People often find it difficult to put emotions into words. Neuroscientists and facial expression experts have found a better way to measure emotions than asking questions. Using scientifically developed software, we can read the six basic emotions formulated by Paul Ekman from a face: anger, disgust, fear, joy, sadness and surprise.
Thus, we gain insight into the emotions a person feels when watching a commercial, an advertisement or other stimuli. Software for measuring emotions can bring new insights, especially when testing advertising campaigns. This type of software was previously only available for use in a laboratory setting, however, development is so rapid that there are now applications where the software uses webcams used by consumers at home and even the video cameras of cell phones. Face reading software can be integrated into quantitative online research with a questionnaire, allowing the measurement of emotions to be combined with classical research.