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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“Public Knowledge delivered a professional, friendly and responsive service throughout the duration of the project. From the initial recommendations of research methodology to fit my client’s budget, to providing feedback on questions and presenting findings, they were a pleasure to work with. My tight deadlines were met without any problems and reports provided were easy to understand and provided a great insight from which to make decisions. I’ll definitely work with Public Knowledge on future research projects.”

Hayley Stewart

Director | DTW