Various systems and techniques using facial coding for emotional interaction analysis are described herein. Machine-readable facial observations of a subject while the subject is exposed to a stimulus can be received. The machine readable observations can include a stimulus synchronization element. An emotional component of an emotional state of the subject can be determined based on the facial observations. The determination can include assigning a numerical weight to the emotional component. An emotional state to the stimulus synchronization event can be assigned based on the emotional component.