Companies can predict market trends by, for instance, analysing sentiment in news articles, blogs and industry publications. For example, a fashion company can use sentiment analysis to predict which clothing styles or colours will soon be all the rage, and then adjust production. 

Companies can also apply sentiment analysis to internal communication channels such as emails, surveys and intranet forums to gauge employee sentiment. This helps HR departments improve workplace culture and identify problems such as burnout or dissatisfaction in time. 

Investors, in turn, can use sentiment analysis to estimate the mood around certain stocks, sectors or simply the entire economy. In this case, news reports and analyst reports, among others, will be the subject of analysis. 

Sentiment analysis can also be invoked to monitor a brand's overall reputation by analysing publications in the press, on review sites and on blogs. Useful for PR companies or departments: they can use it to tailor their communication approach. 

Sentiment analysis can also be used in legal contexts, such as analysing court decisions or legal documents to determine how favourably or unfavourably a judge or jury views a case.