Ipsos Picks Realeyes as Facial Coding Partner

London-based emotional analytics specialist Realeyes has signed an agreement to provide Ipsos with facial coding and body gesture response metrics, to help measure how people feel while they view advertising and communications content.

Realeyes uses regular web/mobile cameras to measure the emotional response of an opted-in panel of viewers, via facial expressions. Analysis centres around six basic emotions, plus physiological measures such as attention and heart rate. The firm has an R&D team in Budapest and sales offices in New York and Boston, and is backed by $7.3 million in funding from Entrepreneurs Fund and SmartCap.

Ipsos will now use Realeyes' technology to provide an unconscious measure of consumer engagement when evaluating ad impact.

Elissa Moses, EVP and Global Head of the Ipsos Neuroscience Innovation Centre, comments: 'We selected Realeyes as our partner provider because the firm has easily scalable facial coding technology, norms for over 30 countries and as many categories, and a deep R&D bench. That bench includes a prestigious scientific Board of advisors with members such as Professor Maja Pantic, world renowned expert in machine analysis of human non-verbal behaviour, plus a dedicated research lab in Budapest brimming with scientific talent.'

Web sites: www.realeyesit.com and www.ipsos.com .