Artificial Intelligence and Machine Learning can offer real help against Covid-19. We created a team of experts working with our technologies to develop screening algorithms that support the health system.

With the hashtag #defeatcovid19, we launched the initiative and community defeatcovid19.org to onboard all organizations and experts in Artificial Intelligence. The goal is to identify technological answers that support healthcare departments and doctors in such a difficult time. 

To this purpose, we have already made available our platform and our team of data scientists to organizations and bodies that fight against Coronavirus, joined by the Milan Polytechnic, the first partner of the initiative.

The technologies available include neural networks specialized in identifying specific patterns within images and data correlation models. Patterns can be used to support screening and, subsequently, to make the evaluation of therapies more robust concerning the data collected, thus improving the estimation of the prognosis.

“We are gathering a team of artificial intelligence experts from all over the world - explained Dario Melpignano, President of Neosperience. We made available our Neosperience Cloud platform, Core Edition, offered for free to all public and private and non-profit research institutions, active in the health ecosystem, who will request it for developing novel Covid-19 screening methods. 

Giuseppe Andreoni, coordinator of the TeDH laboratory (Technology and Design for Health) of the Milan Polytechnic and scientific coordinator of the Nestore project, funded by the European research program Horizon 2020, which already sees Neosperience engaged together with 14 European public and private research organizations, is confident of the value of the initiative. “Together with Neosperience, we have created a working group that can develop screening algorithms with which to assist healthcare personnel. The team’s goal is to immediately welcome the contributions of the most expert organizations and data scientists broadly and inclusively, enhancing the efforts of each towards the common good.“ 

A challenge that brings together technical skills and ideal motivations, as the President of Neosperience reemphasizes. “In recent weeks, we have dedicated ourselves to understanding how to be more useful to our community in the difficult situation we are experiencing. One of the primary needs is to have diagnostic tools available that are quick and easy to integrate into the screening processes. Artificial Intelligence and Machine Learning can provide a contribution in early diagnosis to health systems around the world: to organize operations, plan therapies, and improve efficiency in such a critical moment. “

Dott. Alberto Barosi, Head of Non-Invasive Cardiovascular Diagnostics at Luigi Sacco Hospital of Milan, an expert in the field of diagnostic ultrasound, contributed to the realization of the project. The initiative involves a pool of Covid Hospitals in the provinces of Milan, Bergamo, and Brescia

Neosperience will promote sharing, together with the Polytechnic of Milan and the other partners who are joining (at the moment, the 14 partners of Nestore European Consortium and Value China). The results achieved will remain as shared property of the scientific world. 

The data and models, together with the developed methodologies, will both be made public on open-source tools such as Github and made available to Italian and foreign research groups that request them, thus enhancing the tools to support diagnosis and treatment. Data collected anonymously in compliance with privacy legislation.

The data scientists and the organizations that want to deepen and join the project can visit the website:

http://www.defeatcovid19.org/.

Together we will defeat Covid-19 thanks to Artificial Intelligence.

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Sentient Technology: feelings through sensors

tecnologia senziente

By Sentient Technology we want to highlight the applications of Artificial Intelligence that can read, interpret and respond to human stimuli. 

Man is an emotional animal; for this reason, humans  search for emotions within what they create .

In recent years, we have witnessed a wave of technology development  that seeks to imitate, or rather decrypt, human emotions.

A practical example to explain sentient technology is the case study of the Emotional Art Gallery, a Clear Channel Sweden project from 2019. 

The concept consisted of broadcasting some works by international artists on 250 digital totems inside the subway stations of the Swedish capital. The artworks were selected because they could reduce the stress level of passengers

For this project, developers created an algorithm that could recognize people's emotional state through the study of online and social analytics. Thanks to this "sentient" capacity of technology, users’ physical and psychological well-being improved.

Another example of Sentient Technology is the Ada project, an intelligent sculpture - made up of thousands of tiny LEDs - that Microsoft USA, with the collaboration of the architect and designer Jenny Sabin,  decided to create inside the Microsoft Research Building 99. 

For the project, cameras and sensors able to recognize people's emotions (for example by facial expression or tone of voice) were inserted inside the building. Ada can react to these stimuli through the continuous change of colors and patterns on its surface.

