How AI & ML are changing consumer research

Dr. Duane Varan, founder and CEO of MediaScience, talks about the science of machine learning in marketing. How we track marketing success has evolved throughout the years. And we can now collect more accurate data through technological advancements. Today, Dr. Duane explains how machine learning and AI are changing consumer research.
About the speaker

Dr. Duane Varan

MediaScience

 - MediaScience

Dr. Duane is the founder and CEO of MediaScience

Show Notes

  • 01:54
    MediaSciences place in marketing
    MediaScience measures user emotion directly, instead of depending on people to tell you, which can be inaccurate. Their tools give you a detailed look at your customers on an individual level.
  • 03:47
    How technological advancements changed consumer research
    Over the years weve used data to track our users' behaviors. With technological advancements like biometrics, we now have a greater chance to really get to know them better.
  • 06:52
    How to evaluate performance with neuroscience
    To check an ads performance, metrics like peoples heart rate and facial expressions are used. MediaScience creates a simulated home environment to test reactions to the ads.
  • 10:49
    Lab Data VS Field Data: Quality assurance
    A home environment is simulated to make the experience more real. While machines like EEGs are obvious, there are other more subtle measures that go unnoticed by the user.
  • 12:56
    Popular metrics used to measure user response
    Some metrics used to measure user reactions include facial muscle movements like lip and eye movements. You can also track response speed to measure awareness.
  • 14:29
    Who uses MediaScience and why
    The major TV networks make up the bulk of MediaSciences clients. Any major innovation in the marketing world generally gets tested by MediaScience first.
  • 16:07
    The break ad experience
    An interstitial helps with user experience by providing a better break experience. While your customer experience improves, the drawback depends on your priority.
  • 17:37
    Testing new ad formats
    The approach for this would be a comparison testing to gauge user emotion. So youd test the performance of the new ad format against a regular ad format used before.
  • 19:46
    Evaluating brand associations
    Over time, people form brand associations. MediaScience tests this by evaluating user reactions to your brands at different times and settings.
  • 21:33
    MediaScience versus comparative data analysis
    You wont get the most accurate data just by comparing the usual analytics data from 2 ads. MediaScience shows not only end results but how you got there.
  • 23:19
    Evaluating the why through testing
    Testing an ad in aggregate, you miss the smaller elements that produce your result. Using machine learning and AI, theres no need to make assumptions about how your user feels.

Quotes

  • "When you're talking about marketing above all, you're talking about human emotion. But the tools that we use to get to human emotion usually depend on self-report." - Dr. Duane Varan, Founder & CEO, MediaScience

  • "When you ask a person how they feel, they give the rational interpretation of what they think they must be feeling. And that's actually far removed from their actual emotional encounter." - Dr. Duane Varan, Founder & CEO, MediaScience

  • "If MediaScience was a university, we would rank 25th in the world. The only non-academic entity to kind of like break into the top 50..." - Dr. Duane Varan, Founder & CEO, MediaScience

  • “Survey data was about 54% accurate in predicting ultimate in-market market success, the addition of the biometrics took that up to 78%...” - Dr. Duane Varan, Founder & CEO, MediaScience

  • “What we've done in a lot of our research is demonstrate how measures like galvanic skin response and heart rate are just as good as more aggressive measures like EEG.” - Dr. Duane Varan, Founder & CEO, MediaScience

  • “So the data that we're getting through a traditional method is like the data in aggregate of what the effect was... But these new neurometric measures give us second by second data.” - Dr. Duane Varan, Founder & CEO, MediaScience

About the speaker

Dr. Duane Varan

MediaScience

 - MediaScience

Dr. Duane is the founder and CEO of MediaScience

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