Demographics data collection is an add-on feature for the Professional package. Your HappyOrNot contact person can tell you more about how to enable it.
With the demographics data collection enabled, you can get deeper insights into the feedback collected with Smiley Touch, by matching it with estimated data about the age and gender of the feedback giver.
How does the demographics feature recognize the age and gender of the feedback giver?
HappyOrNot uses artificial intelligence (AI) software that uses predefined training material of faces and compares them to a vector image of the face that is detected by the Smiley Touch.Each person’s face is broken up into numerous data points to form a vector. The data points that create the vector include parameters such as the distance between the eyes, the height of the cheekbones, and the distance between the eyes and the mouth. The AI analyzes those data points, while also taking into account other variations such as distance from the camera or the angle/position of the face, and calculates the feedback giver’s likely gender and age.
Note that even well-trained AI facial recognition systems don’t have real-world context and can be fooled. If you see a person who is wearing a face mask, sunglasses, and a baseball cap, you may still recognize the person’s gender or age, but an AI system might not. Also, as the AI does not have the same context as humans, it is also unable to detect non-binary individuals, and can in some cases misgender individuals.
Does the Smiley Touch record and save images of the feedback giver?
No, Smiley Touch does not collect, store, or send any identifiable images. The AI detects a face and creates a vector based on it. No actual photograph of the feedback giver's face is saved or uploaded anywhere. HappyOrNot does not collect any personally identifiable data.Is the feature GDPR (General Data Protection Regulation) compliant?
Yes, the feature is GDPR-compliant. No personally identifiable data is collected or stored.Is the feedback still anonymous?
Yes, HappyOrNot does not collect or save any personally identifiable data, only the estimated age and gender of the feedback giver. It is not possible to recognize an individual from the vector data or to convert it back to a picture.Does it work if the feedback giver is wearing a mask, a hat, or other coverings?
This can vary. Even though a well-trained AI can get highly accurate results up to 99.5% accuracy on public standard data sets and in laboratory environments, in the real world variation is much bigger. Wearing a face mask, sunglasses, or a baseball cap, or having bright lights shining towards Smiley Touch can make it impossible to recognize enough data points (like the distance between the eyes, the height of the cheekbones, the distance between the eyes and the mouth) to form the vector that is used to estimate gender and age.What are the requirements for demographics collection?
The demographics feature is only available to Smiley Touch products with the latest software and a frame that has been optimized for the camera angle. Some older Smiley Touch models may also be compatible but will require an angle adjustment kit. You also need the HappyOrNot professional package enabled to be able to add the demographics feature to your subscription. Your HappyOrNot contact person will be happy to give you more information.Topics