Here is a short but worthwhile article on UHG and some things to keep in mind when deciding how much credibility to give its predictive powers - or even when you decide how seriously to take it. We take what we want from it most of the time - call it self-serving bias if you want (thanks Prof Leroy) but remember to be conscious of the voice of the contributor.
http://mobilemarketingnews.com/?p=12
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