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Turing was captivated by the potential of the computer he had conceived. Although his 1936 work had shown the absolute limitations of the computable, he had become fascinated by what Turing machines could do, rather than by what they could not. He had long abandoned his youthful expectations of finding free will or free spirits through quantum mechanics. His later thought was strongly determinist and atheistic in character. And by the end of the Second World War he had turned against the tentative idea that there were steps of 'intuition' in human thought corresponding to uncomputable operations. Instead, he held that the computer would offer unlimited scope for practical progress towards embodying intelligence in an artificial form.

These days one witty Tweet, one clever blog post, one devastating video - forwarded to hundreds of friends at the click of a mouse - can snowball and kill a product or damage a company's share price.

It's a dramatic shift in consumer power. But what if companies could harness this power and turn it to their advantage?

At the most basic, these tools measure the volume of social media chatter. Researchers at Hewlett Packard showed that they can accurately predict a Hollywood movie's box office takings by counting how often it is mentioned on Twitter before it opens.