Harnessing the Power of Voice: Analysing audio responses to detect excitement, passion and activation

This paper examines whether audio responses in surveys can be used to detect subconscious responses to questions in the Indian market.

Introduction

Marketers have always known the role that emotions play in consumers' product purchase process. Today, in addition to injecting emotions into new products through advertising, marketers are building emotions into their product designs. Researchers have recognized the importance of measuring emotions embedded in products but the traditional metrics of rating scales fail to reflect the true picture. Various neuropsychological technologies have emerged but none is easily scalable or easy to interpret. Voice analytic, which comprises linguistic and acoustic components, provides a highly viable new solution to marketers' needs. This paper illustrates the potential for mass adoption of voice analytic...

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