Using Plutchik’s Wheel of Emotions in Market Research
The Martec Group
October 3, 2018
Many approaches to linguistic emotion-analysis exist, but Martec has found the most success with tools that approach emotion research through the lens of Plutchik’s Wheel of Emotions. The basis of Plutchik’s Wheel of Emotions is to pare down a vast number of emotions into a smaller, more manageable set of emotion “channels” that focus on what type of emotion is present. This allows for a simpler conceptualization of human feelings.
