Ads in magazines or on poster sites have to grab the attention of the unconscious brain in seconds.
So why does traditional research spend hours getting rational responses from the conscious brain?
By capturing the movement of the facial muscles in less than a second we capture the direct involuntary response of the unconscious brain - System 1 thinking. Facial expressions are a rich source of information - not just about feeling, but thinking.
Facial coding is now the leading neuroscience-based method in market research.