Not too much yet. I just use it as thoughts come to me, but it is potentially useful to businesses. It could offer some insight into the effectiveness of their advertising campaigns. For example, a business could determine the correlation between their brand and the product they offer. They could then compare this to the correlation of their competitors brand and the product they offer. The brand with the higher correlation to the product could indicate that this is the brand most consumers will think of first when shopping online, or when doing research before shopping in a physical store. I know that this will not be true in all cases, but I'm sure there are some niche markets in which such an analysis would be helpful.