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Trying to create sales projections in an uncertain economic environment? Some interesting recent findings from researchers at Northwestern University suggest that the sentiments consumers express online may be a leading indicator of future sales.
Lakshman Krishnamurthi, Shyam Gopinath and Jacquelyn Thomas looked at opinions expressed in a large online forum about five brand models of cell phones — and measured aggregate online word-of-mouth opinions of each type of phone. Their “buzz index,” they found, was a leading indicator of sales of the cell phones.