A participant watches a new streaming trailer, then rates it 4 out of 5. Later, the team reviews the session video and sees something the score didn’t capture: during the second half, the participant’s visible responsiveness faded almost completely. Both data points are real. Only …

Surveys, focus groups and interviews have guided business decisions for decades. They remain essential. Yet most research teams have seen a result that did not hold up in the market: a concept that scored well but sold poorly, or an advert that tested “fine” but …

Product testing has always relied on two sources of evidence: what participants do and what they say afterwards. Both matter. Both also miss the moment-by-moment reaction that happens while someone first encounters a feature, a demo or a price point. Facial expression AI in product …