Our Emotion AI technology can provide extra insight into online qual work, providing deep insights that can support the Qualitative Researcher’s own perceptions of emotional subtleties and shared feelings, in an online or physical setting. It can highlight crucial times where a respondent may be feeling something different to what they are saying, for both individuals and for a whole focus group.

Affectiva can support the Qualitative Researcher through easily administered technology that gives confidence in user experience, adds scientifically validated insights, whilst complimenting and enhancing the expertise of the Qual Researcher.

How it Works

There are a number of ways our technology can be deployed to assist the Qualitative Researcher:

Enhancing Qualitative Creative & Concept Development

‘Pre-exposure’ of video content to a respondent before focus groups: working as an additional source of data & integration within existing approaches

Enhancing Online Qualitative Interviews

Recording of an online session, for example through ‘Zoom’ or similar providers, to enable application of Facial Coding software in analysis, after the fact

Enhancing Qualitative Face to Face Focus Groups

Recording of physical group sessions to enable application of Facial Coding software in analysis, after the fact

In all applications, there are significant advantages in adopting the Affectiva approach:

Emotional highlighting
Highlight issues ahead of interviews or  groups, or pinpoint quickly the moments of emotional negativity or positivity

Scientific validation
Deliver “demonstrable evidence” in debriefs to illustrate consumer response, as part of overall storytelling, complimenting the role of the Qualitative Researcher, through validating intuition and interpretation

Unlock subtleties
Brings to life emotional responses that consumers cannot verbally articulate, or illustrate moments where what consumers ‘feel’ may be different to what they ‘say’. Explore emotional responses to key issues highlighted in the topic guide, or examine response by pre-defined segmentation groups. 

Leading marketing insights firms like Kantar, MediaCom and Unruly, and 1/4 of the Fortune Global 500, including 1,400 brands like Mars, Kellogg’s and CBS, use our Media Analytics solution to optimize content and media spend.

  • Measures 7 emotions and 20 facial expressions
  • Seamlessly integrates with your research methodology; works with
  • Easy to use SaaS solution; all you need is a standard webcam and internet connectivity.
  • Norms to benchmark the effectiveness of your content by geography, product category, media length and repeat view.
  • Built using the world’s largest emotion database of more than 50,000 ads and more than 9.5 million faces analyzed in 90 countries.


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