Affect Lab(AL) Score

Affect Lab(AL) score is Entropik Tech's proprietary metric calculated based on customers' emotional reactions to the tested stimuli. Researchers and Brand Managers can use AL Score to understand the efficacy of the stimuli to evoke emotional responses in their customers.

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What is Affect Lab(AL) Score?

Affect Lab(AL) score is a calculated numeric metric ranging between 0 - 100, with 0 being the least and 100 marking the highest score.

The Platform calculates the AL score by evaluating the various emotion scores obtained while analyzing customers' facial expressions. AL Score is calculated only for the Facial Coding tests and is available for all Media Insights, UX Insights and Shopper Insights studies.

Each stimulus will have an aggregated AL Score from the results of all participants. Users can filter or group customers in the Insights Dashboard to obtain AL Scores for various target groups.

How Affect Lab Score is calculated?

Entropiktech's facial Coding model analyzes customers' facial expressions and identifies emotional reactions such as Anger, Surprise, Fear, Sadness, Contempt, Happiness, and Disgust. Each of the emotions is scored on a 0 - 100 scale.

These metrics are further grouped into Positive and Negative emotions as below.

Positive Emotion is calculated as the average of Happiness and Surprise.
Negative Emotion is calculated as the average of Anger, Fear, Sadness, Contempt, and Disgust.

Negative Emotions don't necessarily mean that the tested stimuli are not effective. Hence, both Positive and Negative emotions are used to arrive at the AL score using Entropik Tech's propriety formula.

AL score can be compared with the categories' Benchmark score available in Affect Lab to understand how the stimulus compares with other products/ stimuli.

AL Scores calculated for AOIs

AL Scores calculated for AOIs include metrics from both Facial Coding and Eye Tracking. Along with Positive and Negative emotions from Facial Coding studies, Eye Tracking points are included to arrive at the refined AL scores.