News image
EphMRA online Lunchtime Webinars : Click Here to see Details
Webinar: Using facial analysis to uncover deeper reactions to pharmaceutical communication materials
Date: 12 May UK time
Time: 13.30 – 14.30 UK time
Speakers: Richard Head, Research Partnership & Sarah Fletcher, Janssen
This outstanding paper was presented first at our annual conference in Warsaw last June and was runner-up for the 2019 MR Excellence Award: Business Impact through Innovation.  Richard and Sarah have updated this presentation in the light of current restrictions due to COVID 19.

Does your expression give you away? According to psychologists, a lot of information can be drawn from our facial expressions. Brief, involuntary flashes of emotion or 'micro-expressions' can reveal a lot about a person’s true feelings. As market researchers interested in the emotional responses driving people’s attitudes and behaviours, this information is invaluable but can often be difficult to obtain. One of the latest innovations in healthcare market research is facial coding, which uses recognition software to detect a range of emotions by monitoring faces.
In this webinar, Richard and Sarah will demonstrate how Research Partnership and Janssen used facial analysis to gain a detailed understanding of physicians’ emotional reactions to healthcare communications. They will also explore how the technology can deliver insights into respondents’ emotional reactions at a time when traditional face-to-face methodologies are not available to us.