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Affdex

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How Affdex Works

Affdex reads emotional states such as liking and attention from facial expressions using a webcam... to give marketers faster, more accurate insight into consumer response to brands and media.
Analyze your smile.Try the Affdex-enabled expression tracker.
View real data. Interact with results from the Super Bowl XLVI Ads.

Need more insight? Affdex answers.

Marketers recognize that emotion drives brand loyalty and purchase decisions. Yet traditional ways of measuring emotional response - surveys and focus groups - create a gap by requiring viewers to think about and say how they feel. Neuroscience provides insight into how the mind works, but it typically requires bulky equipment and lab settings that limit and influence the experience. MIT-spinoff Affectiva has some of the best and brightest emotion experts behind the Affdex platform science, providing the most accurate measurement today.  This ongoing investment in research and development is focused not just on measuring, but also on predicting... which ads will really work to drive sales and build brands.

AFFDEX MEASURES A RANGE OF EMOTIONS

  • smileSmile
  • AttentionAttention
  • SurpriseSurprise
  • ConfusionConfusion
  • DislikeDislike

How It Works

Affdex reads emotional states such as surprise, dislike and attention from facial expressions using a webcam. It employs advanced computer vision and machine learning techniques to recognize and automate the analysis of tacit expressions, and it applies scientific methods to interpret viewers' emotional responses quickly and at scale.
  • image descriptionIndividual expressions are captured, analyzed and incorporated in the dashboard results.
  • image descriptionAds are integrated with emotion traces and metrics to support interactive, intuitive analysis.
  • image descriptionAutomatic segmentation analysis through survey integration
  • image descriptionEmotion traces are tied to the advertisement timeline for moment-by-moment insight.
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An Intuitive Dashboard

The Affdex dashboard provides overall emotion scores and real-time, scene-by-scene playback of facial data.
  • View by expressions and track visual attention to the brand by demographic segments.
  • See where viewers smile, which scenes capture the most attention and more.
  • Compare different ads overall emotion scores.

Get Started Now!

REQUEST MORE INFOAffdex is sold by subscription based on the number of viewers and number of videos being tested. Additional consulting services are available for custom surveys and analysis.
Download PDF Datasheet

AWARDS

PUBLICATIONS

PARTNERS

Powering Emotional Insight

Hover your mouse over each section to view the 3 pillars of our science

  • image description
    Robust Global Real World Relevant

    Beyond the Basic 6 Emotions

    Gather the most relevant emotional expressions for ad & video testing

    Multi-Modal Measures

    Include head gestures, eye tracking & other physiological responses into the emotional algorithms.

    Discrete Emotional Measures & Continuous Dimensions of Emotion

    Understand both to get a more complete picture of an emotional state.
  • image description
    Precision Recall Global Validation Strong IP

    Globally Validated

    Providing cross-cultural adaptability, enabling a system to be utilized throughout the world.

    Posed vs. Spontaneous, "real world" data

    In real world environments, emotions occur naturally and are not posed.

    Robust Algorithms

    Affectiva’s emotion algorithms leverages an appearance-based model.
  • image description
    Scalable Unobtrusive Cost-Effective

    Amazon Cloud Computing

    Enables cost-effective, quick processing of large datasets, with both security and scale.

    Internet & Offline Options

    Captures emotional response anywhere, whether reliable internet is available or not.

    Continuous Machine Learning

    Creates better, more accurate measures, in combination with our vast face repository.

Case Studies

  • Aol
    MARKET RESEARCH

    AOL and IPG Ad Effectiveness Study

    AOL, Inc. and the IPG Media Lab leveraged Affectiva's groundbreaking facial expression analysis and biosensors in a study on the effectiveness and earned attention of IAB portrait ad units versus traditional display advertising more
  • IPG
    MARKET RESEARCH

    YuMe and IPG Media Lab Advertising Attention Study

    Online video ads beat TV ads in viewer recall according to new research from IPG Media Labs and the YuMe video ad network. The study used Affectiva technology to measure engagement. more
  • Oregon
    MARKET RESEARCH

    University of Oregon School of Music and Dance

    At the University of Oregon School of Music and Dance, Dr. Frank Diaz is using Q Sensors for research into affective responses to musical stimuli. more

News

  • News Article | Posted on 4/8/2013

    Affectiva presenting at Esomar Congress 2013!

