Sensory Logic

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What We Do

Emotions drive action. We at Sensory Logic know this. That's why we've utilized our unique facial coding tool for over 13 years to accurately quantify, analyze and make sense of emotions shown by consumers, executives, politicians, professional athletes, witnesses, and others.

You don't have to be a facial coder to know that the face is an abundant and reliable source for understanding how other human beings think and feel. But what makes Sensory Logic so special is the nuanced, non-invasive, scientific metholodgy we use to gather meaningful emotional data. Whether you're looking to understand someone's personality or hoping to obtain a group's immediate reactions to a specific product or advertisement, our facial coding system is the most reliable and accurate manner in which to get the pertinent emotional information you need.

The primary application of our facial coding services consists of market research, as applied through:

• Online surveys - Preprogrammed tests allow online market research participants to be emotionally analyzed via webcam.
• Focus groups -  Capture participants’ responses during key moments of sessions using Flip cameras provided by us. No need to change moderators or alter existing procedures.
• Indivdual interviews - Sensory Logicians conduct in-person interviews that typically involve stimuli exposure, questions, ratings, and probes. (These interviews may also be conducted by other research firms, with Sensory Logic coding and analyzing the video files.)

Who We Are

Founded in 1998 because breakthroughs in brain science have confirmed the centrality of emotions in consumers’ decision-making process, Sensory Logic is a neuromarketing research firm based out of Minneapolis, Minnesota. Sensory Logic specializes in quantifying emotional response through the facial coding tool conceived by Charles Darwin and developed into the Facial Coding Action System (FACS) by Dr. Paul Ekman and his colleague Wally Friesen. Facial coding provides an Internet-compatible way to gauge emotional response through "micro expressions" and a test subject’s facial muscle activity, known as action units (AUs).