Archive for the ‘Melissa Yee’ Category

Lying eyes

Wednesday, July 28th, 2010


What is it: Eye-tracking software being used to detect when people are lying. It’s a great digital alternative to the old polygraph which tests people’s emotional reactions – eye-tracking looks at people’s cognitive reactions and things like eye movement and pupil dilation.

Why is it cool: Eye-tracking is used in market research to determine things like what is the best shelf positioning for a product in the supermarket; as well as website design to answer questions like where should I put my most appealing/important content. This show that it’s not only useful for marketers but also law enforcement and potentially national security.

Where to find it: here!

Submitted by: Melissa Yee

Up your nose…

Friday, May 28th, 2010

...with a rubber hose!

What is it: A nasal spray developed by German scientists that improves memory retention! The spray contains interleukin-6 (a molecule from the body’s immune system) and when administered through the nose it helps the brain retain emotional and procedural memories during REM sleep.

Why is it cool: Drugs to make us smarter?! (or at least appear smarter temporarily…) What’s next, surgery to make us prettier?!

Where to find it: here!

Submitted by: Melissa Yee

Reducing stigma

Friday, May 28th, 2010

What a mad cow might look like

What is it: A campaign launched recently in the US by SAMHSA and The Advertising Council that aims to promote acceptance of mental health problems by encouraging, educating and inspiring young adults to talk openly about them. The campaign, which includes TVCs, a website and social media, is aimed at 18-25 year olds, who have the highest prevalence of mental illness, yet are the least likely to receive professional help.

Why is it cool: The campaign is a positive step towards reducing the stigma of mental health problems and opening conversations. Too often mental health problems are misunderstood, many peoplebelieve there is no hope for people with mental health issues and that their problems are a result of weakness of character. As a result, friends and family sometimes believe they can’t help, or don’t know how to help. The campaign helps and encourages people to support a loved one or friend who is dealing with a mental health problem so they will have a better chance at recovery.

Where to find it: here!

Submitted by: Melissa Yee

Revealing risk

Friday, April 30th, 2010

Reach out, I'll be there

What is it: The Implicit Association Test (IAT) measures unconscious stereotyping (e.g. racial) by looking at people’s automatic associations. It works by measuring how quickly participants respond to combinations of judgement words (e.g. positive and negative) with priming words (e.g. “black” vs “white”). The faster the response, the more closely that person unconsciously associates those words.

In this study, mental health patients classified words related to “life” (e.g. breathing) and “death” (e.g. dead) with “me” (e.g. mine) and “not me” (e.g. them). Faster responses to “death”/”me” stimuli than “life”/”me” stimuli suggest a stronger association between death and self and potentially a susceptibility to committing suicide.

Why is it cool: People who are contemplating suicide tend to conceal or deny their thoughts. So, it can be very hard for family or friends to see the warning signs and save them. This study found that participants with strong associations between death/suicide and self were significantly more likely to make a suicide attempt in the next six months than were those who had stronger associations between life and self.

This can be a tool for proactively saving people’s lives.

Where to find it: here!

Submitted by: Melissa Yee

iAd

Tuesday, April 13th, 2010

These are not the spies you are looking for

What is it: A new mobile advertising platform from Apple that allows companies to find out where users are and supply relevant ads to their location – ads that combine the emotion of TV with the interactivity of the web. For advertisers, it creates a new media outlet that offers consumers highly targeted, relevant and almost personalised information.

Why is it cool: Although the marketing opportunities are profound (e.g. McDonalds could serve 10,000 people mobile ads and receive analytics showing what percentage of them later actually visit; people can already receive ads and special offers for the very shops and restaurants that they are walking past!), there are privacy implications that will likely require regulation.

Where to find it: here!

Submitted by: Melissa Yee

Bloginalities

Friday, April 9th, 2010

What a personality framework might look like

What is it: A guy named Mike Reed has developed his own “segmentation” on blogger personalities (or bloginalities as they are sometimes called) based on observations made through years of participating in forums and blogs and watching people have online “flame wars”. In his website he, humourously, outlines about 90 different bloginalities, from “Ego” bloggers who focus the discussion on themselves to “Bliss Ninny” commenters who don’t understand why people just can’t get along and often in the heat of battle Bliss Ninny will discuss his/her cat.

Why is it cool: Different people have different motivations for posting blogs and participating in forums. For some people, their comments are motivated more by their own agendas or need to express themselves/their intelligence/individuality/integrity/wit etc than they are about discussing the issue itself. What this means for us: we need care in interpreting online conversations about brands/products/services. These conversations are great for gaining preliminary insights, but popular social media monitoring tools should not be used as a cheaper, easier alternative in place of doing proper market research.

Where to find it: here!

Submitted by: Melissa Yee