The digital revolution has disrupted a century of economic, social and political norms bringing a variety of new opportunities as well as unfamiliar and complex problems. As a media psychologist and researcher, I am excited by the new approaches to audience analytics enabled by digital and social technologies that let us ‘listen’ unfiltered to the consumer’s voice. Buzz words such as ‘big data’ and ‘sentiment analysis’ reflect the eagerness to put large scale data gathering and sophisticated tools and algorithms to use in hopes of capturing the promised new insights and improved predictive capabilities.