Where to Focus Efforts – How to Make an Impact?

Step Into the Shoes of People Through Data, Emotions and the Scientific Empathy Analytics

NayaDaya Inc. is an empathy analytics company that helps companies and organizations to focus their efforts in a responsible and effective way, through stepping into the shoes of people. Empathy study topics include external and internal brands, phenomena, and changes. The scientific NayaDaya® Empathy Analytics is based on data, emotions, and the algorithm that predicts behavior.

An impact, a change, and a breakthrough can be achieved through empathy, the ability to place yourself into the shoes of people through emotions.

How to find the critical issues, prioritize efforts, and make an impact?

Only two questions for customers, employees, or citizens

How do you feel about the "brand", the "change", or the "phenomenon"?[1]
Name the main reason(s) behind your emotion?

The NayaDaya®

Empathy Analytics

Based on the scientific theory[2], research[1], and algorithm[3]

You will find out

What elements in the brand, the change, or the phenomenon are the most significant
How they influence customer, employee, or citizen behavior
Where to focus efforts in order to create the desirable impact

[1] Respondents choose from 20 emotions and “no emotion”. The method is based on the pre-existing scientific research independently conducted and published by the Geneva Emotion Research Group at the University of Geneva.

[2] Scherer, K.R., Fontaine, J.R.J, & Soriano, C. (2013). Components of Emotional Meaning. Oxford University Press.

[3] The Emotional Value Index (EVI) algorithm developed by NayaDaya Inc.

Example: Focusing External Efforts

Bubble Size = Significance
Bubble Location = Behavior
Quadrants = Efforts

Example: Focusing Internal Efforts

Bubble Size = Significance
Bubble Location = Behavior
Quadrants = Efforts

The NayaDaya® Matrix includes examples of brand elements that are different in each case. This way, external and internal brands, change processes, and phenomena can be explored – both strong and weak signals).

Deep Insight Into Emotions and Behavior

How to Get Your Data?

We collect data through the multilingual scientific method[1].

With large consumer or citizen audiences, we use YouGov panels that include more than 10 million panelists around the world and represent the adult populations in different countries.

The panel includes several variables.

We collect data also through online surveys from employees, residents of cities and municipalities, users of subscription-based services, B2B customers, and students, for example.

[1] Based on the pre-existing scientific research independently conducted and published by the Geneva Emotion Research Group at the University of Geneva.

Benefits for People and Business

Focusing your efforts on the issues that matter to customers, employees, or citizens
Creating positive and engaged behavior, loyalty, advocacy, and competitive edge
Making the impact, the change, and the breakthrough you are striving for
Combining the well-being of people and the success of your business or mission

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Extensive Experience

We have analyzed dozens of private and public brands through the NayaNaya® Empathy Analytics[1]:

[1] Brands analyzed in collaboration with the brands, the Data & Marketing Association of Finland, or the Media Company MTV in 2020-2021

We have also explored several significant phenomena, e.g. the coronavirus pandemic, politics, elections, health and healthcare, economy, taxation, remote and hybrid work, future, independence, and digital news.

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