Facial coding is a method that aims to measure and interpret a person's emotional reactions by analysing their facial expressions. Technologies such as cameras or software are used to capture and analyse facial movements and expressions.

In neuromarketing, facial coding is an important approach for measuring and understanding the emotional reactions of consumers to advertising messages, products or brands. By observing the facial expressions of consumers, companies can gain insights into the actual emotional reactions of consumers that go beyond the conscious responses in surveys or interviews.

Facial coding can also help to evaluate the effectiveness of advertising campaigns by measuring the success of advertising messages in generating positive or negative emotions and their duration and intensity. Companies can use this information to optimise their advertising strategies and make their marketing campaigns more effective.