Every relationship is built on emotion.

Measuring Emotion

Your brand is your first impression.

Consumers will choose your brand or product based on how you make them feel.

Our methods are based on decades of psychological research and statistical know-how. We use advanced modeling techniques in combination with Robert Plutchik’s internationally validated
psycho-evolutionary model to measure true, System 1 emotion.

The Rational Heart can accurately measure and understand over 140 distinct emotions. Our model is layered with Behavioral Economics' System 1 thinking and Bayesian statistical modeling techniques, allowing us to measure emotion and map both basic and complex emotions.

Mapping True Gut Feelings

By measuring eight basic emotions with a variance in intensity for each, we’re able to understand base, complex and even higher-order emotions. So, while we help you understand and measure Love, which is a combination of Joy and Trust, we also understand Love as a core element of emotional Loyalty.

Our measurement tool presents respondents with the most basic decision to make, binary word pairs, having them choose their preferred option in less than 2.5 seconds, forcing gut emotional reactions by not allowing time for a reasoned response.

This approach provides a distinct advantage over dated emotional research that’s more expensive and time consuming. Our research can also be quantified and scaled to a large sample. And it doesn’t need special technology or equipment.

Our method is more accurate than traditional research where respondents do not answer truthfully or genuinely when given time to rationalize their response.

Case Studies

  • Driving Donation Behavior

    A well-known research hospital uses emotional response data to identify and measure key drivers of charitable donation behavior.

  • New Product Development

    A nutritional foods provider discovers an opportunity to expand their product line and attract new customers.

  • Integrating Emotional Research

    A pharmaceutical subsidiary ties TRH emotional performance information to their ongoing brand tracker, identifying the emotional points of relative influence, which directed their marketing strategies.