Neuromarketing Research Company
Vision One’s Neuromarketing research and insight tools (sometimes known as Neuro-Insight or Neuroscience Research), includes facial emotion analysis, or facial expression analysis called FACE - which stands for Facial Analysis to Capture Emotions.
Paul Ekman pioneered research into emotion recognition in the 1960s his test subjects had to classify the emotional states of people they saw in each photo from a predetermined list of possible emotions.
Vision One’s emotion analysis uses facial expression analysis because it is ideally suited to visual communications research including; TV advertising, branding, packaging and website evaluation research by capturing the expressions and emotions people exhibit during their daily lives, when conducting research or when watching/seeing a wide range of research stimulus.
Why Facial Expressions?
- Captures insights which respondent is not conscious of or wants to conceal
- Instant results - analysis is quick and automated
- Unlike EEG & Galvanic Skin Response (GSR) measurements facial analysis is unobtrusive and noninvasive
- Flexible - Can be captured during an online survey or in-person
- Can be combined with other neuro-insight techniques such as eye-tracking and GSR.
6 Universal Emotions
Ekman’s research determined that there were key emotions, which he termed universal emotions which are linked to facial expressions. These six original universal emotions are:
- Joy (or ‘Happiness’) – symbolised by raising of the mouth corners (a smile) and the tightening of the eyelids
- Surprise – symbolised open wide eyes, eyebrows arching and exposing more white and with the jaw dropping slightly
- Sadness – symbolised by lowering of the mouth corners, the eyebrows descending to the inner corners and the eyelids drooping
- Anger – symbolised by eyebrows lowering, lips pressing firmly and eyes bulging
- Disgust – symbolised by the upper lip raising, nose bridge wrinkling and cheeks raising
- Fear – symbolised by the upper eyelids raising, eyes opening and the lips stretching horizontally
Vision One’s FACE analysis captures these six emotions, but also adds further expressions of emotion which we call Sceptical and Neutral Emotions.
- Sceptical – half of the upper lip tightening up (using what is called the risorius muscle) and often the head is tilted slightly back
- Neutral - This is sometimes referred to as the seventh emotion that essentially shows no obvious emotion
There are other emotions which are not included within FACE (e.g. guilt, shame, jealousy and pride) as people do tend not to show any clear or obvious facial expressions with these emotions because they tend to be more obvious in body language.
Analysis of facial expressions and emotion and can be applied to a wide range of brand communications, from TV and online advertising, packaging, websites and usability testing. It can also be combined with our other neuromarketing tools such as Eye-tracking and EEG for a complete measurement – available with our specialist advertising and packaging tools AdProbe and PackProbe.