How Emotion-Driven Insights Are Redefining Brand Experience

Brand experience plays a big role in how people choose, trust, and stay loyal to brands. And data shows that emotions matter more than many traditional metrics. A long-running study across 354 brands found that emotional connection is the strongest predictor of customer loyalty and advocacy, stronger than satisfaction scores or effort-based metrics.

The findings were clear. Customers who felt emotionally connected were 5.7× more likely to trust a brand, 4.6× more likely to forgive mistakes, and 5.1× more likely to repurchase. These emotional connections also led to much higher NPS and recommendation scores.

Yet, most brands still focus mainly on numbers—clicks, ratings, and averages. These metrics are helpful, but they often miss the emotional shifts that happen during real interactions. This is where emotion-driven insights, supported by Imentiv AI, bring a deeper and more human understanding to brand and customer experience.

 

Why Brand Metrics Don’t Tell the Full Story

Brand metrics usually show a summary of performance. They tell you if something worked overall, but not how people felt at different moments.

Two customers might give the same rating after an ad or support call. One may feel confident and positive. The other may feel unsure or emotionally disconnected. On a report, both responses look the same. In reality, their future behavior will be very different.

Without emotional insight, brands may think an experience is working, while customers slowly lose connection. Over time, this weakens the overall brand and customer experience.

 

Brand Experience Is Built on Emotions

Every brand interaction creates a feeling. It could be interest, trust, confusion, comfort, or frustration. These emotions shape how people remember a brand.

A strong brand experience doesn’t just work smoothly—it feels right. It feels clear, reassuring, and human. That’s why understanding emotions has become a key part of any effective customer experience strategy.

Imentiv AI helps brands understand emotions across key touchpoints:

• Marketing and advertising: Analyze emotional responses to campaigns to see what drives interest, joy, or disengagement.
• Digital experiences: Identify moments of confusion or confidence across websites, product demos, and onboarding flows.
• Customer conversations: Capture emotional cues from calls, interviews, and feedback to understand trust, hesitation, and frustration.
• Connected insights: Bring emotional data together to create a unified view of brand and customer experience, beyond traditional metrics.

 

Let us see how all these can be done using Imentiv AI:

Capturing Real Emotions with Multimodal Analysis

Emotions are not expressed in just one way. People show how they feel through facial expressions, tone of voice, and the words they use.

Imentiv AI uses  multimodal analysis , combining video, voice, and text to capture emotions better. This gives brands a more complete and realistic picture of how customers feel during real interactions.

 

Seeing Emotional Changes with Emotion Graphs

Imentiv AI helps brands understand emotions through  emotion graphs . These graphs show how emotions change across an interaction, moment by moment.

Brands can clearly see where engagement increases, where attention drops, or where frustration appears. This makes it easier to improve ads, content, presentations, and customer conversations that shape brand experience.

 

Adding Depth with Personality Trait Analysis

People don’t just react emotionally; they communicate in consistent patterns shaped by their personality. Imentiv AI analyzes each individual in a video to identify personality traits based on the Big Five model.

By linking facial expressions and vocal patterns to the correct speaker, the platform generates personality insights for each person separately. This helps teams understand how different individuals express emotions, respond to situations, and communicate over time.

Instead of general audience assumptions, brands gain person-level insights — making it easier to interpret reactions, personalize engagement strategies, and design more effective brand and customer experiences.

 

Turning Data into Clear AI Insights

Emotional data can feel complex, especially when it comes from multiple interactions and touchpoints. Imentiv AI helps make this easier by allowing teams to  ask questions and receive context-specific answers  based on emotional patterns.

 

Building Trust with Psychologist Review

Emotional data needs thoughtful interpretation. That’s why Imentiv AI includes a  psychologist review to support its insights.

Human expertise adds reliability to emotion analysis. This helps brands feel more confident in the insights and use them thoughtfully within their customer experience strategy.

Instead of searching through dashboards or raw data, teams can explore what’s happening in specific moments—why engagement dropped, where confidence increased, or which interactions influenced perception. This makes emotional understanding more accessible and easier to apply when improving brand and customer experience.

 

Turning Emotional Insight into Better Experiences

Using emotion AI for brand and customer experience strategy helps brands move beyond guesswork.

With Imentiv AI, teams can:

• Spot emotional friction across touchpoints
• Improve messaging based on emotional response
• Train teams to communicate with more empathy
• Align brand intent with how customers actually feel

When emotional insights work alongside traditional metrics, brands gain a clearer and more human view of experience.