One to One Interactive Set to Bow New Neuromarketing Research Division: OTOinsights
Today, One to One Interactive announced the formation of its new neuromarketing division called OTOinsights. In the next month, this blog will begin to take on additional duties to support this new division and to assist in disseminating the various research that is scheduled to be published over the course of the next year. In the mean time, enjoy the below official announcement and do not hesitate to comment or e-mail us with any inquiries.
One to One Interactive Announces the Launch of OTOinsights
New Research Unit to Provide Quantifiable Insights into Consumer Brand Engagement
Boston, MA, November 12, 2007 – 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:
1.) Physiological stress through the measurement of heart rate, respiratory rate, and galvanic skin response,
2.) Neurological focus by measuring EEG traces,
3.) Behavioral via eye/mouse tracking technologies and digital video recordings of research participants,
4.) Emotional through facial recognition software, and
5.) 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.”
Jeremi Karnell-President, One to One Interactive
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