The study of emotional activity is a discipline that records and analyzes the person´s automatic and subconcious responses to specific stimuli.
The human body expresses emotional context in different ways, such as facial microexpressions, variations in skin conductance, among others. To capture this changes, we use non-invasive and protable technology in our studies.
Facial Coding
Identifies and classifies seven types of microexpressions according to their valence, distinguishing between negative and possitive emotions.
Galvanic Skin Response
Records emotional activation by monitoring changes in the level of skin conductance, which reflect the activity of the Sympathetic Nervous System (SNS) involved in the affective and conductual regulation system.
Application
Emotional activity recording with GSR and Facial Coding makes it possible to identify the moments of higher and lower emotional impact in response to a stimulus, such as advertising campaigns, creative pieces, and other materials.