This, the 37th episode of The Master’s Voice on MediaBrief.com features someone who’s in an area of advertising wherein consumer attitudes, opinions and reactions are carefully collected, analyzed, tallied, and held up to the light – Dr Duane Varan, Ph.D., CEO and Founder of MediaScience; former director of Disney’s Media & Advertising Lab; professor at the Audience Lab at Australia’s Murdoch University, and has is a pioneer in the field of market research. Dr Duane is in conversation with Pavan R Chawla on MediaBrief.com
A graduate of UT Austin, Dr. Varan’s privately-held companies are on the cutting-edge of tracking persuasion: MediaScience, a global pioneer in lab-based research integrating neurometrics, facial coding, eye tracking, reaction latency testing and other advanced methods including AI and machine learning, and HARK Connect,its QualTech™ qualitative research streaming and AI platform.
Overall Duane leads a team of more than 50 researchers, project managers, developers, strategists and planners -- many holding advanced degrees – and working out of offices in New York, Chicago and their headquarters in Austin.
Simply put, Duane and his team are experts when it comes to better understanding the emotional dimensions of how people react to media, advertising and consumer brands.
In the process, Dr Varan’s companies have moved to the forefront of transforming market research into something that goes beyond the stereotype of the boring online survey. “We’re trailblazers at MediaScience,” Duane says. “We think of ourselves as part of a movement to elevate the very atmosphere in which media and marketing research is conducted.”
Duane understands intrinsically that when it comes to measuring consumer reaction, people need objectivity. “We all lack direct access to our own emotional encounters,” he observes. “So we have to measure human emotion directly – which you can do, drawing on things like skin conductivity, heart rate, facial expression analysis, eye tracking, even EEGs.”
Anyone in the business of marketing, and in the quest for inputs to help the most effective marketing, must reach out to Duane and his team. And on this episode of The Master’s Voice, Duane, as both -- a business- and thought-leader -- has a compelling story to tell, and a roadmap for achievement that I’m convinced the professionals who listen to The Master’s Voice would find informative and inspirational.
Duane is the incisive professional who’s provided detailed and insightful guidance on questions as varied as Is my ad campaign more effective on OTT or linear TV?; What methods of sponsorship produce brand-lift?; Which entertainer is making the biggest impact on our program?; Which content produces the strongest brand memory?; Do interactive ads increase purchase intent?, and numerous others.
And hey, they’re the kind of team that loves listening to the problems of marketers. Because Duane his team team mainline on actually illuminating the media journey through science, innovation, and integrity.