How Contextual Calibration Keeps Customers Engaged

How Contextual Calibration Keeps Customers Engaged
Advertising

In our new Advertising Playbook, we discuss the importance of contextual calibration to make sure that a brand's messaging is able to hit the mark with a wider array of consumers

PSFK Labs
  • 31 october 2017

Today, even seemingly flawless ideas can miss the mark slightly and ruin an experience if not catered to the particular needs of an audience. In PSFK’s Advertising Playbook, we discuss the importance of contextual calibration to make sure that a brand’s messaging is able to hit the mark with a wider array of consumers, more often than not.

Companies should be aware that the content they are offering is only as relevant as the state of mind that the consumer is in. If a customer is overwhelmed, disinterested or doesn’t find the content relevant, then the opportunity to impress them is squandered. However, it’s also important to realize that what is relevant and interesting to one customer could be exactly the opposite for another. This begs the question, is it possible to reach different people with different interests?

Fortunately, the answer is yes. There are currently technologies available that are able to examine individual reactions in order to alter experiences and messaging accordingly. This sort of contextual calibration is particularly relevant in a time period where consumers are less likely to pay any sort of attention to something that they aren’t interested in.

E-commerce giant eBay has implemented contextual calibration with a pop-up shop that is able to tell a consumer what products they want based on their facial expressions. The consumer is placed inside a booth with a screen and a bio-analytic camera which gauges their facial reactions to twelve different products. After leaving, the consumers are emailed a list of what they liked. Similarly, Disney utilizes facial recognition to determine if audiences are enjoying a movie to be able to alter its content creation accordingly.

Contextual calibration doesn’t end with simply selling a product; it can play a significant role in live experiences. PartyBOT is a crowd-interacting app that seeks to keep the party going. Cameras around the club use artificial intelligence and facial recognition technology to examine the reactions of audience members. The information is provided to the DJ to be able to adjust the music accordingly to meet the crowds’ desires.

Patrick Charlton, the CEO of Buzz Radar, points out the importance of being able to use data to gauge an audience and adjust the delivery quickly, “We’re on a mission to bring this to life for all attendees, whatever mood they’re in. Data is the buzz word, and has been for some time…But it’s completely valueless unless you can understand it quickly and easily, and then derive something useful and actionable from it.”

Download the full report here, or request a meeting for your office. For full access to all of PSFK’s reports, debriefs, articles and archives, become a PSFK Member today.


Today, even seemingly flawless ideas can miss the mark slightly and ruin an experience if not catered to the particular needs of an audience. In PSFK’s Advertising Playbook, we discuss the importance of contextual calibration to make sure that a brand’s messaging is able to hit the mark with a wider array of consumers, more often than not.

+advertising
+advertising playbook 2018
+AI
+Brand Development
+Brand Introduction
+data
+disney
+Ebay
+IoT
+pop up
+psfk labs
+retail
+Seamless Delivery
+technology
+Virtual Commerce
+work

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