smily face box


02 February 2019

Mood Estimation for Market Research

Being able to interpret facial expressions is an important part of nonverbal communication. Think about this, in a conversation, if you only listen to what a person says and ignore what that person’s face is communicating to you, then you’re only getting half the story. The value in understanding facial expressions is to gather information about how the other person is feeling and guide your interaction accordingly. Well, what does this all mean for you as a business or researcher? Let’s dive in for some clarity.

What is Mood Estimation?

Mood Estimation is a computer-based technology that uses algorithms to instantaneously detect faces, code facial expressions, and recognize mood. It is a technology that is positively disrupting the market research industry. This is because researchers, marketers, and businesses conducting consumer research, are now able to get a better understanding of how customers feel about their products, services, or brand.

The problem with surveys

For years, brands and market research firms alike have been using surveys or focus groups to gather data on their consumers perceptions, beliefs, and feelings toward their products and marketing campaigns. These tried-and-tested methods have of course worked and have taken the market research industry far. But one has to wonder, are these methods painting the whole picture?

The problem with surveys, or focus groups for that matter, is that what people on them is not always aligned with what they really think. This could be caused by a number of reasons: peer pressure, social norms, embarrassment, or maybe a lack of understanding. Also, as much as respondents may share honest feedback, that feedback may not necessarily help you pinpoint where the gaps are. This is to say that consumers may like your product, but not necessarily love everything about it.

How does Mood Estimation work?

The idea of analyzing and categorizing emotional reactions in market research is far from being new. Skilled researchers have been trained to have a watchful eye when conducting research, paying careful attention to human behavioral traits such as body language, tone and so forth. However, with qualitative Face Analysis Technology, researchers are able to go a step further. Face Analysis technology can help you to analyze the facial gestures of a given target group. Among its applications are included face detection, facial landmark localization, face attribute prediction, facial emotion recognition, and head pose estimation. 

Here’s how Mood Estimation works:
  • First, a face is detected in the scene: in an image or video.
  • Next, facial landmarks (or features) are detected.
  • Once the face has been detected and analyzed, mood analysis technology estimates mood on the basis of detecting a smile. The smile is represented in a value of between 0-100 and this metric allows you to define a person’s mood as neutral, happy, or very happy. 



Using a webcam, respondents watch an advertisement on their computer as the webcam and program detect micro-expressions made during the advertisement. This is typically followed by a questionnaire for a true Whole Mind Approach to understand decision-making processes at play during the consumer’s experience.

The importance of Mood Estimation

Facial expressions convey nonverbal communication cues that play an important role in communicating how a person feels. Mood Estimation is, therefore, important because it can further help companies understand their audiences. Because of its ability to detect and analyzes expressions from an image or video feed, it is able to deliver unfiltered, unbiased emotional responses as data.

Sightcorp Mood Detection software

At Sightcorp, we develop patented proprietary AI Software solutions. Through computer vision and deep learning, we can analyze faces in images, videos, and in real-life environments.

Our software can detect and measure facial expressions like happiness, surprise, sadness, disgust, anger, and fear. The overall mood can be estimated with accuracy up to 92%.

By Sightcorp

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About the Author

Sightcorp is the anonymous audience analytics intelligence specialist for Digital Signage, DOOH, Out of Home Media, and In-Store Analytics. Making lightweight AI edge software solutions that bridge the gap between the online and real world. Providing anonymous in-store analytics to Retailers and powering the DOOH ecosystem with ad performance metrics for advertisers, real-time audience reach for media network owners, and an industry-recognized impression-based currency for programmatic advertising.