Emotion Logic - Detailed Review
Analytics Tools
Emotion Logic - Product Overview
Introduction to Emotion Logic
Emotion Logic is an AI-driven analytics tool that specializes in detecting genuine human emotions through advanced voice analysis. Here’s a breakdown of its primary function, target audience, and key features:
Primary Function
Emotion Logic uses Layered Voice Analysis (LVA) technology, developed by its parent company Nemesysco, to analyze voice data and identify a range of emotions such as happiness, stress, energy, passion, and mental effort. This technology goes beyond tone and language to detect subtle, involuntary vocal cues that reveal true emotions, providing insights that words alone cannot convey.
Target Audience
The tool is designed for various professional users across multiple sectors, including:
- Insurance companies for enhanced decision-making and fraud investigations
- Banking and financial institutions for improved customer interactions
- Human Resources for better recruitment and workforce engagement
- Healthcare providers for enhanced mental health care
- Call centers for optimizing customer service and reducing agent churn
- Educational institutions and researchers for deeper emotional insights.
Key Features
- AI-Powered Voice Analysis: Emotion Logic employs LVA technology to analyze voice data and extract emotional biomarkers, providing accurate emotional assessments.
- Emotion Detection: The tool can detect a wide array of emotions, helping businesses and organizations make informed decisions based on genuine emotional insights.
- Speech-to-Text Integration: Through services like FeelGPT, Emotion Logic combines speech-to-text analysis with emotional assessment to provide comprehensive insights into both the literal and emotional content of dialogues.
- API Integration: The platform offers seamless API integration, allowing for easy application integration and automated process enhancement.
- Pay-Per-Use Structure: Emotion Logic operates on a pay-per-use model, with pricing details available on their user-friendly hub, ensuring transparency and cost control.
- Comprehensive Reporting: The FeelGPT service generates detailed reports that include emotional and logical analyses, summaries, and emotional profiles, providing actionable insights for various business applications.
By leveraging these features, Emotion Logic helps organizations enhance decision-making, improve customer experiences, and optimize operational efficiency across diverse industries.
Emotion Logic - User Interface and Experience
The User Interface of Emotion Logic
The user interface of Emotion Logic, an AI-driven analytics tool, is designed with a focus on ease of use, clarity, and effectiveness in enhancing financial compliance and user interactions.
Ease of Use
Emotion Logic is built to be user-friendly, with an emphasis on simplicity and reliability. The system does not require special training for users, demonstrating its ease of use from the outset. It integrates seamlessly with existing customer relationship management (CRM) and compliance monitoring systems, which helps in minimizing disruptions to current workflows and reducing the need for extensive reconfiguration.
User Interface Design
The interface is structured to provide clear and actionable insights. Here are some key aspects:
- Reporting Capabilities: Emotion Logic generates detailed reports that align with specific regulatory formats and requirements. These reports are crucial for compliance audits and reviews, offering data-driven insights into user interactions.
- Real-Time and Near-Real-Time Analysis: The system can perform real-time analysis through on-premise configurations and near-real-time analysis via cloud-based services, ensuring timely and relevant feedback.
- Comprehensive Audit Trails: The platform provides detailed records of all agent-client interactions, which is essential for compliance monitoring and regulatory reviews.
User Experience
The overall user experience is enhanced through several features:
- Emotion Detection and Analysis: Emotion Logic can identify signs of different emotions in a speaker’s voice, such as stress, fatigue, anger, and uncertainty. This capability is vital for compliance-related assessments and ensures that interactions are conducted fairly and transparently.
- Feedback and Insights: The system provides insights that can be used to tailor compliance training programs, ensuring that financial agents are well-equipped to handle interactions that conform to regulatory standards. This feedback mechanism helps in improving the quality of interactions and maintaining regulatory compliance.
- Integration with Existing Systems: The modular architecture of Emotion Logic allows it to be integrated with a wide range of technologies, such as speech-to-text engines, voice recording systems, and data analytics platforms. This integration enhances the overall effectiveness of compliance monitoring efforts without disrupting existing workflows.
Engagement and Factual Accuracy
The interface is designed to ensure that interactions are conducted fairly and transparently, aligning with regulatory expectations. By analyzing the true emotional content of conversations, Emotion Logic fosters a more trustworthy and compliant environment. The system’s ability to detect fraud and risk indicators through unusual combinations of elevated emotions adds another layer of security and compliance.
