Discover Your Edge

Answering the Key Questions for Your External and Internal Brands Through the Empathy Analytics

Your edge can be found and built through empathy, the ability to place yourself into the shoes of people through emotions.

How to Find and Build Your Edge and Avoid False Assumptions Through Empathy?

Questions for your customers or employees

1. How do you feel about the "brand"?

2. 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

1. What elements in your brand are the most significant for people

2. How they affect behavior among your customers and employees

3. Where to put your efforts in order to create sustainable competitive edge

[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.

Discover the Edge of Your External Brand

1. Bubble Size = Significance

2. Bubble Location = Behavior

3. Quadrants = Efforts

Discover the Edge of Your Internal Brand

1. Bubble Size = Significance

2. Bubble Location = Behavior

3. Quadrants = Efforts

The NayaDaya® Brand Matrix includes examples of brand elements that are different in each case. This way, both external and internal brands, competitors, as well as strong and weak signals, can be explored.

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.

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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 Your Brand

• Focusing on the brand elements that matter to your customers and employees

• Creating engagement, loyalty, and advocacy

• Making a responsible impact on people,
 your business, and growth

• Finding and building your edge

Extensive Experience

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

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Arla | Asikkala municipality | Atria | Aurinkomatkat | Budbee | Centre Party | Christian Democrats of Finland | DB Schenker | DHL | Elisa | Ev.Lut. Church of Finland | FedEx | Finnair | The Finnish Union of Practical Nurses (SuPer) | Finns Party | Fortum | Green League | Heinola city | Hesburger | HUS | Ikea | Ilmajoki municipality | Isku | K-market | Lahti city | Lapinjärvi municipality | Left Alliance | Liminka municipality | Makia | Marimekko | Matkahuolto | McDonald's | Mehiläinen | National Coalition Party | Neste | Nordea | OP | Pihlajalinna | Poliisi | Posti | PostNord | The Finnish Defence Forces | Raasepori city | S-market | Saarioinen | Social Democratic Party of Finland | Stockmann | Swedish People's Party of Finland | Sysmä municipality | Telia | Terveystalo | The Finnish Tax Administration | Tokmanni | TUI | UPS | Valio | Vantaa city | VR | Äänekoski city

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

NayaDaya – Discover Your Edge

NayaDaya Inc. is an empathy analytics company that empowers companies and organizations to find and build a sustainable competitive edge.