Emotion Measurement Platform Affectiva Wins $500K NSF Grant

Affectiva, a startup that tries to measure the emotional response people have to ads and brands, just announced that it has a $500,000 grant from the National Science Foundation. The company spun out of MIT's Media Lab. This is its second NSF grant — in January 2011, it won another grant to help launch its Affdex service, which uses webcams to track consumers' responses as they watch videos. That should allow companies to test their ads with a broad audience in a quick and affordable way. When I spoke to co-founder Rana el Kaliouby last year, she also touted Affectiva's ability to recognize complex emotions — not just whether you're smiling or frowning, but also whether you look confused.

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