1. A method for determining characteristics of a plurality of people at an event, the method comprising steps of: receiving, at a computer system, location information about a plurality of active mobile phones, the location information comprising at least one identifier of a geographical location and a time period; receiving, by the computer system, sentiment information relating to the plurality of people, the sentiment information comprising at least one identifier of the event; determining, by the computer system, at least one characteristic about the plurality of people based at least in part on the location information and the sentiment information; aggregating, by the computer system, the sentiment information; classifying, by the computer system, the aggregated sentiment information as either favorable or unfavorable with respect to the event; and wherein the location information and sentiment information are collected from a particular group of the plurality of people, the method further comprises the steps of calculating, by the computer system, a statistical confidence level indicating an extent the aggregated sentiment information of the particular group correlates with the plurality of people.