At imarklab and Leger, research is our core business. As passionate researchers, we like to continually investigate our own research methods. We have recently been interested in emotions measurement through the FaceReader software. This technology is used in academic research by the Tech3Lab of HEC Montreal. In our case, we use this tool to track users’ emotional reactions when browsing a Web or mobile interface. We used it in a political context this fall to analyze the facial expressions of the federal parties’ leaders. This time, we studied emotional reaction to advertisement. Read more