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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“NHS Tees commissioned Public Knowledge to carry out the Cancer Awareness Measure’s across Tees. From start to finish, Public Knowledge have been a pleasure to work with. They are always extremely professional and pleasant at all times. All work carried out and submitted has been to the highest possible standard, which is testament to the consistent hard work of the Public Knowledge team. In an ever changing environment, Public Knowledge responds to the needs of the client, exceptionally well. We hope to work with them again in the future.”

Project Manager | NHS Tees