Confirmit Partners with Affectiva for Sentiment Analysis

Confirmit has partnered with Affectiva, a provider of emotion recognition technology, to provide market research organizations and voice of the customer (VoC) programs with detailed personal sentiment and behavioral insight.

"Emotions influence every aspect of our lives, and yet, in an increasingly digital world, too often emotions are missing from analysis," Terry Lawlor, executive vice president of product management at Confirmit, said in a statement. "The partnership with Affectiva meets the growing need from Confirmit's global customer base for more in-depth and innovative insight into the impact of emotion on behavioral patterns and future actions."

Affectiva's emotion recognition technology captures and measures unconscious responses and unbiased consumer reactions. The solution can be embedded into a Confirmit Horizons survey to enhance any market research or VoC program by analyzing respondents' reactions to videos. Respondents are seamlessly transferred between the platforms for the facial emotion detection portion of the research. Emotion data is then viewed on Affectiva's purpose-built dashboard or combined with the Confirmit survey data to provide the context of other important factors.

Lawlor added: "Affectiva complements our comprehensive suite of research solutions while enabling us to extract deeper insight from research surveys and VoC programs. Organizations are increasingly aware of the need to make better business decisions based on in-depth insight, and we are pleased to be working with Affectiva to dive deeper into respondent and customer emotions and behaviors."

The combined solution can help organizations better understand customer opinion and predict loyalty, enhance product and service offerings, improve A/B advertising concept testing, determine media spend, benchmark in-market campaigns and quantify attention, engagement and emotion in general.

"The incorporation of emotional intelligence into research programs and customer experience surveys enables organizations to truly understand and analyze the emotional responses of their customers at the point of experience," Rana el Kaliouby, CEO of Affectiva, said in a statement. "We are delighted to have joined forces with Confirmit as they seek to broaden the insight agenda to include emotion more thoroughly."

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