Abstract:

Many emotions are so fleeting that the observer cannot detect them. Furthermore, the respondent is often not aware of and cannot express their emotions in words. This paper describes a methodology using video analysis to detect facial expressions of emotion and some applications. Using video footage from a Diet Coke study and other research the authors demonstrate how much more information could be gained from employing video and facial expression analysis. The argument broadens into questioning whether emotions deserve a more central place in qualitative research.