Emotional Intensity (Discover)

Suite

Customer Experience

Product

Qualtrics

What's on this page

About Emotional Intensity

CB Emotional Intensity is a pre-made enrichment that measures the strength of emotions customers express in their feedback or interactions. Emotional intensity is calculated for each sentence on a 1 to 5 scale. It has 3 segments: Low, Medium, and High.

Qtip: Emotional intensity can be measured for all types of data.

Emotional Intensity Scale

Emotional intensity is scored on a scale of 1 to 5 with the following scale segments:

Scale Segment	Default Range	Default Color
Low intensity	1	Light purple
Medium intensity	2–3	Purple
High intensity	4–5	Dark purple

If no emotional intensity is expressed, the value of the attribute is null. Emotional intensity is only scored when an emotion is present, but it’s not tied to a specific emotion.

Qtip: You can change the range of emotional intensity and the colors associated with each segment. See Modifying Sentiment, Effort, and Emotional Intensity Bands for details.

Using Emotional Intensity

It can help to understand how a customer feels about experiences with your brand and how intense that feeling is, such as:

Highlighting leading indicators of customer loyalty.
Determining areas of customer passion.
Monitoring reactions to launches, announcements, or current events.
Tracking polarizing topics.
Designing emotionally appropriate engagement.
Layering with other enrichments, like sentiment and effort, to identify difficult or confusing aspects of customer interactions.

Emotional Intensity Attribute in Designer

Emotional intensity is saved in an attribute named CB Emotional Intensity.

Name: CB Emotional Intensity
System Name: cb_emotion_intensity
Type: Numeric
Scale: 1 to 5
Granularity: Sentence
Feedback Type: All
Supported Languages: Talk to your Discover Account Representative.

FAQs

Does the emotional intensity algorithm take capitalization and punctuation into account?

Yes. For this attribute specifically, we treat capitalization and punctuation as an intensity signal.

How does the emotional intensity score apply to a category?

Each sentence is tagged with emotional intensity. If that sentence falls into a category, the scores of those sentences are averaged to provide the category score. You can also apply any of the other calculation options in Studio to the CB Emotional Intensity attribute.

What is the difference between emotional intensity and sentiment?

Emotional intensity is a sentence-level metric that measures the strength of an emotional expression, while sentiment measures positivity or negativity. Not every sentiment expression has an emotional statement. For example, "this website is ugly" is negative, but not emotional. If there is no emotion, emotional intensity is null. Sentiment is never null, although it can be neutral or mixed.

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