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While there are still significant numbers of people lacking access to the internet (some estimates suggest as many as 10 million1), it is now widely accepted that it has become an integral part of daily life and that many people want to 'have their say'. As a result, the growth in social networking, blogging and online forums has created a huge reservoir of information about collective opinions and the way people lead their lives. A recent White Paper by Onalytica suggests that monitoring freely and publicly available web posts ('buzz') prior to the UK General Election provided a good indicator of poll results2.
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