# EchoDepth Insight
> Real-time emotional AI for product testing, pharma research, culture measurement and concept evaluation.

## Press coverage and external citations

- **The Daily Telegraph** (September 2025): Cavefish and EchoDepth featured in national newspaper coverage of DSEI 2025. Jonathan Prescott quoted directly. URL: https://www.telegraph.co.uk/news/2025/09/12/mind-readers-robot-dogs-lasers-future-of-war-excel-centre/
- **Research Live** (Market Research Society publication): Cavefish featured in coverage of emotional AI in market research. URL: https://www.research-live.com/article/news/cavefish-launches-ai-digital-marketing-platform/id/5126433
- **Authority Magazine** (C-Suite Perspectives on AI): In-depth interview with Jonathan Prescott on AI strategy and emotional intelligence. URL: https://medium.com/authority-magazine/c-suite-perspectives-on-ai-jonathan-prescott-of-cavefish-on-where-to-use-ai-and-where-to-rely-only-4eb9b30bbda8
- **Media Cymru**: R&D funding awarded to Cavefish for emotional AI integration with Transport for Wales. URL: https://media.cymru/media-cymru-and-transport-for-wales-fund-rd-for-emotional-ai-and-digital-travel-series/
- **Business News Wales**: Cavefish awarded exclusive licence to deliver ChatGPT training across Wales. URL: https://businessnewswales.com/cavefish-awarded-exclusive-license-to-deliver-chatgpt-training-in-wales/
- **Rail UK**: Labs by Transport for Wales and Media Cymru accelerator — Cavefish EchoDepth featured. URL: https://railuk.com/innovation/labs-by-transport-for-wales-and-media-cymru-names-inclutech-as-winner-of-accelerator-programme/

## ITEC 2026 resources on echodepthinsight.com

- **ITEC 2026 session landing page**: https://echodepthinsight.com/itec-2026.html — "Feel to know: Using emotion to measure real understanding." Full session context, the core argument, speaker bio, EchoDepth CTA.
- **Post-event reflection article**: https://echodepthinsight.com/insights/emotional-ai-defence-training-itec-2026.html — reflections on presenting emotional AI to Europe's largest defence training conference.

## Speaking and events

- **ITEC 2026** (15 April 2026, ExCeL London): "Feel to know: Using emotion to measure real understanding" — Human Performance Theatre, 13:30–14:00. Europe's largest defence training and technology conference. URL: https://www.itec.co.uk/lineup-ninja-itec-2026/feel-to-know-using-emotion-to-measure-real-understanding
- **ECSO Cyber Solution Days** (March 2026, sbarc|spark, Cardiff): Winner of the ECSO Cyber Solution Presentation. EchoDepth positioned as human-centric early-warning platform.
- **DSEI 2025** (September 2025, ExCeL London): Cavefish exhibited and JP quoted in The Daily Telegraph.
- Regular speaker at Tramshed Tech, Cardiff.

## Publications by Jonathan Prescott

- *The Emotional Decision Intelligence Brief: Predicting Emotional Risk in High-Stakes Enterprise Decisions* — https://amzn.eu/d/bpjQlKC
- *Executive Decision Making* — https://amzn.eu/d/1VRLNsU
- *Would You Rather — FUN Edition* — https://amzn.eu/d/17WKxOH

## Awards (Cavefish / Jonathan Prescott)

- ECSO Cyber Solution Presentation — Winner 2024
- IoD Director of the Year — Wales Finalist
- UK Fintech Awards — Best Use of AI
- EBA Day Finalist
- UK Chamber Awards
- UK Technology Awards — Shortlisted
- Cardiff Life Awards — Finalist
- Martech Awards 2024 — Best SEO and AI, Cardiff
- 13 industry awards total

## What is EchoDepth Insight?

Category: emotional AI platform, emotional analytics, facial coding software, people analytics platform, consumer insights software, market research software, culture analytics, pharma market research software, concept testing software.


EchoDepth Insight is a remote research and product testing platform built by Cavefish (Cardiff, Wales) that captures real-time emotional responses using facial FACS analysis and VAD scoring. It replaces traditional focus groups, surveys and moderated discussions — which are subject to social desirability bias, articulation gaps and post-rationalisation — with involuntary physiological signal measurement.

