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BANGALORE: Serial Innovations, a Bangalore-based start-up that develops video processing and imaging technology for military use is now spinning out this high end platform into a separate business targeted at retail and consumer goods firms .
StickyPiXEL, the new firm will hawk a range of products such as small cameras embedded on digital signboards and retail point of sale locations that will automatically analyse a persons facial expressions, eye gaze and body language across supermarkets and shopping malls.
"Think of this system as intelligent billboards that look at people as they pass by, measure who looks at the screens, how long they look at it," says Serial Innovations founder and CEO Arvind Lakshmikumar who has already notched up a customer list of fast moving consumer goods companies such as Kraft-Cadbury , L'Oreal, Lakme, P&G and digital signage firm JCDecaux as well as market research firms Indian Market Research Bureau (IMRB) and AMRB are already finding the applications of the Serial Innovations technologies.
First designed for the use of defence forces both in India and the USA, these technologies can also analyse the demographic split of the consumers looking at the advertisement or hoarding.
This is expected to help consumer goods companies and retailers crack one of the biggest problems in outdoor advertising that of measuring impact.
"If you can't measure how many people or the kind of people who saw a video advertisement or a poster in a mall, then what is the point paying for the ad space?", says Lakshmikumar, a PhD in robotics from Carnegie Mellon University whose start-up firm has supplied night vision goggles and smart thermal cameras to the US army "While quantitative research is largely based on the claims of the consumer, this attempt to actually track down the behaviour of the consumer will help market researchers question long standing hypothesis," says Jaydeep Guha Insights Director at IMRB International.
Market research companies will use another product by Serial Innovations called Gazer an imaging and gaze tracking system that will track eye movements and measure the time spent on viewing packaging graphics, rack placement, print advertisements and shelf racks.
"These technologies are good to understand the mood, attitude and actual behaviour of consumers and help companies to better position their products," says Gurumurthy Kalyanaram, Dean of Amrita School of Business who tracks consumer behaviour, marketing strategy and branding.
"For example music in a restaurant gives you a sense of satiation even though you have eaten little food," he says.
Typically consumers are impacted by visual packaging in the first few seconds of viewing a product advertisement. " Measuring this impact is important given the large amounts of money being spent by companies on advertising", says Lakshmikumar.
The start-up firm is also hawking another product for television audience measurement. Right now, the Television Rating Point (TRP ratings) are driven by viewer statistics. But StickyPiXEL's digital device integrated into television sets can analyse what channel is being watched as well as the demographics and of who is watching the channel.
"Its face matching and recognition technology can differentiate different viewers in a house and send the information in real time," Lakshmikumar said. He has bagged orders for this technology from a few digital signage companies , who are already doing field trials in Middle East, Europe and India.
Serial Innovations sells defence technology to retailers to understand consumer behaviour - The Economic Times
StickyPiXEL, the new firm will hawk a range of products such as small cameras embedded on digital signboards and retail point of sale locations that will automatically analyse a persons facial expressions, eye gaze and body language across supermarkets and shopping malls.
"Think of this system as intelligent billboards that look at people as they pass by, measure who looks at the screens, how long they look at it," says Serial Innovations founder and CEO Arvind Lakshmikumar who has already notched up a customer list of fast moving consumer goods companies such as Kraft-Cadbury , L'Oreal, Lakme, P&G and digital signage firm JCDecaux as well as market research firms Indian Market Research Bureau (IMRB) and AMRB are already finding the applications of the Serial Innovations technologies.
First designed for the use of defence forces both in India and the USA, these technologies can also analyse the demographic split of the consumers looking at the advertisement or hoarding.
This is expected to help consumer goods companies and retailers crack one of the biggest problems in outdoor advertising that of measuring impact.
"If you can't measure how many people or the kind of people who saw a video advertisement or a poster in a mall, then what is the point paying for the ad space?", says Lakshmikumar, a PhD in robotics from Carnegie Mellon University whose start-up firm has supplied night vision goggles and smart thermal cameras to the US army "While quantitative research is largely based on the claims of the consumer, this attempt to actually track down the behaviour of the consumer will help market researchers question long standing hypothesis," says Jaydeep Guha Insights Director at IMRB International.
Market research companies will use another product by Serial Innovations called Gazer an imaging and gaze tracking system that will track eye movements and measure the time spent on viewing packaging graphics, rack placement, print advertisements and shelf racks.
"These technologies are good to understand the mood, attitude and actual behaviour of consumers and help companies to better position their products," says Gurumurthy Kalyanaram, Dean of Amrita School of Business who tracks consumer behaviour, marketing strategy and branding.
"For example music in a restaurant gives you a sense of satiation even though you have eaten little food," he says.
Typically consumers are impacted by visual packaging in the first few seconds of viewing a product advertisement. " Measuring this impact is important given the large amounts of money being spent by companies on advertising", says Lakshmikumar.
The start-up firm is also hawking another product for television audience measurement. Right now, the Television Rating Point (TRP ratings) are driven by viewer statistics. But StickyPiXEL's digital device integrated into television sets can analyse what channel is being watched as well as the demographics and of who is watching the channel.
"Its face matching and recognition technology can differentiate different viewers in a house and send the information in real time," Lakshmikumar said. He has bagged orders for this technology from a few digital signage companies , who are already doing field trials in Middle East, Europe and India.
Serial Innovations sells defence technology to retailers to understand consumer behaviour - The Economic Times
