Imagini

= About Imagini=

Imagini is a London-based technology company that has developed patent-pending technology to capture Visual DNA, a means of understanding emotions through images. There are currently three patents pending for the underlying IP. [ [http://www.wipo.int/pctdb/en/wo.jsp?wo=2007035412&IA=WO2007035412&DISPLAY=DESC (WO/2007/035412) SYSTEM AND METHOD FOR RESPONSE CLUSTERING ] ]

BBC has nominated Youniverse, Imagini's visual communication platform, one of the best sites on the web. [ [http://news.bbc.co.uk/1/hi/programmes/click_online/7500346.stm BBC NEWS | Programmes | Click | Webscape ] ] . Other media such as the The Wall Street Journal [cite news |first=Leila |last=Aboud |authorlink= |coauthors= |title=Picturing Web Shoppers. Start-Up Taps 'Visual DNA' to Gather Data
url=http://online.wsj.com/public/article/SB116915122149680603-btYBcjxjhjbUBL0mtcDAT9D3qqA_20080123.html |work=Wall Street Journal |publisher= |date=January 23, 2007 |accessdate=2008-07-28 ] , PC World [cite news |first=Peter |last=Sayer |authorlink= |coauthors= |title='Visual DNA' Aids Surveys. Imagini's algorithms use image responses to guide shoppers, pair potential pals|url=http://www.pcworld.com/article/128607/visual_dna_aids_surveys.html |work=PC World |publisher= |date=January 22, 2007 |accessdate=2008-07-28 ] , The Guardian [ [http://www.guardian.co.uk/media/2007/aug/09/newmedia.comment Victor Keegan on socail website Imagini.net | Media | The Guardian ] ] or bloggers [ [http://localglobe.blogspot.com/2007/03/imagini-most-popoular-digg-story-in.html localglo.be: Imagini most popular digg story in last 24 hours ] ] [ [http://stylestation.typepad.com/home/2007/01/index.html Constant Beta: ] ] have positively reviewed Imagini.

The Imagini technology builds Visual DNA by collecting the feelings and motivations of consumers using image-based quizzes that identify and map visual preferences across a series of behavioural axes. The technology can be used to capture emotional responses to a wide variety of pictorial stimuli from aesthetic elements such as style and form, through to more abstract concepts such as freedom, happiness, fulfilment and love. [ [http://mashable.com/2007/09/20/imagini/ Imagini Network: No Words Allowed! ] ]

This visual approach differs from traditional text-based research tools since it taps into the strongest source of emotional reflex. Imagini proposes that feelings are the purest form of communication and emotional responses precede rational thought. Questions answered with words need thought and thoughts modify feelings. Images access feelings without the need for higher thought. With Imagini image-based quizzes, users express their emotions in just one click.

Implementation

The Imagini tool and the term Visual DNA were invented by Alex Willcock in 2005. The first web-based application of the tool and Visual DNA were launched on Imagini.net in 2005. Imagini.net saw extremely rapid viral growth, with over 5 million people discovering their Visual DNA on the site within the first 6 months. [ [http://the-accelerator.blogspot.com/2007_01_01_archive.html The Accelerator Group (TAG): January 2007 ] ]

Imagini’s technology has been used in collaboration with a number of commercial partners including MSN [ [http://www.internetretailer.com/internet/marketing-conference/05893-picture-this-customer-feedback-without-word-being-said.html Picture this: Customer feedback without a word being said ] ] , [ [http://www.extendance.com/blog/archives/588-Visual-Online-Surveys-the-Next-Big-Thing-in-Online-Marketing.html Extendance: High-Tech Business Experts Blog ] ] , the Art Institute of America, The British Army, Nectar, MyDeco.com and PepsiCo.

Pepsi International is currently using Imagini’s Youniverse as a new visual communication platform to connect people globally through their love of football, music and more (160 countries, 8 languages). See [http://www.pepsiyouniverse.com Pepsiyouniverse.com] . [http://www.reuters.com/article/pressRelease/idUS150873+17-Mar-2008+MW20080317] Imagini also powers the product recommendation function on [http://www.mydeco.com MyDeco.com] , Brent Hoberman of Lastminute.com's new venture.

In 2008, Imagini launched [http://www.youniverse.com Youniverse.com] , its new social networking portal and the home of Visual DNA. [ [http://syntheticart.wordpress.com/2008/05/30/youniverse/ Youniverse « Syntheticart ] ] , [ [http://mashable.com/tag/youniverse/ Youniverse ] ]

Visual DNA

VisualDNA is a term for the information captured by London-based company Imagini’s patent-pending technology for understanding emotions through images. [ [http://mashable.com/tag/youniverse/ Youniverse ] ] The term, and surrounding methodology, was invented by Alex Willcock in 2005.

VisualDNA is universal and unique. Each person has their own VisualDNA. Similarly, Imagini claims that every image, every product, every item of web content can have its own VisualDNA code. This code can then be used to match people to people and people to content that they are likely to find relevant.

