November 20-21, 2013 | Singapore
Twitter Hashtag #QUAL360
Platinum Sponsor

Media Sponsors

Association Partners
Face Value
"Capturing fleeting emotions through facial coding to add
value to Qualitative research"

PANKAJ JHA

1
Overview
• Test the response to an international toy franchise in India
• The concept was unique in its category for the I...
Tools for the study
Tools
Paired Triads

Process
Semi structured discussion with 3 Mothers along with their kids
Interacti...
What was the response to the concept?
6 – 9 Years - Kids

10 – 12 Years – Tweens

Scary and full of negativity

Kids find ...
Why did we add Facial Coding?
Good qualitative research practice always
emphasises on the observation of the unspoken
and ...
The science behind facial coding
Extraction of main features on the
face (e.g., mouth, eyebrows) and
analysis of movement,...
Complex science but Simple process

Participant turns
on webcam

Facial features
identified

Facial expression
recognition...
How did facial coding add?
6 – 9 Years - Kids

10 – 12 Years – Tweens

14 – 15 Years - Teens
Scary yet unique and
fashiona...
Smiles – Different response across age
6-9 YO
10-12 YO
14-15 YO
Concentration – Youngest trying hard to
understand the concept
6-9 YO
10-12 YO
14-15 YO
Dislikes – Low across age
6-9 YO

10-12 YO
14-15 YO
Facial Coding adds to Qualitative research
The reactions to a new idea/ revolutionary idea also some times gets
us ‘polite...
Face Value:
"Capturing fleeting emotions through facial coding to add
value to Qualitative research"

PANKAJ JHA

15
Platinum Sponsor

Media Sponsors

Association Partners
November 20-21, 2013 | Singapore
Twitter Hashtag #QUAL360
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Face Value: capturing fleeting emotions through facial coding to add depth to qualitative research - Millward Brown

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Presented by Pankaj Jha, Director - Global Innocation, Millward Brown
at Qualitative360 Asia 2013
19-21 November 2013, Singapore

This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://qual360.com/

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Face Value: capturing fleeting emotions through facial coding to add depth to qualitative research - Millward Brown

  1. 1. November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360
  2. 2. Platinum Sponsor Media Sponsors Association Partners
  3. 3. Face Value "Capturing fleeting emotions through facial coding to add value to Qualitative research" PANKAJ JHA 1
  4. 4. 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. 2
  5. 5. Tools for the study Tools Paired Triads Process 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 3
  6. 6. What was the response to the concept? 6 – 9 Years - Kids 10 – 12 Years – Tweens Scary and full of negativity Kids find it scary and nonattractive yet thrilling Kids + mothers find it edgy yet trendy; but not suited for this age 14 – 15 Years - Teens Show off value Stylish and trendy Mothers – Low acceptance Eager to adopt due to the unique nature Scary and horrifying Horror Scary Evil 4 Scary yet unique and fashionable Unique Different Fashionable Horror Scary Crazy Dark
  7. 7. Why did we add Facial Coding? 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. We have experimented with a range of neuroscience methods & found facial coding as a useful supplement to our traditional research techniques 6
  8. 8. The science behind facial coding 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
  9. 9. Complex science but Simple process Participant turns on webcam Facial features identified Facial expression recognition Expression aggregation and analysis Emotions experienced 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
  10. 10. How did facial coding add? 6 – 9 Years - Kids 10 – 12 Years – Tweens 14 – 15 Years - Teens Scary yet unique and fashionable Scary and horrifying Facial coding showed 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. These older kids enjoyed some parts, smiling at times. Their concentration increased during parts where new aspects were introduced, they were pretty well clued in. They were concentrating on a few occasions & easily understood the concept. In qualitative discussions, all age segments had strong negative associations BUT Intuitive response did not show any major dislikes in any age group
  11. 11. Smiles – Different response across age 6-9 YO 10-12 YO 14-15 YO
  12. 12. Concentration – Youngest trying hard to understand the concept 6-9 YO 10-12 YO 14-15 YO
  13. 13. Dislikes – Low across age 6-9 YO 10-12 YO 14-15 YO
  14. 14. 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. 15. Face Value: "Capturing fleeting emotions through facial coding to add value to Qualitative research" PANKAJ JHA 15
  16. 16. Platinum Sponsor Media Sponsors Association Partners
  17. 17. November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360

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