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Using Speech Emotion Recognition in Market Research (Case Study)

Thu Jun 25 2020

A few weeks ago, inVibe Labs’ Head of Listening Beth Baldys had the amazing opportunity to present with Tiffani Shovlin from Taiho Oncology at Intellus Worldwide Virtual Summit 2020. In alignment with the conference themes of using new methodologies to better understand and empathize with physicians and patients, the duo co-presented a recent case study where inVibe’s voice research platform was used to do just that.

In the presentation, inVibe shared how they combined their novel voice-response technology with advanced linguistic analysis tools to help better understand and predict future behaviors of Taiho’s key stakeholders.

When Taiho decided to embark on this research with inVibe, they were preparing for a new product launch, which promised to be an oral treatment for a rare hematologic condition where the only available options to patients involved infusions that were administered five or seven days in a row every month.

“If I had used traditional methodologies to garner healthcare professionals’ perspectives on the product profile,” Tiffani explained, “I would have only heard very clinical responses that focused on the efficacy metrics and adverse event profile.” Instead, she wanted to get better answers to more complex questions, like ‘What would drive product adoption usage from all stakeholders?’, ‘How would healthcare professionals perceive the product’s potential quality of life benefits, and do those differ between physicians and nurses?,’ and ‘What emotions played the biggest role in their decision-making process?’.

Using inVibe’s novel automated voice-response interview methodology, inVibe captured nurses and hematologists sharing their reactions to the product profile — which varied greatly between the two audiences. The acoustic and lexical analysis revealed that nurses had a heightened understanding of and empathy towards the patients’ emotional experience, and as such, they favored the new treatment for more than just its efficacy profile. What they said and how they said it revealed that they strongly valued the freedom and psychological impact the therapy could have on the patients’ quality of life.

On the other hand, hematologists didn’t appreciate the emotional benefits of the treatment as much and instead focused on its presumed efficacy. Accordingly, their responses showed less lexical and acoustic enthusiasm for the new product. This was also driven by the lower value they placed on the product’s quality of life impact.

All of these findings (and many more) translated into important actionable strategies that the team utilized to prepare for their launch.

The case study presentation titled “Assessing the Market Opportunity for a New Rare Cancer Treatment by Uncovering Linguistic and Emotional Reactions from Hematologists and Nurses” is available on-demand for free.

Click here to watch the presentation now.

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