The Underlying Value of Emotional Intelligence

Identifying how people react emotionally has been core to our existence since the beginning of time. Throughout history, the ability to react emotionally can result in an action that could prove successful or fateful. 

In the story of Adam & Eve, when the snake convinces Eve to eat the forbidden fruit, she subsequently persuades Adam, who succumbs based on Eve’s passionate recommendation. Adam was triggered emotionally into sinning. 

Using Emotional Intelligence empowers the ability to identify one's reactions and take action based on that response. 

Whether it be a simple conversation (or argument) amongst family and friends, reading a story, watching a movie, or participating as a juror in a court case, all will drive an emotional reaction. And based on that emotion, it can be determined what the effect may be to that reaction and the strategy to address it.

The advent of Artificial intelligence allows for a quick and efficient way to capture emotional intelligence. Using facial action coding, identifying micro expressions while one naturally reacts to something they’ve seen or heard, allows for the interpretation of emotions like happiness, sadness, anger and additional sentiments. By utilizing technology and combining data science and machine learning, conclusions and recommendations can be delivered based on the plethora of objectives one seeks to achieve.

Through recently available software solutions, brands, marketers, creators, politicians and lawyers now have easy access to data to make sure their messaging will resonate with their intended audiences. The net result is a more economical and efficient method in gathering market research. 

Aaron Itzkowitz is founder and CEO of Yale Insights. Their software platform makes it easy to gather Quantitative and Qualitative Data quickly and cost effectively from audiences compared to traditional screening and focus groups methods.