One to One Interactive Announces the Launch of OTOinsights
November 20, 2007
Boston, MA – One to One Interactive, a leading
digital marketing holding company, announced today the launch of
its new media research company OTOinsights. This business unit will
focus on the emerging discipline of neuromarketing and will offer a
collection of both primary and secondary research to brands,
agencies, and publishers. Initial OTOinsights products include:
Quantemo, a neuromarketing research lab; t=zero, a secondary
research offering that provides clients with timely critical
analysis and insights about emerging digital platforms; and
RedOktober, a trend-spotting service. The birth of the OTOinsights
business unit began earlier this year with One to One’s acquisition
of the Quantemo neuromarketing research lab. Quantemo offers a
scientific approach to measuring a target audience’s emotional
reactions to digital media via five modalities including:
- Physiological stress through the measurement of heart rate,
respiratory rate, and galvanic skin response,
- Neurological focus by measuring EEG traces,
- Behavioral via eye/mouse tracking technologies and digital
video recordings of research participants,
- Emotional through facial recognition software, and
- Interrogative via traditional survey research methods. Data
collected is correlated on a second by second basis and assessed
depending on the type of study performed. Quantemo currently
offers usability testing and media effectiveness research.
The second core product offered by OTOinsights, t=zero, is a
collection of findings gathered through an ongoing partnership with
researchers at the Indiana University School of Informatics. The
team of researchers, which is led by Shaowen Bardzell, Ph.D. and
Jeffrey Bardzell, PH.D., specializes in cultural computing in
computer-mediated social spaces such as video games massively
multiplayer virtual worlds and social networks. Current t=zero
research projects are focused on affective interaction with
internet videos, “serious games” for marketing, user engagement
with in-game advertising, and successful disaggregated media
applications on social networking sites.
“This is one of the first significant collaborations between the
private sector and academia to publish a body of work that will
break new ground in measuring engagement across several emerging
media channels,” said Shaowen Bardzell, Ph.D.. “The commitment that
One to One Interactive and their OTOinsights division to academic
critical thinking and scientific method will no doubt play a
significant role in their contribution to the burgeoning field of
neuromarketing.”
A third OTOinsights offering, RedOktober, is geared to keep One
to One employees, clients, and prospective clients, current with
trends in new media. The service will offer up-to-date information
about how trends are changing consumer expectations, and will
reveal related business and marketing opportunities.
“The introduction of OTOinsights is exciting for our company, as
it rounds out our vision to provide brands, agencies and publishers
with truly quantifiable, scientific data to help measure
engagement,” said Jeremi Karnell president and co-founder of One to
One Interactive, “OTOinsights’ innovative research techniques will
deliver much needed insights into human emotional response to
digital media and will provide the strategies and subsequent tools
needed to optimize one-to-one dialogues with consumers.”
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 with performance based
customer lead and acquisition opportunities. Please visit one of
One to One Interactive’s web sites for more information:
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