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Emotional drivers

Emotional driver analysis in the R3M platform helps you identify which words or themes most strongly influence a key variable—such as overall satisfaction, intention to recommend, or purchase intent. This analysis reveals the levers (drivers) that explain why certain subgroups respond more positively or negatively to a stimulus.

What is emotional driver analysis?​

  • Purpose: To determine which emotional territories (groups of words) are most associated with high or low scores on a strategic variable (e.g., NPS, liking, purchase intent).
  • Outcome: Pinpoint the areas to focus on for improvement, helping you prioritize actions that will most effectively increase positive outcomes.

How to perform emotional driver analysis​

  1. Select a target variable: Choose the variable you want to explain (e.g., high satisfaction, strong purchase intent).
  2. Define sub-populations: Identify two subgroups with sufficient sample size and, if possible, “extremes” (e.g., top vs. bottom scorers, promoters vs. detractors).
  3. Use the analytics table: In the Analytics tab, filter your data to focus on the relevant subgroups.
  4. Automatic configuration: When a significant difference is detected, click the "+" in the analytics table to automatically generate comparison cards for these subgroups.

Settings for emotional driver analysis​

To focus your dashboard on emotional drivers, adjust the settings as follows:

  • Go to Dashboard settings (top-right menu).
  • Open the Comparison tab.
  • Activate the option Display emotional drivers.
  • This will highlight the most influential words or themes that differentiate your selected subgroups.
  • You can also hide non-useful maps (such as the total or intermediate sub-populations) to keep only the two "extreme" maps visible for clearer comparison.
tip

Emotional driver analysis helps you understand not just what people feel, but why they feel that way—enabling more targeted and effective improvements.