Over the years, sentient technology has also been applied to personal care. In a world where loneliness and depression are endemic, this has been proposed as a possibility to help solving the problem.

The examples are numerous, both for the support of young people and the care of the elderly. Interesting is the case of Lovot, a pet robot for every age produced by the Japanese company Groove X.

Designed to combat loneliness, Lovot can recognize emotions and interact in real-time with the stimuli it receives from the outside. Its surface is also soft and responsive to the touch.

Another interesting example, especially for its underlying software developed in Italy, is Zeno Robot. Behavior Labs, a Catania start-up engaged in the field of social robotics, had the brilliant idea of ​​using a robot, produced by an American company, to help children with autism to communicate and relate with the world around them.

Not all applications of sentient technology are related to the artistic or human cases, such as the two we have just mentioned.

In general, two different uses of this can be defined: one empathic and one analytical.

This technology was primarily born as the core feature of sentiment analysis platforms, used to recover significant insights about services and products, and to manage and recognize possible corporate crises.

Through natural language processing (NLP), enhanced - in the most advanced tools - by Machine Learning, these platforms can read in real-time thousands of posts on social media or web, recognizing the topic of conversation and, above all, the sentiment of the writer.

However, a simple grammatical error, a statement of context or a hint of sarcasm is enough to weaken the reliability of the analysis. The technology used is still limited and limiting due to the complexity of human language and the interpretation of emotions. 

Humanity suffers by nature from emotional illiteracy, especially in this digital and virtual age. We are unable to name the emotions we feel and to recognize the feelings of those around us; so how can we hope to teach an algorithm to be empathetic?

The sentient technology, if not used responsibly, risks becoming cynicism.

The following example can be interpreted in this way.

Not long ago, a Korean broadcaster streamed a show called Meeting You, telling the dramatic story of a mother who lost her seven-year-old.

During the transmission, the authors decided to recreate the 3D model of the daughter in a virtual environment.

The girl was built with the look, voice, movements and real feelings of the deceased girl. In the end, the mother was invited to play with her in this fictional world, to say goodbye one last time. 

A problem appears: a sentient technology that proposes itself as empathetic creates numerous questions from an ethical point of view.

How far can we go? We will find out over time.

Photo by Tyler Lastovich on Unsplash

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Digital Health. Last Trends and the Nestore’s case

Before I start telling you about the Nestore European project, to which we have dedicated some of our best resources in the last year, we would like to draw the lines of the technological and methodological innovations that are emerging in both public and private health sectors.

In recent years, medicine has demonstrated the effectiveness of revolutionary healthcare innovations, ranging from the invention of vaccines to the discovery of antibiotics.

It is interesting to mention the development of telemedicine, which allows doctors and patients to communicate remotely, and to exchange data from monitoring tools such as wearables and smart clothes.

Furthermore, Augmented and Virtual Reality are now able to help students with their studies, for example through virtual and interactive teaching programs, with the possibility of seeing human anatomical structure and operations where and when they want.

This has significantly decreased the costs and timeframes of health education, and perhaps it will increase the number of students enrolled in medical degree courses.

At the same time, viewers for mixed reality (in-between virtual and augmented reality) are spreading on several levels. Doctors can use them to make remote visits or to visualize patient data virtually and in real-time. 

The Microsoft HoloLens is the device that seems to have had the most success in the field; There are countless case studies in which they have been used both for teaching and as real-time support for doctors in the operating room.

Artificial Intelligence is also becoming central to the treatment and diagnosis of health problems. At the moment, numerous studies are trying to demonstrate it by searching for patterns in the medical records of sick subjects, it is possible to predict whether the same disease will take place or not in healthy individuals.

Although the results of these studies have been criticized by the international scientific community, the application of AI for health will probably make a difference in the coming years.

Future innovations, however, do not stop there. There are also the use of 3D printers for the creation of functioning organs, studies on the sequencing and modification of human DNA, and the creation of "living" nanorobots for the treatment of the most insidious diseases.

In addition to the technological applications that are emerging, Deloitte traces the path of future methodologies that health systems seem to have taken in recent years, highlighting three macro-trends:

  • Health systems will shift their focus from disease treatment to prevention and well-being;
  • The technological platforms will allow the free and safe flow of data of individuals, groups of subjects, health institutions and the environment around them. By analyzing these data, operators can make decisions in real-time;
  • Greater involvement of patients in their health dynamics will guide their attitudes and behaviors towards greater empowerment.

