The BBC is currently using facial recognition technology in consumer focus groups to analyze how their viewers are responding and behaving towards popular BBC television shows, according to a report by The Telegraph.

The facial recognition technology is provided by British start-up CrowdEmotion, which use webcams with facial coding to accurately record the facial expressions, emotions, and actions of each participant.

According to its website, CrowdEmotion is a central, cloud based technology that provides API access points so that its partners can “test their theories on the data, add emotional intelligence to their core businesses, and create value for their customers.”

So far, the pilot study with BBC Worldwide is testing the facial patterns of 200 individuals in the UK, measuring a wide range of emotions including happiness, surprise, anger, fear, disgust, and sadness.

Once the UK leg of the international study is complete, CrowdEmotion and BBC will test participants in Russia and Australia, as well as a third in six other global markets.

The companies are also planning additional monthly global research studies.

“This is the first study of its kind for BBC Worldwide to measure people’s emotional responses to programmes using a technology-led, neuroscience approach,” said David Boyle, executive vice president of BBC Worldwide Insight.

“CrowdEmotion’s ability to capture, record and quantify our audience’s emotional attachment and engagement to our TV shows, places BBC Worldwide at the forefront of global audience research and ultimately determines what our fans love to watch.”