nuaxia Adds Affectiva's Emotion Intelligence

Healthcare sector MR and marketing services provider nuaxia has partnered with US emotion measurement specialist Affectiva, to enable clients to analyse facial expressions in new and existing video feedback.

Set up in 2016 by former Synovate UK CEO Peter Chopra with £1m in seed funding, nuaxia now operates from both the UK and US. The firm's Video Interviewing service gives clients access to both its one million members and any other individual in its profiled healthcare database of 5.5 million people, which includes patients, physicians and other healthcare professionals.

Through the partnership, nuaxia will combine Affectiva's facial coding with its video capture and analysis capability, to provide clients with insights into their customers' implicit meaning and System 1 thinking (a phrase used to describe the way consumers make most of their decisions: quickly, intuitively and emotionally). In addition, nuaxia has added new functionality upgrades to its own platform, with its video capture capacity now allowing for video engagements to simultaneously show stimuli and capture responses in real-time. The company is also releasing a new video dashboard that allows clients full analysis capability.

Commenting on the news, Chopra said: 'The emotional analytics market is forecast to exceed $1.7 billion by 2022. nuaxia has long advocated the benefits of augmenting traditional survey-based research approaches with deeper System 1 driven analytics. Our relationship with Affectiva will open this capability to the healthcare sector'.

Web sites: www.nuaxia.com and www.affectiva.com .