Effective Speakers under the Emotional Microscope: Commons and Differences of Lecturers’ Emotional Patterns of their Speech and the “Emotional Diamond”
Internal study, seeking academic research partners!
The fact that lecturers and politicians alike have commons and differences in their way of speech was the key idea for this research – but what makes one speech (or speaker) more effective than another?
Following a request from TEDxAmsterdam to analyze the emotional profile of the speakers of 2012, we took TED as a great platform for a research on this topic. Our main research assumption is that the way of speech and its emotional content can be analyzed using Nemesysco’s LVA and its Emotional Detection platform (EDP), and as such it can give a new level of knowledge pertaining to how speakers transform their knowledge, beliefs, and experience in an unconsciousness way.
We choose Nemesysco’s QA5 call center technology as the basis for this research, due to its automatic nature and the variety of emotional patterns (not veracity) which can be evolved during a lecture or a political speech. In this research we deliberately exclude the veracity assessment element as it is not in the scope of research.
With the use of the QA5 analysis tool, we can measure different levels of energy, stress, excitement, concentration, passion, embarrassment and other parameters among our tested speakers.
We’ve also made an assumption, based on some preliminary tests we made, that yet another critical factor for successful presentation (beyond the dedication of the speaker to the content) is the matter of training to reach the ability of actually enjoying the course of a lecture, promoting the message without hesitation, in full confidence and energy.
Research Analyzing Tool – The Emotional Diamond™
We have customized the LVA technology based product, QA5, (often used for monitoring emotional states of customer speech during an on-going calls in call centers) and added the “Emotional Diamond” display to allow easy reading of many layers of emotional data. A new report display was added as well to assist and quantify the presence of the various key emotions (see below), but for the purpose of complete research protocol, all QA5 regular parameters will be used.
In order to analyze the emotional patterns, we have chosen several emotions that usually stand for contrasts comparison. We configured and defined a table of attributes that can be calculated and translated into visual and textual conclusions.
The following table of Attributes clarifies the concept that we should use various parameters to demolish the paradigm on one hand, and to build a solid base of clear evidence to the assumption, on the other hand. This table comprises of the 3 groups of parameters: Technical, Rate of emotional states and Emotional states. Each group concludes relevant parameters to be focused on, since we can assume that those have an effect upon the results and the conclusions to be taken.
|Time||The duration of the speech/analyzed portion|
|CPA||QA5’s “Call Priority” – a function summarizing negative emotions in the analyzed voice assuming the voice belongs to a customer|
|FCP||The FINAL Call Priority value at the end of the voice segment|
|AP||QA5’s Agent Priority score – a function summarizing the over all negative emotions assuming the tested voice belongs to the service provider.|
|Rate of Emotional states|
|%anger||Percentage of voice segments in which ANGER was detected|
|%High Stress||Percentage of voice segments in which high levels of STRESS were detected|
|%Upset||Percentage of voice segments in which UPSET feelings was detected|
|%Content||Percentage of voice segments in which happiness or joy were detected|
|Emotional/ Cognitive States|
|Av. Energy||Average level of “Emotional energy” as detected in the call|
|Energy||Indicates how much energy evolves in the tested party effort to deliver|
|Passion||Indicates how passionate the tested party is, with regard to the content he delivers|
|Emotional||Indicates the emotional state of the tested party|
|Shy||Indicates how shy (embarrassed) the tested party is|
|Stress||Indicates how nervous the tested party is.|
|Thinking||Indicates the mental effort of the tested party|
|Cog Stress||Indicates the level of certainty/cognitive stress the tested party experience|
|Concentration||Indicates how concentrated the tested party is|
|Anticipation||Indicates how anticipated the tested party is for reaction|
Speech Analysis Results for the Speakers’ profiles
As part of our initial research 8 recorded speeches from different speakers were analyzed, each for its entire duration.
Therefore, since we initiated this research in small scale it is important to point out the conclusion should be taken as initial results only. It should further be assumed that to properly classify a true “Speaker’s Profile”, several speeches for each speaker should be analyzed.
Nevertheless, the results of each voice test presented us with interesting measurements that used to configure 3 profiles of speakers.
The “Politician” / “idealistic” Profile – The “Superstar lecturers”
In theory, such speaker can be defined as the one who delivers a message he believes in, not always relevant to current situation, the one who has a vision.
According to theinspectorscompany.com the test results, the complex of measures is:
High percentage of content (16.87-17.39)
High rate of average energy (12.84-17.64)
High rate of energy (67-78)
High rate of passion state (74)
High rate of emotion state (64-72)
Low rate of shy state (37)
Low rate of thinking state (19)
Low rate of cognitive stress (14-16)
High rate concentration state (31)
Medium rate of anticipation state (28-40)
Profile structure: Concentrated in the goal that should be reached, passionate beliefs, knows what to say and doesn’t have to think a lot, high drive to reach a summit, low stress. (based on the analysis of Bill Clinton and Barack Obama)
The “professional” Profile
In theory, such as a speaker can be defined as the one who has a speech plan. Know exactly what to say, well-practiced in such a mode of speaking, saves energy, knows how to deliver the state of a speech (not always what defines the same speaker in a normal way of speaking), plays a role that serves the cause, controls the emotional state to the minimum in order to gain points and results derived from his speech.
High percentage of anger (0.91)
High percentage of upset (4.95)
Low rate of average energy (7.41)
Low rate of energy (43)
Low rate of passion state (37)
Low rate of stress state (34)
Low rate of concentration state (26)
High rate of anticipation state (53)
Profile structure: Cool. Delivers a role in a play, saves energy for the entire speech (aka monologue), creates and delivers anticipation. (Based on the analysis of Benjamin Netanyahu UN speech and Winston Churchill’s “Never before” speech)
The “true story teller”
In theory, such as a speaker brings a story with a role within. That could be a scientific case study, narrative story, family story or other kind. Sometimes, there can be little inaccuracy in involved facts, but there is only a need to bring it to story to the audience.
High percentage of stress (26.67-82.09)
High percentage of upset (27.17-32.84)
High percentage of content (16.87-17.39)
Low rate of average energy (3.81-4.24)
Low rate of energy (22-26)
Low rate of passion state (20)
Low rate of emotion state (44-51)
High rate of shy state (55-56)
High rate of stress state (46-64)
High rate of thinking state (32-34)
High rate of cognitive stress (29-36)
High rate of concentration state (32-33)
Medium rate of anticipation state (38-41)
Profile structure: Such speaker knows exactly what the subject is. Speaker as such, lives the story for real. Anxious and Excited. (The tested parties are 3 TED lecturers)
This table of results concludes the above parameters. Note that the results, are based on one speech for each speaker, and in order to reach a solid conclusion, it is advisable to first, make a comparison of several speeches for each speaker on his own. Mainly, since the emotional state can be changed sometimes, as a result of environmental terms, type of audience, reason to deliver the speech, etc.
- John G. Wacker, A definition of theory: research guidelines for different theory-building research methods in operations management, Journal of Operations Management 16 1998 361–385
- Susan Dugdale, How to write a speech – step by step help: http://www.write-out-loud.com/howtowritespeech.html
- Roddy Cowie, Randolph R. Corneliu, Describing the emotional states that are expressed in speech, Speech Communication, Volume 40, Issues 1–2, April 2003, Pages 5–32
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