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Key Concepts Explained

Emotional Cues: Conveo detects emotions using three types of data - visual cues (facial expressions like smiles), vocal cues (tone of voice and speech patterns), and verbal cues (the actual words and statements participants make). This multi-layered approach provides a more accurate emotional reading than relying on just one type of signal. Dominant Emotion: For each question in your interview, the system identifies which emotion was most prominent among your participants. This helps you quickly spot emotional shifts as participants encounter different parts of your study, like when they see a new product design or advertisement. Question-Based Analysis: Emotions are tracked and displayed per interview question, allowing you to pinpoint exactly which parts of your study trigger specific emotional responses. This is crucial for understanding cause-and-effect relationships in your research.

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Pro Tips

  • Look for emotional shifts between questions: The most valuable insights often come from seeing how emotions change as participants move through your study. A sudden shift from happiness to disgust (like in the Jaguar example) tells a powerful story about participant reactions.
  • Use bubble size as an intensity indicator: Don’t just focus on the color (emotion type) - the size of the bubbles shows how strongly that emotion was expressed. Larger bubbles indicate more pronounced emotional reactions that deserve closer attention.
  • Click through to individual interviews: The emotional overview gives you the big picture, but clicking on specific emotional cues takes you directly to that moment in the participant’s interview, allowing you to hear their exact words and see their full reaction.
  • Pay attention to question 4 moments: In many studies, there’s a key reveal moment (like showing a new advertisement or product). Watch for dramatic emotional changes at these pivot points - they often contain your most actionable insights.

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Quick Reference

Emotional Cue Types:
  • Visual: Facial expressions (smiles, frowns, raised eyebrows)
  • Vocal: Tone of voice, speech clarity, engagement level
  • Verbal: Word choice and statements in the transcript
Navigation:
  • Click emotional indicators to see all participants with that emotion
  • Double-click individual cues to jump to that moment in the interview
  • View dominant emotions per question in the question analysis section
Visual Indicators:
  • Bubble color: Type of emotion detected
  • Bubble size: Intensity/strength of the emotional response
  • Question-by-question view: Track emotional journey through your study

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Complete Written Guide

If you prefer to read or want a reference, here’s the complete step-by-step process for analyzing emotional data in your studies:

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Step 1: Access Your Study’s Emotional Analysis

  1. Navigate to your completed study dashboard
  2. Look for the emotional analysis section or emotional indicators
  3. You’ll see an overview showing dominant emotions per question across all participants

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Step 2: Identify Emotional Patterns

  1. Review the question-by-question emotional flow: Look at how emotions change as participants move through your interview
  2. Spot significant shifts: Pay special attention to questions where emotions dramatically change (like question 4 in the Jaguar example)
  3. Note the dominant emotions: Each question will show which emotion was most common among your participants

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Step 3: Explore Specific Emotional Responses

  1. Click on emotion indicators: Select any emotion (like “happy” or “disgust”) to see all participants who expressed that feeling
  2. Review the emotional cues: You’ll see the specific visual, vocal, and verbal cues that led to that emotional classification
  3. Understand the three cue types:
    • Visual cues show facial expressions and body language
    • Vocal cues reflect tone, pace, and speech patterns
    • Verbal cues come from the actual words and phrases used

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Step 4: Dive into Individual Participant Journeys

  1. Double-click on any emotional cue: This takes you directly to that moment in the participant’s interview
  2. Watch the emotional journey: See how that specific participant’s emotions evolved throughout the study
  3. Connect emotions to content: Notice which questions or study elements triggered specific emotional responses

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Step 5: Interpret the Data for Insights

  1. Look for consensus emotions: When most participants share the same emotional response, it indicates a strong reaction to that study element
  2. Identify emotional outliers: Participants with different emotional responses might represent important user segments or edge cases
  3. Map emotions to your research goals: Connect emotional responses back to your original research questions and hypotheses

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Best Practices

Before You Start:
  • Ensure your study includes moments designed to elicit emotional responses (product reveals, concept presentations, etc.)
  • Plan questions that naturally lead to emotional reactions rather than purely factual responses
  • Consider the emotional journey you want participants to experience
While Working:
  • Focus on emotional transitions between questions rather than just individual emotional states
  • Use the bubble size to prioritize which emotional responses to investigate first (larger bubbles = stronger reactions)
  • Don’t rely solely on one type of emotional cue - the combination of visual, vocal, and verbal signals provides the most accurate picture
Quality Control:
  • Cross-reference emotional data with participant quotes and behaviors to validate the emotional analysis
  • Look for patterns across multiple participants before drawing conclusions from emotional data
  • Consider cultural and demographic factors that might influence emotional expression in your participant group
Anything missing? Let us know at [email protected] and we’ll help you out!