Facial Coding Captures Revealed Consumer Emotion
Based on Paul Ekman’s foundational work on the universal expression of basic emotions, facial coding has become both a darling of popular media and of serious scientific investigation and advancement.
Facial coding can be completed by hand from experts trained in the FACS system, or it can be completed by automated systems. While hand coding by FACS experts is more precise, automated facial coding algorithms hold distinct advantages in scalability.
Online Facial Coding to Measure Emotional Response
As the algorithms and technology continue to improve automated facial coding will close the gap on hand coding. However, significant advances have made automated facial coding a viable solution for many applied research questions. Sentient uses online facial coding as a measure of valenced emotional response experienced during the course of an advertisement.
Coupling facial coding with implicit emotional associations within online ad testing provides a scalable and complementary solution. Automated facial coding can provide the moment-by-moment emotional engagement while implicit associations can reveal the discrete emotional association impact of exposure to ads.