Nonconscious Insights

Facial Expression Analysis (Emotion Analysis)

The technology on Rose Research’s platform uses state of the art machine learning techniques, capable of recognizing the basic facial expressions of emotion (based on the work of Dr. Paul Ekman, these expressions are Neutral, Happy, Sad, Angry, Surprised, Scared, Disgusted)

The technology on our platform does this using 3 steps:

Face Detection
The technology on our platform uses the popular Viola-Jones algorithm to detect the location and size of faces (including eye detection).

Face Modeling
The technology also builds an accurate model of a face based on the Active Appearance model described by Coots & Taylor (using more than 500 key points on the face).

Face Classification
Achieved by feeding a deep neural network more than 10,000 annotated images.

Studies employing this technology can be conducted online using a computer webcam and paired with eye-tracking technology so that we can understand exactly what the respondent is observing while we detect changes in the user’s facial expressions.

Eye Tracking Technology

Eye tracking allows researchers to see the world from the subject’s perspective.

Whether the goal is to study product placement, packaging design, advertising, or user experience, this technology accurately reveals:

What grabs the subject’s attention;

What might influence purchase behavior; and

How consumers engage with a product.

While this technology previously required a lab, or specialized glasses, we now employ an online version that provides researchers an incredible opportunity – a project is now easy to field, produces quick results and can accommodate quantitative sample sizes anywhere in the world.

Close up of Asian women with hi tech digital technology screen over the eye.

Women choosing a dairy products at supermarket. Reading product information

Eye Tracking – Packaging Evaluation

Eye-tracking methodology can be used for a wide range of studies, including those related to product development, user experience, shopper experience, and advertising evaluation. One common example of the use of eye-tracking technology would be packaging evaluation.

Studies have shown that visual impact is directly linked to purchase intent, which is why Rose Research uses web- based attention tracking to quantify the visibility, findability, communication and appeal of your package designs.

Visibility. How well does each design stand out on the shelf?

Findability. Can shoppers find each design when they seek it?

Communication. Is important branding/messaging noticed?

Appeal. What do consumers think of the targeted designs?

Packaging design evaluation research approach provides objective, quantitative, and definitive results on the effectiveness of current, prototype, and competitor package designs.

Facial Expression Analysis (Emotion Analysis)

The technology on our platform does this using 3 steps:

Eye Tracking Technology

Eye Tracking – Packaging Evaluation

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