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Decoding emotions to market targeted products

Decoding emotions to market targeted products

In today's world, it's vital to understand customers' feelings and emotions. Sentiment analysis, a facet of artificial intelligence (AI), plays a crucial role in deciphering complex human emotions and opinions. This article looks at the subtleties of sentiment analysis and emotion decoding.

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Understanding the concept of emotion decoding

  • Deciphering emotions

Emotion decoding is a technique used to assess and interpret the emotional tone behind written words, spoken words or even facial expressions. This technology is a branch of natural language processing, and relies on Artificial Intelligence machine learning algorithms to sift through the collected data. The aim is to determine whether the sentiment behind it is positive, negative or neutral.

  • Understanding the mechanisms

Artificial Intelligence mimics human emotional understanding. It involves training machine learning models on large datasets of annotated texts, sentence tones, facial expressions, where human emotions are qualified as positive, negative or neutral. These models then learn to associate specific words and phrases with emotional undertones. For example, words like "happy", "satisfied" and "excellent" are generally associated with positive feelings.

The importance of understanding consumer emotions

Its importance in business strategy

The data obtained from analyzing and deciphering emotions is invaluable in developing business strategies. By understanding the emotions of customers or even respondents to a product or service launch, you can tailor your products, services and marketing campaigns to better meet consumer needs and preferences.

Product/service development and improvement

Emotion deciphering provides detailed data on what customers like or dislike about a product or service. This feedback helps guide the development and improvement of products and services. By focusing on the areas that arouse positive emotions and rectifying those that generate negative feelings. Thanks to the ability to decipher emotions, you can improve your offerings.

At VISIONNEERS, we decipher emotions in a multimodal way :


  • Implicit and explicit
  • Tone of voice
  • Facial expressions
  • Eyetracking
  • Heatmap
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Deciphering emotions is an essential pillar of brand strategy. Brands capable of adjusting their approach and offering to prioritize the creation of an emotional connection with consumers will have a decisive competitive advantage in maintaining their position on digital markets.

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