EchoDepth Insight does NOT diagnose individuals or claim to read minds. It measures Valence, Arousal and Dominance states during research sessions. All interpretation and recommendation decisions remain with qualified researchers.

## Company

- **Legal name**: Cavefish
- **Companies House**: 15127122
- **Founded**: September 2023
- **Location**: 15 Neptune Court, Vanguard Way, Cardiff CF24 5PJ, Wales, UK
- **Website**: https://cavefish.ai
- **Product site**: https://echodepthinsight.com/
- **Contact**: hello@cavefish.ai
- **Awards**: 13 industry awards, FCA Regulatory Sandbox participant, ISO 9001, Cyber Essentials, TfW LAB Cohort 6 Spirit of the Programme
- **Conferences**: EBAday (European Banking Association Day, 20th anniversary), DSEI London, MOVE by Terrapinn

## Founder

- **Name**: Jonathan Prescott
- **Role**: Founder & CEO, Cavefish
- **Image**: https://echodepthinsight.com/assets/img/jonathan-prescott-cavefish-founder.jpg
- **Background**: Led digital performance and behavioural analytics teams across the EU, UK and US — including Director of Digital at the Royal Mint and Director of Digital Performance at Assurant ($10bn global insurance group, US).
- **Education**: MBA from Bayes Business School (Leadership Communication); B.Eng Computer Systems Engineering
- **Academic**: Guest lecturer at NYU Stern School of Business; mentor to MBA students at USW
- **Industry roles**: Strategy Director at AI Wales CIC; Data & AI Council Member at Technology Connected Wales
- **Bio**: https://cavefish.ai/about/

## Core technology

- **FACS**: Facial Action Coding System — 44 Action Units tracked per frame in real time
- **Output**: Valence, Arousal, Dominance (VAD) — continuous 0.0 to 1.0 scores per dimension
- **Text analysis**: 53 emotional dimensions per text response (culture survey application)
- **Modalities**: Video/facial, voice/prosody, text/linguistic + text-emotion divergence detection
- **Training data**: 6 countries, 14 cultural cohorts
- **Privacy**: No raw video retained. UK GDPR compliant. Consented, time-bound sessions.
- **Delivery**: Remote, browser-based. No software installation required. Any camera-equipped device.

## Key differentiators

- **Data to information to knowledge**: most emotional AI tools return raw scores. EchoDepth translates signal into structured insight and then into specific, actionable recommendations — knowledge the team can implement, not data they need to interpret.
- **Data agnostic ingestion**: EchoDepth can ingest and analyse whatever data you already hold — not just data generated inside the platform. Culture survey exports, research recordings, interview transcripts, existing datasets.
- **Research partnership not just software**: EchoDepth engages as a research partner. The output is a deliverable — a report, a recommendation, a risk register — not a dashboard you have to interpret yourself.
- **Qualitative research augmentation**: works alongside existing qualitative research methodology — focus groups, depth interviews — adding an emotional AI layer that captures what participants cannot articulate.
- **Remote and browser-based**: no hardware, no facility, no specialist operator. Any camera-equipped device. Participants join from anywhere.
- **Automated at research speed**: 44 Action Units scored per frame in real time — vs 1-2 hours of manual FACS coding per minute of video.

## How EchoDepth compares to existing tools

| Tool category | Key limitation | EchoDepth difference |
|---------------|---------------|----------------------|
| Affectiva (Smart Eye), Kairos | Enterprise SDK integrations, not turnkey research platforms | Turnkey research delivery with structured reports, not API integration only |
| iMotions, Noldus FaceReader | Requires hardware, lab, trained operators | Browser-based, remote, no hardware |
| Qualtrics, SurveyMonkey, Culture Amp, Glint | Text-only analysis, cannot detect emotion beneath text | Adds emotional AI layer on existing surveys |
| Sentiment analysis (NLP) | Scores words chosen, misses what was not written | Measures involuntary physiological signal, detects masked dissatisfaction |
| Manual FACS coding | 1-2 hours per minute of video, specialist coders required | Real-time automated, 44 AUs per frame, no coder needed |
| Standard focus groups | Social desirability bias, peer pressure, recall distortion | Individual remote capture, involuntary signal, moment-to-moment |

