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Companies are constantly working on hyper-personalizing the way they study markets, sell products, and understand users. Recently, the Dentsu company announced that it brought to Colombia CX Lab, an innovation that focuses on understanding what people want to seefrom the analysis of their eyes, facial expressions and understanding the consumption of audiovisual experiences.
According to the company, CX Lab assures them to the brands that the stimuli television, communication assets in different media, and the digital ecosystem have attention, interaction and navigation related to audiences, based on perception and emotions that any communication generates in people.
For example, it is stated that one of the first cases in which it was sought to use these types of technologies focused on experience the user went with SURA and is mentioned as one of their success stories.
“We started with a project to transform everything the company’s digital architecture model… With different testing toolswe managed to identify what information and order the websites required, putting the user at the center for all experiences,” said Laura Velasquez, Relationship Director of Grupo SURA.
In total there are three tools to analyze the individual’s behavior when receiving a stimulus and with retina tracking or user gestures You can collect key information that helps you understand how you feel and what captures your attention compared to what you are observing.
“Having the possibility of analyzing the creative stimuli of a campaign before going on air is of great help for brands, driving conversion and generating better engagement and greater attention to the brand”says Angélica Escrucería, CEO of Dentsu Creative Colombia.
TIME (GDA)
