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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“We asked Dipsticks to assess awareness and perceptions of our summer campaign – we wanted to find out if our print and outdoor ads were encouraging people to take a holiday in western France. The results were reported promptly and the output was professional; it’s really helping to shape our future advertising. And so, of course, we thoroughly recommend Dipsticks.”

Hervé Le Feuvre

Head of Communications – UK & Ireland, ATOUT FRANC | France Tourism Development Agency