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What is emotional analysis

What is Emotional Analysis? Complete Guide 2020

A good marketer knows everything about his target audience. What they like, how they feel, what makes them happy, what makes them sad, what are their emotional concerns, and more. Understanding your ideal customer’s emotions is essential for marketing and business growth.

You should analyze the emotions of your ideal customers if you want to boost conversions, make them buy, build relationships with them, and to create products that your audience can’t refuse.

This guide on emotional analysis will cover everything that you need to know about emotions, how to interpret them, why they matter, and how to use them in analytics and marketing.

Let’s start with the basics…

What is Emotional Analysis?

Emotional analysis (EA) refers to analyzing customer emotions and using emotions in marketing to persuade your audience to engage, connect, and buy your product. What emotions your marketing collateral invokes in your audience is important for any brand. In order to tap audience emotions, you need to have a clear understanding of what makes your audience happy, sad, angry, afraid, etc.

The wheel of emotions by Robert Plutchik is a great starting point to understand the different types of emotions that your audience might have.

What is Emotional Analysis

What is Emotional Analysis?

Analyzing emotions should be your business’s top priority as the decisions that consumers make are mostly driven by emotions. Antonio Damasio conducted an experiment and analyzed people’s decision-making power and how it is linked to their emotions. He analyzed patients who have had brain surgeries and their brains couldn’t generate emotions. He found that people who don’t have emotions find it extremely hard to make decisions.

Analysis of over 1400 advertising campaigns revealed that emotional ads performed 2x better than rational ads.

emotional analysis vs rational analysis for ads What is Emotional Analysis

This clearly shows the importance of understanding the emotions of your ideal customers and analyzing them to craft better content, ads, and marketing collateral.

How to Measure Emotions

Before you can proceed with the emotional analysis, you need to measure customer emotions. And this is where it gets challenging for businesses because measuring emotions isn’t straightforward. You can’t use lengthy psychometric tests that will bore your customers. There has to be something user-friendly.

So what options you really have?

Here are a few techniques and tools to measure customer emotions.

1. Reaction Buttons

Inbound reaction buttons let you measure user emotions easily using emojis. It is one of the simplest methods to measuring customer emotions for pretty much anything including content, email, product, service, etc.

Users have to select an appropriate emoji to share their emotions. You have to add different emojis that represent emotions such as anger, happy, and sad. Here is an example:

inbound reaction buttons What is Emotional Analysis

You can place reaction buttons on your blog to see how people feel about blog posts. Angry reaction means people don’t like your blog post and happy would mean readers felt happy and excited after reading your post.

Nothing complicated. Users don’t have to fill a survey, answer questions, or do something that will require mental activity. Selecting a relevant emoji is something that can be done unconsciously – thanks to social platforms.

So how you can add reaction buttons on your website to measure emotions?

This is what Emojics will do for you. It lets you track user emotions using emojis with its easy-to-use widgets. You can add emojis for measuring emotions and collecting feedback on your website, Shopify store, and newsletter.

You can do emotional analysis in the Emojics dashboard that measures emotions in real-time. Analyzing emotions and making sense of the data becomes a piece of cake with its powerful analytics.

If you want to get detailed emotional feedback from visitors and customers, you can do it by sending respondents to an appropriate survey page or you can ask additional questions right on your website. For instance, if you want to figure out what specific element on a web page made respondents angry, you can ask an open-ended question right when someone clicks the angry emoji.

2. Net Emotional Value (NEV)

NEV is another approach to measuring the emotions of your customers. The method is introduced by Colin Shaw in his book The DNA of Customer Experience: How Emotions Drive Value. NEV is a number that represents the emotional value you give to your customers. You have to ask your customers to explain their recent experience or interaction with your company or product in a single word.

Based on the responses you receive, the NEV is calculated using the following formula:

                Total positive words – Total negative words = NEV

This means you have to subtract negative emotions from positive emotions to find the net emotional value. Higher values of NEV are desirable as high NEV is found to be positively related to customer satisfaction:

NEV and customer satisfaction What is Emotional Analysis

NEV is also correlated to Net Promoter Score:

NEV and NPS What is Emotional Analysis

The businesses are distributed into four categories based on their customer-centricity. Here is an explanation of what each organization type means:

Naïve businesses: These businesses don’t care about customers and their emotions and will do whatever it takes them to increase their profit.

Transactional businesses: These organizations treat customers as transactions. The majority of the businesses fall into this category. The emotional engagement of customers is very low in these organizations.

Enlightened businesses: These companies know the importance of customer emotions and strive to improve customer’s emotional experience and interaction with their business.

Natural organizations: These companies are naturally tuned to customer experience and focus on both emotional as well as rational experience. These companies are highly customer-centric and give due respect to customer emotions.

The NEV provides you with a somewhat detailed overview of your business and the emotional value of your customers.

3. Sentiment Analysis

Sentiment analysis is another technique that is widely used to measure customer sentiments which could be either positive, negative, or neutral about a piece of content (e.g. blog post, video, GIF, etc.).

sentiment analysis What is Emotional Analysis

It measures sentiments (and not emotions). The sentiment is a mere thought or opinion which could be either positive, negative, or neutral about any piece of content. But since having positive views about a blog post could mean it makes readers happy which leads to the development of certain emotions towards the content.

There are several ways to accurately measure customer sentiments. The best ones include:

  1. Collect feedback by asking them if they will rate content positive or negative.
  2. Ask if they will recommend your brand to a friend or colleague.
  3. Ask your customers if they love you.
  4. Do social monitoring using an appropriate tool like Hootsuite.

The best way to measure customer sentiments is by conducting surveys. You need to ask your audience as to how they feel about a piece of content. You can use any survey tool to do it.


The emotional analysis helps you understand your target audience at a deeper level which helps you create content, ads, and marketing campaigns that will appeal to them. Emotional connection is essential in today’s world. If your content doesn’t connect with the readers emotionally and if it fails to arouse their emotions, it won’t work. Period.

The idea is to measure and track the emotions of your customers. Figure out what makes them happy, what makes them sad, what makes them angry, etc. Use this emotional analysis in marketing campaigns to boost conversions and to improve customer experience throughout the customer lifecycle journey.

after reading what is emotional analysis, we suggest you to read this article: Sentiment and Emotional Analysis: The Absolute Difference

Sabih Javed

Sabih Javed is a certified inbound marketer and an experienced digital marketing writer. His publications appeared on leading marketing blogs like JeffBullas, Yahoo News, TheNextWeb, Business2Community, and more. Connect with him @sabihjavedd