Media

Affectiva wins government backing to measure your emotions online

A startup called Affectiva said that it wants to change the way advertisers and researchers judge the effectiveness of an ad. With its upcoming Affdex service, companies should be able to use consumers’ webcams to record their faces as they watch a video. Then the company can measure the response — both the emotions consumers’ felt and how strongly they felt them.

Waltham, Massachusetts-based Affectiva spun out of the Massachusetts Institute of Technology Media Lab. The company has already raised $2 million in funding from its founders and Lingfield AB, and it just won a $650,000 grant from the National Science Foundation.

Affectiva has one product available now — Q Sensor, a wearable device for measuring emotions. But co-founder Rana el Kaliouby said that the NSF grant will help the company launch Affdex as an online service, which could be used much more broadly. The goal, she said, is to “democratize market research”, making it possible for a small company to quickly and affordably test their content on a large group of consumers. For example, if you wanted to create a promotional video for your company, you could test out an early version on Affdex to see if consumers responded positively.

Without Affdex, this kind of pre-release testing is usually performed in a lab, and the emotional analysis required “painstaking”, frame-by-frame analysis of video footage, el Kaliouby said.

There’s at least one other startup interested in this kind of analysis — Affective Interfaces, which launched in fall 2009. Despite the similar names and concepts, el Kaliouby said the two companies are taking different approaches. Affectiva can measure more complex emotions, like confusion, she said.

You can see can see a simplified demo version of the Affdex technology here. (It won’t work if you’re using Gchat at the same time.)

Trackbacks

  1. [...] reveal secrets about your emotional state, and Picard can tap them with a glove-like device called the Q Sensor. In response to stresses, good or bad, our skin becomes clammy, increasing its conductance, and the [...]

  2. [...] set up a company called Affectiva, based in Waltham, Massachusetts, which is selling their expression recognition software. Their customers include companies that, for example, want to measure how people feel about their adverts or movie. [...]

  3. [...] and the Peder Sager Wallenberg Charitable Trust, represented by Lingfield AB. And the company won a $650,000 grant from the National Science Foundation for its work. Berman said the company has a bunch of unannounced projects on the way. If [...]

  4. [...] and the Peder Sager Wallenberg Charitable Trust, represented by Lingfield AB. And the company won a $650,000 grant from the National Science Foundation for its work. Berman said the company has a bunch of unannounced projects on the way. If [...]

  5. [...] and the Peder Sager Wallenberg Charitable Trust, represented by Lingfield AB. And the company won a $650,000 grant from the National Science Foundation for its work. Berman said the company has a bunch of unannounced projects on the way. If [...]

  6. [...] and the Peder Sager Wallenberg Charitable Trust, represented by Lingfield AB. And the company won a $ 650,000 grant from the National Science Foundation[3] for its work. Berman said the company has a bunch of unannounced projects on the way. If [...]

  7. [...] and the Peder Sager Wallenberg Charitable Trust, represented by Lingfield AB. And the company won a $650,000 grant from the National Science Foundation for its work. Berman said the company has a bunch of unannounced projects on the way. If they’re [...]

  8. [...] the Peder Sager Wallenberg Charitable Trust, represented by Lingfield AB. And the corporate won a $650,000 grant from the National Science Foundation for its work. Berman said the corporate has a host of unannounced projects at the way. If [...]

  9. [...] The company had previously raised $2M in funding from its founders and Lingfield AB, and also won a $650,000 grant from the National Science [...]

  10. [...] company spun out of MIT’s Media Lab. This is its second NSF grant — in January 2011, it won another grant to help launch its Affdex service, which uses webcams to track consumers’ responses as they [...]

  11. [...] company spun out of MIT’s Media Lab. This is its second NSF grant — in January 2011, it won another grant to help launch its Affdex service, which uses webcams to track consumers’ responses as they [...]

  12. [...] company spun out of MIT’s Media Lab. This is its second NSF grant — in January 2011, it won another grant to help launch its Affdex service, which uses webcams to track consumers’ responses as they [...]

  13. [...] company spun out of MIT’s Media Lab. This is its second NSF grant — in January 2011, it won another grant to help launch its Affdex service, which uses webcams to track consumers’ responses as they [...]

  14. [...] company spun out of MIT’s Media Lab. This is its second NSF grant — in January 2011, it won another grant to help launch its Affdex service, which uses webcams to track consumers’ responses as they [...]

