The hottest new thing in neuromarketing is facial coding – the reading of fleeting facial expressions to determine true emotional reaction. Although the concept isn’t new – it dates to Paul Ekman’s groundbreaking research in the 1950s to 1970s – the ability to capture and interpret facial expressions automatically with simple cameras and even webcams is driving the new interest. Big companies like Coca Cola and Unilever are adopting the technique as standard (see Neuromarketing: For Coke, It’s the Real Thing), and the technology is being made available to companies of any size by firms like Affectiva and YouEye. […]