Research Methods

Facial Coding, Eye-Tracking, Implicit Response Testing & Surveys

Our Tools

Facial expressions, eye-gaze, focus and nonconscious reactions are all physiological markers of emotion. For example, when you “like” someone, your pupils tend to widen. Insights measures and translates these markers so you understand how your brand is really perceived by consumers.

Facial Coding

Via participants webcam

Why Facial Coding?:

When you truly understand how your content affects consumers on an emotional level. You can then respond by creating content that is more engaging, memorable and effective at gauging positive brand perception.


Via participants webcam

Why Eye-tracking?:

See your content (Media, Packaging, Website, etc.) through your customer's eyes with effective heat map graphics to understand if your content is engaging or if it is causing viewers to lose focus and look away.

Implicit Response Testing (IRT)

Using a computer at home/lab

Why Implicit Response?:

Understand the hidden, nonconscious feelings and associations that consumers have towards your brand, product, pricing framework and much more.

Online Survey

Using a computer/laptop.

Why Online Surveys:

Online surveys allow you to compare what people think and say with how they actually feel. By capturing both conscious and nonconscious data, you get 360° insights into consumers’ behavior.


Using a computer at home/lab and accessing a live dashboard.

Why Emojis?:

Monitor and measure the sentiment and engagement of your campaigns on Twitter (both in real-time and retroactively) and get insights into your brand health or compare it to that of a competitor.

Biometric Tools

Sensum's biometric sensors (Galvanic Skin Response and heart rate) can be used in almost any environment (in-store, in a lab, in-home, live events), allowing you to capture emotional data across a broad range of research (from media testing, VR, focus groups, etc). Emotional changes lead to physiological responses - and biometric sensors allows to discover what stimuli causes these changes.

Skin Conductance

Wrist or body-worn sensor.


Every stimulus triggers a hidden physical or emotional response. GSR reveals what these triggers are.

Heart Rate

Wrist or body-worn sensor that measures beats per minute.


Participants heart rate provides insight into their activity levels, emotions and levels of engagement.

What do people have to say?

"Delivery of a seamless web experience is key no matter the platform, device or content that a user interacts with, and that is central to what akamai offers. Sensum’s emotional research provided insights to what happens if this isn’t the case."

John Dillion, VP of Marketing, EMEA, Akamai

"Understanding the emotional quotient (eq) of our communications is essential to our continuing excellence, and using sensum has assisted in deriving valuable insights to emotional triggers that can drive this success."

Sara Davies, Head of Communications, Northern Europe, Cisco

"If you want interesting answers you have to ask interesting questions, which often means finding new ways of asking them. Sensum helped us ask questions about how shoppers were feeling about their experiences in retailers, without asking them directly; this enabled us to identify and understand issues and opportunities that would otherwise have remained hidden. Sensum are an impressive outfit and great fun to work with; I hope to collaborate with them again soon."

Darren Savage, Head of Strategy, Publicis London