Dan Hill

Conal Doyle Sensory Logic

Reading faces comes naturally for Dan Hill, a recognized authority on the role of emotions in consumer and employee behavior. As a young boy living in Italy, he began using facial expressions to help navigate an unfamiliar setting. Today he runs Sensory Logic, Inc., a scien­tific insights firm that analyzes con­sumers’ facial expressions to help companies better navigate consumers’ emotionally-driven decision making process.

This ability to capture and quantify marketplace insights “hidden” in plain sight is why Sensory Logic has helped nearly half of the world’s top 100 companies. It’s also made Dan a frequent speaker at business conventions from coast to coast, as well as in Europe and Asia.

Press coverage of Sensory Logic and its methods include articles in The Wall Street Journal, The New York Times, China Forbes, USA Today, AdMap, Quirk’s, Fast Company, Inc., Adweek, and Kiplinger’s, plus appearances on CNN, Fox, MSNBC, CNBC, PBS, NPR’s “Marketplace” and “The Today Show.”

Dan received his Ph.D. from Rutgers University following studies at Brown University, Oxford University, and St. Olaf College. An avid tennis player and movie fan, Dan lives with his wife, Karen Bernthal in St. Paul, MN.

Facial Coding
Facial coding is the tool now voted most likely to transform market research and adheres to the principle that actions (in this case, spontaneous facial muscle activity indicating true response) really do speak louder than words. With facial coding, we are able to capture on even a split second, micro-expression basis when consumers are engaged or not, and whether your marketing isn’t just on-message, but also on-emotion.

Facial coding is well researched, thanks originally to Charles Darwin’s foundational work in this area and then to that of Dr. Paul Ekman. Co-creator of the Facial Action Coding Systems (FACS), Ekman also developed its emotions-oriented subset: EMFACS. From Ekman’s base system, Dan Hill devised a unique, patented approach that enables Sensory Logic to more viably apply EMFACS within the demanding realities of daily business practice. Facial coding is operationally clean, scientific but non-invasive. No sensors get attached to test participants, as only video files are required. The results provide metrics and are robust, capturing everything from engagement and appeal levels to seven core emotions: happiness, surprise, fear, anger, sadness, disgust and contempt.

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