A measurement of the movements of the facial musculature with the goal of capturing expressed emotion (see “Emotions”). In media and market research, the most common variant uses camera-based computer vision to measure participants’ faces while experiencing a marketing stimulus such as video advertising, video promotions or program content. Software based algorithms are then used to evaluate the type of facial response (such as happy, sad, angry, fearful, disgust). Also referred to as “Facial Expression Analysis.” The term “Facial Coding” is often used interchangeably with the less preferred term “FACS/Facial Action Coding System.” See also “fEMG/Facial Electromyography.”
