On Monday, April 16th, One to One Interactive formally completed its acquisition of the Quantemo Usability Lab. The Quantemo lab, its brand and technology platform will be incorporated as the foundation for a new neuromarketing research offering that is currently under development at One to One's professional services division OTOi.
The Quantemo acquisition is One to One's latest step in marrying science and marketing. This past year One to One has engaged in a number of bio-measures studies (see: Bio-Measures Able to Predict with 77% Accuracy an Online Communities Rating of Viral Video Content) that have sought to analyze the physical responses test subjects experience when exposed to certain media stimuli. This data has in turn been used to predict, with high levels of accuracy, consumer behaviors across a variety of media channels and platforms.
"We're excited to evolve the Quantemo technology to measure engagement across a number of emerging digital platforms, including social networks, blogs, podcasts, widgets, online video, rich media advertising, and virtual worlds such as Second Life. Furthermore, we intend to extend the offering to measuring traditional offline marketing channels, our aim is to harneess the accuracy afforded to us by neuro-research to optimize our clients' marketing programs so that they are as relevant and engaging as possible in this new consumer controlled media landscape." - Jeremi Karnell, President
To date, the field of neuromarketing research has been predominately defined by researchers who use functional Magnetic Resonance Imaging (fMRI) to scan the brains of test subjects as they look
at various products and advertisements. The information gleaned from neuromarketing research is
intended to provide deeper insight into the human brain for purposes
such as more effective advertising and brand loyalty campaigns. A significant barrier to the evolution of this research method has been both the high costs involved in a typical fMRI study as well as the method itself which limits research studies to only take place at the university or medical research facilities that house the large and expensive fMRI hardware. One to One, through its acquisition of Quantemo, seeks to help expand the field of neuromarketing research by incorporating newer and less costly methods that measure skin conductivity, respiratory rates, heart rates, and EEGs as both an augmentation to and proxy for fMRI studies.
“I am very pleased to see One to One Interactive taking Quantemo ™ to its full potential , with a state-of-the-art facility in Boston and increased resources for very scalable study options. The future of digital marketing relies heavily on understanding and improving the user experience, and Quantemo™ has a unique position in the field of online research as the first method to objectively assess user emotions and mental effort. One to One Interactive and Quantemo will provide enormous mutual benefits that will ultimately help clients in terms of availability, scale and methodology.” Theodore Agranat, Quantemo Founder
OTOi's neuromarketing research facility will be located at its corporate headquarters in Charlestown, MA. The facility will include state-of-the art eye tracking, neurological and biological feedback platforms as well as video and click-stream capture and analysis capabilities. The facility will be used both for client-based studies as well as independent research conducted by OTOi. OTOi's neuromarketing offering will also boast a mobile lab capability that will allow for research to be conducted at any location.
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