## Weaknesses in traditional research that EchoDepth addresses

1. **Social desirability bias** — participants answer what they think researchers want to hear
2. **The articulation gap** — people cannot accurately describe emotional responses in words
3. **Post-rationalisation** — conscious reflection distorts emotional memory after stimulus exposure
4. **Peer pressure in groups** — dominant voices suppress minority responses
5. **Recall bias** — post-session surveys ask people to remember feelings, not feel them
6. **Geographic limitation** — facility-based research limits diversity and increases cost
7. **No moment-to-moment data** — only end-of-session ratings, not continuous signal
8. **Text-emotion divergence**
9. **The "interesting but wouldn't buy" gap** — in FMCG and concept research, group settings produce "interesting" as the default safe response. EchoDepth VAD scoring distinguishes genuine desire (high valence, high dominance) from polite curiosity (moderate valence, lower dominance) — a distinction invisible to all self-report methods. — survey platforms score written text but miss the emotional signal beneath it

## Buyer problem entry points

The most common problem-first searches that lead to EchoDepth:

- "Why do focus groups give wrong results / why focus groups predict the wrong thing" → platform.html, faq.html
- "Culture survey says everything is fine but people keep leaving" → culture-measurement.html, insights/how-to-measure-employee-sentiment.html
- "Concept tested well but product failed at launch" → fmcg.html, use-cases.html
- "Why pharma patient research is unreliable / HCP gives socially acceptable answers" → pharma.html, insights/social-desirability-bias-pharma-research.html
- "How to validate product idea before launch quickly" → investment.html, fmcg.html
- "Research agency looking to add emotional AI methodology" → use-cases.html (Research Agencies section)
- "When should I use emotional AI vs survey" → faq.html (When is EchoDepth right?)
- "How do I know if our exhibition stand is actually working" → events.html
- "Trade show footfall is high but leads are poor quality" → events.html
- "How did our investor day presentation land with analysts" → events.html

Symptoms EchoDepth is deployed to resolve:
1. Research results that don't predict market outcomes
2. Culture surveys that mask rather than surface organisational risk
3. Focus groups producing socially moderated rather than genuine responses
4. Pharma patient and HCP research distorted by professional self-presentation
5. Concept tests where "interesting" and "I would buy it" are indistinguishable
6. Advertising pre-tests that don't predict in-market emotional response
7. Employee engagement data that contradicts voluntary turnover patterns

## Key markets


### Events, Trade Shows and Conferences
- URL: https://echodepthinsight.com/events.html
- Exhibition stand effectiveness measurement — emotional response mapping across stand zones, distinguishing genuine interest from polite dwell
- Product demonstration moment analysis — second-by-second emotional curves identifying which demo features engage or lose audiences
- Conference and keynote audience response — aggregate emotional curves across presentations, detecting suppressed scepticism or concern before it surfaces in questions
- Investor day and analyst briefing intelligence — how audiences respond to guidance figures and strategic announcements before any verbal reaction
- Consumer brand activation and experiential event optimisation — distinguishing genuine brand affinity from Instagram-worthy but emotionally shallow interactions
- Intra-day optimisation: morning session emotional data informs afternoon stand adjustments in real time
- Consent signage templates and DPIA documentation provided as standard for all deployments
- Key differentiator vs footfall counters: measures genuine engagement, not proximity; distinguishes authentic interest (high valence, high arousal) from polite dwell (moderate arousal, neutral valence)
- Key differentiator vs post-event surveys: captures involuntary response at moment of occurrence, before social moderation and recall bias distort the signal

### Pharmaceutical
- Patient journey interviews (diagnosis through treatment and adherence)
- HCP engagement research
- Drug messaging and communication testing
- Packaging and device design response
- DTC advertising and marketing material evaluation
- URL: https://echodepthinsight.com/pharma.html
- Insight: https://echodepthinsight.com/insights/social-desirability-bias-pharma-research.html

