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Harnessing the Power of Emotion Analytics in Market Research

Updated: Jul 24, 2023

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In today's competitive marketplace, understanding consumer behaviour is crucial for businesses seeking to gain a competitive edge. Behaviour drives every decision consumers make, whether deciding which product to buy, service to use, or brand to advocate. Traditional methods of market research analysis, such as leveraging sentiment to derive insights from surveys, focus groups, and panels have their limitations when it comes to comprehending the true motivations that drive consumer decision-making. However, the integration of emotion analytics into market research offers a revolutionary approach to understanding consumer behaviour and decision-making.

Understanding Emotion Analytics

Emotion analytics is the process of identifying and understanding the underlying emotions expressed in textual data. Emotion analytics uses text data from a variety of sources to analyse subjective, unstructured data and understand the emotions that underpin it. Sources such as e-Commerce reviews, forum discussions, social media, consumer panels, and focus groups are rich with emotional insights but still, few are capable of deriving such insights.

The Power of Emotion in Consumer Decision-Making

Emotions play a significant role in shaping consumer preferences, motivations, and decision-making. Studies have shown that emotional responses often have a stronger impact on purchasing decisions than rational considerations. Consumers are more likely to remember and form strong attachments to brands that evoke positive emotions. By leveraging emotion analytics, businesses can gain a deeper understanding of these emotional drivers and create more effective marketing strategies.

Benefits of Emotion Analytics in Market Research

There are many benefits of leveraging emotion analytics for consumer research, here’s three:

  1. Enhanced Consumer Insights: Emotion analytics allows businesses to tap into the subconscious responses of consumers, providing deeper insights into their emotional experiences. By understanding how consumers feel during specific interactions, companies can refine their products, services, and marketing campaigns to better align with customer expectations.

  2. Deeper than Sentiment Analysis: Traditional sentiment analysis methods often rely on consumer opinions, which can be influenced by cognitive biases or respondents' inability to accurately express their emotions due to closed questioning. Emotion analytics offers a more open and accurate measurement of consumer behaviour by deciphering how they truly feel about products, services, and brands, not what their opinion is. This enables businesses to make data-driven decisions based on reliable emotional insights.

  3. Personalised Marketing Strategies: Emotion analytics helps businesses identify individual preferences and tailor marketing strategies accordingly. By understanding the emotional profiles of different consumer segments, companies can deliver personalised experiences that resonate with their target audience on a deeper level, leading to increased engagement and brand loyalty.


Supplementing consumer research with emotion analytics has the potential to revolutionise market research by providing a more comprehensive understanding of consumer behaviour. By delving beyond traditional metrics and analysing emotional responses, businesses can gain valuable insights into consumer preferences, motivations, and decision-making. Emotion analytics enables personalised marketing, improved product development, and the ability to create more emotionally resonant experiences. Embracing emotion analytics empowers businesses to connect with consumers on a deeper level and thrive in the ever-evolving marketplace.

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