Mental state data useful for determining mental state information on an individual, such as video of an individuals face, is captured. Additional data that is helpful in determining the mental state information, such as contextual information, is also determined. The data and additional data allows interpretation of individual mental state information. The additional data is tagged to the mental state data and at least some of the mental state data, along with the tagged data, can be sent to a web service where it is used to produce further mental state information.