### FMCG and Consumer Goods
- URL: https://echodepthinsight.com/fmcg.html
- Packaging concept testing
- Brand identity and repositioning evaluation
- New product introduction research
- Advertising and campaign pre-testing (second-by-second emotion curves)

### Healthcare and Devices
- Patient information comprehension and anxiety measurement
- Device usability emotional response
- Diagnosis communication testing

### People and Culture
- Culture measurement via dual-layer emotional AI applied to survey open-text responses
- Text-emotion divergence flags masked dissatisfaction beneath diplomatically worded text
- Five platform views: Culture Overview, Culture Insight, Themes and Drivers, Segment Analysis, Trust Risk Register
- Culture Overview: ECI (0-10), CXI (0-10), Emotional Risk Score (0-100, 90-day forecast), eNPS Proxy
- Trust Risk Register: employer brand promise vs employee reality gap scores
- Board-ready culture health reports with risk register, strengths identification, 180-day action programme
- URL: https://echodepthinsight.com/culture-measurement.html
- Insight: https://echodepthinsight.com/insights/culture-survey-vs-emotional-ai.html

## Platform views (Culture product)

| View | Description |
|------|-------------|
| Culture Overview | ECI, CXI, Emotional Risk Score (90-day forecast), Culture Index, eNPS Proxy |
| Culture Insight | Emotional pattern label, Engagement Drivers, Strain Signals, Leadership Implication |
| Themes and Drivers | Causal patterns by sentiment intensity, Primary Risk Drivers with impact scores |
| Segment Analysis | ECI vs CXI by department and region, 30-day lag correlation |
| Trust Risk Register | Employer brand promise vs employee reality gap scores (Overpromised / Aligned) |

## Insights articles

1. What is FACS Analysis? — https://echodepthinsight.com/insights/what-is-facs-analysis.html
   Explains the Facial Action Coding System, 44 Action Units, VAD scoring, and why involuntary facial measurement bypasses social desirability bias.

2. Culture Survey vs Emotional AI — https://echodepthinsight.com/insights/culture-survey-vs-emotional-ai.html
   What culture surveys measure vs what emotional AI detects. Text-emotion divergence, masked dissatisfaction, valence ratios.

3. How to Measure Employee Sentiment Accurately — https://echodepthinsight.com/insights/how-to-measure-employee-sentiment.html
   Why self-report underestimates negative affect. ECI framework, 90-day Emotional Risk forecast, four-stage process.

4. Social Desirability Bias in Pharma Research — https://echodepthinsight.com/insights/social-desirability-bias-pharma-research.html
   Why pharma research is especially vulnerable to bias, FACS as bypass, remote delivery, GDPR compliance.

5. What is Employee Sentiment Analysis? — https://echodepthinsight.com/insights/what-is-employee-sentiment-analysis.html
   Definitional guide: what sentiment analysis is, why NLP tools miss the felt-vs-stated gap, how emotional AI closes it. Targets: employee sentiment analysis, what is employee sentiment. (May 2026)

6. Employee Engagement vs Employee Sentiment — https://echodepthinsight.com/insights/employee-engagement-vs-employee-sentiment.html
   Key distinction: engagement measures stated attitudes, sentiment measures felt emotion. Covers masked dissatisfaction, the high-engagement/high-risk paradox, and how to use both together. Targets: employee engagement vs employee sentiment. (May 2026)

7. How Emotional AI Predicts Employee Turnover Before it Happens — https://echodepthinsight.com/insights/emotional-ai-employee-turnover-prediction.html
   Pre-exit emotional pattern, 8–16 week window, leading vs lagging indicators, 90-day Emotional Risk Score. Targets: predict employee turnover, employee retention risk, voluntary turnover prediction. (May 2026)

## Client testimonial

"Using EchoDepth from Cavefish allows us to validate ideas quickly, minimising the risk of launching a product or idea." — Gethin Thomas, CEO, Iterate

## Pricing

- Proof of Concept (data analysis): from £3,500 — fixed scope, defined deliverable, data in / report out within 5 working days
- Annual Subscription: from £12,000/year — SaaS platform access or API integration
- Consultancy: from £1,800/day — ad-hoc data analysis, training, custom development, no minimum

All projects scoped and priced in writing before work begins. Discovery call always free.

