Kantar Invests in Facial Expression Technologist Affectiva

Kantar has invested $3m in a minority stake in US-based facial recognition technology specialist Affectiva.

Formed in 2009 by Media Lab at MIT (the Massachusetts Institute of Technology) scientists Rosalind Picard and Rana el Kaliouby, Affectiva develops technology to understand how people feel, in order to improve brand products and experiences.

The company's tools include the Affdex facial expression recognition tool, which monitors and codes viewers' facial expressions and interprets how they are responding to what they see.

Additionally, its Q Sensor wearable biosensor device measures emotional states such as excitement, attention, anxiety and relaxation.

Following the investment, Kantar said it has formed a strategic and commercial partnership with Affectiva, 'to leverage the combination of survey-based and technology-enabled observational data'.

Affectiva is based in Waltham, MA and led by software executive and CEO Dave Berman (pictured).

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