When evaluating emerging book audiences or trending categories and genres, Audience Insights Senior Manager Anna Hall and her team look at signals from multiple data sources. Sales data can show growing categories, but it is often catching up to reader interest and demand. Her preferred sources include real time data points such as google search volume, social media enagement, and online community participation with Facebook groups and Reddit threads. Breakthrough for new trends is shown by people making recommendations or posting about certain topics. Hall and her team at Simon & Schuster rely on multiple data sources to tell the story, not just one angle.