Ad Measurement Is Going High-Tech

Carl Bialik from WSJ writes "A media-measurement company called IMMI is giving panel participants special cellphones that can take reliable sound samples to track consumer behavior. 'Those snippets -- taken every 30 seconds and altered mathematically so any conversation is made unintelligible -- are transmitted continuously to IMMI,' the Wall Street Journal reports. 'Sounds from headphone devices such as iPods can be transmitted to the cellphones with a wireless accessory. IMMI has been building a database of sound signatures, with help from customers testing the company's services as well as with CD content it has licensed.' The idea is to use the sound signatures to test what media consumers are exposed to -- everything from radio music to movie trailers."

Comments

There are some things you don't want to know...

[__aaclcg7560]

So if I have lunch at Taco Bell, and go to the restroom when I get back to work, from the sound signature they can figure out how "explosive" the newest menu item is?

Re:Who in their right mind would go for this?

[butterwise]

"we've all seen news stories about people who've been arrested for developing pictures taken while bathing their kids."

Anyone who bathes their kids in photo chemicals deserves to be locked up, IMHO.

Re:Who in their right mind would go for this?

[Xaer0cool]

Our chemistry teacher let us put the photo developing stuff (AgN03?)on our skin to show us how it would stain black when we exposed it to the sunlight... he told us afterwards that it would take a good long time to come off.

Re:great.

[AK Marc]

Have you tried not talking into fans when you are on the phone? Ask your friends to do the same.