Facial coding provides further insight into the overall emotional experience when users interact with a given product. It can be applied in direct combination with task-based usability studies. Any moderated session duration will therefore not be impacted by the inclusion of facial coding. Participants will have to agree to provide their session recordings for later analysis.
Upon reviewing the observation recordings with behavioral analysis software, we can then measure both the timed durations and total instances for various markers of facial expression. The facial coding parameters can be customized to best fit the needs of your project. Some common markers include: raising and lowering eyebrows, widening eyes, squinting, nose wrinkling, jaw drop, lips tightened, lips pulled apart, smiling, and frowning.
Specific combinations of these facial expressions can then be mapped onto Plutchik’s wheel of emotions to determine the participants’ levels of joy, trust, fear, surprise, sadness, disgust, anger, and anticipation. We can also determine levels for any emotional dyads of interest, such as delight, which is composed of both joy and surprise. The results from facial coding analysis are particularly useful for identifying major pain points and for generating customer journey maps.