Emotional activation
The R3M Score is designed to measure emotional activation—the intensity and valence of spontaneous emotional responses evoked by a stimulus (such as a product, service, or experience). This unique approach captures the subconscious, immediate reactions of individuals, providing deep insight into what truly resonates with your audience.
The R3M methodology
At the heart of the R3M methodology is a single, simple question:
“Spontaneously, without thinking, what are the 3 WORDS that come to mind?”
This question is crafted to bypass rational, cognitive filtering and directly tap into System 1 thinking (the fast, automatic, and emotional part of the brain, as described by Daniel Kahneman in "Thinking, Fast and Slow").
Why focus on spontaneous words?
- Authenticity: Spontaneous words reflect genuine emotions and associations, not just rational opinions.
- Speed: Quick responses reveal what stands out most strongly—whether positive or negative.
- Depth: By analyzing these words, you uncover the “emotional DNA” of your stimulus.
How emotional activation is measured
The R3M algorithm was developed over three years of R&D in French and English, and has been applied to more than 4,000 stimuli in 20 countries. The process involves:
- Collecting 3 spontaneous words per respondent, per stimulus.
- Scoring each word based on its emotional intensity and valence (positive or negative).
- Aggregating scores to produce the R3M Score for each stimulus.
Unlike traditional surveys that rely on rating scales or rational assessments, the R3M approach captures what people feel instantly and deeply.
What does the R3M score tell you?
- Emotional intensity: How strongly people react to your stimulus.
- Valence: Whether the reactions are positive, negative, or mixed.
- Polarization: The proportion of “lovers” (high positive scores) and “rejectors” (negative scores).
- Key emotional drivers: The specific words and themes that most influence emotional activation.