Facial Coding has practical applications in marketing, particularly in ad testing. For instance, marketers can track consumer reactions to TV ads or online content by analysing their facial expressions. Companies like BBC and research firms such as GfK EMO Scan have adopted this technology, using consumers’ webcams (with permission) to monitor and interpret their emotions in real time. Despite its potential, the method has limitations, notably in capturing the intensity of emotions due to variability across cultures, ages, and other factors.
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