials and reviews in tenders and proposals but we often neglect our online presence. Product and service reviews at the point of purchase can make the difference to whether a visitor will answer a call to action or continue researching suppliers. If you don't have any, get some. Ask clients past and present to supply reviews and start publishing them. Where? It will depend on your product or service but places to consider include Google Products, Google Maps, Sutori, Amazon, shopping directories and some directories e.g. FreeIndex.co.uk, oh and don't forget your own website.