---
title: What do the themes of the Universal model correspond to?
description: In Vocaza Journey, an emotion/opinion can be defined as the synthesis of the concept expressed in a positive or negative extract from a comment. For example, in the comment ‘the advisor was friendly,
---

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October 28, 2024

# What do the themes of the Universal model correspond to?

In *Vocaza Journey*, an emotion/opinion can be defined as the synthesis of the concept expressed in a positive or negative extract from a comment.

For example, in the comment ‘*the advisor was friendly, but your rates are too high*’, the emotions/opinions would be ‘*friendly*’ and ‘*high cost*’.

The advantage of these emotions/opinions is that they do not depend on the business sector to which the comment belongs, unlike so-called ‘sector-based’ semantic analysis plans.

Of all these emotions/opinions, most work in ‘pairs’: this means that identifying a positive emotion implies also being able to identify its negative antagonist.

For example, if we can identify ‘*speed*’, we must also identify ‘*slowness*’. The same applies to ‘*competence*’ and ‘*incompetence*’, ‘*sympathy*’ and ‘*antipathy*’, or ‘*attention*’ and ‘*neglect*’... and many others.

The themes of the universal model can be considered as **universal** consumer **needs**.

The generic themes / consumer needs we propose are as follows:

| **Theme** | **Positive emotions/opinions** | **Negative emotions/opinions** |
| --- | --- | --- |
| **Accessibility for vulnerable people** | *We use a specific dictionary for cases* | *We use a specific dictionary for cases* |
| **Adequacy of service with expectations** | Unsuitability, Incoherence, Disappointment, Remoteness | Relevance, Consistency, Adaptation, Pleasant surprise |
| **Customer attachment to the brand** | Attrition | Gratitude, Loyalty, Encouragement |
| **Attention / Care provided by interlocutors** | Neglect, Neglect, Deterioration, Haste | Attention, Flexibility |
| **Clarity of information provided** | Confusion, Disorganisation, Uncertainty | Clarity, Good organisation |
| **Confidence in the brand** | Fear, Anxiety | Confidence, Relief |
| **Legal and regulatory compliance** | Illegality, Legal threat | *N/A* |
| **Customer comfort** | Discomfort, Unpleasantness, Low temperature, High temperature | Comfort |
| **Service efficiency** | Inefficiency | Efficiency |
| **Ease of access / Availability of contacts** | Unavailability | Availability |
| **Ease of use of services** | Tediousness, Complexity, Difficulty, Discouragement, Overwork, Inconvenience | Practicality |
| **Reliability/quality of service** | Malfunction, unreliability, poor quality, instability, dishonesty, greed | Good quality, honesty |
| **Customer's interest in the offer** | Lack of interest, Lassitude | Interest |
| **Diversity and freedom of choice** | Constraint | *N/A* |
| **Modernity and innovation** | Obsolescence | Modernity |
| **Personalisation of experience** | Depersonalisation | *N/A* |
| **Punctuality / Meeting deadlines** | Delay | Punctuality |
| **Professionalism of contacts** | Competence | Incompetence |
| **Cleanliness of service** | Dirtiness | Cleanliness |
| **Responsiveness of service** | Slowness | Speed |
| **Organisation's reputation** | Non-recommendation, Poor reputation | Recommendation, Good reputation |
| **Problem resolution** | Non-resolution, Non-transmission, Repetition | Resolution |
| **Value for money** | High cost | Low cost |
| **Environmental responsibility of the brand** | Environmental nuisance | *N/A* |
| **Safety / Customer protection** | Insecurity, Oppression, Indiscretion | Discretion |
| **Sympathy of interlocutors** | Antipathy, Impoliteness, Disregard | Sympathy |

### **Typical formulation of universal consumer needs identifiable in the generic thematic plan**

- **Accessibility for vulnerable people:** ‘*I expect services and products to be accessible to everyone, including people like me who may have special needs or particular difficulties’.*
- **Adequacy of the service with what is expected:** ‘*It is important to me that what I receive corresponds exactly to what has been promised to me or to what I expect from the brand’.*
- **Attention / Care provided by interlocutors:** ‘*I want to be treated with attention and consideration.* *A service that shows it really cares about my needs and concerns is essential to me."*
- **Clarity of information provided: ‘***I want information to be clear and easy to understand.* *There should be no confusion or ambiguity in what I am told or in the instructions provided."*
- **Brand trust and attachment: ‘***I aspire to feel confident with a brand, to develop a sense of loyalty and attachment to it.’*
- **Legal and regulatory compliance:** ‘*For me, it's crucial that the brand complies with all laws and regulations, guaranteeing me safety and compliance.’*
- **Customer comfort:** ‘*I appreciate it when a brand makes my life easier and more comfortable, whether through its products or its customer service.’*
- **Diversity and freedom of choice:** ‘*Having a variety of options and the freedom to choose is important to me.’*
- **Service efficiency:** ‘*I expect brands to provide efficient services.’*
- **Ease of access and use of services:** ‘ *It is important to me that services are easy to access and intuitive to use.*
- **Reliability / Quality of service: ‘***I rely on the reliability and consistent quality of the services and products I use.’*
- **Customer interest in the offer:** ‘*I want the brands’ offers to arouse my interest and meet my needs or desires."*
- **Modernity and innovation: ‘***I appreciate brands that stay at the forefront of technology and innovation.’*
- **Personalised experience:** ‘*I like it when services or products are personalised to meet my specific needs.’*
- **Punctuality / Meeting deadlines**: ‘*It's essential to me that brands meet their deadline commitments.’*
- **Professionalism and competence of staff**: ‘*I value the professionalism and expertise of the people I interact with.’*
- **Cleanliness of service**: ‘*Cleanliness in all aspects of service is important to me.’*
- **Value for money** : ‘*I expect good value for money from the products and services I buy.’*
- **Service responsiveness**: ‘*I appreciate a prompt response to my queries or concerns.’*
- **Organisational reputation** *: ‘A company's reputation influences my purchasing decisions.’*
- **Problem-solving** *: ‘I expect brands to be able to solve any problems I may encounter quickly and efficiently*.’
- **Environmental responsibility of the brand**: ‘*I am increasingly aware of the environmental impact of my purchases.* *I expect brands to adopt sustainable practices and be environmentally responsible.'*
- **Safety / Customer protection** : ‘*For me, safety is paramount.* *I want brands to take all the necessary measures to guarantee the safety of their products and services.'*
- **Sympathetic interlocutors**: ‘*Warm and empathetic interaction from brand staff is something I value.’*

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