In the next few years, the biggest problem that national health systems, especially Western ones, will face will be the increase in the average age of citizens. As per today, the necessary budget for the sector increases every year; it’s necessary to change strategy and modus operandi.

Today, technology is the most practical and realistic solution for the previously discussed issue which it has shaped the three trends highlighted by Deloitte.

All three trends make up the fundamentals of the European project for the sustenance of the elderly, in which Neosperience is participating. Nestore is a health digital coaching program based on AI and Machine Learning algorithms. It takes the form of an application that users, located in the +65 age group, can use independently.

Within the Nestore application, there are some of the most innovative tools, such as:

  • An intelligent activity management system, which recommends wellbeing pathways based on users' habits and physical possibilities, integrated with wearables and environmental sensors;
  • Environmental sensors "count" visits from friends and relatives, to control the user's social interactions and help them not to suffer from loneliness;
  • One of the latest innovative chatbots enables a truly human dialogue between machine and patient, and which can recognize the emotions of those who use it;
  • An algorithm that recognizes food, and its nutrients, via the smartphone’s camera;
  • Personalized games to improve users' memory and reflexes;
  • A social network to share interests and activities among Nestore’s members, to live together and improve their mental health.

In general, Nestore's goal consists in improving users' daily lives by stimulating responsibility in behavior and a healthy lifestyle. Physical and psychological data are shared with doctors and health personnel, who are thus able to act promptly in case problems arise.

Nestore aims to be a useful and essential tool for public and private actors in the health sector in order to reduce the cost of therapies without sacrificing the quality of the service.

Health is and will always be one of the most important fields of application where it’s possible to test the latest technological and methodological innovations. Today, we live in times where the chances of a structural crisis in the sector are growing more and more; working to find useful solutions to avoid it is a satisfaction and an opportunity that makes us proud.

 

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Empathy Party: an opportunity to get to know the new Neosperience

During this year Neosperience has seen many revolutions. 

We are now listed on AIM Italia, we have welcomed new realities, even if very different from us, and we have decided to offer the world a unique idea.

Last Thursday we took the opportunity to build a bridge, through the company party, to become more open internally and externally.

Although there are many reasons that are good for celebrating , we have decided to dedicate the evening to the new members of our big family.

Getting to know each other in an informal environment was certainly the best way to start building something new together. We laughed, teamed up and learned from the people we met. Isn't this the goal of every party?

Empathy is the word we have chosen to define us being together. 

It has always been the most relevant word for us and it was right to share our idea of responsible business with those who have recently joined us. Mikamai, Jack Magma, LinkMe, Value China and Somos; all unique realities that we have chosen for their great intrinsic human value.

We want to thank the clients who took part in the celebrations alongside us; laughter is certainly a good omen for our future together. Moreover, a big thank you for those who have contributed to the organization and success of the party.

Finally, thanks to all of us, new and old Neosperience members. This evening showed how far we have come together considering the work done as a group, which can only be the prelude to a bright future.

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Social Network and Blockchain. Control in User’s hands

blockchain

The Blockchain is a technology in continuous evolution, which never ceases to amaze for its endless applications.

What made it known to the general public was the birth and global spread of cryptocurrencies. Unfortunately, due to the lack of confidence in the reliability of this economic system, the Blockchain has not had an easy life in its affirmation process as a technology of the future.

But things are slowly changing.

Not long ago, Carrefour supermarkets implemented a Blockchain structure in its production chain to guarantee the quality of its products. A simple and intelligent way to bring the Blockchain closer to people's daily lives, stimulating their interest and increasing confidence in the system.

Today, another trend is taking shape, aiming to involve people more and more in this technology: the use of the Blockchain within social networks. The distributed database is used both to guarantee the security of users' data and to enable secure in-app virtual payments without banking intermediaries.

The most emblematic case of this trend, which caused a stir in public opinion, was the announcement by Mark Zuckerberg of the creation of a Facebook cryptocurrency, called Libra, to allow users to pay and exchange money.

