The Importance of Measuring Emotions in Reviews

Jan 24, 2022

Do consumers trust your brand? Are they loyal consumers? These can difficult questions to answer for brands even though we know that emotions play a large role in consumer-decision making. There are many ways brands look to as a means to measure consumer emotions (otherwise known as sentiment or emotion analysis): Some brands do annual brand equity studies where they ask consumers whether they trust their brand. Another emerging way to capture that emotion analysis is via the reviews consumers leave.

When a consumer leaves a review for your brand, they’re using words that evoke certain emotions simply by their word choice, often unprompted. They’re joyful that the product worked and use words like: Delight, eager, and remarkable. Or they’re disappointed with the product, and use words such as: waste, sick, impossible. Capturing and measuring these words against a set standard of emotional analysis can help inform your business decisions.


The words consumers choose to use in their reviews evoke a range of different emotions. By employing Natural Language Processing and the NRC lexicon, the data points around how consumers talk about your brand evokes 8 emotions: Joy, Trust, Anticipation, Surprise, Sadness, Disgust, Fear and Anger.

Measuring emotions in reviews can give you an advantage in a few ways:

    1. The language your consumers use in reviews are their authentic, unfiltered words that also reveals sentiment. An emotional analysis of consumer reviews can tell you what language resonates with your consumers. These words can be played back in your brand’s messaging making communication more compelling especially with positive trust words.
    2. Performing an emotional analysis will also allow you to tie these emotions back to your brand's star rating, so you can understand which emotions have a larger impact on your rating.
    3. Measuring unfiltered emotion is a more authentic way to gauge trust than a traditional survey. The latter is often biased and falls victim to “professional” respondents. Because reviews are unsolicited and unfiltered, they are a more accurate way to measure emotional responses to your brand, to feed into your marketing strategy.
    4. Measuring specific emotions, such as trust and anticipation, will help build understanding around consumer expectations—a critical building block for consumer loyalty.
    5. Reviews go back five, and sometimes even ten years, allowing you to easily track consumer emotion over time.

Using emotional analysis as a means to measure whether your brand meets consumer expectations can help you identify what brand/product qualitied and words resonate with your consumers – allowing you to make more informed decisions.

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