When people feel something, they instinctively show it on their face, even if they don’t know they are doing it! You can identify how people instinctively react to your TV ads when you capture moment-by-moment facial expressions.
By recording facial movements, especially of the mouth and eyebrows, we can capture the vast majority of expressions (very subtle expressions would require a high level of manual skill).
The expressions we capture are:
- The degree to which the person smiles, indicating a positive reaction (liking);
- The lowered eyebrow (frown), indicating a negative reaction (dislike or confusion);
- The raised eyebrow, indicating surprise or shock;
- Whether the person is looking at or away from the screen, indicating visual attention.
Adding the optional facial coding to Link Now studies provides a deeper understanding of what drives emotional engagement and attention, without asking questions.