BBC has nominated Youniverse, Imagini's social network and home of VisualDNA, one of the best sites on the web. [ [http://news.bbc.co.uk/2/hi/programmes/click_online/7500346.stm BBC NEWS | Programmes | Click | Webscape ] ]

Methodology and Technology

Imagini builds VisualDNA by collecting the feelings and motivations of consumers. The unique methodology and technology is structured around image-based quizzes formulated to capture the visual preferences of a user. The technology can be used to capture emotional responses to a wide variety of pictorial stimuli from aesthetic elements such as style and form, through to more abstract concepts such as freedom, happiness, fulfilment and love.

In each quiz, users respond to a series of carefully selected open statements designed to trigger specific emotional responses. Each statement has a choice of 15 images in a five by three image ‘grid’, usually including one grey ‘none of the above’ box. The methodology for selecting the images, the metadata stored behind each one, the behavioural criteria and the method of scoring are all inherent to Imagini’s IP and, as such, carefully protected. There are three patents pending for the underlying IP. [ [http://www.guardian.co.uk/technology/2007/aug/09/guardianweeklytechnologysection.comment Victor Keegan: Looking at a new way to make friends | Technology | The Guardian ] ]

It is the pattern of images chosen by each user that Imagini describes as their VisualDNA. In a quiz of ten questions with fifteen options, there are 10 to the power of 15 potential combinations of choice.

VisualDNA is dynamic. An individual’s VisualDNA is constantly growing, as is the global database of VDNA.

Implementation

The Imagini tool and the term VisualDNA were invented by Alex Willcock in 2005. The first web-based application of the tool and VisualDNA were launched on Imagini.net in 2005. Imagini.net saw extremely rapid viral growth, with over 5 million people discovering their VisualDNA on the site within the first 6 months. [ [http://mashable.com/2007/09/20/imagini/ Imagini Network: No Words Allowed! ] ]

Imagini’s technology has been used in collaboration with a number of commercial partners including MSN [ [http://the-accelerator.blogspot.com/2007_01_01_archive.html The Accelerator Group (TAG): January 2007 ] ] [http://www.internetretailer.com/internet/marketing-conference/05893-picture-this-customer-feedback-without-word-being-said.html] , the Art Institute of America, The British Army, Nectar, MyDeco.com and PepsiCo.

Pepsi International is currently using Imagini’s Youniverse as a new visual communication platform to connect people globally through their love of football, music and more (160 countries, 8 languages). See [http://www.pepsiyouniverse.com Pepsi Youniverse] [http://www.reuters.com/article/pressRelease/idUS150873+17-Mar-2008+MW20080317] . Imagini also powers the product recommendation function on [www.mydeco.com MyDeco.com]

In 2008, Imagini launched [http://www.youniverse.com Youniverse.com] , its new consumer-facing portal and the home of VisualDNA. [ [http://syntheticart.wordpress.com/2008/05/30/youniverse/ Youniverse « Syntheticart ] ]

Consumer Proposition

VisualDNA is the key to a more personalised internet for consumers. It delivers a more fun and efficient online experience by filtering content according to the individual user’s tastes and needs.

A key feature of the Imagini tool is the ability to identify powerful trends and clusters within the VisualDNA database. It is partly these patterns of commonality of choice that enable highly relevant matches between users and to products and content that they might like. [ [http://www.webware.com/8301-1_109-9960928-2.html?tag=more Youniverse lets you date with your eyes | Webware : Cool Web apps for everyone - CNET ] ]

Commercial Applications

There are extensive commercial applications for the VisualDNA technology, with the potential to increase reach, lead generation and customer retention. These include community building, product recommendation, viral marketing and customer insight research.

Methodology and Technology

Imagini’s methodology and technology is structured around image-based quizzes formulated to capture the visual preferences of a user. In each quiz, users respond to a series of carefully selected open statements designed to trigger specific emotional responses. Each statement has a choice of 15 images in a five by three image ‘grid’, usually including one grey ‘none of the above’ box. The methodology for selecting the images, the metadata stored behind each one, the behavioural criteria and the method of scoring are all inherent to Imagini’s IP and, as such, carefully protected.

The amount of questions in each quiz varies, as does the subject matter or theme. The scale and diversity of Imagini’s database has enabled it to learn how to adjust the tempo of its quizzes to ensure the best combination of user interest and data management.

It is the pattern of images chosen by each user that Imagini describes as their Visual DNA. In a quiz of ten questions with fifteen options, there are 10 to the power of 15 potential combinations of choice.

At the end of each "quiz", demographic data can also be captured including age, gender, marital status, location and sometimes other details such as income.

This methodology allows Imagini to identify powerful trends and clusters. It is partly these patterns of commonality of choice that enable highly relevant matches between users and to products and content that they might like.

Having completed a quiz, the user receives feedback based on their image selection and their unique Visual DNA, as well as highly tailored recommendations. [ [http://www.webware.com/8301-1_109-9960928-2.html?tag=more Youniverse lets you date with your eyes | Webware : Cool Web apps for everyone - CNET ] ]

References