Abstract:

Facial Imaging is sophisticated software driven technology that makes possible the automated recognition of emotional response to marketing stimuli. The paper shows both the richness of results derived from such studies and the potential in terms of integration with conventional online research. Scalable access to direct measurement of emotional response and the ability to confront many of survey research's current challenges in terms of both accuracy and logistical issues is possible. This method can help researchers reinvent their approach to developing emotional insights into brands, advertising and products and in the process reinvigorate client's interest and faith in online surveys.