Not surprisingly, the latest big trend in communication (social media) has spawned the latest big trend in market research: sentiment analysis, the art/science of using Internet and social media chatter to gauge public feeling about a company.
Consultants like Newssift, ScoutLabs, and Jodange use complex algorithms to scan keywords in remarks about corporations made on Twitter and Facebook, then categorize them as positive or negative via filters—the companies say they can even parse sarcasm, slang, and other linguistic nuances. Filters can sift through levels of positivity/negativity, intensity. Some can also identify more influential opinions from those social-media hubs and tastemakers. As the tech becomes increasingly sophisticated, it may become more prevalent in standard search engines or predict future developments like stock price fluctuations.
Companies are interested in measure online opinion, of course, because the perception of the company or its products can have a strong effect on its chances for success. They’ve also used the approach to sort out technical or customer service glitches.
More casual users who don’t want to sink money into a professional system can tap simpler versions like Tweetfeel, Twendz, and Twitrratr for topic-based opinions.
—Guest-blogger Susan Karlin



There’s a scene in Neal Stephenson’s Diamond Age in which a young hat-thief is being tried in the court of Judge Fang. The judge’s assistant enters the room at the start of the trial and ceremoniously unrolls a meter-by-meter square of paper on a low black table, and it becomes the center of action in the trial. The piece of paper is actually a display device that can access government cameras, graphs, and text, and can receive input from the user via finger-touch or a stylus. It is a most remarkable device and frankly, I’ve wanted one ever since.
Over on 80 beats, my colleague Eliza Strickland points out some
On this day in 1951,
Ever since