The announcement immediately created fibrillation between the institutions, banking, and state, concerned about the stability of the international financial system and the protection of user privacy.

The risk of seeing the traditional banking system collapse from the ground up, or the danger of a reduction in tax revenues to which governments could meet, has immediately undermined the "legality" of Libra. Moreover, Facebook and its partners, having the opportunity to learn about users' purchasing behavior for profiling purposes, risk to endanger freedom and individual privacy.

The path to get to the launch of the cryptocurrency, announced for mid-2020, was therefore more difficult than expected, partly because some of the sponsors of the initiative, such as Paypal, Mastercard, and Visa (which had to guarantee the reliability of the project) had left the association, motivating the decision with a lack of certainty about its real application possibilities.

Yet it is not so much the idea of a "cryptoclaimed" social network that is badly viewed, but the size of the operation itself.

In fact, there are already tools that work in the same way.

An excellent example of this is All.me: an application based on the meToken cryptocurrency, launched in 2016 and counting more than 500 thousand users today.

How does a social network with blockchain solution work?

All.me is a single platform that includes some of the most interesting features of the Digital, namely, the creation of social networks, the possibility to earn from its own content, the sale and purchase of peer-to-peer and the exchange of digital currency. All these features are integrated into a single app.

Each component is linked to the others and integrated within the system to make everything safe and reliable. All.me is divided into five modules:

  • Social network (meNetwork) - Platform for sharing information between users.
  • Marketplace (meMarket) - C2C and B2C sales platform.
  • Payment Service (mePay) - The native cryptocurrency-based payment system.
  • Wallet Service (meWallet) - Area for the control of transactions and their balance.
  • Cryptocurrency (meToken) - The native cryptocurrency of the system.

One of the most important features of the platform is the full control of data by customers. They are encouraged to create quality content, receiving in exchange meToken that can be used to buy products on the Market.

The Blockchain for the decentralization of responsibility and ownership of tools, as happens in All.me, is the future of many fields, especially social media.

With these premises, a central organization will no longer be necessary to play the role of a controller who, with the users' data, ends up earning by profiling members.

This transformation offers a huge advantage to the people who decide to participate, as they end up actively contributing to the development of the product and controlling its value.

On social media, where many users feel exploited by organizations, this is a strength that can make a difference today and in the future.

Image by Gordon Johnson from Pixabay

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2019 was a year full of satisfactions for Neosperience

Quotazione 2019

In this article, we will try to synthesize 12 intense but rewarding months.

2019 was a year full of satisfactions for NeosperienceOur best expectations have finally taken shape, transporting us into a new universe of growth and infinite possibilities. 

First and foremost, we also want to remember our journey towards listing on Aim Italia, which, once achieved, has allowed us to give visibility and prestige to what this company represents, also from a human point of view; "Empathy in Technology" is the claim that guides us every day, reminding us that our mission is unique in the market.

Obviously, this substantial development has changed the way we do business.

If before we were responsible only to ourselves, today we must give value to all the shareholders who support us and believe in our project. It’s not a simple task, and we face it with high awareness and confidence in what we do.

After the listing, we decided it was time to grow.

For this reason, we have opened our first office outside the country, in Seattle, USA, and we have decided to join forces with Somos, Mikamai, Jack Magma, LinkMe, and Value China, to build together a promising future based on collaboration among all our expertise.

From the working point of view, satisfactions were not lacking.

We found new companions of adventures, such as Borgo Egnazia, with whom and for which we gave shape to our cutting-edge Solutions. With great joy, we have also continued to work with our historic clients, who every day demonstrate their confidence in our quality level.

About our Solutions, how can we forget the launch of the two most innovative ones: Image Memorability, to give scientific validity to the memorability of images, and People Analytics, for in-store flows control. They have revolutionized the current panorama of technological proposals for business.

We would also like to mention the awards we have earned during the year, such as the victory in the international competition for the regeneration of the Villa Reale di Monza, and to be counted by Gartner as one of the six best software vendors for 2020 in the Customer Analytics market.

Finally, we would like to thank all of our employees, those who stayed with us and those who decided to join our project. Without your support and commitment, this would have been impossible.

What will the Neosperience 2020 reserve for us?

