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.’