One to One Interactive and Innerscope Research Release Preliminary Biomeasures Study Results
February 28, 2007
Initial Findings Suggest Biomeasures Able to Predict Online Community’s Rating of Viral Video Content
Boston, MA – One to One Interactive, a leading digital
marketing services firm, and Innerscope Research, a next-generation
media research firm, have jointly released findings from a
preliminary research study that the firms recently presented at the
2nd Annual Global Marketing Summit in Myrtle Beach, SC. The
neuromarketing study set out to test whether biomeasures can be
used to predict the success of viral video content. Initial results
indicate up to 77% accuracy in predicting behaviors of users of the
website.
This first of a kind neuromarketing study was conducted online
utilizing the popular Flash portal website NewGrounds.com. Twenty
five research participants, ranging in age from 19-29, were
recruited from NewGround’s current user community in the Boston
area. The research respondents were asked to observe eleven viral
videos, which were pre-rated by the site’s community members on a
scale of 1 to 10, to test the hypothesis that neuroscience informed
measures of media engagement could accurately predict the ratings
that the NewGrounds online community pre-assigned to the viral
content.
In order to test the level of emotional engagement of each
respondent, each was outfitted with state-of-the-art garment with
embedded biometric sensors that Innerscope uses to non-invasively
measure physiologic manifestations of brain activity. While wearing
this garment, the respondents observed the eleven viral videos and
their biological responses, including skin conductivity, heart
rate, respiration, motion and eye tracking, were captured.
“Once the data was collected we processed it through an
algorithm developed for the purpose of deriving a single measure of
emotional engagement,” said Dr. Carl Marci, Chief Science Officer
and co-founder of Innerscope Research. “Specifically the algorithm
determines synchrony, or the degree to which an audience’s state
uniformly changes when exposed to a media stimulus, and intensity,
the cumulative strength of physiologic response to the media
stimulus.”
The data collected was then fed into multiple regression models
to determine if each video’s rank score on NewGrounds.com was in
line with the resulting data. The analysis revealed that the scores
could be predicted with an accuracy of 76.8%.
“The implications of this study are very exciting for One to One
Interactive and for the marketing community at large,” said Jeremi
Karnell, President and co-founder of One to One Interactive. “Until
now the success of viral web content was largely unpredictable.
This research suggests that in the near future we’ll be able to
more accurately predict the success of content before we release it
to consumers on the web.”
The co-presented neuromarketing study is the first in a series
of studies the two firms are currently planning. Additional testing
will seek to find evidence that neuromarketing techniques can
predict other consumer behaviors across a multitude of media
channels and platforms.
This press release is available for comment on the One to One
Interactive blog:
http://www.otoinsights.com/2007/02/biomeasures_abl.html
About One to One Interactive
One to One Interactive is a leading innovative marketing
services, technology, and media company that aims to deepen the
connection between brands and their customers by deploying
state-of-the-art and cutting-edge digital marketing techniques. The
One to One Interactive holding company includes OTOi which focuses
on digital marketing, creative and technology professional
services; OTOlabs whose ThinkDesktop technology platform is an
integrated turnkey branded desktop application (BDA) development
and hosted services environment that enables the rapid and
cost-effective deployment of custom desktop applications; and
OTOnetworks focusing on the creation and distribution of niche
digital media channels to provide marketers performance based
customer lead and acquisition opportunities. For additional
information, please visit the One to One Interactive website at
http://www.onetooneinteractive.com
or the One to One Interactive blog at
http://www.otoinsights.com.
About Innerscope Research
Innerscope Research is a next generation media research firm
revolutionizing the audience measurement industry using
state-of-the-art technology to translate non-invasive measures of
brain activity into an easy to interpret index of emotional
engagement. Innerscope is among the first to integrate recent
advances in neuroscience, biometric sensing and signal processing
along with its proprietary and patent pending algorithms to provide
scalable neuromarketing research.
The Innerscope Biomeasures Monitoring System© employs a suite of
state-of-the-art, unobtrusive, wearable, biometric sensors to
non-invasively measure physiologic manifestations of brain
activity. The ISR Biomeasures Monitoring System© pinpoints the
focus of engagement using non-invasive eye-tracking techniques in
combination with biometric signals and then combines both data sets
to create a moment-by-moment map of consumers’ emotional responses
or ISR Engagement Maps.© This unbiased measure of emotional
engagement opens a unique window into consumers’ true emotional
responses, enabling ISR clients to make better creative and more
cost-effective marketing decisions.
www.innerscoperesearch.com
Contacts:
Jeremi Karnell
One to One Interactive
617.425.7369
jkarnell@onetooneinteractive.com
Mitchel Ahern
One to One Interactive
617.425.7362
mahern@otolabs.com
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