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In the 1970s, researchers began to classify facial expressions using the Facial Action Coding System (FACS). FACS coding was a significant breakthrough in understanding human emotion but could be accomplished only via painstaking work performed by highly-trained individuals. Affdex®, Affectiva’s flagship product, brings automation and scale to FACS coding. Built on groundbreaking research out of MIT Media Labs, Affdex brings emotion analytics and insights into the 21st century.
Our technology employs sophisticated computer vision algorithms to capture and identify emotion reactions to visual stimulus. Affdex is easy to use, anywhere--only a webcam is required and there is no software to install. And Affdex is unobtrusive--there are no messy wires or electrodes.
By accurately assessing emotion reactions among thousands of viewers, Affdex uncovers the emotional resonance of your media and provides you with actionable insights never before attainable.
Emotions are the number one influencers of attention, perception, memory, human behavior, and decision-making.
Affdex delivers discrete and continuous emotion metrics so you can assess your content’s emotional impact on a moment-by-moment and cumulative basis. Accuracy and scale is achieved by highly precise automated machine classifiers trained from massive amounts of emotion data: 1+ billion frames of spontaneous facial expressions gathered from over 2 million face videos worldwide to date. This level of refinement provides for industrial-strength, trustworthy emotion metrics that fuel Affdex analytics and norms.
Affdex measures more than just the six basic emotions. Discrete Metrics include Smile, Surprise, Dislike, Attention and Confusion. Continuous Metrics include Valence and Expressiveness
Rigorous science with real world applications. Affdex classifiers are trained and tested on naturally-occurring data. This enables our algorithms to accurately analyze videos collected “in the wild”-- typified by low lighting and awkward angles.
Robust infrastructure and easy test setup. Affdex seamlessly meets demand, whether you are testing 10 videos or 100, with 50 or 500 viewers, no matter where in the world.
Affdex analytics turn emotion metrics into actionable business insights. Affdex analytics include an overall Affdex Score measuring total engagement, as well as experience scores for the beginning, middle, and end of the video. Our analytics inform you whether content is likeable, viral, and memorable, as well as its effectiveness at driving real-world consumer behaviors like purchase decisions or watching a video to completion.
Our normative emotion database allows you to assess your content’s performance relative to other content based on genre, geographic region, content length, demographic profiles, industries, product categories and more. We built our repository from more than 11,000 media units tested in over 75 countries around the globe.
Market research companies including Millward Brown, InsightExpress, Unruly, and others already use our Affdex technology to measure brand messaging and content effectiveness. Our entertainment clients use it to uncover viewer responses to advertisements, videos, movie trailers, and television pilots.
Our studies in Asia, Latin America, the US, and the UK confirm that while key facial expressions are universal, their magnitude varies by region.