Behavioural Platform Launches to Analyze Human Emotion

In the US, behavioural analytics firm BehaviorMatrix has launched what it describes as the first behavioural analytics platform to measure the emotional connections, perceptions and 'social momentum' responsible for consumer behaviour.

BehaviorMatrix has been developing the patent-pending technology behind its new platform since 2008. This technology pulls in tens of millions of unstructured data points from a diverse range of sources, and then uses advanced linguistic and cognitive behavioural analysis to identify and quantify emotional signals - from 'nuanced feelings' to 'polarizing outbursts'.

Unlike traditional analytics which measure what people have already done, BehaviorMatrix says that its new system provides insight into the motivation behind actions such as purchasing, voting, endorsements and complaints. By measuring these factors, the firm claims, it is possible to predict what people will do in the future.

It also measures and analyzes more than 100 different human emotions; from the simple love, hate and joy, to more sophisticated emotions such as trust, apathy and amazement.

Chairman and CEO William Thompson states: 'The result is a true quantitative analysis of something that has previously been considered purely qualitative. Brands get numeric measurements of emotion, along with the ability to analyze the magnitude and directionality of change in the numbers. This gives them the power to incorporate emotional data into their strategic processes.'

Web site: www.BehaviorMatrix.com .