Research

Research

The facial coding tool is used in everything from online or in person surveys for advertising, to qualitative/quantitative studies involving one-on-one interviews, to focus group studies through the inclusion of Flip cameras. In addition, verbatims and ratings are typically captured for comparison and insights, along with frequent use of eye tracking. In particular, the ability to link eye tracking and facial coding data on a split-second, granular basis provides value by synchronizing what people see and feel; in other words, finding what specifically triggers an emotional response. The same is true of being able to link facial coding results to verbatims, to learn if and how a person emotes regarding a comment in order to discern the level of motivation, impact, and appeal.

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Key Areas of Investigation

Key areas of investigation include testing 1) inquiries involving brand equity; 2) package design; 3) product testing; 4) purchase intent; 5) store environments; 6) TV spots, radio spots, print ads, etc.; 7) web site usability; and a variety of other applications worldwide.