Emotions are the root of our actions. They influence how we interpret a situation, interact with others and make decisions. This is especially true when it comes time to buying something, even if we don’t realize it.

This means that, in large part, emotions determine the success of a company. No matter how innovative or advantageous a product or service may be, if people do not feel an emotional connection to it or the brand, they will not invest.

This is where sentiment analysis comes in.

Analyzing and understanding consumers’ emotions is crucial for effective market and product research. For marketing channels where word-of-mouth is the main form of communication, like social media, this is especially true.

There is little doubt that social media heavily influences how our society functions. There now exist social influencers: people who have a large following on social media and can influence people to love or hate a brand with the snap of a finger. Every time someone comments on Facebook, tweets or reviews on Yelp, their emotional language has the power to impact other people’s perceptions.

Sentiment analysis, or Emotion Intelligence, can help sort out what is being stated and uncover the emotions hidden behind those words. This type of analysis uses natural language processing to measure how people feel about a product, service or brand—be it positive, neutral or negative. It can be an effective tool for picking up on social media trends, especially those that involve discussion of your brand.

At The Martec Group, Emotional Intelligence is one of our main solutions for extracting the deeper, nonconscious connections people have with clients’ products, services and more. Emotional Intelligence provides many benefits but there are two that are crucial to brand and product development.

  • Improves marketing strategy

Marketing is the driving force of how a company communicates with its audience. Developing a proper strategy is key to engaging with customers and reinforcing messages. Marketing used to be a static component of a company; but, now that social media is so prominent, marketing strategies can change daily.

Emotion Detection helps improve the fluidity of marketing strategies because it tunes into how an audience feels about your brand/product/service, which in turn allows for faster responses to your customers’ wants and needs. This analysis also provides insights into certain trends so messages can be tailored toward targeted audiences. Why not take advantage of that?

  • Improves relationships with customers

When you can improve building awareness and perception, you can improve relationships with your customers. If Emotion Detection data is applied toward customizing and enhancing the customer experience, brand loyalty will be constructed. Emotion Intelligence links to positive interactions and connections.

Make strides.

Sentiment analysis is making great strides toward accurately dissecting the emotions hidden in language. Studies have shown that sentiment analysis results can range from 50-70 percent accuracy because it can be hard for some algorithms to pick up on sarcasm, irony, metaphors, etc. But then again, some humans have a hard time doing that as well.

Ready to try Emotion Intelligence? It may be the key to enhancing customer relationships.

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