FACIAL CODING
Taken together, eye tracking and facial coding provides companies the insight they need to ensure marketing effectiveness and create an advantage in today’s competitive marketplace. Identify what emotional responses consumers have and correlate them with specific parts of an offer!
Gauge emotional buy-in
Facial Coding records the degree of emotional response generated by the stimulus, based on the Seven Core Emotions: surprise, fear, anger, sadness, disgust, contempt, or happiness. This tool gauges the degree of consideration and persuasion.
A one-two punch for increased sales and better ROI
Pairing eye tracking with facial coding provides a one-two punch research approach based on people’s actual behavior. The results indicate the precise nature of gaze activity (where people look) and emotional response to a stimulus (how people feel about what they see) and, given adequate sample size, even to specific elements of the stimulus. Combining eye tracking with facial coding, emotional responses can be linked to specific details.
The percentage medallions indicate the percent positive emotion for each AOI where subjects elicited a code-able emotional response while fixating on the AOI.
Sensory Logic
Sensory Logic offers facial coding of user video files, recorded during eye tracking tests using Tobii Eye Trackers and Tobii Studio.
Standard statistical results come in three formats and include analysis: level of engagement, percentage of positive/negative/neutral emotions, and gauging of impact and appeal. Sensory Logic also offers examination of facial coding data that coincides with fixations on defined areas of interests and graphical linking of the results.
Sensory Logic analyses videotapes down to 1/30th of a second, reviewing 43 muscles that correspond to 23 patterns of muscle activities known as action units (AU’s). They correspond, in turn, to 10 emotional states. Timestamps enable easy review of the coding output.
The engagement level tracks the percentage of respondents with at least one code-able response per stimulus. Positive versus negative and neutral is based on what’s the predominant response per individual. Moreover, for commercials or other video, real-time, second-by-second reactions can be captured an quantified.
The (+), (=) and (-) medallions indicate the prevailing type of emotional response that test subjects had in reacting to specific parts of this web site page.