One to One snaps-up Quantemo in the US
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Digital marketing services firm One to One Interactive (OTOi) has acquired Quantemo Neuromarketing Lab in the US for an undisclosed sum.
OTOi said it would use the acquisition to expand the field of neuromarketing research by using newer and less costly methods of measuring physiological responses such as brain waves, skin conductivity, respiratory and heart rates.
Jeremi Karnell, president of OTOi, said: “Our aim is to harness the accuracy afforded to us by neuro-research to optimise our clients' marketing programmes so that they are as relevant and engaging as possible in this new consumer-controlled media landscape.”
Typically, neuromarketing research has employed large, and hugely expensive functional magnetic resonance imaging (fMRI) scanners.
Instead OTOi will use eye tracking technology, neurological and biological feedback platforms including electroencephalography (EEG), and video and clickstream capture and analysis capabilities to measure consumer reaction to visual stimuli.
Quantemo's technological assets will also be used to measure engagement across a number of emerging digital platforms including social networks, blogs, podcasts and virtual worlds such as Second Life, as well as traditional offline marketing channels.
Author: Matthew Secker
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