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1
Face Value "Capturing fleeting emotions through facial coding to add
value to Qualitative research"
PANKAJ JHA
2
Overview
• Test the response to an international toy franchise in India
• The concept was unique in its category for the India market
• We tested the concept in the form of short videos
• Primary methodology was Qualitative FGD, triads & expert interviews
• Facial coding to add value by capturing the unstated, the unspoken.
3
Tools for the study
Tools Process
Paired Triads Semi structured discussion with 3 Mothers along with their kids
Interacting with kids along their mothers helped understand their
perspective together
Triads Open ended discussion with evolved kids
Niche TG hence triads
Facial Coding Recording of facial expressions when kids were watching the concept
being shown to them as videos
Implicit responses integrated with qualitative findings
4
What was the response to the concept?
6 – 9 Years - Kids
Scary and full of negativity
Kids + mothers find it edgy
yet trendy; but not suited
for this age
14 – 15 Years - Teens
Show off value
Stylish and trendy
Eager to adopt due to the
unique nature
10 – 12 Years – Tweens
Kids find it scary and non-
attractive yet thrilling
Mothers – Low acceptance
Scary and horrifying
Horror
Scary
Evil
Scary yet unique and
fashionable
Unique
Different
Fashionable
Horror
Scary
Crazy
Dark
Why did we add Facial Coding?
6
We have experimented with a range of neuroscience methods & found facial coding as a useful supplement to our traditional research techniques
Good qualitative research practice always emphasises on the observation of the unspoken and non verbal reactions.
As people become more sophisticated, they are able to hide these, be polite, rationalise and give ‘statements’/ stated responses which are post rationalisations & not raw, implicit, heart felt emotions.
Today technology is allowing us to capture these fleeting human responses.
Extraction of main features on the face (e.g., mouth, eyebrows) and analysis of movement, shape and texture composition of these regions to identify facial action units.
Action descriptors can be abstracted into facial and head gestures (e.g., a head shake or squinting) that combine to communicate a wide variety of emotional and cognitive states.
Multiple emotional and mental states are detected, aggregated & shown in an easy to interact dashboard
The science behind facial coding
Complex science but Simple process
Emotions
experienced
Expression
aggregation
and analysis
Facial expression
recognition
Participant turns
on webcam
Facial features
identified
Easy to deploy the technology
1. Record respondents’ facial reactions to marketing stimulus
2. Code them automatically for emotional states
3. Diagnose emotional reaction moment by moment w/o verbal questions
How did facial coding add?
In qualitative discussions, all age segments had strong negative associations
BUT
Intuitive response did not show any major dislikes in any age group
They did not enjoy it at all,
not smiling during the
entire time they were
watching the concept.
Concentrating but finding it
difficult to understand what
was going on.
They thoroughly enjoyed
the concept, smiling the
most.
Their concentration
increased during parts
where new aspects were
introduced, they were
pretty well clued in.
These older kids enjoyed
some parts, smiling at
times.
They were concentrating
on a few occasions &
easily understood the
concept.
Facial coding showed
6 – 9 Years - Kids 10 – 12 Years – Tweens 14 – 15 Years - Teens
Scary and horrifying
Scary yet unique and
fashionable
Facial Coding adds to Qualitative research
The reactions to a new idea/ revolutionary idea also some times gets
us ‘polite/safe/neutral’ stated reactions.
To get the real subconscious reactions - you need a sophisticated
tool.
The combination of Qual + Affectiva is a powerful proposition:
Consumer expressions through verbalised reactions + non-verbalised
facial expressions.
In this case, we were able to modify our recommendations looking at the
facial coding results – the concept was not perceived as negatively as the
stated responses suggested.
15
Face Value: "Capturing fleeting emotions through facial coding to add
value to Qualitative research"
PANKAJ JHA