Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Anna Szydlo, Research Director at Neurohm.
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We are live today at the IIeX in Amsterdam. I have a special guest today. Would you please introduce yourself?
Hello, everyone. My name is Anna. I’m from NEUROHM research company that specializes indirect measurements.
You guys have a platform called iCode. Is that correct?
Yes, that’s correct.
Before we talk about that, I’m curious, where are you guys based?
We’re based in Warsaw, Poland, but we work globally. We have a lot of partners all over the world.
Erwin Andreasen, my previous co-founder of Decipher and just an amazing human being, he’s from Poland.
He moved to Denmark. When he was a child there were these console games. The one that he got was a Commodore 64, for those of you that are very old like me.
I remember that one as well.
Do you really?
He had such an engineering brain. It wasn’t his console. It was his friend’s console. They brought it over to the house. He wound up by himself with the console. He decided to take it apart to figure out how it worked. That’s his—
My association with Poland is everybody is absolutely remarkably brilliant. There you go. No pressure, though. (Laughter). How long have you been in market research?
I’ve been working for market research for about 10 years.
Quite a while?
This company the whole time?
Yes. I started with this company.
Is this your company?
No, it’s not my company.
I’m the research director for the market research.
You, obviously, do a lot of work with Ipsos, which is one of the top brands in our space. What exactly is it that you guys do?
As I mentioned before, we specialize in indirect measurements. What we do is we measure people’s emotions. We measure whether they hesitate or not, when they evaluate, for example, brands or products. When they answer a question. Basically, what we do, we ask consumer questions from any field you want. They have to answer whether they agree or disagree with the statement given. What we add, what is our added value, is that we measure the time their brain needs to evaluate. It’s measured in milliseconds, so there is no chance you can influence it anyway.
That’s interesting. The actual time variable in the response is the indirect measurement piece of it?
Yes. It indicates your hesitation. The more you hesitate, the less it will translate into your behavior. The more certain you are, it will be more probable that you will do something. If you state, for instance, “I like this brand. Yes, I would like to buy this product.” You do it with no hesitation, that means you’re probably going to do it. It was proven by Russell Fazio from Ohio State University. He found that there is a strong correlation between the attitudes that are highly accessible and the behavior. This is what we measure, basically. The accessibility of attitude by response time.
That’s interesting. In the analysis that you’ve done. Or I should say the profiles of the people, the respondents, are certain people more apt to answer quickly versus others potentially being more thoughtful?
It all depends. Our tool is device agnostic, so we can do it—
On a mobile phone?
On the mobile phone, for example, or tablet. There are some groups of people that could be slower because of—
Because I’m old. (Laughs).
Lack of familiarity, for example, with mobile devices. It doesn’t matter, because we take individual differences into consideration while we measure their response time. This is also unique for us, because all the other response time measurements, they don’t take the individual differences. Differences in speed of response and fatigue, for example. We have a calibration phase to do that.
That makes a lot of sense. You’re calibrating at the respondent level?
That’s so interesting. That makes perfect sense.
Yes. Before we ask any questions, like the research ones.
Yes, before you get into the diagnostics, you’re creating a baseline?
Yes, we need to calibrate the person. We need to get to know what does it mean for the single individual fast or slow? We measure how fast it takes certain individuals to read words of a different length. That’s another thing we take into consideration. How fast the person reacts, normally this time.
How long has the company been in business?
We were established in 1997.
Quite a while ago?
Yes. We are still developing our methods and measurements.
In 1997, was it the same business model? In other words, this time variable?
It was a little bit different, because we weren’t online, for example.
It was the same thesis?
Yes. We were, yes, using response time measurement. Also, we have another measurement that we use. Besides the response time, it’s also non-declarative. We use EEG and GSR and my tracking devices to track people’s emotions during the exposure of an ad, for example.
That’s very powerful. There is a woman at Facebook who is trying to do contextual measurement. We should talk about it later. If you think about ad effectiveness on your phone, as you’re scrolling through your Facebook feed, one of the things that she wants to measure is that ad effectiveness. In the context of the environment, the person is consuming the ad. The way that I would process an ad that I see, if I’m getting onto a subway is different than if I’m sitting down having a coffee by myself and scrolling through my feed.
That’s right. You have a lot of distractors.
It has to be very strong and powerful, the communication, to get your attention to stay with the ad, for example. We always say that the first three seconds of an ad is the most important thing, whether it will engage the consumer or not. If you’re not engaged during the first couple of seconds, you’re lost.
The types of ads that you guys are analyzing, are they predominantly social now? Or are they for… Meaning they would be ads you would see on Facebook or Instagram or Twitter, or are they primarily traditional media like TV?
Most of the ads we test are for TV, but sometimes we do also the longer versions of movies that go to YouTube or—
Yes. Movie trailers as well. Radio commercials, we do this as well.
Also, billboards. Everything.
That’s very interesting. Thank you so much for being on the Happy Market Research Podcast. If someone wants to get in contact with you, how would they do that?
I would encourage you to go to our website, www.neurohm.com or www.icodert dot com.
That’s N-E-U-R-O-H-M dot com?
Thank you so much for being on the podcast. Appreciate your time.
Thank you very much. Was a pleasure to talk to you.
Let’s get back to the show.