Voice-based research uniquely allows researchers to explore language and tone to reveal what people feel and need. COVID-19 led to intensified emotional responses leading to a greater understanding of the communication and supportive needs of a frightened person versus those who might be angry or even feeling invincible. Our language and tone often reveal clues into what people feel and need. There is a big difference between the communication and support needs of a frightened person and those who might be angry, or feeling invincible.

Beth and Rich draw a clear line between the COVID-19 research and the work inVibe does with life science companies to help them understand the importance of understanding emotions in order to optimize communications and support.