In summary, Emotion Logic’s user interface is crafted to be intuitive, reliable, and highly effective in providing actionable insights and enhancing user interactions, all while ensuring compliance with regulatory standards.
Emotion Logic - Key Features and Functionality
Emotion Logic Overview
Emotion Logic, a subsidiary of Nemesysco, offers a sophisticated AI-driven voice analysis tool that is integral to various business and operational sectors. Here are the main features and functionalities of Emotion Logic:
AI-Powered Voice Analysis
Emotion Logic utilizes Advanced Voice Analysis, specifically the Layered Voice Analysis (LVA) technology, to detect subtle, involuntary vocal cues that reveal genuine human emotions. This technology goes beyond mere tone and language to identify emotions such as happiness, stress, energy, passion, and mental effort.
Emotion Detection
The core feature of Emotion Logic is its ability to detect a wide range of emotions from voice data. This includes identifying emotional states that are not explicitly stated, providing insights into the user’s true emotional condition. This is particularly useful in sectors like customer service, healthcare, and HR, where accurately assessing emotional states can significantly improve interactions and decision-making.
Multi-Industry Applications
Emotion Logic’s technology is versatile and can be applied across various industries, including:
- Insurance and Banking: To enhance decision-making and risk assessment.
- HR: For better candidate selection and workforce engagement.
- Healthcare: To improve patient care and mental health support.
- Customer Service: To optimize customer interactions and reduce agent churn.
- Fraud Investigations: To detect deception and enhance security clearances.
API Integration
The platform offers easy API integration, allowing businesses to seamlessly incorporate Emotion Logic’s voice analysis into their existing systems. This integration enables real-time emotion detection and feedback, which can be crucial for immediate response and decision-making.
Pay-Per-Use Structure
Emotion Logic operates on a pay-per-use model, providing transparent pricing details through a user-friendly hub. This structure allows businesses to manage costs effectively and ensures they only pay for the services they use.
Real-Time Insights
The technology provides real-time insights into the emotional states of individuals, enabling immediate and appropriate responses. This is particularly beneficial in customer service and telehealth scenarios where timely emotional support is critical.
Contextual Understanding
Emotion Logic’s analysis considers the context of the interaction, ensuring that the emotional insights are relevant and accurate. This contextual understanding helps in making informed decisions and enhancing user experiences.
Emotional Validation
While Emotion Logic does not validate emotions in the same way as some other AI systems, it does provide accurate emotional assessments. These assessments help in fostering empathetic interactions by ensuring that responses are aligned with the user’s emotional state.
Ethical Considerations
The use of Emotion Logic’s technology raises ethical considerations, such as the potential over-reliance on AI for emotional support. However, the transparency and accuracy of the technology help maintain trust and authenticity in AI-mediated interactions.
Conclusion
In summary, Emotion Logic’s AI-driven voice analysis is a powerful tool that enhances emotional intelligence in various sectors by providing accurate and real-time emotional insights, facilitating better decision-making, and improving user experiences.
