Рынок аналитики эмоций: все, что вам нужно знать

An experienced marketer will understand that emotions have a significant impact on consumer behavior. Customers tend to favor brands and services that make them happy, while avoiding those that make them sad. The same principle applies to marketing campaigns and advertising. According to psychology, emotions are intense mental reactions that everyone experiences in response to changes in the environment. They manifest themselves as feelings.

Understanding what motivates people allows you to influence their emotional responses. Companies that understand consumer emotions can improve the customer journey and build stronger connections. The emotion analytics marketplace amplifies this process by uncovering hidden emotions that may go unnoticed. As a result, you can create more successful marketing tactics.

The emotion analytics market involves extracting and recognizing human emotions from large volumes of text or auditory information. It is similar to sentiment analysis in that both rely on comparable data sources. However, emotion analytics provides a more complete understanding of your customers’ emotional landscape.

These days, companies like IBM are using machine learning and AI to analyze customer sentiment and emotions. Consider IBM’s Watson, which uses deep learning techniques to detect emotions like anger and joy in unstructured text.

Emotional AI refers to a subset of artificial intelligence that empowers machines to understand and respond to human emotional states. Popularly known as affective computing, this discipline combines elements of computer science with psychology. It aims to develop empathetic communication between people and technology. It allows you to analyze the tone of voice or expression of your customers. This allows you to discern their emotions and provide immediate responses.

Types

The market size for emotion analytics is growing as more companies realize its importance. While there are several emotion models available today, the main categories are listed below.

1. Text analysis

Text analysis is the process of interpreting spoken and written words to understand the sentiments conveyed. It begins with analyzing large amounts of data. These are then classified into different sentiments using NLP technologies along with analysis algorithms.

Classification can occur at the document or sentence level. The text data is then analyzed to identify specific emotions, such as anger or sadness. This helps to determine the overall emotional landscape. You can conduct text analysis from a variety of sources. This includes customer reviews, social media interactions, and customer service conversations.

2. Visual analysis

Machines are able to evaluate images and facial expressions to distinguish emotions displayed by people. Facial recognition can capture expressions that happen too quickly for the human eye to detect. This includes small muscle twitches or eyebrow movements to recognize a range of emotions. However, its accuracy can sometimes be insufficient. Classifying static images is easier. However, dynamic visuals, such as real-time video, are more challenging due to the possibility of facial expressions being faked.

3. Audio analysis

Audio analysis is another type of emotion analytics market. Unlike text-based emotion analytics, which are relatively simple, speech analysis requires algorithms that can process audio data sets. The algorithms use voice features such as tone and accents to determine emotional states. In customer service and call centers, this emotion analysis technology is often used to analyze callers' feelings and improve customer service.