In this paper we have explained the detailed work done in developing a framework which can be used for the purpose of discovering business intelligence with the help of decision rules induced from the customer reviews of a product or a service posted online. We have explained the analysis for the product Samsung Galaxy S5. Our proposed framework has been designed by collecting the reviews from Samsung home page, preprocessing it and inducing rules by using rough set based LEM2 algorithm. The induced rules would be helpful for Business analyst in understanding the product dimensions, attributes and inherent association among them. © 2014 IEEE.