What is facial coding?
Facial coding is a neuroscience solution that reveals viewers’ unconscious reactions and emotions to video assets on a second-by-second basis.
What can it deliver?
Facial coding allows marketers to optimise video content so that it delivers the most effective emotional response from the audience. Facial coding can tell us how emotionally evocative a piece of content is overall, how effective the content is at provoking specific emotions, and whether these are felt at the appropriate point within the content.
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More about facial coding
The human face has evolved to instantly communicate emotions. Building on the work of Darwin and Duchenne, psychologist Paul Ekman identified six basic emotions and created the Facial Action Coding System, which codified their relationship to respective facial expressions.
Facial expressions in response to a stimulus are captured using a webcam and coded using an algorithm. This allows facial coding to be conducted at scale through an online environment. The analysis calibrates emotions at an individual level to take into account the natural differences in people’s resting faces.
The six emotions that the solution provides are happy, sad, scared, surprise, disgust and confusion. A composite of these measures helps understand if the asset is engaging and its emotional profile.