|How are you doing? Why emotion analysis matter to companies|
The Corona pandemic moves all of us. Over the past few months, many of us have had to deal with new, perhaps unknown emotions – most of them were negative. But the appearance of exceptional emotions offers opportunities, especially for companies that are able to measure why those emotions appear.
Some of the diverse, yet unknown effects of the pandemic didn’t even have names before – like “Zoom fatigue” what you may experience when the sheer number of video calls just overwhelms you. Even if the situation in many regions of the world is now easing, people’s concerns in the Corona crisis are still measurable.
The reasons are obvious: Constant insecurity, social distancing and home office stress have an effect on our emotions. Those, in turn, are highly affecting our decisions – which media content do I consume? What products will I buy? Will I stay with my company?
“To survive and maybe even succeed in the future, businesses need to retain the loyalty of their employees and customers”, wrote Social Scientist Julia Flovén, CEO of VibeVision, in a recent article on the startup’s corporate blog.
The NMA portfolio startup VibeVision helps companies to understand the emotions of their customers and employees. Due to their scientific-bases surveys, VibeVision is able to measure and analyze emotions and provide recommendations about how to act on it.
With a three months lasting weekly survey, VibeVision examined the emotional profiles of the NMA staff and the founders of our current batch 10. Every Monday and Friday they were asked to give a brief insight into their emotions.
The results are pretty soothing: “Altogether emotions were positive! Both startups and organizers had mostly positive emotions.” Still, the pandemic is visible in the responses: “At the beginning of the Corona crisis, the emotions changed clearly from positive to negative.” Gladly, most of our startups have a great experience with remote work. They even shared a lot of inspiring survival tips in our current interview series.
The survey underlines the approach of VibeVision: “Analyzing ‘satisfaction’ is not enough. If we want to have a better understanding, we should take a deeper look at the whole spectrum of emotions and especially at the reasons behind the emotions.” That’s exactly what distinguishes the scientific-based surveys of VibeVision from others.
“Having such data available allows us to provide a better experience for founders throughout our program”, says Julia Mandil, Program Manager at NMA. “Knowing the causes behind positive and negative emotions enables us to shape the activities according to their reaction. It gives us guidance to questions such as: what kind of support can we provide? Are we providing the right amount of activities?”
Knowing about emotions and the reasons behind them, help us at NMA to improve our program, our grown structures and to understand the needs, worries and expectations of our crew and startups during these unsteady, unusual times.
And it reminds us to ask each other regularly: “How are you?”
Starting a creative process only with a blank page and a pen is a huge challenge for many creative minds. That’s exactly where Moderne comes in. Mila Dayan and Kyril Kulikov are the founders of Moderne, one startup of our current batch 10. Today they are talking about their approach for improving the work of creative minds – with the help of inspiration, data and a little bit of magic. Meet Moderne:
Moderne has such a vivid and colorful look. But what’s behind all of that?
Mila: Moderne is a digital platform that provides tons of highly tailored creative advertisement ideas, insights, trends and innovation. And it’s also a digital workspace. That means we provide a tool for inspiration and collaboration that is made to be used by creative teams in marketing and advertising agencies.
What makes Moderne a perfect fit for the advertisement industry then?
Mila: It is how it is: in the ad world everything should be done by yesterday. When I worked in advertising we were always short of time. So I started to think a lot about how to improve my skills during work and how to be faster. That’s what our platform would have helped me with.
When did come up with the idea for a product like yours?
Mila: I came up with the idea while I was working as an Art Director for ad agencies like Leo Burnett. I was successful, even won a Cannes Lion Award, and it was a fun job. But I realized that there are a lot of problems in the creative process. Usually you start with was a piece of blank paper and nothing else. You sit on the sofa with your teammates, discuss your ideas briefly and that’s basically it. Those brainstorming sessions can be really messy. As a creative person you don’t want to spend hours on the research for your next campaign. I wanted to enable creative people to skip Google and provide them with examples for their inspiration as well as market and consumer insights according to the team’s creative brief.