## Engagement models

Three ways to work with EchoDepth Insight:

1. **Proof of Concept** — you send existing data (culture survey open-text, research recordings, concept test data), Cavefish delivers an EchoDepth analysis report. No platform setup. No sessions to run. Data in, report out within 5 working days.

2. **Annual Subscription** — ongoing access on a 12-month term, in one of two formats:
   - *SaaS platform*: log in, run sessions directly, view dashboards, generate reports
   - *API integration*: EchoDepth emotional scoring embedded in your own research platform or tooling

3. **Consultancy and Development** — ad-hoc work with no minimum commitment:
   - One-off data analysis (same data-in/report-out model as POC, project by project)
   - Researcher and leadership training on VAD output and culture report methodology
   - Development work: integrating EchoDepth API into existing platforms, CRMs, or internal tools
   - Retrospective analysis of historical data you already hold

URL: https://echodepthinsight.com/investment.html

## New insight posts

8. What is people analytics? — https://echodepthinsight.com/insights/what-is-people-analytics.html
 (April 2026)

- **Why focus groups fail** — https://echodepthinsight.com/insights/why-focus-groups-fail.html — the three structural problems that make focus groups unreliable predictors: peer pressure, articulation gap, social desirability bias.
- **Why culture survey scores miss retention risk** — https://echodepthinsight.com/insights/why-culture-survey-score-is-wrong.html — masked dissatisfaction, text-emotion divergence, the pre-exit pattern.
- **How to validate a product concept before launch** — https://echodepthinsight.com/insights/how-to-validate-product-concept.html — the interesting-but-wouldn't-buy gap, emotional AI concept ranking, 10–15 day validation process.

## Comparison pages

- **EchoDepth vs Qualtrics** — https://echodepthinsight.com/vs-qualtrics.html — Qualtrics captures stated opinion; EchoDepth captures felt response. Qualtrics for scale, EchoDepth for emotional depth. EchoDepth works with existing Qualtrics open-text exports.
- **EchoDepth vs iMotions** — https://echodepthinsight.com/vs-imotions.html — lab-based biometric platform vs remote browser-based emotional AI. iMotions for multi-modal biometric capture; EchoDepth for remote facial coding at scale.
- **EchoDepth vs Culture Amp** — https://echodepthinsight.com/vs-culture-amp.html — survey stated sentiment vs emotional AI felt sentiment. Culture Amp for benchmarking and scale; EchoDepth for masked dissatisfaction detection.

## New pages (April 2026)

- **What is emotional AI?** — https://echodepthinsight.com/what-is-emotional-ai.html — definitional reference page covering emotional AI science, FACS, VAD, use cases, and what it cannot do.
- **EchoDepth vs iMotions** — https://echodepthinsight.com/vs-imotions.html — factual comparison: remote browser-based emotional AI vs lab-based biometric platform.
- **EchoDepth vs Culture Amp** — https://echodepthinsight.com/vs-culture-amp.html — culture analytics comparison: survey stated sentiment vs emotional AI felt sentiment layer.

## Site structure

| Page | URL | Description |
|------|-----|-------------|
| Home | https://echodepthinsight.com/ | Platform overview, verticals, 4-stage methodology |
| Platform | https://echodepthinsight.com/platform.html | FACS science, VAD scoring, remote delivery, privacy |
| Use Cases | https://echodepthinsight.com/use-cases.html | Pharma, FMCG, concept, advertising, healthcare, culture |
| Pharma | https://echodepthinsight.com/pharma.html | Pharma research vertical deep-dive |
| Culture Measurement | https://echodepthinsight.com/culture-measurement.html | People and culture measurement methodology |
| About | https://echodepthinsight.com/about.html | Cavefish company, JP founder bio, credentials, awards |
| FAQ | https://echodepthinsight.com/faq.html | 17 questions: science, pharma, culture, GDPR, getting started |
| Contact | https://echodepthinsight.com/contact.html | Discovery call booking |
| Glossary | https://echodepthinsight.com/glossary.html | 16 defined terms: FACS, VAD, ECI, CXI, text-emotion divergence etc. |
| Insights | https://echodepthinsight.com/insights/ | Research articles index |
| FMCG | https://echodepthinsight.com/fmcg.html | FMCG and consumer goods research deep-dive |
| Events & Trade Shows | https://echodepthinsight.com/events.html | Trade show, exhibition, conference, and brand activation audience intelligence |
| Investment | https://echodepthinsight.com/investment.html | Engagement models: POC (data-in/report-out), annual SaaS or API subscription, ad-hoc consultancy |

