Confirmit to Embed Affectiva Emotion Measure

Research software firm Confirmit and facial analysis specialist Affectiva have partnered to help clients understand the role of emotion in driving consumer spending and loyalty.

Affectiva's technology captures and measures unconscious responses and 'unbiased' consumer reactions. This will now be embedded into Confirmit's Horizons surveys to provide analysis of respondents' reaction to videos. The resulting emotion data can be viewed on Affectiva's purpose-built dashboard, or combined with the Confirmit survey data. The firms suggest a long list os potential uses including predicting loyalty, enhancing services, testing ads and quantifying attention, engagement and emotion.

Terry Lawlor, EVP Product Management at Confirmit, says the deal meets the growing need of Confirmit's customers for more in-depth insight into the impact of emotion on behavioural patterns. Dr. Rana el Kaliouby, Affectiva CEO, adds: 'The incorporation of emotional intelligence into research programmes and customer experience surveys enables organisations to truly understand and analyse the emotional responses of their customers at the point of experience'.

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