GLOBAL research consultancy Millward Brown, which piloted such facial coding technology as part of its advertisement testing solution in 2012, has already applied it to more than 1,200 advertisements in Asia. The solution will be globally launched in January 2014.

Using a webcam to film a viewer as he or she watches an advertisement, Millward Brown's Link with Facial Coding system tracks points on the face and groups them together according to features such as the mouth, eyebrow and bridge of the nose. The movements of these points are combined to determine the gesture of each feature. The system then provides moment-by-moment analysis of a viewer's spontaneous responses to an advertisement. These can range from like and dislike to confusion and disgust, and are next cross-analysed with results from a traditional survey. For meaningful results, at least 50 persons are needed in a facial coding test. The test can be conducted in person or in the home of the viewer, with his or her consent.

"This is particularly helpful when it comes to sensitive subjects, or in cultures where it's less customary to give any criticism," said Nichola Rastrick, managing director of Millward Brown Singapore.