Facial coding, which is based on psychologist Paul Ekman’s Facial Action Coding System (FACS), has a sleek and shiny high-tech feel. Indeed, the approach that Dan Hill and his research consultancy firm developed involves eye tracking, video recording, tabulation of “emotional data sets,” elaborate scoring systems and comprehensive analyses. Yet, 19th-century scientists Charles Darwin and Guillaume Duchenne studied facial coding and applied their findings in their work. Since prehistoric times, humans have intuitively understood how to read each other’s faces. Hill and his colleagues have updated this ancient art to enable companies to determine accurately what consumers and employees truly feel about them and their products – which is different from what they tell researchers. getAbstract recommends Hill’s groundbreaking book to executives and managers in all fields, but especially to human resources and marketing professionals.
In this summary, you will learn
- What the “say-feel gap” is
- What facial coding is
- How to use facial coding to improve your company’s operations and sales
About the Author
Dan Hill is the president of a consultancy firm that helps global companies measure and manage emotions through specialized research tools such as eye tracking and facial coding.