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Dutch firm says new face analysis software gauges emotional responses

April 11, 2013

An Amsterdam startup has released new face analysis software that promises to read consumers' emotional responses.

ThirdSight, a joint venture based at Amsterdam's Science Park at the Amsterdam Venture Lab, said in a news release that the new version of its CrowdSight SDK software adds functionality to accurately and simultaneously measure universal facial expressions such as happiness, sadness, fear, anger, disgust and surprise. By better understanding people's natural responses to stimuli, the company said, companies can gain more in-depth knowledge of their target audiences.

ThirdSight said the software also reads and recognizes important social information about groups of people, such as age and gender, and accurately measures eye location, head pose, attention time, colors of the clothes they wear and mood in real time, which allows retailers to understand consumers' shopping paths and adjust accordingly.

The company said the software has numerous applications, including shopping malls, advertising, retail, hospitality, airport waiting areas, transport stations and video games, and within the corporate, security and entertainment industries.

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