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Audience research with Artificial Intelligence at the POS
How Augmented Reality and Artificial Intelligence at the point of sale help you understand your target audience better.
Why knowing your audience matters
For a marketing strategy to succeed, it needs content that matches the needs of its target audience. Which means knowing, in advance, who that content is meant for. You can narrow down your audience using a range of characteristics, from preferences through to specific purchasing behaviour.
Once a campaign goes live, it is shown to a great many people – possibly including plenty who are not part of the target audience at all. While increased reach is a common marketing objective, that reach ideally needs to land with the right group of people. The better you know your audience, the more precisely content can be delivered, reach the right people, and achieve higher-level goals such as increasing revenue.
Audience research with Artificial Intelligence
When you want to study your audience more precisely and examine how they behave in relation to your content, Artificial Intelligence (AI) comes into play. In a GDPR-compliant yet precise way, it checks the match against your previously defined audience and analyses which content performs particularly well. Sensape has developed an AI that recognises learned audience profiles via camera and then displays suitable content to them.
Recognition works via external characteristics such as gender, age and emotion. For children, age is calculated using a height cluster. The underlying technology has been shown so much data and imagery that it can match the person in front of it against those references in real time. The camera collects data on dwell time and how emotions develop over the interaction. Via an interactive display that attracts attention through Augmented Reality (AR), click paths, interactions and responses to purchase incentives can be analysed as well.
The AI therefore lets you verify both the audience itself and how effective your content is on them. Beyond that, you get to know your audience far better. When do they come to the POS? How do they interact with the content? What is their mood at the POS? Which age group arrives when?
A/B testing also becomes possible directly at the POS, without creating an artificial test environment. The result is unbiased data straight from the point of deployment – delivering valuable insights for the campaign, and identifying the creative that will later drive higher attention in OOH or social media.
Case in point: persona recognition at the POS for Pernod Ricard
Drinks manufacturer Pernod Ricard deployed our technology at the POS in a supermarket to deliver targeted purchase incentives for five different audience groups. The camera captured data about the audience and their interactions, making it possible to determine which audience printed a coupon for which drink.
