In recent years, researchers from fields as diverse as psychology, applied statistics, computer sciences, and communication sciences have increasingly turned to the Internet as a source of data about emotions. “Online emotions†are typically observed only indirectly in some form of textual communication recorded on the Internet, rather than more immediately in the emotional or physiological responses of the human participants of a conversation. While this may be less of a concern from a pure communications perspective, the relationship between the textual content of online communication and the emotional states of people turns into a key issue for the study of psychological processes associated with such emotions. The paper will present some innovative applications related to business applications of an integrated approach composed by IoT Big Data, Textual Data and specific surveys. These surveys are designed according to measurement approaches of individual values such as Semiometrics or limbic psychometry. In the paper some important problem related to self selection bias in IoT behavioural data will be solved using counterfactual approach.