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.
How do plan sponsors really feel about their 401(k) providers? Our new study from Cogent Syndicated dives into how emotional analytics reveal plan sponsors' drivers of satisfaction, loyalty and retention.
How do plan sponsor emotions impact 401(k) provider selection? Discover how Escalent’s Retirement Planscape reveals sponsors’ emotional drivers of satisfaction, loyalty and switching.
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.
Traditional research relies heavily on language, which can limit how accurately people express their emotions. Respondents may rationalize their feelings or struggle to articulate them, leading to incomplete or filtered responses. This creates a gap between what people say and what they actually feel. Approaches that capture instinctive, non-verbal reactions help reveal deeper emotional drivers, providing a more accurate understanding of how people experience brands, products and messaging.
Consumers often respond to brands emotionally and instinctively before they can fully explain those reactions in words. Traditional surveys and interviews may capture rationalized answers, but they can miss the deeper emotional drivers influencing perception and decision-making. Evoke helps overcome this challenge through AI-enhanced visual research that captures emotional responses beyond words. Grounded in behavioral science and 32 scientifically validated emotional categories, Evoke enables organizations to uncover emotions shaping brand perception, preference and decision-making. Learn more in Measuring Consumer Emotions Beyond Words: How Evoke Brings Emotional Insights Into Sharper Focus
AI-powered visual and non-verbal research methods help organizations capture instinctive consumer reactions that often occur before conscious reasoning. By analyzing emotional cues, imagery associations and behavioral responses alongside traditional feedback, Evoke delivers a deeper understanding of how consumers perceive brands and experiences. These approaches reveal emotional signals that standard surveys may overlook, helping organizations generate richer, more human-centered insights that better reflect real-world decision-making.
In crowded markets, consumers often make decisions based on emotional instinct rather than functional differences alone. Understanding these emotional responses helps organizations uncover how consumers truly perceive their brand, messaging and experiences beyond what they explicitly say. Evoke™ enables brands to measure these instinctive reactions through AI-enhanced visual methodologies grounded in 32 scientifically validated emotional categories, helping identify the emotional associations driving preference, trust and loyalty. These deeper emotional insights allow organizations to create more resonant positioning, strengthen brand differentiation and build stronger long-term customer connections.
Escalent’s Evoke approach combines AI-enabled analysis, visual research techniques and non-verbal methodologies to uncover emotional responses that consumers may struggle to articulate directly. Rather than relying solely on stated feedback, Evoke captures instinctive reactions and emotional associations to deliver a more complete understanding of consumer perception. This approach helps organizations uncover deeper human insights, reduce the limitations of rationalized responses and make more confident brand and experience decisions. Explore how Evoke brings emotional insights into sharper focus in this blog.
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.
