“Emotions Analytics” is a new field focused on measuring the full spectrum of human emotions including mood, attitude and emotional personality. Companies will use the data to get us to buy more. Individuals will use it to get to know themselves and others better and to improve how they manage relationships.
When you first meet someone, in less than 10 seconds after he or she starts talking, you’ve already formed an opinion about this person. It takes just 7 seconds to make a first impression and you’ll use voice intonation, word meaning, facial expression, sentiment and emotional feelings to make the call. This is complex stuff – a person might say one thing but mean another. Emotions analytics collects communications data (voice, words, mood, attitude, body language) to help you create better relationships. Companies use it to sell you more. Individuals use it for personal, community and business relationship building. Devices use it to better understand humans and the environment.
Truetalk turns emotions into data. Its analysis is based on decades of research by leading academics involving millions of people in over 120 countries. Across all techniques 80%+ accuracy can be expected but beware of the following “health warnings” 1/ Human emotions are complex; there may be no “right or wrong” answers. In this case intelligence is just a guide. 2/ Voice analysis needs at least 10 seconds of recording to generate reliable outputs. The less time you give the less reliable the outputs. 3/ Word analysis delivers accurate personality, meaning and relationship intelligence but you need enough words! 10 words to self analyse or analyse someone else won’t hack it. 100 is better. 300+ is a goal. The more words the more reliable the results. 4/Image analysis can be better at identifying positive emotions. For best results combine all techniques and take a view.
Emotions dominate most areas of our lives. Research shows they can harm and heal and are important physically and mentally! For example, experts state when you have a row you slow the body’s ability to heal. Short term stress boosts immunity. Long term stress impairs it. When you laugh you generate mood boosting endorphins and sleep better. Expressing gratitude boosts immunity and lowers blood pressure. Expressing affection to loved ones lowers cholesterol whilst emotional crying removes stress chemicals from the body. If we have better intelligence on how emotions impact our lives we can better understand ourselves, our personal and business relationships and the communities we live in.
No. The idea of distinct female and male brains is rooted more in popular culture than in science. The brain is not a uniform entity that behaves as something male or something female. It doesn’t behave the same way in all contexts and there are no racial, cultural, religious, political or sexual (LGBTQ+) distinctions either. The neuroscience reality is that complexity more closely reflects who people really are. We do things in different ways, we react in different ways to different environmental stimuli and we react differently to each other. We are all different and this is reflected in our emotional responses. There is one constant: in understanding ourselves better we improve our ability to understand others and to build stronger relationships.
Emotions data is the new “oil” and tech giants like Google and Amazon drill into us sucking out data to sell. Personal digital butlers like Siri or Alexa seek to make decisions for you and make you reliant on them emotionally so they can sell you more. Marketing machines like Procter & Gamble, Unilever, Coca-Cola, Diageo and Mondelez may also be reluctant to talk about it, but they are all using emotional analytics to see how you react to campaigns so as to make you buy more.
Besides invasion of privacy – few commercial organisations admit to analysing emotions – the overriding concern is “junk data in: junk intelligence out”. Data is only as good as its accuracy and interpretation. Incorrect data breaks data protection law. Personal data used by commercial giants may be full of unknown errors. The big risk with emotions data is incorrect interpretation. Mix the two and besides breaking data protection law you risk creating “horror story” online profiles which can cause lost jobs, insurance cost hikes or declines, loan refusals, opportunities forgone, broken relationships and ruined reputations. Truetalk complies fully with all data protection, privacy and security legislation and will never share or sell data to other companies.
Algorithms enable devices to automatically make decisions – this is called artificial intelligence. The benefits to society can be huge. For example, self driving cars, rapid health diagnosis to save lives and so on. However if uncorrected, algorithms making decisions on incorrect misinterpreted emotions data can be at best inconvenient and at worst deadly. It may take a while to get right but the benefits cannot be ignored.
Romance, family, friendships, work. When relationships go bad the effect can be awful. When they go well the impact is far reaching. Emotions data helps develop healthy relationships or exit bad ones. Focus group testing suggests useful application in the following areas:
- Dating – measuring compatibility, gaining deep insights to help relationships develop, identifying and resolving relationship problems, managing relationships so they succeed, exiting bad relationships
- Friends – helping close friends with personal problems, understanding friends and keeping relationships fresh as the years go by and we change
- Family – understanding and assisting family members at all stages of their development – childhood, teen years, adulthood, middle age, senior years.
