Sensumco - DOP - Emotional Response Platform

Sensumco - DOP - 情绪反应平台

• 批准号: 720349
• 金额: $ 13.75万
• 依托单位: SENSUMCO LIMITED
• 依托单位国家: 英国
• 项目类别: GRD Development of Prototype
• 财政年份: 2013
• 资助国家: 英国
• 起止时间: 2013 至 无数据
• 项目状态: 已结题
• 来源: https://gtr.ukri.org/projects?ref=720349
• 关键词: Sensumco; DOP; Emotional; Response; Platform

Sensum’s audience insight system provides ad agencies, market research firms, and broadcastmedia with an innovative way to accurately measure customer response to media.Current market research relies on focus groups’ verbal or written responses to questionsbefore and after viewing media. This qualitative approach relies on cognitive processes wherepost-facto responses are consciously formulated. These responses are prone to self-editing andtest biases that skew or distort the data, including moderator bias where the presence of amoderator or the test environment itself influences responses. Recent research in neurosciencehas suggested that up to 95 percent of our purchase decision making actually takes place inthe subconscious mind. Strong brands, e.g., excite parts of the brain associated with pleasureand reward and trigger physiological reactions. As physiological responses are involuntary,instantaneous, and may be measured quantitatively, they provide a better measure of the levelof engagement and emotional response to stimuli while avoiding conscious cognition testbiases. To date, no existing cost-effective solution is available to market researchers tomeasure subconscious emotional response.Sensum’s neuromarketing platform addresses this need by providing an affordable, portablesystem that simultaneously measures subconscious and conscious cognitive responses. Realtimephysiological response is measured via a low-cost, non-intrusive, wearable wirelesssensor. Sensor data is captured, processed, and displayed on a mobile platform, such as atablet, that incorporates an integrated e-survey tool that poses questions during the test. Bothsubconscious and conscious cognitive responses can be recorded, mapped, and compared,providing deep insight into how audiences truly respond to the media. This allowsdevelopment of media that is both more engaging and cost effective, resulting in higher returnon investment for advertisers

Sensum的受众洞察系统为广告代理商、市场研究公司和广播媒体提供了一种准确衡量客户对媒体反应的创新方法。目前的市场研究依赖于焦点小组在观看媒体之前和之后对问题的口头或书面回答。这种定性的方法依赖于认知过程，事后的反应是有意识地制定。这些反应容易产生自我编辑和测试偏差，这些偏差会扭曲或扭曲数据，包括调节剂的存在或测试环境本身影响反应的调节偏差。最近神经科学的研究表明，高达95%的购买决策实际上发生在潜意识中。强大的品牌，例如，激发大脑中与快乐和奖励相关的部分，并引发生理反应。由于生理反应是不自主的、瞬时的，并且可以定量测量，因此它们提供了对刺激的参与程度和情绪反应的更好测量，同时避免了有意识的认知测试偏见。到目前为止，市场研究人员还没有一个经济有效的解决方案来测量潜意识的情绪反应。Sensum的神经营销平台通过提供一个经济实惠的便携式仪器来满足这一需求，该仪器可以同时测量潜意识和有意识的认知反应。通过低成本、非侵入式、可穿戴无线传感器测量实时生理反应。传感器数据在移动的平台（如atablet）上捕获、处理和显示，该平台集成了一个集成的电子调查工具，可在测试期间提出问题。潜意识和有意识的认知反应都可以被记录、映射和比较，从而深入了解受众对媒体的真实反应。这使得媒体的发展更具有吸引力和成本效益，从而为广告商带来更高的广告投资