Attribute benchmarking and personality profiling for sonic branding (“Sonscience”)

声音品牌的属性基准测试和个性分析 (–Sonscience–)

• 批准号: 96040
• 金额: $ 40.1万
• 依托单位: SLICETHEPIE LIMITED
• 依托单位国家: 英国
• 项目类别: Collaborative R&D
• 财政年份: 2021
• 资助国家: 英国
• 起止时间: 2021 至 无数据
• 项目状态: 已结题
• 来源: https://gtr.ukri.org/projects?ref=96040
• 关键词: Attribute; benchmarking; personality; profiling; sonic

With the rapid increase of voice-controlled assistants and machines, brands increasingly realise that to have a recognisable, memorable sonic logo (a short musical composition) will soon become as important as their visual logo. As a core brand asset, this sonic logo needs to reflect and reinforce their brand personality in order to build brand value.This project will create full benchmarking for over 200 personality attributes to enable brands to empirically measure how closely any given piece of music resonates/matches their core brand values (e.g. trust, innovation, freedom etc).These benchmarks will be created using advanced testing paradigms from experimental psychology for measuring semantic-emotional associations and memorability of audio assets conducted with hundreds of thousands of consumers. Testing paradigms will comprise both implicit and explicit response tasks. The output will be a unique online SaaS interface enabling any new sonic asset to be tested, benchmarked and mapped against over 200 brand attributes.In addition, the project will create benchmarks to quantitatively measure how memorable and recognisable any musical asset is ensuring that this is optimised for any given project.The project will create a new gold standard for music testing in the context of advertising and sonic branding ensuring effective and efficient allocation of resources for brands worldwide.SoundOut will conduct the project in partnership with the world leading academic experts in Music, Mind and Brain at Goldsmiths University in London. Project duration is 12 months, with total costs for partners SoundOut and Goldsmiths University of £440,160\.

随着声控助手和机器的迅速增加，各品牌越来越意识到，拥有一个易于识别、令人难忘的声音标志(一段简短的音乐作品)将很快变得与他们的视觉标志一样重要。作为一项核心品牌资产，这个声音标志需要反映和强化他们的品牌个性，以建立品牌价值。这个项目将为200多个个性属性创建完整的基准，使品牌能够经验性地测量任何给定的音乐与其核心品牌价值(例如，信任、创新、自由等)的共鸣/匹配程度。这些基准将使用实验心理学的高级测试范式来创建，以测量与数十万消费者进行的音频资产的语义-情感联系和记忆性。测试范式将包括内隐和外显的反应任务。该项目的成果将是一个独特的在线SaaS界面，可以根据200多个品牌属性对任何新的Sonic资产进行测试、基准测试和映射。此外，该项目还将创建基准，以定量衡量任何音乐资产有多令人难忘和可识别，以确保针对任何给定的项目进行优化。该项目将为广告和Sonic品牌背景下的音乐测试创建一个新的黄金标准，确保为全球品牌有效和高效地分配资源。SoundOut将与伦敦金史密斯大学世界一流的音乐、思维和大脑学术专家合作开展该项目。项目期限为12个月，合作伙伴SoundOut和戈德史密斯大学的总费用为440,160。