What is Quantemo?
Quantemo is OTOinsights's NeuroMarketing Research Lab that offers a scientific approach to measuring a target audience’s emotional reactions to digital media (web sites, online advertising, streaming video, virtual worlds, etc.).
Approach:
Prompting the desired emotional reaction is core to connecting with prospects and providing the interaction that naturally leads to positive experience, customer conversion, and client retention. Quantemo measures this emotional connection in users and identifies the core cause(s) of both positive and negative engagement; based on an advanced algorithm ,which takes into account a number of physiological measures, Quantemo is able to quantify the emotional connection and mental efforts exerted by users as they interact with digital media.
By taking these measures, the Quantemo research team is able to determine issues that obstruct a seamless and satisfying user experience. In doing so, Quantemo works to not only identify such obstructions, but to also make meaningful suggestions on the best approach for a particular situation, based on the collective knowledge of thousands of hours of studies conducted on behalf of dozens of Fortune 1000 clients.
Quantemo Data Visualization Interface
The broad range of physiological measures collected by Quantemo include:
• Real-Time Eye Tracking
• Heart Rate
• Respiratory Rate
• Glavanic Skin Response
• Facial Recognition
• EEG Brain Activity (Electroencephalography)
In addition to the six physiological measures above, Quantemo researchers employ traditional methodologies including click tracking and interrogative research. All measures are taken to a statistically significant level and fed into the Quantemo algorithm, which dynamically weights each measure according to the particular study/situation. After all data is normalized, the output of a study consists of a quality score measure for each design tested. Our trained research consultants analyze the information and identify opportunities to make improvements, develop a strategy to achieve those goals, and provide recommendations for implementation.
Ultimately Quantemo allows a company to glimpse their online marketing initiatives through the eyes of the target audience, creating an opportunity to connect emotionally with their users and provide a memorable, positive user engagement.