With one in four people looking to spend less on their travel by as much as fifty percent this year, travelers are flocking online to find the best deals. More than ever, it’s imperative that travel companies capture the growing online bookings market by providing an optimum online customer experience.

Join us for this free webinar where we discuss this latest customer experience research and conclude with a best practice guide on how you can create the best customer experience for your customers. Webinar attendees will also receive a copy of this report free of charge.

When/Where:
Session 1: Europe & USA east coast
Time: 11:00am EST (16.00 hrs GMT)
Date: Thursday 25th February
Join this webinar @ https://get.netviewer.com/meet/join.php?sinr=769828885&sipw=nv64

If you already have Netviewer, simply enter the session number: 769828885

When/Where:
Session 2: USA & Latin America
Time: 11:00am PST (16.00 hrs EST)
Date: Thursday 25th February
Join this webinar @ https://get.netviewer.com/meet/join.php?sinr=907061072&sipw=nv64
If you already have Netviewer, simply enter the session number: 907061072

Audio: Netviewer presents with VOIP, however, if you are on a Mac or are on a slow connection, please use this audio dial in option:

Toll free: +1 (800) 605-5167 passcode 759450 | International direct: +1 (719) 457-0339 passcode 759450

If you have any trouble registering for this webinar please contact marketing@fhios.com or call 0207 886 8245.

It was almost a year ago this month when I received an e-mail from fhios’ Dr. Philip Rhodes, Dr. Martin Hicks, and Jeremy Wyatt regarding OTOinsights neuromarketing services, Quantemo.  Soon after I was sitting in their offices outside of Regents Park in London providing them an comprehensive overview of the offering.  Its hard to explain, but I think we all knew after that initial meeting that our firms were destined to be together.

Today, I am proud to formally announce that they have joined the One to One Interactive family and will become a part of OTOinsights.  As Dr. Rhodes takes over as Managing Director of OTOinsights, both firms start their new journey to redefine customer experience research via:

• Socially informed/multi-channel personas
• Semantic customer interfaces
• Atomized content optimization
• Leading edge neuromarketing research techniques

By joining forces, we accelerate growth and innovation by creating an even stronger global presence. The addition of fhios gives OTO a significant presence London, Singapore, and São Paulo. Additionally, OTOinsights will expand beyond neuromarketing research and be able to start to offer fhios’ robust customer experience strategy, research, and design offering.  This includes:

• Usability Testing (in-situ and remote)
• Focus Groups (including affinity diagramming and card sorting)
• Online Surveys
• Eye Tracking Analysis
• Telephone Interviews
• In-depth/Paired Interviews
• Hall testing
• Expert Evaluations/Heuristic Reviews
• Accessibility Audits/Reviews
• Ethnographic Investigations/Contextual Inquiry
• Content and Technical Audits
• Best Practice Guides
• Multi-variant Testing
• Online Communities/Panels
• Mystery Visitor/Shopper
• Quantitative Customer Experience Measurement
• Brand Planning

In the next 60-90 days, we plan to start setting up client road shows in the US, UK, Latin America, and Asia.  For anyone else that may be interested in discussing this exciting development, please do not hesitate to send me a direct message via Twitter @jkarnell. For more information about the deal, feel free to visit our FAQ Microsite: http://www.onetooneinteractive.com/fhios

To everyone at fhios, WELCOME to One to One!!!!

Seth Levine on Neuro Marketing Research from Zemoga on Vimeo.

Seth Levine of One to One  Health explains how OTOinsights Neuromarketing Research Offering, Quantemo, can help Pharma companies test and optimize new digital offerings.

I recently acquired a Livescribe Pulse pen and started playing around with it as any good gadget geek will do.  It seemed pretty nifty - I drew a piano, then played it and downloaded applications from their iTunes-esque app store.  At first there was nothing groundbreaking.  But that all changed last week when I used the pen while moderating a usability study.

For those who are unfamiliar with the Pulse pen, let me fill you in on just a few of its capabilities.  Foremost, the pen records what you write on the special micro-dotted paper.  When you connect the pen to your computer via the USB cradle, it will upload the pages to the Livescribe Desktop application.  There, you can view the pages and export them to PDF or JPG (sorry, no OCR capabilities yet).  This is useful if you want to keep a digital copy of your notebooks.

But the real magic happens when you use the pen’s audio recording capability: it automagically syncs your notes with the recorded audio.  So now instead of feverishly writing down a good user quote or arching my neck to see the time-stamp on my video recording software, I just simply write “quote.”  Of course writing the word “quote” takes much shorter than an actual quote takes to enunciate.  So, what I wound up doing was to slowly draw a circle around the word so that the audio is still associated with the word “quote” in my notes.

This method has allowed me to capture more good user quotes than usual.  It has also made finding these quotes much easier.  Now, if there were only a way to sync my writing with my (separate) video capture software.  If you moderate usability sessions, do yourself a favor and go get one of these things - you’ll be very happy with the results.

Loyalty program sign ups were much higher through SMS, the messages successfully focused on associating the brand with local events (stop by for a burrito on the way to the game) rather than coupons - but time-limited, locally targeted coupons were also used effectively to boost a weekend of sagging sales.

