12 2009 2009 12 12 1 2 founder rana el kaliouby ph.d. 2 3 ceo & co founder rosalind w. picard sc.d . 2 3 co founder headquarters waltham massachusetts united states 4 5 products affdex 6 q sensor 7 services emotion measurement technology 8 website www.affectiva.com affectiva is an emotion measurement technology company that grew out of mit s media lab 9 10 which has developed a way for computers to recognize human emotions based on facial cues or physiological responses . among the commercial applications this emotion recognition technology is used to help brands improve their advertising and marketing messages . 10 11 another major application has been in political polling . 1 in 2011 the company partnered with millward brown 8 12 which is itself a part of the kantar group the market research insight and consultancy division of wpp plc a london based public company . contents 1 emotion measurement technology 1.1 applications 2 history 3 see also 4 references 5 external links emotion measurement technology edit affectiva s technology can enable applications to use a webcam to track a user s smirks smiles frowns and furrows which measures the user s levels of surprise amusement or confusion . 1 the technology also allows a person s heart rate to be measured from a webcam without the person wearing anything . this is done using color changes in the person s face which pulse each time the heart beats . 1 applications edit affectiva s affdex technology 6 can be used to train a webcam on users while they watch ads tracking their smirks smiles frowns and furrows to measure their levels of surprise amusement or confusion throughout a commercial and compare them to other viewers across different demographics . 1 5 10 11 the company developed the first online facial tracking system for testing advertising . 5 their clients for this technology include coca cola and unilever . 2 political polling utilizes the technology to measure people s responses to a political debate . 1 games using this technology can adapt to a user s emotional experience or the user s emotional state . 1 10 13 in its first three years of operation affectiva also made and sold the first comfortably wearable biosensor measuring electrodermal activity q sensor that monitored changes in the user s emotional state via her skin . 1 7 history edit affectiva was co founded by rana el kaliouby ph.d. who is currently serving as the company s chief executive officer and rosalind w. picard sc.d . who worked as chief scientist until 2013 . motivated by growing demand for the q sensor picard later co founded a new company empatica inc. that makes an improved version of the q sensor wearable device . both of affectiva s early products grew out of collaborative research at the mit s media lab 1 9 10 to help people on the autism spectrum . 13 the company featured its technology and products at consumer electronics show ces 2013 . 2 10 11 14 a feature length article on the founding and history of affectiva appears in the january 19 2015 issue 15 of the new yorker . see also edit affective science kantar group millward brown mit media lab rosalind picard references edit a b c d e f g h i bosker bianca december 24 2012 . affectiva s emotion recognition tech when machines know what you re feeling . the huffington post . retrieved february 3 2013 . a b c d e kerstetter jim february 2 2013 . building better super bowl ads by watching you watch them . cnet . retrieved february 3 2013 . a b meet our team . affectiva . retrieved february 3 2013 . contact us . affectiva . retrieved february 3 2013 . a b c girard kim january 29 2013 . creating the perfect super bowl ad . forbes . retrieved february 3 2013 . a b affdex . affectiva . retrieved february 3 2013 . a b emotional arousal measurement . affectiva . retrieved february 3 2013 . a b archived copy . archived from the original on 2013 02 03 . retrieved 2013 02 03 . milward brown emotional measurement offer goes from strength to strength check url value help press release . affectiva . january 16 2013 . retrieved february 3 2013 . a b eureka park returns press release . national science foundation . january 7 2013 . retrieved february 3 2013 . a b c d e f downes larry january 12 2013 . the five most disruptive technologies at ces 2013 . forbes . p. 2 . retrieved february 3 2013 . a b c berkowitz david january 15 2013 . scoring the 5 trends for marketers at ces . adage . retrieved february 3 2013 . fernandez joe january 16 2013 . millward brown signs unilever and coke to facial coding deals . research . retrieved february 3 2013 . a b lynch zack january 17 2013 . let the neurogames begin . venturebeat . retrieved february 3 2013 . frick walter january 7 2013 . some boston companies to watch at ces this week . bostinno . retrieved february 3 2013 . khatchadourian raffi january 19 2015 . we know how you feel . the new yorker . retrieved january 15 2015 . external links edit affdex product demonstration v t e wpp 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