Facial Action Coding
The Stamford Marketing Group often uses facial action coding to augment focus groups and individual interviews.
Facial action coding enables the client to really know how a respondent feels about an idea, advertisement or concept statement because it goes beyond self-reporting. It enables the client to know how a respondent feels without a word being said.
There are 43 muscles in the face that display our emotions. These emotions cannot be faked or masked because the muscles attach directly to the skin. There are 7 emotions researchers typically look for. If a respondent likes something they may display one of the 2 positive emotions which are happiness or surprise. If a respondent does not like something their face may display one of the 5 negative emotions. These include contempt, disgust, sadness, fear or even anger.