We understand the language of face
We capture emotions which drive the decision making
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Emotions | Study advances

Anyone who wants to be effective,
must arouse emotions

Emotions form our experiences, interactions and decisions.
They are the key to successful media and business results

x higher till-the-end watching
x more clicks
x greater conversion to social action
x faster increase in views

"Emotional advertisements are 11 times more effective for the growth of market share"

Donald Gunn, The Gunn Report

"Facial expressions present the most accurate image of our feelings"

Dr. Paul Ekman, psychologist and expert in the area of emotion research

Emotions | Facial expressions

Face - language of unfiltered emotions

If it were enough to ask, all of us would solely make the right decisions

People only rarely understand why they like this or dislike that. It is ok. Their face will reveal it. Facial expressions are fast, unconscious and rich in information. We have 42 muscles and 2 bones on our face - with their help we are capable of producing more than 10 000 movements, 3 000 of which are related to emotions. Through the recording of these movements, it is possible to evaluate unconscious and unfiltered human feelings. Movements of muscles on the face and feelings are mutually connected. When we feel sad, the corners of our mouths turn down. When we let the corners of our mouth turn down, we will in turn feel sad.

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Emotions | Research

From electrical discharge to artificial intelligence

200 years of emotional expression research

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19th century
Mankind engages in the study of emotions from time immemorial. A more systematic approach to emotions, however, is performed for the first time by the French neurologist Duchenne de Boulogne (Mecanisme de la physionomie Humaine 1862), who believed facial expressions to be directly connected to the human soul. 10 years later, Darwin published a book entitled "The Expression of the Emotions in Man and Animals" (1872), claiming that expressions were of universal nature "... the young and the old of widely different races, both with man and animals, express the same state of mind by the same movements.‟
20th century
Dr. Paul Ekman and his associate Willie Friesen represented a great asset to the argument. Ekman, a reputable American psychologist, based his 40 years of research on Darwin's findings. He introduced into the field a systematic classification of facial expressions (FACS method) and defined 6 emotions, which he considers universal across cultures, ages and genders.
21st century
Using scientific findings about emotions and technological progress, we are now able to objectively scale emotions. Emotion ID is based on Ekman's universal emotions and introduces a cloud platform, capable of an automatic evaluation of human emotions from any camera anywhere in the world. We have developed an online system, which determines and evaluates their emotional reaction to any given stimulus.

About us | Technology

We measure emotions
from faces.

People share their unconscious reactions
simply through their webcam

Software Emotion ID is a cloud solution which is capable of transforming an ordinary camera, for example one in a notebook or smartphone, to a camera sensitive to emotions. Emotion ID is software which combines the most recent information from the IT world, data analyzes and scientific knowledge from the fields of psychology and neurology. Thus we are able to detect emotions from a great number of respondents.

Hello, my name is Petra!

Move the wheel and find out what Emotion ID
detected in my face.

This is fun!

You are amusing her, continue.

I have doubts.

We detect fear as well as disagreement.

I am disappointed...

Petra would be happy if things
were different.

Take it away!

Petra's face says: YUCK!


Petra's face says that she is
unpleasantly surprised.


This is a face showing real happiness.

I have a broken heart.

There is sadness in Petra's face.

This is unpleasant.

Petra hides fear behind a smile.



About us | Solutions

Fast - objective - spontaneous

Combining the advantages of qualitative and quantitative research and one or two additional truths!

It is time to review how marketing research is being performed. Traditional marketing research is usually too complex, time consuming and expensive. Current declarative methods are unable to detect true infiltrated reactions. Respondents are not obliged to have the capability to describe what and why they like something. Or they can answer in a way they think they are expected to answer. To apprehend facial expressions, is to apprehend true reactions of your audience.

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  • Gain insight into the real opinions of your clients (opposed to only what is claimed to be real)
  • We will filtrate communication concepts according to their emotional power
  • We will identify and optimize the momentum of your advertisement
  • We will define problematic areas between the customer - and brand
  • We will enhance web design and in turn increase conversions
  • You are creating a stronger relationship with the customer


About us | FAQ

Frequently asked questions

Are respondents required to have specific technical equipment?

YES. Our platform works on every standard computer. If you see your face on the webcam test, the recording will be successful. Detailed technical requirements are:

  • A webcam with a minimum resolution of 640 x 480px
  • Internet browser: Mozilla Firefox v23+, Google Chrome v28+ a Opera v18+
  • a speaker for the playback of sound
Is your software academically substantiated?

YES. Software Emotion ID is based on scientific research from various fields of study, mainly psychology, computer vision and machine learning. The access to emotions is based on Dr. Ekman's widely accepted theory of basic cross-cultural, universal emotions. You can read more about his research here.

Will other emotions be studied in the future?

YES. I plan on adding more matrices to satisfy the individual needs of our clients. In addition to emotions, we are working on more complex mental expressions like criticism, boredom and compassion.

Ask us a question


Emotions are sensitive affairs. We respect the privacy of our respondents and we do not record them without their consent. Obtained data are safely stored and are not used for any other purpose.
Find out more about the protection of personal data at eID