MANILA—NuWorks Interactive Labs, Inc. recently launched DeepDive, an innovative pre-testing process that mines insights from Filipino emotions to inspire creative content.
DeepDive helps eliminate subjectivity in the content development processes by combining Electroencephalogram (EEG) testing which measure brainwaves, Eye Tracking, Facial Recognition, and traditional qualitative interviews to truly determine how consumers feel towards a communication material.
The entire process was designed with agility in mind, as results can be seen in real-time, with topline reports and recommendations discussed and submitted at the end of the testing day. This enables clients to use the learnings immediately in the production process.
“DeepDive makes visible the usually invisible emotions using a model and a process tailor fit for the Filipino market. It allows us to make more informed decisions backed by biosignals data,” said Mica Diaz de Rivera, Head of Experience Design.
Among NuWorks’ clientele, Unilever was the first brand to harness the power of DeepDive, using it to enhance both digital and above the line creative materials. “We wanted to be data-driven in selecting the most effective and affective scenes that will deliver on our business objectives. Data helped us move from subjectivity to objectivity during the creative process,” said Andrew Copuyoc, brand manager for CLEAR. “Sometimes, business objectives get in the way of innovating brands, but with DeepDive, NuWorks was able to address both,” he added.
DeepDive is a collaborative product of NuWorks Interactive’s Experience Design, Analytics, and Strategy teams—collectively known as the Insights & Intelligence Department—and the agency’s Technology Department.
Tom De Leon, Chief Operations Officer, explained that “In order to cut through the clutter of digital content, brand marketing teams should now use agile cognitive data to target emotional connections among its audience.”
“This technology is exciting to work with because it allows us to apply our existing experience with creative tech to transform brain signals to actions like flying drones, creative visualizations, data driven on-ground activations, and many more,” shared Mike Ng, Chief Technology Officer.
“More than giving highlight to technology, DeepDive is all about transcending technology so that our materials are more in touch with the human heart,” Manny Gonzales, Insights & Intelligence Director, added.
