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InsightExpress Adds Affdex Emotional Insights To Optimize Advertising Effectiveness Research

STAMFORD, Conn., April 9, 2013 /PRNewswire/ -- InsightExpress, a leading marketing research and data analytics firm today announced a partnership with Affectiva, the global leader in emotion measurement technology. With this alliance, Affectiva will provide emotional-response insight to CreativeImpact, InsightExpress' copy testing solution. By seamlessly integrating Affectiva's Affdex™ Automated Facial Analysis technology, brands now have the opportunity to further optimize their advertising campaigns with Affectiva's market-leading, quantitative neuromarketing technique.

Affdex Automated Facial Coding is an award-winning neuromarketing tool that reads emotional states from facial expressions using a webcam, providing fast, accurate insight into consumer response to advertising and media.

InsightExpress' CreativeImpact copy testing solution features a unique methodology that blindly exposes respondents to ads embedded within actual TV show content for an authentic viewing experience. While the viewers' are watching the ads, Affdex automatically captures their facial expressions via webcam. By simulating a real TV watching environment and testing in a true blinded exposure, the combination of InsightExpress' methodology with Affdex technology delivers powerful insights, as the test ad is being evaluated without cognitive bias.

"Our ad testing and media measurement work with world-class brands and media owners has enabled us to further enhance our facial analysis science and technology," stated Nick Langeveld, VP of Business Development at Affectiva. "By partnering with InsightExpress, we continue to solidify our position as the global leader in delivering emotion insights."

Marc Ryan, Co-CEO of InsightExpress added, "We are extremely pleased to integrate Affectiva's technology into CreativeImpact, InsightExpress' copy testing solution.  The powerful combination of InsightExpress and Affectiva provides our clients with an invaluable window into emotional insight to enhance the strategic refinement of their advertising and branding efforts."

About Affectiva Affectiva, an MIT Media Lab spin-off, is a global leader and industry expert in emotion measurement technology. Through Affdex™ Facial Coding software, Affectiva delivers cost-effective, scalable emotion analytics to Fortune 500 companies and leading market research agencies. Based on the world's largest repository of naturally occurring emotional response, their technology has become the global standard for real-world accuracy and relevance in emotion analytics. For more information, visit

About InsightExpress InsightExpress is an industry leading marketing research and data analytics provider specializing in the measurement of brand communications. The company's proven approaches include message evaluation, advertising effectiveness, creative development and cross-media optimization. With vast industry expertise, proprietary methodologies and an exclusive platform, InsightExpress helps agencies, media and advertisers optimize marketing initiatives across all media channels. Founded in 1999, InsightExpress is headquartered in Stamford, CT, with offices in San Francisco and New York. For more information, please visit our corporate Web site at or our InsightfulAnalytics blog at

SOURCE Affectiva

Copyright 2011 PR Newswire. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

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