emoteus e-mote-us is a software as a service tool to help marketers create more compelling content.  Emotionalizing their content should help them improve time on site, pages viewed and conversion rates. It runs off the effect check emotional analytics engine.

The human brain is in certain ways like a powerful computer. When you read or hear a word or phrase, your brain associates to many possible meanings in parallel. As you process these words and phrases, neurons in different parts of your brain activate, and at different rates. These neuronal actions trigger emotions that can be in contrast to the author’s intended meaning. As a result, a choice of words, even taken out of context, can have important implications for how you or your audience reacts.

A Brief Example

Imagine you’re at a dinner party and a friend tells a hilarious anecdote. Consider two possible replies:


That joke is hilarious!



That joke just kills me!


Each response has the same meaning in context. Nonetheless, the word “kills” in the second response subconsciously evokes feelings of anxiety, hostility, and depression.

Scientific Foundations

EffectCheck is based on over four decades of psychological research analyzing the emotional impact of words and phrases. Our emotional impact dictionary contains over one million word-phrase associations, each carefully curated by experts in clinical psychology and artificial intelligence. EffectCheck enables you to measure the likely emotional impact of your text across six emotions:

  • Anxiety
  • Hostility
  • Depression
  • Confidence
  • Compassion
  • Happiness

Built by psychologist Yanon Volcani, Ph.D. and computational intelligence expert David Fogel, Ph.D., EffectCheck represents the culmination of 10 years of development that stands on the shoulders for 4 decades of prior research in cognitive psychology. Drs. Volcani and Fogel are both highly acclaimed researchers with over 500 combined publications in their respective fields. The EffectCheck system and method is protected by multiple patents (USA and Canada).

Meet the Team

Effie – Chief Algorithm

Effie is the power behind emoteus.  Effie is a variant of the effectcheck algorithm and is designed to have a UI that works for the work flows for digital marketers.


Dr David Fogel

Dr. David Fogel is an expert in Computational Intelligence.

Dr. David Fogel received the Ph.D. in engineering sciences (systems science) from UCSD in 1992. He earned the B.S. degree in mathematical sciences (probability and statistics) from UCSB in 1985. Dr. Fogel is an internationally recognized scientist, speaker, and engineer. In 1999, he was elevated to the status of IEEE Fellow, the then second-youngest Fellow in the history of the world’s largest organization of professional engineers. In 2004, he received an IEEE Technical Field Award, and he has received numerous other distinctions, including San Diego Distinguished Scientist of the Year from Sigma Xi, the CajAstur Prize for Soft Computing, and he received an honorary doctorate in 2008 from the University of Pretoria. In 2009, Dr. Fogel was named one of the top-100 most influential alumni in the then 50-year history of the University of California at San Diego. In 2014, Dr. Fogel was recognized as an “AI Hero” by the 150-member artificial intelligence team at Lockheed Martin.

Dr. Fogel’s experience includes 30 years of pioneering contributions in the field of computational intelligence. He has over 200 technical publications, and a variety of non-technical articles for general audiences. In 1996, Dr. Fogel became the founding editor-in-chief of the IEEE Transactions on Evolutionary Computation, which now ranks typically in the top 3 of all computer science journals for impact factor annually. He also served as editor-in-chief of BioSystems from 2001-2008. In 1993, Dr. Fogel co-founded Natural Selection, Inc., an award-winning woman-owned small business that focuses on applying computational intelligence to challenging problems.

Dr Fogel created effectcheck.com 12 years ago.  The Effect  Check patented aglorithm and proprietary dataset has helped trial attorneys do a better job, has helped people improve their dating profiles, has helped speech writers and publicists get their points across better.


Craig Jacobson MBA

Craig Jacobson is an experienced digital marketer.

Craig architects and optimizes online marketing systems. In his pratice, he has developed a sensitivity for the emotional structure of persuasive content that drive the conversion and engagement numbers.  Influenced by Dr Daniel Kahenman’s research and Nancy Duarte’s research into the structure of great speeches, Craig has sought out tools and techniques to improve marketing.

Emotional analytics has proven to be a highly effective marketing secret weapon.