Using faces: measuring emotional engagement for early stage creative

Orlando Wood

This paper describes FacetraceTM, a method for measuring emotions from facial expressions. The paper outlines what led to the construction of the technique, and the psychological theory underpinning it.

Using faces: measuring emotional engagement for early stage creative

Orlando WoodClient Director, BrainJuicer Group plc, United Kingdom

INTRODUCTION

Purchase intention, relevance, understanding, brand recall: there will be few researchers who are unfamiliar with these measures and constructs – questions that have been used over the years to help marketers understand whether their stimulus has had the desired effect on its audience. These are the questions we ask to establish how the consumer has responded to the information seen, and to gauge whether it will influence their behaviour. They help us predict brand awareness, penetration and repeat purchasing, and are...

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