R3M score
The R3M Score is a quantitative indicator that summarizes the emotional activation generated by a stimulus, such as a product, service, or experience. It is calculated by aggregating the scores of the three spontaneous words provided by each respondent, reflecting both the intensity and the valence (positive or negative) of their emotional response.
How is the R3M score calculated?
- Collection: Each respondent gives three spontaneous words for each stimulus.
- Scoring: Each word is scored for emotional valence and intensity using the R3M algorithm.
- Aggregation: The scores of all words for a stimulus are summed to produce the total R3M Score.
Interpreting the R3M score
- Positive scores: Indicate strong, positive emotional activation (e.g., words like “pleasant,” “reassuring,” “easy”).
- Negative scores: Indicate strong, negative emotional activation (e.g., words like “noisy,” “awkward,” disgusting”).
- Scores near zero: Suggest weak or neutral emotional responses.
Example
| Stimulus | R3M Score | % Lovers | % Rejectors |
|---|---|---|---|
| Product A | 26 | 34% | 5% |
| Product B | 15 | 22% | 17% |
| Product C | -8 | 9% | 29% |
- % Lovers: Respondents with an R3M Score > 30 (highly positive).
- % Rejectors: Respondents with an R3M Score < 0 (negative).
tip
A high R3M Score means your stimulus generates strong, positive emotions. A low or negative score signals areas for improvement or potential rejection.
Visualizing R3M scores
The R3M platform displays results using cards and dashboards, where:
- Bar sizes represent the importance (contribution) of each word.
- Colors indicate positive (yellow) or negative (red) scores.
- Icons highlight significant differences compared to benchmarks or other stimuli.
This visualization helps you quickly identify strengths, weaknesses, and polarizing elements in your tested stimuli.