Facial expression analysis to detect emotions - a Diet Coke case study

Many emotions are so fleeting that the observer cannot detect them. Furthermore, the respondent is often not aware of, and cannot express, their emotions in words.

Facial expression analysis to detect emotions – a Diet Coke case study

John HabershonMomentum Research, United Kingdom

INTRODUCTION

Non-verbal communication is something which is part of our business as qualitative researchers, but conventionally an implicit part. We take as given that the moderator, for example, will pick up non-verbal signals from the respondents, using them to gauge the dynamics of the group. We regularly scan the table to detect if anyone is looking uncomfortable or appears to disagree with what other respondents are saying. In the debrief a client would expect to hear, not simply a report of what...

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