Affectiva Unveils Qual Facial Coding Tool

US-based emotion measurement specialist Affectiva has introduced a new facial coding solution called Affdex Discovery, to enable researchers to gather key emotion insights from consumers in a qualitative study.

Founded in 2009 by Professor Rosalind Picard and research scientist Rana el Kaliouby, in a collaboration with the Media Lab at MIT, Affectiva has since launched the Affdex automated facial coding platform.

The new Affdex Discovery solution uses the company's technology to gather emotion data for qual research. Using a webcam to capture participants' facial expressions in real-time as they view online content, the tool has been specifically designed to help moderators uncover participants' immediate, objective emotional feedback. Responses are then processed, analyzed, and reported back to the moderator, in order to stimulate discussions with individuals during focus groups and in-depth interviews.

Affectiva President and CEO Nick Langeveld (pictured) comments: 'We've received a lot of positive in-market feedback on Affdex Discovery. Expanding beyond our quantitative platform enables us to provide valuable emotion insights that moderators, researchers and brands would not have been able to gather in qualitative research otherwise.'

Web site: www.affectiva.com .