MediaScience Opens 'Tech Qual' Division

Lab-based research specialist MediaScience, which uses traditional, biometric and neuroscience tools to study conscious and emotional reactions to media and ads, has opened a tech-focused qual division, HARK Connect. Former Ipsos exec Elissa Moses will lead the new team as Managing Partner.

MediaScience operates three lab facilities in Austin, Chicago and New York. The new division HARK will combine qual expertise with digital technology including a new solution, 'Virtual Glass', using augmented reality (AR) to allow marketers to view research sessions anywhere on any screen with superimposed information about respondents, and instant tagging to label and bookmark key sections. Users can chat with anyone on the team, including the moderator, and can make notes on the screen. Video clips can be extracted rapidly, and the ability to view subtitles in any language is due to be added shortly. An upgrade later this year promises methods for emotional and nonconsious measurement.

Moses was previously CEO of Ipsos Neuro and Behavioral Science Center, and brings expertise in qualitative research from agencies including Grey, BBDO and DMB&B, and as a client at Philips, Joseph E. Seagram and Gillette. The new division, in development at MediaScience for three years, is supported by a team of more than 50 software developers, researchers and data scientists across offices in Austin, Chicago and New York.

Duane Varan, CEO of MediaScience, says the software enhances the qual experience for clients, making it 'more like how they view media in a 'lean back' mode with the ability to chat and tag'. He adds: 'HARK Connect 1.0 software is only the beginning of a global movement to revolutionize the capabilities of qualitative research. Soon to follow will be features for multiple measures of emotional response, including biometrics and sentiment analysis, as well as additional innovative methods'.

Moses comments: 'We are just getting started. The new Qual Tech capabilities, as well as our full, fast moving pipeline, changes what is possible for focus groups, one-on-ones, UX research and ethnography'.

The new division is online at www.harkconnect.com .