System and techniques for social cuing based on in-context observation are described herein. A plurality of context attributes about a user and a subject may be received. A period in which an interpersonal interaction between the user and the subject occurs may be determined. A social-interaction-emotional-state may be determined during the period from the plurality of context attributes using a pre-defined classification methodology. A feedback response may be generated based on the determined social-interaction-emotional-state. The feedback may be presented to the user.