 Is this a glimpse into what’s coming – as the rest of the population’s mobile use catches up with mobile-friendly college students? Or is this mobile SMS success among college students dependent on their flexible schedule – is it easier to influence the plans of students weaving their way between classes, and the week’s open ended events, than to affect the more rigid schedule of a 9 to 5er adult?

Coming on the heals of One to One’s recent announcement of One to One Travel and preceding the explosion of consumer generated content that the 2010 Winter Olympics is bound to create, Tahoe Snowcial is  another example of how One to One Interactive is helping travel & leisure and consumer technology brands explore the impact that the social web has had on the winter sports industry.

MC Hammer is our Keynote Speaker! He’s going to ski with us on Saturday and has invited us to his concert at Harrah’s Saturday evening.  Last night I took a pic of his credentials before he checked in:

We’ve got some great presentations this afternoon from some of the Snowcial Industry’s best minds! In addition to Hammer, we’ve got:

• Monica Sullivan, Harrah’s Entertainment
• Digi Dave Amirault, Freeskier Magazine
• Christine and Christian Loredo, Trilibis Mobile and iLoop Mobile
• Pete Blackshaw, Nielsen Online

For those of you who were not able to make it, join us online via:

• Twitter
• Facebook
• Web
• Who’s Coming?

I also want to personally thank David Laplante (One to One Interactive’s SVP of Sales and Marketing) for his vision and tireless effort to make Tahoe Snowcial a reality.  Nice job lad!

Session Overview

Eye Tracking Research Update
Eye-tracking provides valuable information about a Website visitor’s focus of attention. This information is crucial in improving the design of Web pages and products to enhance the visitor’s experience. Effective search engine marketing relies on understanding user interactions with continually evolving search engines. Google’s universal search, which now includes media results, is one such evolution. This panel will discuss a neuromarketing study performed by One to One Interactive which analyzed user behavior through physiological, emotional, and qualitative data. Also covered will be the newest information in eye tracking of SERPs and the latest on heatmaps.

Speakers:
Shari Thurow, Founder & SEO Director, Omni Marketing Interactive
Jeremi Karnell, Co-Founder & President, One to One Interactive
Susan Weinschenk, Chief of User Experience Strategy, Human Factors International 

User generated content refers to any digital media created and uploaded to the Internet by nonmedia professionals.  This new form of content is quickly becoming the dominant media form of the Internet.  By 2011, over 50% of all Internet users in the United States will participate in user generated content both as creators and viewers.  Additionally, our analysis suggests that over 60% of most successful viral content in the last year was user generated  Digital media designers must learn from the successes and failures of user generated content in order to remain competitive in the changing digital media market.

In this report, we present an analysis of successful user generated content from popular Internet video and Flash animation portals. Viewer engagement was measured with OTOinsight’s Quantemo™ neuro-marketing research system. Quantemo™ utilizes a multi-modal approach that combines self-report, physiological and neurological data to holistically and reliably measure user engagement with digital media. Analyzing the results from the Quantemo™ sources, we present a set of four insights concerning how successful user generated content appeals to viewers and what professional marketers can learn from the effort of user generated content creators.

Our research uncovered four significant insights:

1. Traditional evaluation methods are insufficient for explaining and interpreting emotional response to digital media.
2. Setting expectations prior to content viewership encourages positive ratings and engagement.
3. Viewers encourage and respond positively to emotional content.
4. Empathy and appeal are key strategies for promoting positive emotional response and engagement.

The new medium of social media demands a new voice – that’s clear. The medium is the message etc etc. And one way media – the tottering dinosaurs of print, TV, radio and even their more nimble descendents, websites and email – look more and more like the forced propaganda of a failing regime.

The new medium provides – demands – an immediacy and intimacy that was impossible in the old world of crafted monologues. From monologue we’ve moved into dialogue, and the buzz words around the new medium (transparency, honesty, relevance, value and commitment, according to iMedia) have the monologue crafters very nervous. If marketing is now an open ended conversation, who needs to pay for an agency’s careful, expensive craftsmanship, when all you have to do is wire up to a social network and talk talk talk.

But conversation is not as easy as it looks. In fact, it’s harder than monologue – the difference between setting up a perfect three point shot on an empty court and making that shot on the fly in the middle of a fast moving game.

There is no reason to think a company will be any better at ongoing conversation than they were at creating their own TV or radio spots, their own banners or emails or websites. Finding your company’s voice, sounding like yourself – i.e., sounding like the best qualities your brand has to offer – is no easy task. Ask anyone who’s tried to, say, write a memoir, or even a good holiday card: expressing yourself, telling your story effectively, is going to demand as much creativity and expertise in the new medium as it did in the old.

Again, it will if anything be harder, because conversation demands more nuance and speed than monologue.

There is a certain charm and sense of honesty in a beginner’s clumsiness – that was a large part of what drew people to early YouTube videos. But the arc on YouTube, Twitter, even Facebook, has been toward people who are good at it; people who understand the medium and express themselves well through it. The more that people get comfortable using social media, the more clear it will become that the nuance and intimacy – the authenticity – of the social media voice is something that has to be crafted.