A system and method for identifying contrarian terms is disclosed. The system and method includes identifying a plurality of websites describing a product or service, analyzing content in the plurality of websites, the content relating to the described product or service, identifying contrarian terms based on the website content using a processing circuit, wherein the contrarian terms comprise descriptions of a product or service, associating the identified contrarian terms with a category, within which the product or service has been categorized in at least one of the plurality of websites, and storing the contrarian terms and the associated category in a memory.