Identifying unconscious engagement using facial coding
Dr John HabershonMomentum Research
SUMMARY
Findings in social neuroscience establish that the majority of decisions are made by the unconscious brain. And yet, much of conventional qualitative research is still focused on the rational conscious brain.
This paper gives an account of how we can access the unconscious brain through the involuntary signals sent to the facial muscles in a fraction of a second - the facial expressions of emotion. Capturing these on video enables us to test brands, communications and propositions at the decisive moment when introduced to the consumer.
Two methods...