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Nueva plataforma de neuromarketing basada en dispositivos portátiles y móviles

Resumen

Tipo:
Oferta Tecnológica
Referencia:
TOIT20161012001
Publicado:
02/11/2016
Caducidad:
02/11/2017
Resumen:
Una empresa italiana especializada en consultoría, tecnología e innovación, presente también en Reino Unido, ha desarrollado una plataforma sencilla basada en el uso de tecnologías móviles para medir las reacciones racionales y emocionales a las marcas. Los datos capturados se elaboran por un grupo de científicos de datos y expertos en conducta y creatividad para ofrecer una estrategia que ayude a las empresas a prosperar. La plataforma también permite comprender lo que piensa y siente el consumidor mediante un dispositivo de seguimiento ocular, un dispositivo portátil para llevar a cabo el estudio con datos de EEG, una tecnología de reconocimiento facial y una pulsera para monitorizar las señales fisiológicas en tiempo real. Se buscan pymes y centros de investigación con el fin de establecer acuerdos de cooperación y comercialización con asistencia técnica.

Details

Tittle:
Innovative Neuromarketing platform based on wearables and mobile devices
Summary:
An Italian consulting, technology and innovation company also based in United Kingdom has created a simple platform that uses mobile and wearable technology to measure rational and emotional reactions to brands. Collected data is then elaborated by a group of data scientists, behavioral and creative experts to deliver a strategy that helps companies to grow business. SMEs and research centers are sought for a commercial agreement with technical assistance and a technical cooperation agreement.
Description:
Every day each customer receives more than 10.000 marketing messages from different channels (tv, internet, radio, ads, apps...), so consumers´ attention has never been harder to earn. The proposed innovative neuromarketing platform Italian company has created aims to turn visitors into customers thanks to effective and engaging communication and incorporating non-invasive wearable devices.
It applies neuroscience principles to signals collected by mobile and wearable technologies to measure the responders´ reactions to marketing stimulus, evaluating both the conscious and unconscious reactions. So, it integrates into one single platform best-in-class biometric sensors and wearable technologies to evaluate rational, emotional and instinctual reactions providing key consumer insights on behaviour, preferences and attention.
It that can be applied to a wide range of solutions for different research areas such as user experience testing, advertising and movie testing, packaging and product testing, shelf and in store testing.
Traditional neuromarketing techniques focus on methodology and statistical analysis of eye tracking metrics: the percentage of the audience that saw the area of interest; how long was spent on it, on average; and the average time it took a viewer to first see the area. The proposed platform looks at a set of physiological parameters (facial coding, eye tracking, skin conductance, ElectroEncephaloGram - EEG..), using wearable devices, to evaluate the rational, emotional and instinctual components.
It also extends the set of metrics and gives a wider understanding of what the customer is thinking and feeling, by using:
1. an eye tracking device which is able to determine the percentage of the audience that saw an area, how long each respondent spent on an area, on average; and the average time it took a viewer to first see the area;
2. a wearable device to conduct research with EEG data, able to measure and track responder´s focus, engagement, interest, excitement, affinity, relaxation, and stress levels. It also detects facial expressions such as blink, wink, surprise and smile;
3. face recognition technology based on an innovative technology developed by a third party which delivers insights in the form of three key performance indicators (KPIs), and detailed data on emotions, for every face in each video frame;
4. an accurate wristband to monitor physiological signals in real-time, using sensors for continuous heart rate monitoring (supporting heart rate variability analysis for stress and relaxation) and ElectroDermal Activity (EDA) for skin conductance measurement (i.e., Galvanic Skin Response, sympathetic activation, autonomic arousal, excitement).
With regard to the market application the platform can be of interest for :
1. Behavioral analysis
2. User interface designers and evaluation (digital marketing companies, web agencies)
3. Flagship in-store monitoring

The proposer is searching:
1. scientific partners to strengthen the algorithm, identify additional metrics that can be significant in different contests, identify new fields of application;
2. a Commercial Partners to access new markets.

The ideal scientific partners could be University and Researchers or even technology providers focused on sensors and biometric data collection.
The ideal commercial partners could be consulting companies or digital communication companies focused on providing innovative services to their customers. The commercial partner could create the opportunity, while providing its traditional services, or could even run the data collection phase (after a qualification process).
Advantages and Innovations:
The proposed platform is based on a cutting-edge technology to achieve the widest and deepest understanding on what engages customers and what catches their attention, by combining a number of non invasive devices and metrics. Main advantages can be expressed in terms of:

· ease-of-use;
· clarity: it uses a set of indexes to unveil the real decision triggers By effectively testing and analyzing the results;
· flexibility: it uses wide set of advanced sensors to help evaluate the conscious and unconscious reactions of customers;
· scalability: simple studies (for a single image) and/or complex analysis (for user experience testing, commercial or training effectiveness) can be provided;
· reliability: it uses scientifically validated devices which collect only relevant data to understand customer´s behavior.

Stage of Development:
Already on the market
IPs:
Secret Know-how

Partner sought

Type and Role of Partner Sought:
1. A scientific partner to strengthen the algorithm
2. Commercial Partners
.

The ideal scientific partners could be University and Researchers or even technology providers focused on sensors and biometric data collection.
The ideal commercial partners could be consulting companies or digital communication companies focused on providing innovative services to their customers. The commercial partner could create the opportunity, while providing its traditional services, or could even run the data collection phase (after a qualification process).

Client

Type and Size of Client:
Industry SME 11-49
Already Engaged in Trans-National Cooperation:
No
Languages Spoken:
English
Italian

Keywords

Technology Keywords:
01003013 Information Technology/Informatics
06001014 Neurología, investigación cerebral
11004 Tecnología, sociedad y empleo