Facial Coding is one of the tactics under the umbrella of Neuromarketing. Combinations of facial expressions are mapped to emotions for real-time evaluation. An immediate facial response is pre-cognitive, which means it can be seen before a person is even aware of the emotion they are revealing, making it an ideal tool for understanding the System 1 processes occurring during ad viewing.
Using a webcam, respondents watch a commercial on their computer as the webcam and program pick up on micro-expressions made during the commercial. This is typically followed by a questionnaire for a true WHOLE MIND™ approach to understand both System 1 and System 2 decision-making processes at play during the consumer’s experience.