Adoreboard

Adoreboard, an emotion analytics pioneer, was established in 2011 by Chris Johnston. The company focuses on delivering a comprehensive understanding of customer emotions related to products and services by utilizing artificial intelligence (AI) and natural language processing (NLP) technologies. Adoreboard helps businesses transform unstructured data into actionable insights to improve customer experience, enhance brand reputation, and drive growth.

Initially a social media analytics platform, Adoreboard expanded its capabilities by integrating machine learning and NLP for analyzing unstructured data such as text, images, and videos. Its flagship product, Emotics, offers a unique approach to quantifying human emotions, assisting organizations in measuring the emotional impact of their marketing and communication efforts.

The Emotics platform is built upon Plutchik’s Wheel of Emotions, a psychoevolutionary model identifying eight primary emotions. By processing data from multiple sources like customer reviews, social media posts, and survey responses, Emotics evaluates and categorizes these emotions, providing valuable insights into customer sentiment about brands, products, and services.

Adoreboard has successfully raised funds from venture capital firms and angel investors. A 2014 seed funding round led by Techstart Ventures raised £295,000, while a second round in 2016 secured an additional £1.2 million from investors including Clarendon Fund Managers, the Halo Business Angel Network, and Techstart Ventures. These funds supported product development, global expansion, and platform refinement.

The company’s strategic acquisitions, such as Emotient, a facial expression analysis startup, have strengthened its position in the emotion analytics market. By integrating Emotient’s facial recognition technology into the Emotics platform, Adoreboard offers a more comprehensive understanding of customer emotions.