A human approach to health market research is needed to change prescribing habits
Accurately capturing genuine emotion through traditional surveys or words alone is tough. Evoke™ changes that. This AI-enhanced visual research and intelligence tool reveals how people really feel without relying on language to articulate it. Participants select images that instinctively match their emotions, unlocking fast, System 1 responses. Grounded in behavioral science and 32 scientifically validated emotional categories, Evoke translates visual choice into rich emotional insight, helping brands uncover the emotions that truly influence customer behavior.
Images outperform words when it comes to understanding emotional reactions because they’re universally understood, emotionally rich and processed instantly. Visual choice bypasses rational filtering, enabling researchers to capture authentic, instinctive reactions at speed.
Built on Robert Plutchik’s Wheel of Emotions, Evoke uses a curated set of images rigorously tested by Escalent to confirm their emotional connection and remove guesswork and bias. Evoke is grounded in decades of behavioral science and elevated by AI to make emotional insight more accessible and actionable.
Escalent recently expanded and refreshed Evoke, leveraging two AI platforms to evaluate and classify emotional representations across both established and new images. These AI insights helped refine our image set before final human validation. The result is a broader, more precise selection of images that richly and effectively communicates consumer emotions, helping brands better understand customer feelings towards their products, services and marketing. Learn more about measuring consumer emotions beyond words with Evoke™.
Evoke doesn’t replace human insight—it elevates it. Escalent’s skilled qualitative market researchers and certified AI experts guide interpretation, ensuring emotional signals are connected to real business questions. This blend of AI efficiency and human judgment helps clients move faster from emotional reaction to insight, revealing why people respond the way they do and how those emotions shape decisions, preferences and behavior. No clutter. No guesswork. Just a clear framework that works for messaging, innovation, brand health and customer experiences alike.
And the difference isn’t only the tool—it’s how Escalent uses it. Proven behavioral science. Smart AI technology. Trusted human interpretation. Together, they turn emotional data into clarity and clarity into decisions you can trust. If you care how your customers really feel—about your brand, your product or your message—go beyond words. Watch how Evoke measures the emotions behind consumer decisions.
Ask how Evoke can bring emotions into sharper focus for your brand.
New EVForward data reveal a gap between buyers’ desire for stylish vehicles and today’s BEVs. Discover how vehicle design can make or break BEV consideration.
Discover how Escalent’s Evoke™ revolutionizes emotion measurement in market research. By using validated, AI-enhanced visuals instead of words, Evoke™ captures true consumer emotions with clarity, speed and accuracy—helping brands make smarter, more emotionally informed decisions.
Our automotive expert shares insight into consumers’ attitudes and behaviors toward Chinese automakers in the US and Europe and how OEMs can develop strategies to secure their position in the global automotive market
New findings from EVForward reveal a clear gap between what car shoppers want in a BEV and what many OEMs currently deliver, highlighting vehicle design as a leading purchase motivator to win the next generation of BEV buyers
Escalent's latest EVForward study has uncovered how BEV design drives emotional reactions that influence purchase consideration, by employing our proprietary, data-driven methodology Evoke.