  15. [...] company spun out of MIT’s Media Lab. This is its second NSF grant — in January 2011, it won another grant to help launch its Affdex service, which uses webcams to track consumers’ responses as they [...]

  16. [...] company spun out of MIT’s Media Lab. This is its second NSF grant — in January 2011, it won another grant to help launch its Affdex service, which uses webcams to track consumers’ responses as they [...]

  17. [...] 同社はMITのMedia Labから生まれ、2011年1月にも、補助金をもらっている。そのときの補助金は、Webカメラを使って、ビデオを見ている消費者の反応を調べるAffdexサービスの立ち上げ資金として使われた。このサービスは、企業が広告効果を素早くまた安上がりに測定する方法として便利だ。昨年協同ファウンダのRana el Kalioubyに聞いた話では、Affectivaは笑顔やしかめっ面のような分かりやすい表情だけでなく、困惑しているときなどの複雑な表情も判定できるそうだ。 [...]

  18. [...] company spun out of MIT’s Media Lab. This is its second NSF grant — in January 2011, it won another grant to help launch its Affdex service, which uses webcams to track consumers’ responses as they [...]

  19. [...] company spun out of MIT’s Media Lab. This is its second NSF grant — in January 2011, it won another grant to help launch its Affdex service, which uses webcams to track consumers’ responses as they [...]

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  23. [...] company spun out of MIT’s Media Lab. This is its second NSF grant — in January 2011, it won another grant to help launch its Affdex service, which uses webcams to track consumers’ responses as they [...]

  24. [...] company spun out of MIT’s Media Lab. This is its second NSF grant — in January 2011, it won another grant to help launch its Affdex service, which uses webcams to track consumers’ responses as they [...]

  25. [...] company spun out of MIT’s Media Lab. This is its second NSF grant — in January 2011, it won another grant to help launch its Affdex service, which uses webcams to track consumers’ responses as they [...]

  26. [...] company spun out of MIT’s Media Lab. This is its second NSF grant — in January 2011, it won another grant to help launch its Affdex service, which uses webcams to track consumers’ responses as they [...]

  27. [...] company spun out of MIT’s Media Lab. This is its second NSF grant — in January 2011, it won another grant to help launch its Affdex service, which uses webcams to track consumers’ responses as they [...]

  28. [...] company spun out of MIT’s Media Lab. This is its second NSF grant — in January 2011, it won another grant to help launch its Affdex service, which uses webcams to track consumers’ responses as they [...]

  29. [...] company spun out of MIT’s Media Lab. This is its second NSF grant — in January 2011, it won another grant to help launch its Affdex service, which uses webcams to track consumers’ responses as they [...]

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  32. [...] company spun out of MIT’s Media Lab. This is its second NSF grant — in January 2011, it won another grant to help launch its Affdex service, which uses webcams to track consumers’ responses as they [...]

  33. [...] company spun out of MIT’s Media Lab. This is its second NSF grant — in January 2011, it won another grant to help launch its Affdex service, which uses webcams to track consumers’ responses as they [...]

  34. [...] company spun out of MIT’s Media Lab. This is its second NSF grant — in January 2011, it won another grant to help launch its Affdex service, which uses webcams to track consumers’ responses as they [...]

  35. [...] The company spun out of MIT’s Media Lab. This is its second NSF grant ? in January 2011, it won another grant to help launch its Affdex service, which uses webcams to track consumers’ responses as they [...]

  36. [...] The company spun out of MIT’s Media Lab. This is its second NSF grant ? in January 2011, it won another grant to help launch its Affdex service, which uses webcams to track consumers’ responses as they [...]

  37. [...] The company spun out of MIT’s Media Lab. This is its second NSF grant ? in January 2011, it won another grant to help launch its Affdex service, which uses webcams to track consumers’ responses as they [...]

  38. [...] The company spun out of MIT’s Media Lab. This is its second NSF grant ? in January 2011, it won another grant to help launch its Affdex service, which uses webcams to track consumers’ responses as they [...]

  39. [...] The company spun out of MIT’s Media Lab. This is its second NSF grant ? in January 2011, it won another grant to help launch its Affdex service, which uses webcams to track consumers’ responses as they [...]

  40. [...] company spun out of MIT’s Media Lab. This is its second NSF grant — in January 2011, it won another grant to help launch its Affdex service, which uses webcams to track consumers’ responses as they [...]

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  42. […] company spun out of MIT’s Media Lab. This is its second NSF grant — in January 2011, it won another grant to help launch its Affdex service, which uses webcams to track consumers’ responses as they […]