Emotion Logic - Performance and Accuracy
Performance
Emotion Logic demonstrates strong performance in several areas:Emotion Detection
The platform is capable of identifying a broad spectrum of emotions, including stress, fatigue, anger, and uncertainty, through voice analysis. This is particularly useful in compliance-related assessments and other applications such as fraud investigations, healthcare, and customer service.Real-Time and Near-Real-Time Analysis
Emotion Logic can perform real-time analysis using on-premise configurations and near-real-time analysis through cloud-based services, which is beneficial for immediate insights and decision-making.Comprehensive Reporting
The system generates detailed reports of all interactions, including emotional and risk indicators, which supports compliance audits and regulatory reviews with clear and actionable insights.Accuracy
The accuracy of Emotion Logic is highlighted through several aspects:High Accuracy in Consent Verification
The system effectively recognizes instances where consent is requested and granted, ensuring adherence to compliance standards. This indicates a high level of accuracy in detecting specific emotional and behavioral cues.Detailed Emotion and Risk Reporting
Post-consent analysis provides in-depth insights into emotional and risk indicators, offering valuable data on client sincerity and potential risk factors. This suggests that the system can accurately identify and analyze emotional states.Voice Analysis
Emotion Logic surpasses tone, language, and cultural barriers to identify genuine emotions accurately through voice analysis. This indicates a strong capability in detecting emotions regardless of these variables.Limitations or Areas for Improvement
While the information provided does not detail specific limitations of Emotion Logic, some general considerations can be inferred:Contextual Understanding
The accuracy of emotion detection can sometimes be influenced by the context in which the emotions are expressed. For instance, certain emotions might be harder to detect accurately if they are not clearly differentiated in the voice data.Emotional Multidimensionality
Emotions can be complex and multidimensional, as seen in Russell’s Circumplex Model. This means that some emotions might be harder to classify accurately if they share similar physiological activation patterns.Continuous Validation
To maintain high accuracy, the system may require continuous validation and updates to ensure it remains effective across different scenarios and user interactions. Overall, Emotion Logic appears to be a highly effective tool for emotion detection and analysis, particularly in compliance and risk assessment contexts. However, like any AI-driven system, it may benefit from ongoing validation and refinement to handle the complexities of human emotions. Emotion Logic - Pricing and Plans
The Pricing Structure for Emotion Logic’s AI-Driven Analytics Tools
The pricing structure for Emotion Logic’s AI-driven analytics tools is based on a pay-per-use model, which is outlined on their user-friendly hub. Here are the key points regarding their pricing and plans:Pay-Per-Use Structure
Emotion Logic operates on a pay-per-use pricing structure. This means you are charged based on the actual usage of their services, allowing for transparent and flexible cost management.Accessing Pricing Details
To view the specific pricing details, you need to visit the Emotion Logic hub. Here, you can determine which plan suits your business needs by checking the costs associated with each usage.Plan Features
While the exact tiers and their corresponding features are not explicitly detailed on the provided sources, here are some general features available across their services:- Advanced Voice Analysis: Includes Layered Voice Analysis (LVA) technology to detect a range of emotions such as happiness, stress, energy, and more.
- Speech-to-Text Analysis: Integrated with emotional assessment, as seen in the FeelGPT service, which combines speech-to-text with emotional analysis.
- API Integration: Allows for integration into existing systems, enabling automated process integration and reducing labor time and costs.
- Comprehensive Reports: Provides detailed insights, including emotional and logical analyses, summaries, and emotional profiles.
Free Options
There is no explicit mention of free options or trial plans on the provided sources. However, you can start by testing their services in a controlled environment as part of their onboarding process, which involves signing up and using the platform to see how it fits your needs before scaling up.Getting Started
To get started, you need to:- Sign up or register for an account on the Emotion Logic hub.
- Choose the relevant plan based on your business needs.
- Integrate the API if necessary.
- Test and develop your integration in a controlled environment.
- Scale up the integration once satisfied.
- Continuously monitor and optimize the results.
Emotion Logic - Integration and Compatibility
Emotion Logic’s AI-Driven Analytics Tools
Emotion Logic’s AI-driven analytics tools are engineered to integrate seamlessly with a variety of systems and platforms, ensuring compatibility and ease of use across different environments.
Integration with Existing Systems
Emotion Logic’s platform is built with a modular architecture, allowing it to be integrated with existing customer relationship management (CRM) and compliance monitoring systems. This integration provides a holistic view of client interactions across various communication channels, enhancing the overall effectiveness of compliance monitoring and customer service efforts.
Compatibility with Technologies
The platform is compatible with a wide range of technologies commonly used in financial services, such as speech-to-text engines, voice recording systems, and data analytics platforms. This compatibility simplifies the integration process and reduces potential disruptions to existing workflows.
API Integration
Emotion Logic offers easy API integration, allowing users to incorporate its voice analysis and emotion detection capabilities into their existing systems. This can be done through the Emlo.cloud platform or via API for automated process integration. The API documentation and guides provided by Emotion Logic assist in the integration process, making it straightforward and efficient.
Cloud and On-Premise Deployment
The platform supports both cloud-based and on-premise deployments. Cloud-based configurations offer near-real-time analysis, while on-premise deployments using dockers enable real-time analysis. This flexibility allows users to choose the deployment method that best fits their infrastructure and security requirements.
Data Security and Compliance
Emotion Logic places a strong emphasis on data security and regulatory compliance. The system ensures that all necessary compliance checks are seamlessly incorporated into client interactions and generates detailed reports that align with specific regulatory formats. This includes capturing every instance where consent is requested during client interactions, which is crucial for maintaining compliance with privacy regulations.
