NEWS20 May 2014

Schlesinger adds Affdex facial coding to qual offer

North America Technology

US — Schlesinger Associates has added Affectiva’s Affdex Discovery facial coding tool to its portfolio of qualitative services.

The method measures non-verbal emotional engagement responses to video stimuli, revealed through facial expression. During a session, emotion traces are captured via webcam and reported back to a moderator console in real time.

“We sought a partner to develop a solution for our insight clients and moderators which could quickly and effectively gauge respondent emotions in a non-invasive and cost-effective way,” said Anne Hedde, executive vice president of Schlesinger Interactive.

“Affectiva’s proven success and experience in quantitative facial coding, along with our application knowledge in qualitative settings, has created powerful combination for enhancing the value of research during focus groups and IDIs.”