One to One Acquires Neurological Research Lab

Marketing, technology and media agency One to One Interactive (OTOi), has acquired web development firm Ceonex's Quantemo Usability Lab, to measure web user experience across emerging digital platforms. Terms of the deal were not disclosed.

The Quantemo system gauges emotional reactions and physical responses to Internet pages, and provides insights for clients who are either building new web sites, or optimising existing ones. Using bio-feedback monitoring technologies to record brain waves, skin conductivity, respiration, heart rate, and eye tracking; Quantemo will form the basis of a neuro-research lab being developed by OTOi.

In the past year OTOi has been involved in a number of bio-measures studies to analyse the physical responses subjects experience when exposed to certain media. Ian Karnell, CEO and co-founder explained: 'Acquiring the lab and its technology helps us to shore up our research and analytic offerings. We're excited to evolve this technology to measure engagement across a number of emerging digital platforms, including social networks, blogs, podcasts, and virtual worlds such as Second Life. Our aim is to harness the accuracy afforded to us by neuro-research to optimise our clients' marketing programs.'

OTOi was founded in 1997 by twin brothers Ian and Jeremi Karnell. It now has 65 employees and in 2006 posted revenues of $35m. Established in 1998, Ceonex is a global Internet consulting and development agency with offices in the US and Japan. The two Boston-headquartered firms are online at www.onetooneinteractive.com and www.ceonex.com . Details of the Quantemo system are on the web at www.quantemo.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.