Confirmit Adds Facial Expression Analysis to Surveys

Online MR software company Confirmit has embedded technology from facial expression analysis firm Emotient into its survey platform, to enable researchers to add emotion detection to any online or mobile research project.

Emotient's system tracks nineteen different basic muscle movements and is based around what the firm calls the seven expressions of primary emotion - joy, surprise, sadness, anger, fear, disgust and contempt, along with measures of positive, negative and neutral feeling. Last year, the company raised $6m in a Series B round of funding, and launched new 'glassware', using the camera of Google Glass to measure wearers' emotions.

The partnership with Confirmit aims to provide researchers with more sophisticated, detailed and personal behavioural analytics. Terry Lawlor, EVP Product Management at Confirmit, comments: 'By adding emotion detection to our suite of research solutions, we're empowering our clients to delve even deeper into the behaviour of research respondents and customers. They will be able to make better business decisions, improve product and service offerings, and drive up customer experience - all based on detailed emotional reactions and likely behaviour'.

Web sites: www.confirmit.com and www.emotient.com .