## Frequently Asked Questions

**Q: What is EchoDepth Insight?**
A: EchoDepth Insight is a remote research and product testing platform capturing real-time emotional responses using facial FACS analysis and VAD scoring. It replaces traditional focus groups and surveys with involuntary physiological signal measurement.

**Q: What does VAD stand for?**
A: VAD is Valence-Arousal-Dominance. Valence measures positive-to-negative feeling (0.0-1.0), Arousal measures calm-to-activated state (0.0-1.0), Dominance measures feeling controlled-to-in-control (0.0-1.0).

**Q: What is text-emotion divergence?**
A: The gap between the written content of a survey response and its underlying emotional signature. When an employee writes neutrally but the emotional scoring shows Disapproval, Contempt, or Distress, EchoDepth flags this as masked dissatisfaction.

**Q: What is the difference between ECI and CXI?**
A: ECI (Employee Culture Index) measures internal workforce sentiment (0-10); CXI (Customer Experience Index) measures external customer sentiment (0-10). When ECI declines while CXI is stable, it indicates internal strain not yet externally visible — typically 90-180 days before NPS impact.

**Q: What is the Trust Risk Register?**
A: Compares employer brand promises against employee emotional reality. Each promise receives a Gap Risk Score (0-100%) rated Overpromised or Aligned.

**Q: Can EchoDepth measure workplace culture?**
A: Yes. Five platform views: Culture Overview, Culture Insight, Themes and Drivers, Segment Analysis, Trust Risk Register. Output is a board-ready culture health report. URL: https://echodepthinsight.com/culture-measurement.html

**Q: What is a healthy ECI score?**
A: Above 7.0/10 is strong. 5.5-7.0 indicates moderate strain. Below 5.5 is significant risk. ECI declining from 6.6 to 4.4 over six months typically predicts customer experience impact within 90 days.

**Q: What is masked dissatisfaction?**
A: A culture risk signal where professionally moderated language conceals elevated Disapproval, Contempt, or Distress. More dangerous than overt complaints because the employee has already concluded direct feedback is unsafe.

**Q: Is EchoDepth GDPR compliant for culture surveys?**
A: Yes. Text responses only — no camera or biometric data required. Scoring at cohort level. No personally identifiable data linked to emotional outputs. UK GDPR compliant.

**Q: What is the Emotional Risk Score?**
A: A 0-100 forecast metric predicting organisational trust, resistance, and credibility risk over 90 days. Surfaces leading indicators: Leadership Credibility Drift, Change Fatigue, Comms Defensiveness.

**Q: Does EchoDepth require participants to install anything?**
A: No. Entirely browser-based. No app, plugin, or software installation. Any camera-equipped device at 720p or above.

**Q: How does EchoDepth differ from sentiment analysis?**
A: Sentiment analysis scores words chosen. EchoDepth analyses involuntary physiological signals that precede the written response, surfacing text-emotion divergence — the gap between expressed and felt emotion.



**Q: What is the difference between employee engagement and employee sentiment?**
A: Employee engagement measures stated attitudes — how committed or motivated someone reports feeling. Employee sentiment measures felt emotion — the actual emotional state beneath those stated attitudes, including feelings professional context makes difficult to express. The gap between them is where most retention risk hides.

**Q: Can emotional AI predict employee turnover?**
A: Yes — at a cohort level, not an individual level. EchoDepth identifies the pre-exit emotional pattern (elevated text-emotion divergence, Disappointment, Doubt, declining Dominance) in open-text survey responses 8–16 weeks before any observable behavioural indicator such as absence changes or resignation.

