January 8, 2026
Understanding how consumers feel has always been essential for building stronger brands—but it’s also one of the hardest things to measure. Words often fall short, making it difficult to translate emotions into actionable insight.
Escalent’s Evoke™ is an advanced tool that uses human-guided AI and validated visuals to measure consumer emotions with greater precision, speed, and accuracy. It leverages scientifically grounded methods, including Robert Plutchik’s Wheel of Emotions, to capture emotional insights beyond words, enabling brands to make more human-centered decisions.
- Expanded Visuals Enhance Precision: The 2025 update expands the validated image set by 33% and integrates AI to support human judgment in evaluating emotional representations, enabling researchers to capture nuanced emotions more clearly and accurately.
- Scientific Foundation and AI Integration: Built on 32 emotional categories from Plutchik’s Wheel of Emotions, Evoke combines validated visuals with AI-supported validation to uncover genuine human responses, transforming emotion measurement in market research.
- Broad Applications in Market Research: Since its 2020 launch, Evoke has powered qualitative and quantitative research across brand perception, product development, and creative testing, helping brands understand consumer feelings without relying solely on words.
