Emotional analysis
Welcome to the R3M Score Platform Toolkit documentation. This guide will help you understand and effectively use the R3M platform to measure emotional activation based on spontaneous consumer language.
The R3M Score is a simple and agile approach that utilizes the spontaneous language of consumers to quantify emotional activation. It's based on a single question:
“Spontaneously, without thinking, what are the 3 WORDS that come to mind?”
This approach taps into primary, subconscious, and automatic responses—close to what psychologists call “System 1” thinking. By focusing on spontaneous associations, the R3M Score captures genuine emotional reactions, providing insights that go beyond rational evaluations.
What is the R3M score?
The R3M Score is an emotional activation metric developed through three years of R&D in both French and English. It leverages an algorithm to translate spontaneous words into quantitative scores, measuring both the intensity and the valence (positive or negative) of emotional reactions to a given stimulus.
With over 5 years of application, the R3M methodology has been used to score more than 4,000 stimuli across 20 countries.
Key benefits
- Quantify Emotional Activation: Obtain a clear, numerical indicator of how strongly and in what way (positive or negative) your audience reacts to stimuli.
- Diagnose Levers and Brakes: Identify which words and emotional territories have the greatest impact—helping you understand what drives enthusiasm or rejection.
- Actionable Insights: Use these findings to refine products, services, and communication strategies based on authentic consumer reactions.
About this toolkit
This documentation will guide you through:
- Setting up and configuring your projects
- Uploading and preparing data
- Viewing and interpreting results
- Analyzing emotional drivers
- Customizing platform settings
- Exporting data and visual assets
Whether you're a new user or an experienced analyst, this toolkit is designed to help you get the most out of the R3M platform.
You can also download our old toolkit in different languages:
If you need assistance or have questions, please see our support.md page for contact information.