User-Friendly Implementation
Getting started with Emotion Logic is straightforward. Users can register on the Emlo.cloud platform, view the pricing structure, integrate the API into their systems, test and develop the integration, and then scale it up. The platform also offers customer support to assist with any technical or operational queries during the implementation process.
Conclusion
In summary, Emotion Logic’s analytics tools are highly adaptable and can be integrated with various systems, ensuring broad compatibility and ease of use. This makes it an effective solution for enhancing business processes across different sectors, including financial services, customer service, and healthcare.
Emotion Logic - Customer Support and Resources
Customer Support
Emotion Logic offers several avenues for customer support to ensure users can effectively utilize their emotion detection technology. Here are a few:Direct Contact
Users can reach out to Emotion Logic’s friendly team through a chat feature available on their website. This allows for immediate assistance with any questions or issues.Documentation and Resources
Emotion Logic provides detailed documentation and tools necessary for users to succeed. This includes guides on how to get started with their voice analysis technology and how to integrate it into various applications.Additional Resources
To support the effective use of their product, Emotion Logic offers several additional resources:Expert Training
Emotion Logic provides access to expert training, which helps users gain the necessary skills to implement and use their emotion detection solutions effectively.Pay-Per-Use Structure and Pricing Details
The company operates on a pay-per-use structure, and users can find transparent pricing details on their user-friendly hub. This helps users understand the costs associated with each usage and align it with their budget.Industry-Specific Insights
Emotion Logic’s technology is applied across diverse sectors such as customer service, fraud investigations, healthcare, and education. Users can gain valuable insights into how the technology can be optimized for their specific industry needs. While the website does not provide extensive details on 24/7 support or specific response times, the availability of direct chat support and comprehensive documentation suggests a commitment to helping users resolve their queries efficiently. Emotion Logic - Pros and Cons
Advantages
Enhanced User Experience
Emotion Logic’s technology enables more intuitive and empathetic interactions between humans and machines, leading to a better user experience. This is particularly beneficial in sectors like customer service, where understanding and responding to user emotions can significantly improve service quality.Valuable Insights
The product provides clear, actionable insights through advanced voice analysis, detecting a range of emotions such as happiness, stress, energy, and passion. These insights can help businesses make data-driven decisions and improve their services.Cross-Cultural Accuracy
Emotion Logic’s technology surpasses tone, language, and cultural barriers to identify genuine emotions accurately, making it versatile for use in diverse global settings.Multiple Applications
The technology is applied across various sectors, including fraud investigations, healthcare, education, and customer service. It helps in recruiting the right candidates, enhancing mental health care, and optimizing customer interactions.Time and Effort Savings
By analyzing large volumes of voice data simultaneously, Emotion Logic’s tool saves significant time and effort for teams, allowing for more efficient decision-making processes.Disadvantages
Cultural Nuances
While Emotion Logic’s technology is advanced, it still faces challenges in fully understanding cultural nuances in nonverbal communication. This can lead to variations in accuracy across different cultural contexts.Limitations in Emotion Recognition
The accuracy of emotion recognition can vary depending on factors such as data quality, emotion complexity, and the specific application. This means that while the technology is sophisticated, it is not perfect and may have limitations in certain scenarios.Potential for Misinterpretation
Emotions detected through voice analysis can sometimes be misinterpreted, especially if the context is not fully considered. This could lead to incorrect insights if not carefully managed.Cost Considerations
The service operates on a pay-per-use structure, which may not be suitable for all budgets. Users need to be aware of the costs associated with each usage to ensure it aligns with their financial plans. In summary, Emotion Logic’s product offers significant benefits in terms of enhancing user experiences, providing valuable insights, and saving time and effort. However, it also has some limitations, particularly around cultural nuances and the potential for misinterpretation of emotions. Emotion Logic - Comparison with Competitors
Unique Features of Emotion Logic
- Voice-Based Emotion Analysis: Emotion Logic specializes in detecting genuine emotions through voice analysis, using Layered Voice Analysis (LVA) technology. This allows it to identify a wide range of emotions such as happiness, stress, energy, passion, and mental effort, transcending tone, language, and cultural barriers.
