Abstract: Techniques for obtaining user feedback related to media content are provided. Sensor data including motion data captured by a motion sensor while media content is played on a media content terminal device may be received. The sensor data may be analyzed for an indication of one or more personal states of one or more users. The indication of a first personal state may be determined based on the motion data. User preferences may be derived from the user feedback. For example, parts of the media content (e.g., specific video frames or scenes) may be analyzed and various entities or features extracted. The entities or features may be matched against user feedback to derive user preferences at a more granular level.