Why should creative teams meet Moderne? What makes your team special?
Kyril: Mila has a very relevant background because she knows the pain of creative teams and agencies. For me, I have a lot of experience in building digital products. I used to run my own design agency, so I know how to deal with developers and designers. Our experiences complement each other and that’s a great starting point to build up a startup together.
What do you want to tell people who are interested in using your digital workspace?
Mila: They are happily invited to check out our website and get early access. We will provide them with the pilot version of our product and hope they will enjoy it as we do.
What drives you personally?
Mila: I am inspired by the great work of other people. With Moderne I see the opportunity of a big digital transformation for their creative process. I think it is really amazing and exciting to imagine that every member of a team uses our database for inspiration. Also, it’s just great to be a startup.
Kyril: I built a lot of products for other people but I never tried to do it all by myself. That motivates me a lot. Founding a startup is a great experience for me and I love it.
You are already in an early testing phase. Is there still room for creativity in your work progress?
Mila: We have to be creative in our ways to tell people what Moderne is about. It’s a fresh new product that is not known at all. I think creativity is useful for every challenge you have to face as a startup. You even need to be creative in how to find employees, how to get in touch with people, how to market a campaign, how to research.
Last but not least: what is your message to all the creative minds out there in times like these?
Mila: Everything is super new and there is only one good advice: think differently! Many standard approaches won’t work anymore and time counts. So be creative and work fast! And remember: where data meets creativity, that’s where the magic happens.
Vanessa Naumann is the co-founder of Followistic, a NMA-startup which helps publishers to reconnect with their audience. Vanessa told us which cool features they’ve packed into their engagement toolset and why we need to have trust in order to innovate.
Hey Vanessa, what is your home office status?
For me working in the home office is not a new thing. I was traveling a lot for work, so working remotely really feels normal for me. Right now I want to help spread the word to how people could deal with the situation and show people my best practices.
Go for it! What are your pro survival tips?
Don’t be too hard on yourself. Meditate, so that you have a clear mind, and also take breaks. Drink a lot of water, eat healthily. When it comes to working structure: only pick three things to focus on in a day and set aside time for strategic discussions with your team.
What is Followistic working on?
Followistic is a reader engagement platform that helps online publishers or content creators to get their readers back to their page continuously. We created a widget which is shown at the end of every article. Within this simple widget, the readers can tell the publisher exactly what topics they want to read about more often. They are then notified via email.
How do publishers benefit from your product?
The publisher gets a behavioral analytics dashboard, where they can follow what the readers like. That information is very useful for the publisher’s content strategy. We basically bridge the communication gap between readers and publishers. So readers feel more engaged by being able to give their feedback and have full control over the content they receive.
Speaking of the publishers, what changes are you expecting in the media industry?
The media industry will change but right now it’s just not changing fast enough. Maybe the situation in the Corona crisis allows us to understand how important technology is in our lives. Because now we need to reach out digitally to each other in order to improve our human connections. I think Followistic fits right in. Through our widget, we are pushing the conversation of the publishers with the audience.
What drives the team of Followistic?
We really want to create purpose through digital products. When we started, I think it was most important to create value and also to give readers control. Now we also want to change the publishing industry. Yeah, it’s a moonshot to say that, but we want publishers to understand that personalizing and giving readers control can be a huge advantage. Everything is more personal today. So why wouldn’t readers like a truly personal reading experience?
Last but not least: why should people work with you?
I think we all are great communicators. We understand humans and can explain really well why the technology works for people out there. We don’t have the highest knowledge in publishing — that’s a fact. But we are willing to learn. And sometimes it’s helpful when somebody from the outside brings in another perspective of your own industry. That’s why we’d love to work with publishers so that we can understand the publishing industry much better. To work with them directly on the market and to develop the best products for them. Often people seem to be afraid to try new things. But if you never try to make a change you won’t get forward. Sometimes it’s important to take a leap and trust innovators like us. It’s worth a try!
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