• by Joe Mandese  @mp_joemandese, June 22, 2011

That apparently is what the IPG Lab team have been doing some research on during the Cannes Lions Festival. Instead of simply asking Cannes attendees which entries they like or dislike, the IPG Lab has installed a version of Affectiva's facial coding recognition system in the Microsoft Advertising Lounge to find out what people actually feel about the campaigns at an unconscious level that their facial expressions can reveal.

The IPG Lab will even bestow a special Cannes Neuromarketing Award to the category winners based on the results. So if you're in Cannes and want to participate, stop by Microsoft's lounge, or go to this link: http://labs.affectiva.com/cannes/