Trend Watching, Incorporated

Trend Watching Incorporated
Trendum's analytical technology determines public opinion by tracking Internet chatter on everything from market trends to anti-Semitism. It even knew why Britney Spears decided to lower her profile. Here's why Time Warner, Estee Lauder, CNN, HBO -- and the UN -- are asking for its help.

Want to keep on top of the trends and fads, instead of reading about them in Entertainment Weekly and People weeks later? An Israeli startup called Trendum has developed an analytical tool that monitors information flow on the Internet to determine market trends and popularity, and how people on the Internet are thinking about everything -- from pop stars to politics to ideology.

Trendum was founded four years ago with the general idea to develop tools based on advanced technology that could provide information by analyzing discussion groups, forums, communities, chat rooms, blogs, and online responses. Specializing in online media analysis, Trendum's proprietary Media Mining solutions have created a new way of listening, understanding and reacting to consumers' opinions and the media. Trendum delivers actionable marketing insights from what millions of consumers and journalists are saying.

We realized that millions of people talk about products, brands, programs and stars, constituting a huge source group that no one knew how to mine