New Text Tool to Analyse Emotions

Canadian and US firms Itracks and The Dcypher Group have joined to launch an analysis tool called Qualmetrix, which enables researchers to assess respondents' emotional reactions from any piece of written text.

Qualmetrix delivers a scoring system which provides emotional ratings for more than 90% of the most commonly used words in the English language. The partners say the system was developed by an internationally recognised expert in the area of human emotion and linguistics and has been validated by a solid body of published research.

The tool has been designed to evaluate respondent response to concepts, products or advertising, while at the same time allowing comparisons between demographic segments such as age, ethnicity or geography.

Commenting on the launch, The Dcypher Group's Managing Partner Steve Netsch explained: 'This tool builds on 50 years of research that defines human emotion and its expression in the English language. It allows you to take a quantum leap in your understanding of true underlying emotional reaction.'

Qualmetrix is available online to account holders via www.itracks.com/qualmetrix . Qualitative data analysts The Dcypher Group are on the web at www.dcyphergroup.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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