Affdex Facial Coding
The challenge marketers face with consumer response...
Marketers recognize that emotion drives brand loyalty and purchase decisions. Yet, traditional ways of measuring emotional response - surveys and focus groups - create a gap by requiring viewers to think about and say how they feel. Neuroscience provides insight into how the mind works, but it typically requires expensive, bulky equipment and lab-type settings that limit and influence the experience.
Delivering true emotion insight
Affdex is an award-winning neuromarketing tool that reads emotional states such as liking and attention from facial expressions using an ordinary webcam...to give marketers faster, more accurate insight into consumer response to brands, advertising and media. It uses automated facial expression analysis recognition, also called facial coding, to analyze your face and interpret your emotional state. Offered as a cloud-based software-as-a-service, Affdex is a fast, easy and affordable to add into existing studies. MIT-spinoff Affectiva has some of the best and brightest emotion experts behind the Affdex platform science, providing the most accurate measurement today. This ongoing investment in research and development is focused not just on measuring, but also on predicting...which ads will really work to drive sales and build brands.
History of Facial Coding. Foundation of Affdex
The research behind facial coding dates back to early studies by Darwin that concluded expressions are universal & are even shared with animals. Paul Ekman (1972) confirmed universality of 6 core expressions and popularized a facial action coding system (FACS) that is used to consistently describe facial expressions & movements. This system has received wide scale use, and has even been seen in the popular TV show, Lie to Me.
How Affdex Works
Cloud-Based Emotion Analytics:
By employing advanced computer vision and machine learning techniques that recognize and automate the analysis of tacit expressions, Affdex applies scientific methods to interpret viewers' emotional responses, quickly and at scale. Affdex delivers rich emotion insights –- Fast, Easy and Scalable, with just three simple steps.