Many things are already planned and we will soon update you on the next news. What we already know and can communicate to you, is our confidence in the future that awaits us. During the upcoming year, we will continue to believe in our abilities and possibilities to grow in an empathic way, respecting people.

 

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Neosperience Tourism Cloud, China and digital tourism in Italy

Chinese Tourists

Tourism is a decisive voice for the health of Italian Economy. According to the estimates, expenditure for the year 2019 will be approximately 112.4 billion euros, up between 6% and 13% compared to 2018.

The greatest increase was in the Asian market, especially the Chinese one, with more than 20% attendance and one and a half billion euros spending. 

The creation of the Silk Road (OBOR) and the visit of President Xi Jinping's in Italy have certainly helped the Bel Paese to improve its reputation in the Far East.

What are the average Chinese tourist characteristics?

Tourists from China have some well-defined characteristics. First of all, they are very demanding, both in terms of services and contents. They are high-spending, young (60% between 20 and 45 years), with a male majority (60%), love the cities of art and willingly buy luxury products, especially clothing.

However, what unites every Chinese visitor is the tendency to use digital tools during the booking phase and when purchasing on the Italian territory.

The use of cash in China, in fact, is rapidly decreasing, while the use of mobile payment instruments such as Alipay and WeChat Pay is on the rise. Just to make a comparison, these two instruments have a billion and four hundred thousand monthly active users in total, while Apple Pay, globally, counts 127 million.

It seems clear that, if you want to attract Chinese visitors and stimulate their spending, the implementation of payment methods with these tools must become essential.

As for reservations, the subject is very similar; being strictly mobile people, Chinese users proceed to search for information through online platforms or applications, such as the above-mentioned WeChat.

In the future, a double-digit growth in visitors from China is expected. Today the Italian hospitality facilities must adapt to a market that is profoundly different from the Italian one.

To support this process, Neosperience has decided to develop the Neosperience Tourism Cloud, a platform for customizing and digitizing the tourist experience.

How does the Neosperience Tourism Cloud work?

It is divided in three distinct but complementary components. The first one, specific for customer acquisition, consists of a psychographics traits construction of the audience, through personal data recovery. The goal? To understand their deepest desires and suggest an ideal journey.

How are these data recovered?

Through the other two components: the NeosVoc platform (a tool for the Voice of Customer that uses intelligent, real-time questionnaires to manage, assist and advise tourists throughout their journey), and the Customer Data Platform Unbreakable Community, always enhanced by AI tools, to integrate all the data coming from different softwares and reconstruct the client's history, in order to predict his future behavior.

What does the tourist gain?

A unique and personalized experience designed on his needs and desires. Today, the customer needs to feel "central", and no longer just a guest, but a citizen of the world; from this point of view, it is important to offer real experiences.

And the tour operator?

Greater customer satisfaction automatically leads to better economic results. Online loyalty and word of mouth are the keys to succeed in the digital market. The possibility, thanks to digital tools, to reach market segments that are very distant both in terms of interest and geographic positioning should not be underestimated.

Neosperience for the Chinese market.

To meet the Chinese audience, we decided to welcome Value China in our family: an innovative startup and entrepreneurial reality, which has set itself the goal of facilitating the entry of Italian companies into the Chinese market and vice versa.

At the moment, the focus of its activities is on tourism. An example of what Value China can make with the right tools was the presentation, occurred during the 2nd edition of the International Congress for Cooperation between Chinese Local Governments and Italian Local Governments in the Chinese city of Chengdu, of a new mini-app that allows Chinese tourists in Italy to book and pay taxis via Alipay and WeChat Pay, thanks to the collaboration with the AppTaxy service.

The news was presented by Dr. Carlo Capria, President of the Council of Ministers - Department for the Promotion and Coordination of Economic Policy - and by Dr. Maria Moreni, President of the Italy China Link association.

Today, the growth of tourism in Italy passes through the digital and the Chinese market.

Neosperience has secured, through the Neosperience Tourism Cloud and Value China, a predominant role in the future of this field, to stimulate demand and services offer, beside products that are consistent with the latest technological innovations.

Photo by Amanda Dalbjörn on Unsplash

 

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AI and Photography; beauty lies in the programmers’ eyes

Can AI and Photography work together?

A few weeks ago, in our article “Music and Artificial Intelligence”, we talked about how technology is modifying the music industry.

