One to One acquires Web-research tool
One to One Interactive, a digital marketing holding company, has acquired the Web results measurement tool Quantemo Usability Lab.
Quantemo, developed to gauge emotional reactions and physical responses to Web pages, will be the basis of a neuro-research lab being developed in One to One’s professional services division, OTOi.
No terms of the deal were disclosed.
‘‘In this age of corporate accountability, brand teams need to know what they’re getting in return for their advertising and promotional spends,’’ said Ian Karnell, chief executive and cofounder of One to One. ‘‘Wait-and-see just doesn’t cut it.’’
The Quantemo lab records brain waves, skin conductivity, respiration, heart rate, and eye tracking to measure test subjects’ reactions to visual stimuli.
OTOi focuses on digital marketing and on creative and professional services.
(By Thomas C. Palmer Jr., Globe staff)
