Sensumco - DOP - Emotional Response Platform

Sensum的受众洞察系统为广告代理公司、市场研究公司和广播媒体提供了一种创新的方法，以准确衡量客户对媒体的反应。目前的市场研究依赖于焦点小组在观看媒体前后对问题的口头或书面回应。这种定性的方法依赖于认知过程，在认知过程中，事后反应是有意识地形成的。这些反应倾向于自我编辑和测试偏差，从而歪曲或扭曲数据，包括主持人偏差，即指导者的存在或测试环境本身影响反应。神经科学最近的研究表明，高达95%的购买决策实际上是在潜意识中做出的。例如，强势品牌会刺激大脑中与愉悦和奖励相关的部分，并引发生理反应。由于生理反应是非自愿的、瞬时的，并且可以定量地测量，它们提供了对刺激的投入程度和情绪反应的更好的测量，同时避免了有意识的认知测试偏差。到目前为止，市场研究人员还没有找到性价比高的解决方案来衡量潜意识的情绪反应。Sensum的神经营销平台通过提供一种负担得起的便携式系统来同时测量潜意识和有意识的认知反应来满足这一需求。实时生理反应通过低成本、非侵入性、可穿戴的无线传感器进行测量。传感器数据被捕获、处理并显示在移动平台上，例如atablet，该平台集成了一个在测试期间提出问题的电子调查工具。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吸引力和成本效益，从而为广告商带来更高的投资回报

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