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One to One Launches Neuromarketing Unit
Digital marketing group One to One Interactive has launched a new media research division to offer neuromarketing research for brands, agencies and publishers.
The unit, known as OTOinsights, was born out of One to One's acquisition of the Quantemo neuromarketing research lab (www.mrweb.com/drno/news6688.htm ), which offers a scientific approach to measuring a target audience's emotional reaction to digital media.
Emotions are measured through heart and respiratory rate, and galvanic skin response, as well as eye/mouse tracking technologies and facial recognition software. Data collected is correlated on a second by second basis and assessed depending on the type of study.
The division will also offer t=zero, a collection of findings gathered through an ongoing partnership with researchers at the Indiana University School of Informatics; and RedOktober, which provides information on current trends in new media.
'The introduction of OTOinsights is exciting for our company, as it rounds out our vision to provide truly quantifiable, scientific data to help measure engagement,' said Jeremi Karnell, President and Co-founder of One to One Interactive.
Established in 1997 by twin brothers Ian and Jeremi Karnell, One to One Interactive focuses on marketing services, technology, and media and is online at www.onetooneinteractive.com. The new unit has its own home page at www.otoinsights.com.
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