Word scoring
The R3M Score platform uses a sophisticated word scoring system to translate spontaneous words into a quantitative measure of emotional activation. This process goes beyond simply counting word frequency—it evaluates the emotional weight and significance of each word provided by respondents.
How are words scored?
Each word given by a participant is analyzed and assigned a score based on several criteria:
- Emotional valence: Is the word positive, negative, or neutral?
- Intensity: How strong is the emotional charge of the word?
- Consensus: How commonly is the word mentioned across respondents?
- Contextual relevance: Does the word directly relate to the stimulus or is it generic?
The R3M algorithm, developed through years of research, combines these factors to produce a score for each word. This score reflects both the strength and direction (positive or negative) of the emotional response.
A word that is less frequently mentioned can still have a high impact if its emotional activation is strong. Conversely, a common but neutral word may have little effect on the overall score.
The algorithm in action
- Three words per stimulus: Each respondent provides three words for each stimulus.
- No empty or invalid words: All three words must be present and meaningful for accurate scoring.
- Aggregation: The scores for all words are summed to create the R3M Score for each stimulus.
This approach ensures that the R3M Score reflects not just what people say most often, but what they feel most intensely.
Why this matters
- Depth over frequency: The system highlights words that truly move people, not just those that are popular.
- Actionable insights: By understanding which words drive emotional activation, you can target improvements and messaging more effectively.