Visual DNA: Difference between revisions
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==Methodology and Technology== |
==Methodology and Technology== |
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[[Imagini]] builds VisualDNA by collecting the feelings and motivations of consumers. The unique |
[[Imagini]] builds VisualDNA by collecting the feelings and motivations of consumers. The unique methodology and technology is structured around image-based quizzes formulated to capture the visual preferences of a user. The technology can be used to capture emotional responses to a wide variety of pictorial stimuli from aesthetic elements such as style and form, through to more abstract concepts such as freedom, happiness, fulfilment and love. |
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In each quiz, users respond to a series of carefully selected open statements designed to trigger specific emotional responses. Each statement has a choice of 15 images in a five by three image ‘grid’, usually including one grey ‘none of the above’ box. The methodology for selecting the images, the metadata stored behind each one, the behavioural criteria and the method of scoring are all inherent to Imagini’s IP and, as such, carefully protected. There are three patents pending for the underlying IP. |
In each quiz, users respond to a series of carefully selected open statements designed to trigger specific emotional responses. Each statement has a choice of 15 images in a five by three image ‘grid’, usually including one grey ‘none of the above’ box. The methodology for selecting the images, the metadata stored behind each one, the behavioural criteria and the method of scoring are all inherent to Imagini’s IP and, as such, carefully protected. There are three patents pending for the underlying IP. |
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Revision as of 11:37, 26 June 2008
Definition
VisualDNA is a term for the information captured by London-based company Imagini’s patent-pending technology for understanding emotions through images. [1]
VisualDNA is universal and unique. Each person has their own VisualDNA. Similarly, Imagini claims that every image, every product, every item of web content can have its own VisualDNA code. This code can then be used to match people to people and people to content that they are likely to find relevant.
Methodology and Technology
Imagini builds VisualDNA by collecting the feelings and motivations of consumers. The unique methodology and technology is structured around image-based quizzes formulated to capture the visual preferences of a user. The technology can be used to capture emotional responses to a wide variety of pictorial stimuli from aesthetic elements such as style and form, through to more abstract concepts such as freedom, happiness, fulfilment and love.
In each quiz, users respond to a series of carefully selected open statements designed to trigger specific emotional responses. Each statement has a choice of 15 images in a five by three image ‘grid’, usually including one grey ‘none of the above’ box. The methodology for selecting the images, the metadata stored behind each one, the behavioural criteria and the method of scoring are all inherent to Imagini’s IP and, as such, carefully protected. There are three patents pending for the underlying IP.
It is the pattern of images chosen by each user that Imagini describes as their VisualDNA. In a quiz of ten questions with fifteen options, there are 10 to the power of 15 potential combinations of choice.
VisualDNA is dynamic. An individual’s VisualDNA is constantly growing, as is the global database of VDNA.
Implementation
The Imagini tool and the term VisualDNA were invented by Alex Willcock in 2005. The first web-based application of the tool and VisualDNA were launched on Imagini.net in 2005. Imagini.net saw extremely rapid viral growth, with over 5 million people discovering their VisualDNA on the site within the first 6 months. [2]
Imagini’s technology has been used in collaboration with a number of commercial partners including MSN, the Art Institute of America, The British Army, Nectar, MyDeco.com and PepsiCo.
Pepsi International is currently using Imagini’s Youniverse as a new visual communication platform to connect people globally through their love of football, music and more (160 countries, 8 languages). See Pepsi Youniverse. Imagini also powers the product recommendation function on [www.mydeco.com MyDeco.com]
In 2008, Imagini launched Youniverse.com, its new consumer-facing portal and the home of VisualDNA. [3]
Consumer Proposition
VisualDNA is the key to a more personalised internet for consumers. It delivers a more fun and efficient online experience by filtering content according to the individual user’s tastes and needs.
A key feature of the Imagini tool is the ability to identify powerful trends and clusters within the VisualDNA database. It is partly these patterns of commonality of choice that enable highly relevant matches between users and to products and content that they might like. [4]
Commercial Applications
There are extensive commercial applications for the VisualDNA technology, with the potential to increase reach, lead generation and customer retention. These include community building, product recommendation, viral marketing and customer insight research.