Can body language help us understand the emotions of survey respondents?

October 12, 2017

It's well known that facial expressions and body language are useful for gaining an idea of how someone is feeling beyond the words they say. Understanding the connection between physical movements and felt emotions can be particularly useful for market researchers, but it remains unclear how reliable body language cues are. We hear a lot about how certain behaviours give an indication of what a person is thinking or feeling – many believe that a person playing with their hair is an indication of attraction, and that looking upwards and to the right signifies lying, to name a couple.

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