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New Key Figures of Effectiveness: Emotion Impact™ and Emotion Ratio™

The Empathy Analytics Company NayaDaya Inc.’s analytics tools and key figures now offer a clearer than ever view to customers and employees, the effects of emotions, and the profitable targeting of efforts. The previously used Emotional Value Index will be replaced with the next generation indicators.

Empathy Analytics™ helps companies and organizations to put themselves into the shoes of people through data, emotions, and science. The science-based Emotion Impact Matrix™ recognizes 1) which things are significant, 2) the impact of those things on behavior and 3) the way one should prioritize actions in order to strengthen engagement, competitive edge, and profitable growth.


For the impacts of brands and phenomena to be effectively compared in different contexts and times, and for competitors to be compared against each other, we also need simple key figures. We are now releasing key indicators that are intended to support development, decision making, and responsible impacting within all industries. The new key figures will take into consideration both the weight of emotions as well as their behavioral effects.


The key figures based on our own product development are:

  • Emotion Ratio™ (0-1): the relation of expressed emotions to the study sample (the higher the value, the more experienced meanings and emotions, and the less experienced insignificance)

  • Emotion Impact™ (0-100): the impact of emotions on positive, engaged, and prosocial behavior (the higher the value, the greater the desired impact on people and business)


Emotion Ratio™ can be calculated separately for positive and negative emotions as well as for insignificance:

  • Positive Emotion Ratio™ (0-1): the relation of positive emotions to the study sample

  • Negative Emotion Ratio™ (0-1): the relation of negative emotions to the study sample

  • No Emotion Ratio™ (0-1): the relation of “no emotions” (insignificance) to the study sample


Emotion Impact™ is able to consider separately the gross and net effects of emotions:

  • Gross Emotion Impact™ (0-100): The impact of positive and negative emotions on behavior

  • Net Emotion Impact™ (0-100): The joint impact of positive, negative, and lack of emotions (insignificance) on behavior (formula: Gross Emotion Impact™ x Emotion Ratio™)

These new indicators will replace the Emotional Value Index indicator which we developed already in 2018 and which has become known in connection with various public studies and brand comparisons. The Emotional Value Index used in previous studies is comparable with the new Gross Emotion Impact™ value. Using our empathy analytics, we already have analyzed over 50 brands where the Gross Emotion Impact™ values (Emotional Value Index values) have been in the range of 20-70/100.


To avoid any confusion, we want our existing and future customers and partners to know that the term Emotional Value Index is currently being used by another company without our permission. We do not wish to comment on what the term represents. As we want to focus our efforts entirely on serving our customers and further developing our analytics, we will refrain from engaging in any legal actions at this point.


In any case, this year’s extensive development efforts have also called for the renewal of Emotional Value Index. We want our key indicators effectively and unequivocally match our customers’ needs and support our internationalization as well.


”Our empathy analytics methods, tools, and these new key figures are now comprehensively supporting operations that combine empathy and human wellbeing with business- and ROI-driven goals. We want to help companies, organizations, and brands to succeed in a responsible and sustainable way,” says NayaDaya Inc.’s CEO, Timo Järvinen.


The NayaDaya® Empathy Analytics™ is based on the scientific theory[1], research[2], and the algorithm[3] that predicts behavior.


[1] Scherer, K.R., Fontaine, J.R.J, & Soriano, C. (2013). Components of Emotional Meaning. Oxford University Press.
[2] Pre-existing scientific research independently conducted and published by the Geneva Emotion Research Group at the University of Geneva.
[3] A scientific algorithm that predicts positive, engaged, and prosocial behavior, developed by NayaDaya Inc.

Please contact:


Timo Järvinen, CEO, NayaDaya Inc., tel. +358 40 505 7745, timo.jarvinen[at]nayadaya.com


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. The scientific NayaDaya® Empathy Analytics is based on data, emotions, and the algorithm that predicts behavior. Further information at https://www.nayadaya.com.