Evoke: AI-powered qualitative research
Reveal consumer emotion without relying on words
Accurately capturing genuine emotion through traditional surveys or words alone is tough. Evoke™ changes that. This AI-enhanced visual research and intelligence tool reveals how people really feel without relying on language to articulate it. Participants select images that instinctively match their emotions, unlocking fast, System 1 responses. Grounded in behavioral science and 32 scientifically validated emotional categories, Evoke translates visual choice into rich emotional insight, helping brands uncover the emotions that truly influence customer behavior.
Image-based research delivers faster, more accurate insight
Images outperform words when it comes to understanding emotional reactions because they’re universally understood, emotionally rich and processed instantly. Visual choice bypasses rational filtering, enabling researchers to capture authentic, instinctive reactions at speed.
Built on Robert Plutchik’s Wheel of Emotions, Evoke uses a curated set of images rigorously tested by Escalent to confirm their emotional connection and remove guesswork and bias. Evoke is grounded in decades of behavioral science and elevated by AI to make emotional insight more accessible and actionable.
Evoke leverages two AI platforms to evaluate and classify emotional representations across both established and new images. These AI insights helped refine our image set before final human validation. The result is a broader, more precise selection of images that richly and effectively communicates consumer emotions, helping brands better understand customer feelings towards their products, services and marketing
AI-enabled qualitative market research that turns emotion into trusted human insight
Evoke doesn’t replace human insight, it elevates it. Our skilled qualitative market researchers and certified AI experts guide interpretation, ensuring emotional signals are connected to real business questions. This blend of AI efficiency and human judgment helps clients move faster from emotional reaction to insight, revealing why people respond the way they do and how those emotions shape decisions, preferences and behavior. No clutter. No guesswork. Just a clear framework that works for messaging, innovation, brand health and customer experiences alike.
And the difference isn’t only the tool – it’s how we use it. Proven behavioral science. Smart AI technology. Trusted human interpretation. Together, they turn emotional data into clarity and clarity into decisions you can trust. If you care how your customers really feel—about your brand, your product or your message—go beyond words.
Talk to our AI experts
Don’t chase emotion. Let Evoke show it with speed, accuracy and depth.
Ask how Evoke can bring emotions into sharper focus for your brand.
