The study of emotions finds its primary application in the field of marketing, where it aims to assess and understand the feelings associated with a brand, product, service, or advertising message. Various methods of emotional analysis are used, involving the collection of diverse data and specific contexts. For example, consumers’ verbal feedback can be examined retrospectively using sophisticated natural language processing and artificial intelligence tools. These analyses can focus on social media content or customer comments. Furthermore, more traditional post-advertising studies can be conducted to assess emotional impact, sometimes using specific measurement scales.

In the field of advertising, the objective of emotional analysis is often to quantify and qualify individuals’ emotional reactions. This can involve analyzing speech, but also the vocal inflections of consumers during telephone calls or recorded studies. For voice analysis, emotion recognition is achieved by observing the tone, intonations, and volume used. For example, a recent 2022 study by Brandwatch examined the emotional responses to brands on social media. Similarly, a specific analysis of emotions during a phone call or in response to an advertisement aired during the 2015 Super Bowl can offer valuable insights. Finally, emotion analysis can be illustrated by examining a customer testimonial, thus providing a concrete and applied view of its usefulness.