We usually start with reviews of items we're interested in, and then if we have time go to ones written by people whose writing style we enjoy. Sometimes a crazy review title will catch our eye and we wind up reading something that falls into neither slot though.
I've been reading more reviews lately, particularly for toys I wouldn't usually be interested in, because I'd like to ~diversify my collection. But I usually just stick to reading reviews of toys I'm already interested in.
I read the reviews of items I am interested in. I also follow certain people and couples who seem to be interested in the same types of toys I am. I have alerts set for when they write reviews so that I can read them and maybe find a new product I wasn't previously interested in or aware of. For lingerie I follow a few folks who are about my size and read their reviews. This way I have a better idea of how these items may fit me.
If it's for a product that interests me, I tend to gravitate toward the most helpful reviews. However I do check the Recent Review listings for some of the people I follow, and if I see a new review, I will usually check it out.