We stressed the non-dangerousness of this phenomenon, provided that the application of Artificial Intelligence is carried out with responsibility of all the actors involved.

This speech can also be translated into the relationship between AI and Photography, with the required differences.

There are two cases, opposite in terms of aesthetic and ethical quality, to be taken as an example of the role played by technology in the photography field: the "Dreams of New York" project and the development, in the Machine Learning world, of the GANs technique.

The first one is an artistic project created by Tanner Woodbury and Nikolos Killian, two American designers. While wandering in the streets of New York at the slow pace of Google Street View, they noticed the beauty of some sights of the city.

And that’s why they decided to carry out a photographic project, taking up and turning those “amateur” shots into black and white. They made an exhibition, with an artbook that quickly went sold-out.

The technological tool suddenly became an involuntary art photographer. The role of the American copyright legislation was crucial for the success of the project because, if it is a machine that takes the picture, then the intellectual property belongs to everyone.

On the other hand, GANs’ case was a whole other story.

The acronym stands for Generative Adversarial Networks and indicates a Machine Learning technology invented only in 2014.

Its processes are very simple; there are two neural networks, a generative one and a discriminative opponent. The first one has the task to take data and modify them.

The latter analyzes the results produced by its twin to check if the are within the truthfulness parameters set by the programmer are respected. 

Let's take a practical example: GANs has to analyze a database of thousands of people's faces. The generative neural network has the task to create the image of a completely new face, while the opposing neural network has to find out whether the image created by its companion is real or not. Each image is a battle between the two networks; one wins and the other one loses. The system obviously learns from the outcome of the process.

After a few years of testing, today there are GANs that are able to "imagine" and create faces that are so credible as to be unrecognizable both to the opposing network and to the human eye.

As for Deep Fake, the risk is to see these tools falling into the wrong hands, and perhaps damaging the community by creating non-existent people. Moreover, Copyright allows everyone to use the images of the GANs for their own purposes, precisely because they are created by machines and Artificial Intelligence, not by people.

A more philosophical question persists.

Photography is the instrument, maybe the most centered, to tell the story of humanity and reality. If you use it to generate something that does not exist, then a contradiction is created.

Broadly speaking, it is the same critical issue that emerged with the spread of Photoshop, but made more acute by the central role of the machine in the falsification process.

In this case, as well as in similar situations, the problem is not due to technology, but to those who hide behind it. In fact, the GANs had originally been conceived by its creator, Ian Goodfellow, to make large amounts of data available to small researchers and specialized centers, to make AI training more sustainable.

For example, the GANs can create, using a limited database of images, new original elements with which artificial intelligence can be trained, eliminating the cost of retrieving photographs.

Ergo: a tool for the democratization of technology and creativity.

GANs was then used in an extremely creative way, conceptually overcoming its natural purpose. For example, in unique artistic projects such as the "artificial" design of a painting that was sold at an auction for 432 thousand euros.

At the same time, some artists such as the English Anna Ridler, have used GANs in their works and performances; to be mentioned, the short film Fall of the House of Usher, in which design becomes plastic art conceived and composed by the machine.

If we wanted to define the different uses of the GANs, we should distinguish between two intents: creative and "astute". The mentality and objectives of those behind the computer, rather than behind the camera, decide the truthfulness and the ethics of the results. Photography is a science, and today, in the era of numbers, it is more evident than ever.

What will be the future of the relationship between AI and Photography?

Nobody knows, but we are ready to find out.

Photo by Rayan Almuslem on Unsplash

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RealDreams: how Technology meets Art

villa reale di monza

An Idea about Technology and Art.

In September, we got back to our desks. The screensaver, usually showing beautiful landscapes, had become a sad memory of the Summer that was over. We got back to reality, but our eyes were still dreamy. 

With this spirit, in the middle of our tasks and deadlines, we came across the announcement of an ideas contest to revive the Villa Reale di Monza. Why not proofing the Neosperience technology’s intrinsic value to some of the most important institutional subjects, but above all, to ourselves? 

Therefore, we created a young and dynamic team with heterogeneous expertise, able to extract a rare gem from a turbulent creative storm.

During one of those fast meetings, we shaped a question, as simple as it is important: why would anyone visit the Villa if there is a public park where to go?