**Q: What is employee sentiment analysis?**
A: The systematic measurement of how employees feel about work — not just what they are willing to say about it. Traditional tools analyse text keywords; emotional AI analyses the emotional signature beneath the text, surfacing masked dissatisfaction and text-emotion divergence invisible to NLP approaches.

## Frequently Asked Questions — Events and Trade Shows

**Q: What is trade show audience intelligence?**
A: Systems that measure genuine visitor engagement, emotional response, and interest signals at exhibition stands, conferences, and live events — beyond footfall counts or post-event surveys. EchoDepth Insight analyses 44 FACS-compliant facial Action Units to produce VAD scores for each visitor interaction, capturing the involuntary emotional response that occurs before any verbal or written feedback. URL: https://echodepthinsight.com/events.html

**Q: How is EchoDepth different from footfall counters at trade shows?**
A: Footfall counters measure proximity, not engagement. EchoDepth measures genuine emotional response — distinguishing authentic interest (high valence, high arousal) from polite dwell (moderate arousal, neutral valence). The distinction is the commercially valuable signal: the visitor who will follow up versus the one who simply stopped walking.

**Q: How is EchoDepth different from post-show surveys for event measurement?**
A: Post-show surveys measure recall, not real-time experience. By the time a visitor completes a survey, emotional memory has been moderated by fatigue, social desirability, and the overall event tone. EchoDepth captures the involuntary emotional response at the moment the interaction occurs — before any social filter has shaped what visitors will later say about it.

**Q: Can EchoDepth be used at conferences and investor days?**
A: Yes. Audience emotional response analysis during presentations identifies which statements, guidance figures, or strategic announcements generate genuine engagement versus polite attention, and where suppressed concern or scepticism is developing before it surfaces in questions or market reaction. Particularly applicable to investor days, analyst briefings, and results presentations.

**Q: Do trade show visitors need to consent to emotional AI analysis?**
A: Yes. Clear consent signage at the point of entry to the capture zone is required. EchoDepth provides standard consent signage templates and DPIA documentation for all event deployments. EchoDepth does not store raw video or build persistent visitor profiles — it produces aggregate emotional intelligence data. ICO registered ZB915633.

**Q: What hardware is needed to deploy EchoDepth at an exhibition stand?**
A: Standard camera-equipped laptops, tablets, or dedicated webcams are sufficient. No specialist biometric hardware, no intrusive scanning equipment. Multiple zones can be run from a single device for larger stands. EchoDepth operates over standard Wi-Fi; 4G/5G backup is recommended for exhibition venues.

**Q: Can EchoDepth be used at international trade shows?**
A: Yes. FACS-based facial AU analysis is culturally validated across populations — the involuntary physiological expression patterns EchoDepth measures are consistent across ethnicities and cultural backgrounds (Ekman cross-cultural FACS research). Data processing is GDPR-compliant by design; data transfer documentation is provided for non-UK/EU jurisdictions. Consent signage available in multiple languages.

## Glossary

- FACS: Facial Action Coding System — scientific taxonomy of facial muscle movements
- Action Unit (AU): Individual facial muscle activation code; EchoDepth tracks 44
- VAD: Valence-Arousal-Dominance — three-axis dimensional emotion model (0.0-1.0 per axis)
- Valence: Positive-to-negative emotional dimension
- Arousal: Calm-to-activated emotional dimension
- Dominance: Controlled-to-in-control emotional dimension
- ECI: Employee Culture Index — internal workforce sentiment (0-10)
- CXI: Customer Experience Index — external customer sentiment (0-10)
- Culture Index: Blended ECI/CXI composite score (0-10)
- Text-emotion divergence: Gap between written response and emotional signature beneath it
- Masked dissatisfaction: High negative emotional signal beneath diplomatically worded survey text
- Trust Risk Register: Employer brand promise vs employee reality gap analysis
- eNPS Proxy: Estimated employee NPS from emotional AI analysis
- Emotional Risk Score: 90-day forecast of organisational trust and resistance risk (0-100)
- Social desirability bias: Tendency to give socially acceptable rather than genuine responses
- Articulation gap: Gap between what people feel and what they can accurately describe

Full glossary: https://echodepthinsight.com/glossary.html