Research methods: Facial Coding

Facial coding works by capturing micro-facial expressions that people share everyday when communicating a feeling, expressing a need, or simply making a face.

We are able to record a respondent’s face whilst they watch your content or take part in an engagement test. Captured video is then post-coded with a facial coding algorithm in order to produce 6 emotional scores (Happy, Surprised, Angry, Disgusted, Afraid and Sad). Facial coding can be used to plan content and help identify what will most effectively drive your intended outcome with your target audience.

It can also be used to guide creative decisions and help determine which parts of your content engaged most with your audience.

We’ve tested major advertising campaigns with very interesting results, both in terms of reactions to the adverts and in the differences found between the potential advert creatives.

Want to know more? Submit an enquiry using the form or call us on 01434 611160 and a member of the team will be in touch.

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“When researching product placement for Big Brother they used some new more innovative methodologies including eye tracking and neuroscience which enabled us to gain a detailed insight into the effectiveness of the campaign. Their understanding of TV research and the team’s enthusiasm and professionalism are invaluable and I have no hesitation in recommending their services to others.”

Head of Planning & Insight | Channel 5