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

随着语音控制助手和机器的快速增长，品牌越来越意识到，拥有一个可识别的，令人难忘的声音标志（一个简短的音乐作品）将很快成为与视觉标志一样重要的东西。作为品牌的核心资产，这个声音标志需要反映和加强他们的品牌个性，以建立品牌价值。这个项目将为超过200个个性属性创建完整的基准，使品牌能够经验性地衡量任何给定的音乐片段与其核心品牌价值的共鸣/匹配程度（例如信任、创新、这些基准将使用实验心理学的先进测试范式来创建，用于测量语义-与数十万消费者进行的音频资产的情感联想和记忆力。测试范式将包括隐式和显式反应任务。输出将是一个独特的在线SaaS界面，使任何新的声波资产都可以根据200多个品牌属性进行测试，基准测试和映射。此外，该项目将创建基准，以定量衡量任何音乐资产的记忆力和可识别性，确保这对于任何给定项目都是优化的。该项目将为广告和声音品牌背景下的音乐测试创建新的黄金标准SoundOut将与伦敦金史密斯大学的音乐、思维和大脑领域的世界领先学术专家合作开展该项目。项目持续时间为12个月，合作伙伴SoundOut和Goldsmiths University的总成本为440，160英镑。

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\.