momentum research

Our facial coding research is informed by the latest findings in neuroscience on how decisions are made. People make choices in a split second as the emotional and cognitive centres of the brain reach a decision before the person is even aware of it. How the brain immediately responds is shown by facial expressions, created by signals sent directly to the facial muscles. In the case of marketing material it tells us whether it has engaged the unconscious brain. We record and then analyse facial expressions of emotion at the decisive moment when the respondent is shown the ad, the brand, or product feature (or tastes the beverage, or applies the lotion).
The Benefits By capturing the response of each consumer at the decisive moment, we are able to predict the likely success of a price point, an ad, service innovation, product feature, or visual identity. Facial coding also has a key role in sensory product testing. In contrast to verbal information, it captures the immediate bodily responses to the taste of coffee flavours for example, or the feel of a body lotion.
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Reading Emotions on the iBooks Store The most comprehensive collection of subtle expressions of emotion on video - in slow motion, then in real time. It features real people expressing real emotions, from glee to embarrassment, from distress to enjoyment. Consists of fifty-five examples of subtle emotions, taken from in-depth interviews on topics as wide as favourite brands, responses to new concepts and stressful events such as bereavement. Designed for anyone who wants to sharpen their face reading skills, from market insight professionals, to all those in occupations involving face-to-face contact with customer, patients or students.
Emotions Reader on the iBooks Store This interactive book is a learning tool designed for children and those on the autism spectrum, but useful for anyone who wishes to sharpen their abilities in reading facial expressions. It features twenty-eight video clips of real emotions being displayed. Each is accompanied by still images and a detailed description. The examples have been chosen because they are recognisable and not too difficult to interpret. Students are asked to watch the video and to identify three actions which occur in the few seconds in which the emotion is being displayed. This may be movements of the head, or a crinkling around the eyes, or a tightly closed mouth. In completing the quizzes in this eBook, students look at each video clip and think about what changes are happening in the face and body as the person shows emotions such as sadness, excitement, approval, or affection.