- Advanced Bio-Markers: The platform uses 151 core and proprietary vocal bio-markers to calculate the emotional state of the speaker, including stress, excitement, hesitation, and more. This detailed analysis is particularly useful in sectors like fraud investigations, healthcare, and customer service.
- Emotional Diamond Concept: Emotion Logic’s Emotional Diamond concept visually represents the complexity of human emotional reactions, showing how emotions change over time. This includes parameters like Energy, Stress, Emotional, and Logic & Confidence.
- Clinical Stress Analysis: The platform includes a sub-system for semi-clinical stress detection, allowing for the monitoring of different deep stress levels and providing actionable insights.
Potential Alternatives
Mentionlytics
- Text-Based Emotion Analysis: Mentionlytics focuses on analyzing emotions from text data, such as social media mentions, feedback, and comments. It uses AI to categorize emotions into joy, sadness, anger, and fear, providing insights into audience sentiment. This tool is more suited for brands looking to monitor and analyze text-based feedback.
- Social Listening: Mentionlytics offers comprehensive social listening capabilities, scanning social media platforms, websites, and news sources to gather relevant mentions. It is ideal for brands needing to track their online presence and audience emotions through text data.
Sprout Social
- Social Media and Sentiment Analysis: Sprout Social provides AI-powered analytics for social media management, including sentiment analysis and social listening. It helps marketers understand audience perception and brand reputation through social media data. While it includes emotion analysis, it is more focused on social media engagement rather than voice-based data.
- Content Recommendations: Sprout Social offers AI-driven content recommendations and optimal posting times, which can be beneficial for brands looking to enhance their social media strategies.
Tableau and Microsoft Power BI
- Data Visualization and Predictive Modeling: Tools like Tableau and Microsoft Power BI are more generalized analytics platforms that offer data visualization, predictive modeling, and AI-driven insights. They are not specifically focused on emotion analysis but can be used to analyze various types of data, including customer feedback and sentiment. These tools are better suited for organizations needing a broader analytics solution rather than specialized emotion analysis.
Key Differences
- Data Source: Emotion Logic is unique in its focus on voice data, while Mentionlytics and Sprout Social primarily analyze text-based data from social media and other online sources.
- Application: Emotion Logic’s applications span across diverse sectors such as fraud investigations, healthcare, and customer service, whereas Mentionlytics and Sprout Social are more geared towards social media management and brand reputation.
- Features: While Emotion Logic provides detailed voice-based emotion analysis, Mentionlytics and Sprout Social offer more general social listening and sentiment analysis features.
Emotion Logic - Frequently Asked Questions
Frequently Asked Questions about Emotion Logic
What is Emotion Logic and how does it work?
Emotion Logic is a company that uses AI-powered voice analysis to detect genuine human emotions. It employs Layered Voice Analysis (LVA) technology, developed by its parent company Nemesysco, to identify subtle, involuntary vocal cues that reveal true emotions. This technology goes beyond tone and language to provide insights into emotions such as happiness, stress, energy, passion, and mental effort.What are the primary applications of Emotion Logic?
Emotion Logic’s technology is applied across various industries, including insurance, banking, HR, mental health, and customer service. It helps in fraud investigations, improving customer experiences, enhancing decision-making, and optimizing interactions in call centers. In mental health, it aids professionals in assessing patients’ emotional states and providing personalized care.How does Emotion Logic differ from lie detection?
While both Emotion Logic and lie detection use voice analysis, their focuses are different. Emotion Logic emphasizes detecting genuine emotions to provide nuanced insights into users’ sentiments. Lie detection, on the other hand, primarily aims to uncover deception. Emotion Logic’s approach is more about emotional understanding rather than detecting lies.What is FeelGPT and how does it integrate with Emotion Logic?
FeelGPT is a service offered by Emotion Logic that combines speech-to-text analysis with emotional detection using LVA technology. It processes audio files to extract spoken content and assess underlying emotions, providing actionable insights. FeelGPT is accessible through the Emotion Logic hub and via API integration, making it useful for fraud detection, customer service, sales enablement, and mental health evaluations.How do I get started with Emotion Logic?
To get started, you need to visit the Emotion Logic website and sign up for an account. You can then view the pricing structure, which is based on a pay-per-use model, and determine which plan suits your business needs. For technical integration, you can use the API to integrate Emotion Logic’s services into your existing systems. There are also steps for testing and development before scaling up the integration.What kind of emotional insights can Emotion Logic provide?
