I actually consume reviews. Even if all journalists are paid by game companies to fluff their products, the reviews will still contain good information because they rarely outright lie about gameplay or content. If a review says that the platforming action is awesome and the levels designed by God himself, I still won't buy the game because I don't like platformers. See what I mean?
That said, I do find the "big" review sites to be very bland and their reviews less informative than smaller, more opinionated sites.
My usual method is to go to gamerankings.com and look at the list of all existing reviews. If I see sites I've never heard of before, I go read those reviews first, as they are less likely to be tainted by the mediocrity of popularity or influenced by industry powers. There are also a few smaller sites that have been around for a while whose reviews I like and trust. worthplaying is probably my favorite.
However, in Skyrim's case, I have seen (and slavishly pored over) enough preview information to feel I have a very solid idea of what I will be getting for my $60. When the reviews start coming out, there simply isn't going to be any new information in them, except content spoilers. By that time I'll already be a few dozen hours in anyway