The ability to analyse the views of the masses is an invaluable resource. In the era of the internet, the power to gauge public opinion, through the penetration of social media platforms, has had a pivotal political impact. The human race is a species that is motivated by want. And it is these wants – even the most disguised – that public opinion monitoring technology seeks to bring to light. Uncovering the opinions of the populace helps governments and businesses better understand their constituents and consumers respectively. Through this better understanding, governments and businesses are armed with the necessary artillery to more efficiently allocate resources and ultimately make better decisions.
By gathering information through various online sources, such as social media, news websites, blogs and forums, public opinion monitoring technology can track the sentiment of the masses and how these change and evolve over time. This tool gives those who utilise it a leg up in better understanding the people they are seeking to appeal to. Never before has the environment existed whereby the opinions of the population have been so clearly on display. As such it those with public opinion monitoring technology that have a distinct advantage.