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Dcypher Tool to Mine Emotions from Words
Emotional reaction measurement firm The Dcypher Group has developed a new analytical tool to measure human emotions based on analysis of the written or spoken word.
The Dcypher tool evaluates the emotional reaction of individuals or groups to products, events, concepts, ads, service experiences or political messages by analysing the written or spoken word. When text is analysed using Dcypher, the system matches each word in the text file against a database of emotionally scored words. This database is called the Dictionary of Affect in Language and was compiled by cognitive psychologist Dr Cynthia Whissell. Each word has been scored on different emotional dimensions through hundreds of thousands of ratings.
With the ability to present numeric and graphical maps of emotional reaction based on an analysis of the words people use to express themselves, the tool measures emotions such as pleasantness, excitement, imagery, happiness, anger, joy and sadness. It can be used to evaluate text in the form of survey comments, traditional or online-focus groups, one-to-one interviews, e-mail or blogs.
Explained Co-Founder Dr Stuart Rosen: 'The ability to analyse the precise emotional reaction to an ad or a political speech prior to market delivery is a real advantage because emotions are motivators of behaviour and help determine how individuals or groups will deal with the product in the ad or the politician.'
The Minneapolis firm was founded in 1999 by a consortium of researchers, and partners with Dr Whissell, who has produced more than sixty refereed publications regarding the emotional content of language. Web site: www.dcyphergroup.com.
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