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I just found this very interesting article on Mashable - http://mashable.com/2009/08/30/analyze-twitter-content/

I actually like TweetPsych but I do wonder what would be the business implication for knowing sentiment and psychographics on individual users rather than an aggregate of all the followers for a particular account. Would it really help create a positive lift in sales?

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Short answer: individual-level Twitter sentiment and psychographic signals can move business metrics — but only when there is a clear, repeatable action that follows from the signal and enough volume to measure results. is right to ask about business impact, and is right that the answer depends on product and audience. For purchase-path use cases where a single tweet implies intent (dates/destination for travel, explicit intent to buy), acting on an individual signal is useful. For broad positioning or brand health, aggregated signals are more cost‑effective.

A practical test path:

  • Define the business outcome and success metric (conversion lift, average order value, response rate, time-to-resolution).
  • Pick one narrow use case with a direct action (priority support routing, personalized offer, influencer outreach).
  • Run a controlled pilot: treatment group receives action driven by the signal; holdout receives standard treatment.
  • Validate signals with manual sampling (measure false positives/negatives) and report lift against the KPI.

Key cautions: sentiment models often misread sarcasm and slang; bots and noise can bias results; Twitter demographics may not represent the target customer base; privacy and platform rules matter (match profiles responsibly and respect consent). Psychographic richness can dilute messaging if not mapped to a clear value proposition, as noted by .

Bottom line: use aggregate analysis for audience discovery and campaign strategy. Invest in individual-level analysis only when a validated signal can trigger an automated, measurable action that improves a defined metric. Start small, measure lift with a holdout, check signal quality manually, and scale only if the ROI is clear.

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These Twitter related applications are popping up daily but if I will bring these up to my clients, the main question will be: "Can this help my business?" What would you say?

Member Avatar for MktgRob

These Twitter related applications are popping up daily but if I will bring these up to my clients, the main question will be: "Can this help my business?" What would you say?

It really depends on the product/service being offered and the demographic being targeted. For example, a travel agent doesn't need to know the psychological rational of the person being followed. They just need to be able to understand what the person wants in terms of their travel. Banking and investment firms could use the psychological rational to their advantage because the goal is an investment for future gains.

Member Avatar for InsightsDigital

True. I develop personas and I have reviewed many psychographic reports created by major research firms and you are right, Marketing Rob. The profiles may include much more information than needed and it could dilute the marketing message to these segments.

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