Voice Analytics

Sounding Out Emotions

For several years now, the automatic analysis of emotions for market research purposes has been a primary research area for the GfK Verein. Working together with engineers at the University of Augsburg and start-up firm audEERING, the GfK Verein has developed an instrument that detects emotions using the voice.

Voice analysis is now available for GfK customers with

For GfK clients, emotional voice analysis is available in GfK’s Market Builder Voice which bas been awarded with the innovation price of the German market research association in 2017. 

The GfK Verein has already developed sophisticated software in this field. This product, the GfK EMO Scan automatically uses facial expressions to detect emotions. However, visual methods of emotion recognition are not always possible, such as in telephone interviews, for example. Moreover, not all emotional states can be measured through facial expressions. For instance, emotional arousal cannot be inferred from facial expressions. Emotional arousal is an important indicator of the personal relevance of certain experiences and can be easily detected in the voice.

Voice Analytics – “Sounding Out the Consumer’s Voice”

In a mission to expand the range of applications for emotion analysis, the GfK Verein collaborated with engineers at the University of Augsburg and the start-up firm audEERING to develop an instrument that would recognize emotions through vocal patterns. The current version of the Software automatically detects emotional arousa in five languages: German, English, Spanish, Chinese, and Russian. Market Builder Voice – A Tool with Practical Application

MarketBuilder Voice is structured around a situation wherein study participants will be presented with new product concepts and then asked to speak freely about their reactions to this product. Their answers will be recorded and evaluated using automatic analysis tools, including the Market Builder Voice. This product stands out because it uses emotional voice analysis to examine “how” something is being said in conjunction with “what” is being said. The two dimensions, content and emotion analysis, are summarized, and together they offer insight into the full degree of emotional influence.


Eyben, F., Unfried, M., Hagerer, G., & Schuller, B. (2017). Automatic Multi-lingual Arousal Detection from Voice Applied to Real Product Testing Applications. Proceedings of the 42nd IEEE International Conference on Acoustics, Speech, and Signal Processing, ICASSP, New Orleans, LA, 5155-5159.

Cooperation partners:


Prof Dr. Björn Schuller
(University of Augsburg, Imperial College London)