10.14.06
Analyzing Affect & Language in Focus Groups
I recently attended a webinar presented by Itracks (www.itracks.com) about their Qualmetrix service, which analyzes focus groups transcripts for emotional dimensions. Essentially assessing the strength/weakness of participants’ feelings as expressed through language. Cool, yes. Useful, absolutely.
Itracks uses the Affect Circumplex Model from Dcypher (http://dcyphergroup.com/). Using the Dictionary of Affect in Language, Dcypher created the Affect Circumplex Model “to measure and differentiate discrete emotional states.” The model appears below:
The pleasant/unpleasant axis represents evaluative thoughts; excited/passive stands for action; imagery reflects how well the memory retains the thought. The Dcypher website explains the science much more clearly.
How the product works via Itracks is that you can upload your focus group transcripts into the Itracks interface and then run reports against those transcripts. Results are downloadable into Excel and appear numerically and graphically.
The real value of the product is that it attempts to provide a neutral analytical tool to help researchers assess customers’ true interest level in a product/service. A person may say he/she is interested in a new feature for a cell phone. By analyzing the language used, a market researcher can determine if the person is passionate enough to buy a new phone based on that new feature or simply thinks the new feature would be nice to have.
Posted by Samantha
Sadia said,
November 22, 2006 at 6:24 pm
Hi Samantha,
This is great information and we’d like to link it to our website. Please contact me at sadia.dar@itracks.com if you’d like us to remove it.
Sadia
Test said,
March 30, 2007 at 9:00 am
Hello
Bye
Ronshoksdak said,
October 5, 2007 at 8:30 am
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Ronshoksdak said,
October 8, 2007 at 2:16 am
Привет.
Продаю персональный сертификат WebMoney за $99.
Можете проверить: WMID 322973398779 Redfern
Всё чисто, не одной жалоб. Сделан на утерянные документы. Всё законно.
Если нужно, то есть сертификаты ещё.
Стучацо в личную почту на Вебмани.
Это не спам. Не пишите на мой WMID жалобы в арбитраж Вебмани.
TenKniniidior said,
November 16, 2007 at 5:49 am
Two new studies show why some people are more attractive for members of the opposite sex than others.
The University of Florida, Florida State University found that physically attractive people almost instantly attract the attention of the interlocutor, sobesednitsy with them, literally, it is difficult to make eye. This conclusion was reached by a series of psychological experiments, which were determined by the people who believe in sending the first seconds after the acquaintance. Here, a curious feature: single, unmarried experimental preferred to look at the guys, beauty opposite sex, and family, people most often by representatives of their sex.
The authors believe that this feature developed a behavior as a result of the evolution: a man trying to find a decent pair to acquire offspring. If this is resolved, he wondered potential rivals. Detailed information about this magazine will be published Journal of Personality and Social Psychology.
In turn, a joint study of the Rockefeller University, Rockefeller University and Duke University, Duke University in North Carolina revealed that women are perceived differently by men smell. During experiments studied the perception of women one of the ingredients of male pheromone-androstenona smell, which is contained in urine or sweat.
The results were startling: women are part of this repugnant odor, and the other part is very attractive, resembling the smell of vanilla, and the third group have not felt any smell. The authors argue that the reason is that the differences in the receptor responsible for the olfactory system, from different people are different.
It has long been proven that mammals (including human) odor is one way of attracting the attention of representatives of the opposite sex. A detailed article about the journal Nature will publish.
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November 23, 2007 at 10:44 pm
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