- Work – a better understanding of yourself and others speeds up career progression. For individuals increased self-awareness, empathy, self-control and social skills deliver higher earnings. For employers they deliver higher profits, lower costs, employee satisfaction and lower staff turnover.
Health and well being
Our bodies respond physically to how we think, feel and act and this impacts how we speak . A voice recording carries data about emotions – it’s not what we say it’s the way that we say it. Data can be used to detect, manage and monitor health problems like stress, anxiety, depression and burnout. Here is a quote from testing with clients in therapy:
“Wow, it was really interesting to see my underlying issues that can now be addressed – I knew there was something but with so much going on I couldn’t see it. I thought I was being positive yet the analysis saw right through me! Lol! Spot on!!!” Jun 15th 2018.
Education and learning
Students who understand themselves and others learn more effectively and interact better. This equals better exam results, higher earnings and increased job satisfaction. Teachers have known for years that social emotional learning is a key factor impacting the following major issues for lifelong learning in all age groups.
- Listening is a two way process. Students must follow what is being said by the teacher or fellow students, demonstrate understanding by summarising key messages, and not interpret feedback as a personal judgement or attack on who they are!
- Different situations generate different emotions. Students must learn to distinguish amongst them. Being “sad” is not the same as being “disappointed” or “upset” . All require different responses.
- Developing self-awareness is key. Otherwise students don’t know how they come across to others and behaviour becomes skewed or weird.
- Learning empathy. Students need to understand the feelings of others. Making the other person feel understood increases the likelihood of collaboration and support.
- Managing thoughts and feelings: students, especially teens, seek adventure and exciting times (which is terrific) but impulse control is key. Spur of the moment decisions can be harmful; self-regulation of thoughts and feelings can deliver excitement and progress.
Self-development is the process of increasing self-awareness – those who understand the various parts of their personality, habits and tendencies understand and empathise with others better. We all have a built in need for self-development – to become everything we are capable of becoming, to understand others and to be understood ourselves. Self-awareness means having a clear perception of your personality, thoughts, beliefs, motivations and emotions. The history of 6,000 years of self-development suggests reflecting on 3 issues to plan a way forward.
1 Who are you?
Personality tests provide a fairly accurate idea of your personality traits. TrueTalk uses the “Big 5” test which is of proven accuracy and merges this with key emotional characteristics to provide “data” for analysis.
2 What do you believe in?
Experts have deciphered stages of personal growth common to all values, morals, ethics and beliefs and related to culture, background, family and other personal influences. We self-develop through relationships with others. Such relationships drive changes in facets of our personality and we progress or regress. The stage we are in, therefore, drives the quality of relationships we form and impacts our own progress. We all have different start points and the path forward lies in questioning everything about ourselves – mimicking second hand opinions/beliefs does not work and brutal honesty is required else the process will fail.
3 How do you make your decisions?
The decisions you make determine how quickly you reach your full potential. Your personality affects your decision making. So do values, morals, ethics and beliefs. You make decisions on the life canvas of your personality and values within the framework of interacting with others. Increasing your emotional self awareness will help you to understand your own personality, habits and tendencies, and, in turn, to understand and empathise with those of others.
To make progress – assuming you’ve done your “personality type” and “moral compass” homework – you must collect and analyse communications data (voice, text, images, video et al – your own and that of others) so you can adapt, fix mistakes, improve the quality of the decisions you make and get closer to your goal. As Luntz says “Its not what you say, its what people hear”. Find the words that work if you want to influence others. The best message in the world means nothing if it is not understood in the right way.
Truetalk forces honesty. People with nothing to hide have nothing to fear but everyone has a right to privacy which must be respected. Truetalk is powerful technology and can be used for good or bad. The general rule is anything done in secret can cause offence. Be open and honest with friends and loved ones – relationships are built on trust and we all make mistakes. For example if a partner or family member discovered you’d secretly analysed a conversation or were checking on them the relationship might suffer. Or when meeting someone for a date don’t record them – relationships need space to develop and we all “big” ourselves up on occasion to make a good impression! People must be allowed to settle and to make mistakes. This is a new area and in future we hope to produce a practical book of “do’s and don’ts” based on user experiences covering ethical, moral, data protection and privacy issues around usage.