Facial Coding
Discrete expressed emotions on the face, such as joy, surprise, confusion or sadness
Uses automated facial action recognition software with built-in Facial Action Coding System (FACS), which identifies patterns of facial action unit activity related to the underlying musculature.
Respondents are videotaped, and facial coding software translates movements of facial action units into expressed emotions.
Scalable, portable, inexpensive and can be used for real-time evaluations.
- Expressed facial emotion does not necessarily reflect the depth of felt emotions and is not always accurate (for instance, people can smile when they are not really happy).
- Limited array of pre-defined emotions and questions about universal applicability.
TV advertising, video promos and program testing.