Partners Push Facial Analysis System

In Switzerland, facial imaging specialist nViso has partnered with Gordon & McCallum - a consultancy offering specialist services to the market research industry - to accelerate the industry's take-up of its emotional response assessment technology.

Founded in 2009, nViso develops technologies for deciphering emotions by interpreting human facial expressions and eye movements, and last month launched improved software said to decode 'micro-expressions' by tracking more than 143 different facial points.

By partnering with Gordon & McCallum, nViso says it is 'strategically positioned' to meet global demand from the market research sector.

Gordon & McCallum was launched in 2009 by Nielsen veterans Alastair Gordon and David McCallum to help MR agencies maximize their performance and clients optimise their research spend.

'During 20 years in communications and brand research, this is the most fascinating development I've come across,' stated Gordon. 'The system is easily scalable, adaptable, and can be utilized globally, overcoming challenges in translation and interpretation. We are already working with our clients on adapting nViso's techniques to enhance their existing research or advertising practices.'

nViso co-founder Tim Llewellynn says that under its new partner's guidance, his firm can access both a broad range of marketing research professionals and a network of expertise for developing applications for nViso's service.

Web sites: www.nviso.ch and www.gordon-mccallum.com .