Face reading (FR)
Face tracking (FT)
Table
of contents
- Face reading study – characteristics
- Technology of face reading
- Usefulness of face reading
- Face reading study – what might it look like?
- Face reading research – examples
- Face reading research – strenghts
- Our Clients
- Why choose our offer?
- Face reading research – our resources
- Our standards
- Face reading research – our capabilities
- Face reading research – Price list
- FAQ
Face Tracking (FT) / Face Reading is a technique
for the detection and analysis
of human facial emotions.
The examination using the face reading technique allows for the collection of precise data on emotions occurring in response to individual sensory stimuli.
The research is carried out using information technologies in the field known as “affective computing,” which involves the creation of hardware and software for the automatic recognition of human emotional expressions through techniques for computer detection and analysis.
Face reading is one of the biometric techniques used in neuromarketing. Biometrics allows for measuring human reactions to presented sensory stimuli.
We conduct face reading research in a stationary manner using cameras and appropriate software. These technologies are most often based on two systems for recognizing facial expressions:
- FACS (Facial Action Coding System) – a Facial Movement Coding System based on the anatomical structure and functioning of facial muscles.
- FAP (Facial Animation Parameters) – a part of the MPEG-4 standard specification that defines the description of human facial animations based on an 84-point geometric model.
Declarative techniques used in marketing research thus far do not allow for a thorough analysis of respondents’ reactions.
Thanks to face reading, we can precisely identify:
- elements that evoke specific emotional reactions—e.g., satisfaction, excitement, anger, boredom;
- elements that were omitted, which are irrelevant to emotional reactions;
- the timing of a given reaction.
Face reading research is therefore necessary whenever consumers interact with products, services, or their advertising. It enables the collection of data assessing the product or service and creating parameters that will evoke the desired image, sales, and process effects outlined in the marketing strategy for the recipient.
The face reading technique allows
for the collection of irrefutable data.
We present data in the following formats:
- emotion charts combined with heat maps,
- timeline videos,
- results for specific areas of interest (e.g., logo, product in advertising, text),
- statistical summaries.
The course of individual Face Reading research depends on its purpose and subject matter. In each case, the first stage of the study involves the system capturing the participant’s face on camera. If the study is combined with eye tracking, the participant’s gaze is also calibrated.
Next, we begin the study—the respondent looks at the screen while the camera records their facial reactions.
Research conducted using the face reading technique
can have various objectives and assumptions. It can be successfully
applied in any type of consumer or social research.
Thanks to face tracking, we can precisely examine emotional reactions to, for example:
- interpersonal communication,
- visual stimuli (TV, radio, press, print advertising, packaging, etc.)
- audio material (jingles, background music, sound effects, musical pieces)
- the scent of food, rooms, perfumes, etc.,
- the taste of dishes and food products.
Traditional declarative marketing research does not allow for recording respondents’ reactions to the provided visual stimuli. The undeniable strengths of face tracking technology include:
- unquestionable credibility of the results,
- obtaining results quickly,
- convenience of examination,
- possibility of examining children,
- complementarity with other research techniques, such as in-depth interviews, subjective assessments, behavioural assessments, and neuromarketing techniques – eye tracking (ET), EEG (electroencephalography), galvanic skin response (GSR), and electromyography (EMG),
- the capability to present research results in an accessible and visually attractive way (e.g., on maps, videos, and charts).
To date, we have had the opportunity to work with various institutions and companies interested in obtaining statistics in specific areas. The research conducted was aimed at helping them advance their plans and attract new clients.
Why choose our offer?
We have been conducting social and marketing research since 1996. Thanks to our high-quality standards, professionalism, and extensive experience, we can boast a high rate of returning clients.
We also regularly attract new satisfied customers who benefit from the research we conduct.
As specialists in this field, we deliver better results for the companies we work with.
We would be happy to answer any questions and suggest the most suitable research option for your specific needs. We also invite you to explore our full range of services.
Face reading research – our resources
We have a modern biometric research laboratory, ASM Neuro Lab, adapted to the needs of people (including respondents) with disabilities.
We have world-class CAPTIV Neuro LAB hardware and software.
Our standards
We conduct marketing and social research according to the highest standards of the research industry. We are audited annually by the Interviewer Quality Control Program and hold a relevant certificate.
We also possess the international ESOMAR certification.
Face reading research – our capabilities
We conduct face tracking research at our headquarters
and at any location in Poland
We also offer equipment rental
Our proprietary methodology allows for precise research in the following areas:
- studies of websites/internet applications and computer/video games,
- reception of audiovisual materials,
- purchasing decisions,
- consumer food tests/culinary tests,
- testing of psychophysical activity of drivers/operators,
- research involving children.
Face reading research – Price list
The research we conduct using the face tracking technique aims to provide valuable insights that assist in formulating and implementing the objectives of a company or institution. Therefore, our studies are tailored to meet our clients’ needs regarding sample size, scope, and subject matter.
Since pricing depends on specific services, we encourage you to contact us for a detailed estimate. We will be happy to answer your questions and provide a quote for the service you are interested in.
FAQ
Neuromarketing is a biometric technique used in marketing research. It involves measuring the responses of individuals to sensory stimuli. By analysing the results, it is possible to verify the declarative data provided by respondents and gain insights into the emotions that clients express in response to specific messages.
A face reading study is a neuromarketing technique that involves detecting and analysing the emotions of participants in response to sensory stimuli.
In a face reading study, the participant is positioned in front of a computer screen while a camera records their facial expressions.
Face reading studies are used wherever clients/consumers interact with sensory stimuli.
Typically, face reading studies last from a few minutes to about fifteen minutes.
Face reading studies offer the quickest and simplest analysis of participants’ emotions in response to stimuli.
We support all the industries
