InsightExpress Adds Affectiva's Facial Analysis

US online research specialist InsightExpress is adding Affectiva's Affdex facial expression analysis technology to its CreativeImpact copy testing solution, to enable brands to optimize their TV ad campaigns using quant neuromarketing techniques.

Affdex reads emotional states such as liking and attention from facial expressions using a webcam. Last year, Millward Brown integrated Affdex into its own LINK copy testing tool.

CreativeImpact features a methodology that blindly exposes respondents to ads embedded within actual TV show content, and through the latest integration, Affdex will automatically capture viewers' facial expressions while they are watching the ads.

Marc Ryan (pictured), co-CEO of InsightExpress says that the combination of the two firms' offers will provide clients with an 'invaluable window' into emotional insight, which will enable them to refine their advertising and branding efforts.

Web sites: www.insightexpress.com and www.affectiva.com .