Emotion Logic can detect a range of emotions from voice data, including happiness, stress, energy, passion, and mental effort. It identifies emotional cues such as stress, confidence, excitement, and hesitation, which can be crucial in various applications like customer service, sales, and mental health care.Is Emotion Logic’s technology accurate and reliable?
Emotion Logic’s technology is advanced and provides accurate insights into genuine emotions. However, like any AI-driven tool, it is subject to the limitations of the data quality and the specific context in which it is used. Users are advised to consider these factors when interpreting the results.How does Emotion Logic support mental health professionals?
Emotion Logic provides tools that empower mental health professionals with genuine emotional insights. It offers fast and precise assessments of patients’ emotional states, helps in understanding authentic emotional experiences during therapeutic sessions, and tracks emotional fluctuations between sessions. This data aids in creating personalized and impactful treatment plans.Can Emotion Logic be integrated into existing systems?
Yes, Emotion Logic’s services can be integrated into existing systems through API integration. This allows for seamless application of their voice analysis and emotional detection capabilities within various business processes and applications.What is the pricing structure for Emotion Logic’s services?
Emotion Logic operates on a pay-per-use pricing structure. You can view the pricing details on their user-friendly hub, which helps you understand the costs associated with each usage and determine which plan suits your business needs.How secure is the data processed by Emotion Logic?
Emotion Logic ensures data security by encrypting audio files before sending them for analysis. The process involves SOC2 compliant partners for speech-to-text analysis, and the company adheres to new EU AI regulations for responsible AI practices. Emotion Logic - Conclusion and Recommendation
Final Assessment of Emotion Logic in the Analytics Tools AI-Driven Product Category
Emotion Logic, a product of Nemesysco, stands out in the AI-driven analytics tools category with its advanced voice-based emotion analysis technology. Here’s a comprehensive assessment of its benefits, target users, and overall recommendation.
Key Benefits and Capabilities
- Emotion Detection: Emotion Logic specializes in detecting a wide range of emotions from voice data, including happiness, stress, energy, passion, and mental effort. This technology transcends tone, language, and cultural barriers to identify genuine emotions accurately.
- Diverse Applications: The product is versatile, with applications in various sectors such as healthcare, customer service, fraud investigations, education, and recruitment. It helps in enhancing mental health care, optimizing customer interactions, and improving hiring decisions.
- Advanced Voice Analysis: The core technology, Layered Voice Analysis (LVA™), is adapted for different professional users, from police investigations to call center quality monitoring. This ensures that the insights provided are nuanced and accurate.
- User-Friendly Integration: Emotion Logic offers easy API integration, making it simple for businesses to incorporate this technology into their existing systems. The pay-per-use structure provides transparency in costs, aligning well with budgetary needs.
Who Would Benefit Most
- Healthcare Providers: Therapists and healthcare professionals can benefit from Emotion Logic’s advanced emotion analysis to better diagnose and treat mental health conditions like depression and anxiety.
- Customer Service Teams: Companies aiming to optimize customer interactions and improve service quality can use Emotion Logic to gain insights into customer emotions, reducing agent churn and increasing sales.
- HR Departments: Human resources teams can leverage this technology to make informed hiring decisions by assessing the genuine motivation and emotional state of candidates.
- Marketing and Advertising Agencies: By understanding the emotional responses of their audience, marketers can create more effective emotional marketing campaigns, enhancing brand loyalty and customer engagement.
Overall Recommendation
Emotion Logic is a valuable tool for any organization seeking to enhance their understanding of human emotions through voice analysis. Its accuracy, versatility, and ease of integration make it a strong contender in the AI-driven analytics tools market.
For businesses looking to improve customer service, enhance mental health care, or make better hiring decisions, Emotion Logic offers actionable insights that can drive significant improvements. The technology’s ability to transcend cultural and linguistic barriers adds to its global applicability.
However, it is important to consider the ethical and privacy implications associated with emotion recognition technology, ensuring that its use is transparent and responsible.
In summary, Emotion Logic is a powerful tool that can provide deep insights into human emotions, making it an excellent choice for organizations aiming to enhance user experiences, improve decision-making, and foster stronger emotional connections with their audience.