    "Ads that evoke emotions are more entertaining and memorable, but do they really drive product sales? Using Facial Coding to Understand The Relation between Emotional Ads and Sales Effectiveness.

    In a recent study, Affectiva's world’s largest data repository ties emotions in ads to real-world sales effectiveness. Using facial coding, their researchers crowdsource emotional responses of 1000+ viewers to over 140 ads in 4 countries and across 4 product categories - distilling sales data associated for each ad. They build and validate models that identify the facial measures and emotion trajectories that are most predictive of sales performance.

  • News Article | Posted on 2/20/2013

    For the first time, brands will be able to understand and react in real-time to users’ emotional responses to their online advertising

    TheMarketingblogAffdex uses Computer Vision and Machine Learning algorithms, developed in partnership with MIT, to detect facial expressions and head gestures obtained from webcams or mobile cameras. It assesses, analyses and interprets the user’s reactions to content to detect the full range of emotions from joy, discomfort and indifference to rapt engagement.

  • News Article | Posted on 2/19/2013

    Affectiva Inks Deal With Ebuzzing Social To Integrate Face Tracking & Emotional Response Into Online Video Ad Analytics

    The deal will mean that companies like Heineken and Red Bull will be able to track in real time how users are responding to their advertisements in the wild. That will not only mean taking away the need to run special market research sessions on limited groups of users, but potentially introduces new ways of measuring how effective a video has been, moving away from more traditional online ad metrics like page views and dwell time.

  • News Article | Posted on 2/2/2013

    Building better Super Bowl ads by watching you watch them

    A 3-year-old company takes technology from MIT's Media Lab and applies it to ad testing. Welcome to the future of advertising, where the wisdom of spending a reported $4 million for a 30-second spot in the Super Bowl doesn't have to be left to the imagination of an ad agency's creative team and the honesty of focus groups.

  • News Article | Posted on 1/29/2013

    Creating the Perfect Super Bowl Ad

    Are advertisers striking the right balance between entertaining and promoting their brands? Could companies entertain less and get consumers to buy?

  • News Article | Posted on 1/18/2013

    Let the NeuroGames Begin

    Neurogaming is set to disrupt the gaming industry and transform the gaming experience over the next 5 yrs. Companies, like Affectiva, are using a variety of techniques such as analyzing facial expressions, to understand emotional reactions within the game design process.

  • News Article | Posted on 1/16/2013

    Millward Brown signs Unilever and Coke to facial coding deals

    Millward Brown has announced a major expansion of its Link and Affdex facial coding technology offerings with Unilever and Coca-Cola amongst the first clients to make use of the service in 2013!

  • Press Release | Posted on 1/16/2013

    Milward Brown Emotional Measurement Offer Goes From Strength to Strength

    Unilever & The Coca-Cola Company use the award winning Millward Brown's Link™ and Affectiva's Affdex Facial Coding technology for their advertising testing in 2013.

    More
  • News Article | Posted on 1/15/2013

    Scoring the 5 Trends for Marketers at CES

    Now that the 2013 Consumer Electronics Show (CES) is over, it's time to look back at which trends mattered most for marketers. In the Eureka Park zone for cutting edge startups, Affectiva demonstrated their technology that measures ad performance by scanning facial expressions.

  • News Article | Posted on 1/12/2013

    The 5 Most Disruptive Technologies at CES 2013

    Technology that Knows You Better than You Know Yourself - In Eureka Park, a special CES area for start-ups, there were two different technologies that each made use of sensory data to predict human responses and behavioral preferences in provocative ways.