The present disclosure relates to a method of assessing consumer reaction to a stimulus, comprising receiving a visual recording stored on a computer-readable medium of facial expressions of at least one human subject as the subject is exposed to a business stimulus so as to generate a chronological sequence of recorded facial images; accessing the computer-readable medium for automatically detecting and recording expressional repositioning of each of a plurality of selected facial features by conducting a computerized comparison of the facial position of each selected facial feature through sequential facial images; automatically coding contemporaneously detected and recorded expressional repositionings to at least a first action unit, wherein the action unit maps to a first set of one or more possible emotions expressed by the human subject; assigning a numerical weight to each of the one or more possible emotions of the first set based upon both the number of emotions in the set and the common emotions in at least a second set of one or more possible emotions related to at least one other second action unit observed within a predetermined time period.
Methods of facial coding scoring for optimally identifying consumers' responses to arrive at effective, incisive, actionable conclusions