The concept is that you would be able to create a more customizable questionnaire for your customers for additional feedback. The answers would be averaged, very similar to to the overall 5 star review system already in place, and be displayed on a scale for others to see.
Please see picture for the outlook as shown on Adidas's website. Adidas uses it to show an average of customer feedback on fit, length, comfort and quality.
I've seen it done a lot on apparel websites, but it seems it could be applied to anything.