The Dcypher Group Unveils First-Ever Analytic Tool to Measure Emotion
The Dcypher Group announces new tool to measure and assess human emotions. Dcypher offers significant opportunities for a variety of industries.
Minneapolis, Minn. (PRWEB) September 20, 2007 -- The Dcypher Group has unveiled a first-ever analytical tool designed to accurately measure and assess the emotional reaction of individuals or groups to products, events, concepts, ads, service experiences or political messages through an analysis of the written or spoken word -- data insights that can revolutionize the world of market research, advertising, political messaging and polling, and public relations.
 Bridging psychology and linguistic science, the tool is powered by the Dictionary of Affect in Language (DAL), developed by Dr. Cynthia Whissell, and based on over 30 years of academic research into the human expression of underlying emotions.
"Understanding a person's emotional reaction to concepts, ideas and experiences offers significant opportunities for a variety of industries, including marketing, market research, advertising and the political polling arenas," says Dr. Stuart Rosen, The Dcypher Group co-founder. "For example, the ability to analyze the precise emotional reaction to an ad or a political speech prior to market delivery is a real advantage for any organization because emotions are motivators of behavior and help determine how individuals or groups will deal with the product in the ad or the politician. Having knowledge of emotion on this level is critical when trying to fully understand what people are trying to tell us and what they are going to do."
Dcypher eliminates the guessing by presenting distinct numeric and graphical maps of emotional reaction based on an analysis of the words people use to express themselves. The tool can measure individual or group responses and compare the emotional reactions of different individuals or groups. Emotional dimensions measured by Dcypher include pleasantness, excitement, imagery, happiness, anger, joy and sadness. Finally, Dcypher works equally well whether it is evaluating text in the form of survey comments, traditional or on-line focus groups, one-on-one interviews, e-mail or blogs.
About The Dcypher Group:
The Dcypher Group was formed in 1999 by a consortium of researchers on a mission to find a more effective way to measure the emotional reactions of individuals and groups. In order to achieve this goal, the organization formed a partnership with Dr. Cynthia Whissell; an internationally recognized expert in the area of human emotion and linguistics.
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