Face Value: Measuring emotions without the guesswork

Graham Page

This presentation outlines a new, indirect measurement of responses to marketing and brands. New methods from the field of neuromarketing provide the ability to measure biometric indicators of emotion directly, but they also add to the wide array of existing methods for measuring emotion.
By using automated coding of respondents' facial expressions, marketers can read their emotional responses and understand the real emotional power of television spots. These facial measures have been shown to relate to in-market performance....

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