What We Do
Emotions drive action. We at Sensory Logic know this. That's why we've utilized our unique facial tool for more than 14 years to accurately quantify, analyze and make sense of emotions shown by consumers, executives, politicians, professional athletes, witnesses and others.
You don't have to be a facial coder to know that the face is an abundant and reliable source of information. The face provides an understanding for how other human beings think and feel. The nuanced, non-invasive, scientific methodology used by Sensory Logic gathers meaningful emotional data for such insights as understanding someone's personality or hoping to obtain a group's immediate reactions to a specific product or advertisement. Our facial coding system is the most reliable and accurate manner in which to get the emotional information you need.
The primary application of our facial coding services is market research. Sensory Logic works as an independent vendor or as an add-on to your established vendor of choice, as applied through:
- Online surveys - Preprogrammed tests allow online market research participants to be emotionally analyzed via webcam.
- Focus groups - Capture participants’ responses during key moments of sessions using cameras provided by us or FocusVision equipment. No need to change moderators or alter existing procedures.
- Individual interviews - Sensory Logicians conduct in-person interviews that typically involve stimuli exposure, questions, ratings, and probes. (These interviews may also be conducted by other research firms, with Sensory Logic coding and analyzing the video files.)
Who We Are
Founded in 1998 because breakthroughs in brain science confirmed the centrality of emotions in consumers’ decision-making process, Sensory Logic is a neuromarketing research firm based in Minneapolis, Minnesota. Sensory Logic specializes in quantifying emotional response through the facial coding tool conceived by Charles Darwin and developed into the Facial Coding Action System (FACS) by Dr. Paul Ekman and his colleague Wally Friesen. Facial coding provides an Internet-compatible method to gauge emotional response through "micro expressions" and a test subject’s facial muscle activity, known as action units (AUs).
Products and services offered by Sensory Logic, including but not limited to those illustrated or implemented in part or in whole herein, are germane to the following US patents invented by company president, Dan Hill, and owned by Sensory Logic, Inc.; U.S. 7,930,199, U.S. 6,422,999, U.S. 7,113,916, U.S. 7,246,081, U.S. 8,235,725, U.S. 8,326,002.
News + Announcements
Dan's Keynote Speeches
April 9-11, 2014
IIR Total Customer Experience Leaders Summit; Miami, FL
April 16, 2014
J&J McNeil WLI Development Speaker Session; Philadelphia, PA
June 16-18, 2014
Ilex North America; Atlanta, GA
1509 Marshall Street NE
Minneapolis, MN 55413