I also apply my own preferences when I read the reviews.

For example. If most of the reviews were good to great, but the general agreement is that this is an older building or a B&B type of place, then I move on, as I really don't care how much character or how nice the service is or if it oozes with local charm. It's just not for me.

OTOH, if there are some bad to average reviews because the posters did not like the minimalist, modern decor or somewhat of a cookie cutter design and perhaps they thought the place had none of the "local" charm, yet the place is new and cleanliness and service were good, then I may be interested. That's the kind of place I prefer.

So my decision is not based on the reviews only but with the combination of the reviews and my personal preferences it makes it easier to pick the right place.

And I agree with most. Just like some sports in the olympics get judged, throw out the highest and the lowest scores and make your decision based on the rest. In most cases TripAdvisor worked for me.