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Understanding the technology and Human Behaviour

by Krutika Lohakare
Understanding the technology and Human Behaviour

This to actual consumer behavior and advertising KPIs, like did you recommend this to a friend? Did you share it with your social networks? So a lot of like we find that this emotional journey of a piece of content correlates very highly with reality or even purchase intent or sometimes even purchase actual purchase behavior, but also things like brand perception and brand loyalty.

So it does drive these really important consumer behavior metrics that companies are interested in tracking. Peoples can easily use Ask Reader as a medium to directly ask questions related to any topic with experts.

This was especially key during the pandemic when companies really wanted to be thoughtful in how they approach their consumers and in what type of messages they actually use to engage their consumers. And we’ve done a lot of work with some of the top advertisers in the world to test their ad campaigns over the last year.

And we found things like being empathetic really, of course, is important in your message, but it has to also tie and be true to your brand and the purpose of your brand. So we found a lot of like, just kind of superficial like we’re all in this together, we’re here with you, we’re here for you kind of messages, but they weren’t really connected to the brand or what the brand or product stood for.

The organization, so we’re able to tie that to action or tie that to kind of their brand elements did a lot better. They just resonated a lot better with the consumer. So again, it’s really hard to get at this by asking people questions, but by being able to tap into an audience’s visceral subconscious response, we’re able to do that at scale.

You don’t have to go into a lab or into a focus group. We can just leverage the fact that we’re all sitting in front of our machines for better or worse all the time engaging with content and with each other. And we’re able to capture that data.

So that’s kind of one bucket of applications, but you can expand that across the customer life cycle. Obviously, customer experience is really important. And again, you can imagine how we… This is an area that Affectiva’s exploring, but it’s not an area that we’ve had a lot of traction in yet, but imagine as you’re experiencing a website or you’re shopping online, if we’re able to capture the moments of frustration, moments of confusion, again, moments of interest, then that is obviously very important data as you craft that user experience.

  • User testing is another area that is a really kind of similar interest.
  • There are other companies that are integrating this type of technology in call centers. Cogito is one example of that. Some belief to ask a question to better understand the topic.
  • Helping call center agents really manage burnout and manage, you know obviously, it’s a very stressful job with callers.

Usually calling in with a lot of high levels of frustration and anger, and they integrate this kind of prostatic feature analysis of the voice into routing the call to the right call center agent and hopefully improving the customer experience but also employee experience as well.

As a CEO of a company, I really resonate with this idea of employee experience. Our team is global, dispersed all around the world. And obviously, now we are all virtual for the most part and it’s really hard to get a sense of who’s motivated? Who’s stressed? Who’s maybe burning out?

I wanna make sure that everybody is staying mentally healthy, but it’s so hard to do that when we’re all remote. And again, you could imagine how this type of technology with the right privacy considerations in place ’cause I hear you, privacy is a big deal here.

I’ll cover that because it’s something we care deeply about, but you could imagine how we could use this technology to capture things like mental health level of anxiety, depression, stress.

We do know that there are facial and vocal biomarkers of these mental health diseases. And if we’re able to, again, leverage the fact that we’re spending so much time online to capture a person’s baseline and then when they start to deviate from it, you could make that data available to them, maybe to a small number of confidant, maybe a clinician or a doctor again, how and who do you share the data with is a key consideration, but the data itself can be extremely powerful.

So mental health is a key application area of this technology. You can also bring empathy to the actual technology and the interface. So we do a lot of work in the automotive industry where it’s all about capturing in the short term, driver state.

Is the driver tired? Is the driver distracted texting while driving? Is the driver drowsy? We have like four or five levels of drowsiness.

We can actually detect microsleep, which is essentially you’re asleep, which would be, I mean very dangerous, but it does happen on the road.

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