menu

How Image Recognition Can Improve Brand Insights Into Consumer Behavior

How Image Recognition Can Improve Brand Insights Into Consumer Behavior
Retail

Brands can now learn more about their customers via images than ever before.

Lara Piras
  • 25 june 2014

Earlier this month we documented a new startup named Curalate that offers image analytics that is able to determine whether a post on social media will gain likes, comments and shares. Now their investors are on the hunt for a slicker model.

Apu Gupta and his co-founder and CTO Nick Shiftan started with an idea that would enable brands to get involved with Pinterest in a more calculated, meaningful way by offering a service that would analyze Pins for their potential to expose campaigns and products. As they began to build the business, they realized many people don’t use text on Pinterest as they do on other social media sites and therefore needed to figure out a way to specifically analyze images on their own.

1.jpg

The team alongside newcomer Louis Kratz, a machine vision expert, researched alternative machine learning techniques such as multi-index hashing and the Discrete Cosine Transform algorithm. These techniques enabled the system to cluster similar images and sort large numbers of photos (millions per day), into groups and then quickly determine which photos were identical.

2.png

They have now successfully introduced a service that uses their image-recognition strengths to help marketers at companies like the GAP and Urban Outfitters learn more about how their customers’ use of images of their products on a number of social networks including Instagram.

The ways in which this service can help are huge, for example as most companies have multiple images of the same product, this idea can help find which specific image is more popular. This type of service is available in-house, however what Curalate offers is a way for brands to monitor the huge amount of activity on social media, which is where consumers are their true selves.

Now companies have a way to figure out why consumers like the brand or product as opposed to simply what they like.

Curalate

Retail
Trending

Turn Any Wearable Into A Mental Health Tracker

Fitness / Sport
Work Yesterday

Amazon Is Experimenting With A 30-Hour Work Week

The online retailer is launching a pilot program that will allow a technical team to work with a considerably shortened schedule

Fitness / Sport Yesterday

How The Rio Olympics Stood For More Than Just Games

PSFK rounds out the Rio Games with our picks for the finest moments beyond sports

Trending

Get PSFK's Latest Report: Future of Retail: Technology Primer

See All
Retail Yesterday

Mobile Travel App Embraces Cognitive Computing

The Orlando Tourism Board is looking to IBM Watson to provide personalized local recommendations for visitors

PURPLELIST EXPERTS

Colleen DeCourcy

Marketing & Advertising

Automotive Yesterday

Bike-Friendly Apartment Building For Swedish Cyclists

A residential space is being designed for commuters to easily transport goods

Advertising Yesterday

Nike Takes Over An Entire City Block With A Giant Running Track

The Unlimited Stadium is shaped like a 100-meter sole print of the brand's LunarEpic sneaker

Gaming Yesterday

Fortune Cookie Service Brings Bad News To Your Doorstep

To promote their new delivery service Blackbox, the creators of Cards Against Humanity are delivering unfortunate messages in an edible form

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

PSFK Op-Ed august 23, 2016

Modern Workplace Culture: No More Fat Cats Or Kissing Ass

Samar Birwadker, CEO & Co-Founder of Good & Co, on designing shared organizational values to optimize employee happiness and success

PSFK Labs Yesterday

New Mentorship Ecosystems Benefit All Levels Of An Organization

PSFK’s Future of Work report explores how technology is being leveraged to support cross-team communication

Arts & Culture Yesterday

This Picture Frame Could Be The Lava Lamp For A New Generation

Slow Dance makes real objects appear to move in slow motion

Work Yesterday

Editorial Roundtable: How Will Companies Staff The Workplace Of The Future?

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX examine the ways that a people-first workplace might disrupt the job hiring process

Arts & Culture Yesterday

Airport Mural Puts Passengers In The Clouds

The installation in an Amsterdam terminal lets travelers float through a series of billowing 3D digital shapes

Automotive Yesterday

DevBot Is An Intelligent, Driverless, Electric Car

The unmanned test vehicle from RoboRace is a preview of upcoming AI race models

Augmented / Virtual Reality Yesterday

AR Ski Goggles Make Racing Down The Slopes Even More Immersive

Israeli startup RideOn weaves digital overlays into the thrill of skiing with an unconventional pair of protective eyewear

INSIGHTS COVERAGE

Rio Olympics
Innovation Coverage From The Rio Games
READ NOW

Advertising Yesterday

Japan Wants To Make 2020 Olympic Medals From Recycled Electronic Waste

The Tokyo Games could showcase the first-ever gold, silver and bronze awards made from discarded phones and computers

Culture Yesterday

This Small Town Has Become A Hide-and-Seek World Championship Destination

An old abandoned village in Northern Italy has become a massive playground for over one hundred competitive players

Design Yesterday

Garmin’s New Smartwatch Is Challenging The Luxury Market

The brand adds a premium version of its popular multi-sport trainer to its accessories collection

No search results found.