Analysis of Emotion

The Measurement of Emotion and EMO®Text

Most of us would agree that language has an important emotional component and that language gives clues to our emotional state. We generally get an impression of someone’s mood or state through the way they tell us something. These emotions can often be easily identified but sometimes they operate at a subconscious or less obvious level.

Current academic thinking suggests that there are issues which cause these emotional states (cognitives) and indeed that there is a close relationship between the cause of the emotion, the emotion itself and how we choose to behave.

The EMO®Text system was conceived around twenty years ago when the idea for an emotional processor (a computer based model of emotional communication) was proposed as an adjunct to Artificial Intelligence. This work was carried out by Dr Martin Peddie at Wits Business School in South Africa and later in conjunction with Ed Cochrane at the University of Edinburgh in Scotland, initially around TV advertising for companies such as Honda. This work provides an accepted psychological model which is now used to analyse a range of emotional responses across a wide spectrums of industries.

Why we can analyse emotions at a deep level?

Research based technology

This system is automated and intelligent, bringing to the surface the emotional components (issues, goals desires and beliefs) of an employee or brand and the contributing factors.

It can analyse most text sources

Analysis of open text (documents, twitter comments, surveys, E Mails etc…) is often avoided, as it is notoriously difficult and potentially costly to analyse and collate in terms of meaningful data. We are aware that most social media companies and organisations manually analyse such sources. We provide a sophisticated yet comprehensive analysis.

It provides meaningful management data

It is a tool, which turns company survey data into meaningful management data. This can be the basis of decisions on staff engagement, brand effectiveness and individual wellbeing.

It produces comprehensive reports

These reports analyse the most common emotional states and the drivers behind those states. These are not psychometric summary reports which produce simplified typologies of personality. They are complex, meaningful and packed with data about thoughts and feelings

It facilitates decision making on future strategy

In terms of the minds of the respondents, it is the emotional component of such responses that reveals the real mood and feeling and their likely future decisions in terms of morale, loyalty, purchasing and engagement.

It is fast, efficient, tailored to each individual company and has been successfully tested across a number of individuals, companies and market sectors.

In summary the Emotext analysis:

  1. Enables organisations to identify and quantify major areas of concern.
  2. Builds a profile of the staff and consumer personality and the issues, goals, desires and beliefs which are impacting.
  3. Analyses corporate and brand value and analyses congruence in terms of how emotional intelligence impacts on client / customer relations.
  4. Collates a profile of emotional intelligence of staff member across branch, division, department, project or manager.
  5. Allows Emotional Intelligence to become a manageable area within corporate life.

The emotional economy will dominate the next fifty years of commerce. Emotional Sciences is at the heart of that new economy

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    • ~ Kurt Glacy – Partners Healthcare – Center for Connected Heath, (Massachusetts, USA.)

      Kurt Glacy – Partners Healthcare – Center for Connected Heath, (Massachusetts, USA.)"

      ....... Your system for analyzing text messages to identify emotional state is rather unique in the"

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