Neuromarketing Research Company
Vision One’s Neuromarketing research and insight tools (also known as Neuro-Insight or Neuroscience Research), includes key facial emotion analysis, or facial expression analysis, called FACE - it stands for Facial Analysis to Capture Emotions.
Paul Ekman pioneered research into emotion recognition in the 1960s - he gave his test subjects photos of individual people’s faces and asked them to classify the emotional state of each person from a predetermined list of possible emotions.
At Vision One, we use facial expression analysis because it’s ideal for visual communications research, including TV advertising, branding, packaging and website evaluation research. It perfectly captures people’s expressions and emotions during their daily lives, when conducting research or when watching/seeing a wide range of research stimuli.
Why Facial Analysis?
- Capture insights that a respondent may not be conscious of (or ones they want 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 revealed that there were six key emotions (he used the phrase ‘universal emotions’) linked to facial expressions. The six original universal emotions are:
- Joy (or ‘Happiness’) – symbolised by a raising of the mouth corners (a smile) and the tightening of the eyelids
- Surprise – symbolised by wide open eyes, eyebrows arching and exposing more white and with the jaw dropping slightly
- Sadness – symbolised by the lowering of the mouth corners, the eyebrows descending to the inner corners and the eyelids drooping
- Anger – symbolised by the 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 the head tilting slightly back
- Neutral - This is sometimes referred to as the seventh emotion that essentially shows no obvious emotion
Some emotions aren’t included within FACE (e.g. guilt, shame, jealousy and pride) because people tend not to show any clear or obvious facial expressions with these emotions. Instead, they tend to display them more clearly in their 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.