A Project.

Our answer to this question was a 360° project, able to redesign the map of interest of the Villa Reale, placing it at the center of an ambitious enhancement scenario: RealDreams, where history and innovation coexist in the Villa of tomorrow.

The application in Augmented Reality +Reale has been designed to allow an organic visit of every space of the complex, with a strong focus on personalized itineraries, based on the preferences and attitudes of the visitor.

The Gamification dynamics and the virtual Ciceroni were designed to better engage the visitor through customized quizzes and games based on the age and profile of the user. To be specific, we made a mashup of Reality Plus, Nudging Gamification, Skinnable App, and Unbreakable Community Solutions.

After this first step, everything fell into place, and new features became part of the organic plan of the project. 

For example, the idea of ​​creating the FAAR (Future Artist in Augmented Rooms), a permanent art exhibition that investigates the relationship between art and new technologies, to create an innovative cultural offer, useful to convince visitors to enter the Villa.

At the same time, every aspect of the proposal has been developed in line with the principles of economic sustainability and integration with the pre-existing socio-cultural fabric.

In fact, the core of the success of this idea was to transform the "Nanni Valentini" state art high school into a center of excellence for the application of new technologies to art and design.

Finally, we thought of two additional tools to engage the community: the creation of the Collaboratori Reali(CoRe) network, which will help the managers in the operational management of the Villa, and the establishment of the Amici Reale, who will financially support the complex in exchange for advantages and rewards, thus creating a virtuous circle.

Download the complete project!

RealDreams. How technology meets art.

Stefano Boeri, president of Triennale Milano, during the awards ceremony told the audience about how the Digital, with its innovative technologies, can add value not only to the world of architecture, but also, and above all, to arts and culture.

A further demonstration of the fact that Neosperience, besides being an innovative software vendor, is also the home of many creative minds, today more than ever essential to stand out in a world where data are fundamental, but they are not enough anymore.

RealDreams video on Vimeo. Enjoy it!

 

Neosperience Reality Plus - Realdreams

This is "Neosperience Reality Plus - Realdreams" by Neosperience on Vimeo, the home for high quality videos and the people who love them.

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What is Psychographics? An overview and the User Insight practical case

psychographicsWhat is Psychographics?

It is the study of the individual based on his interests, personality, and habits. It is the natural evolution of profiling through socio-demographic, geographical and behavioral data.

Psychographics is not a recent field of study: as a branch of psychology, it was developed and applied to marketing and traditional research (focus groups, market research, etc.).

However, it was through digital technology that it developed its full potential.

By analyzing user behaviors on social media, E-Commerces and any "virtual" environment, Psychographics is now able to profile users in a way that was unthinkable just a few years ago.

Its goal is to understand individual characteristics such as emotions, values​​, and attitudes, as well as a whole other set of psychological factors.

All these data provide precious insights about the motivations behind people's behavior, for example, why they buy a specific product, or support a certain cause, or vote for a particular political candidate.

We all heard about the sadly known Cambridge Analytica accident. The researchers and marketers involved were able to boost numerous political campaigns thanks to illegally retrieved psychographic data from people's social profiles.

The method they used was to divide the subjects into five macro-clusters, based on whether they showed presented or not one of the following psychological traits, namely:

  • Openness: this trait indicates how open-minded a person is. A person with a high level of openness is curious, creative and open to change;
  • Consciousness: a person who shows a high level of consciousness is responsible, sets long-term goals and does not act impulsively;
  • Extroversion: the subjects characterized by this trait love to have fun with people and live in social environments. They are also enthusiastic, but often let themselves be guided by others. They also love being in the center of attention;
  • Agreeableness: a person with high levels of agreeableness is usually friendly, kind and diplomatic. He also shows optimism and tend to trust the others;
  • Emotional stability (or its negative counterpart, Neuroticism): a person with a high level of emotional stability who tends to easily experience positive emotions;

This model, which you can find outlined below, is known as OCEAN (the first letters of the psychographic categories), or BigFive.

How does this model apply to marketing?

Through Psychographics, it is possible to understand the fundamental individual characteristics of your customers, in order to collect useful guidelines on how to communicate and create one-to-one messages. 

Let's make an example. A company that works in the energy market needs to communicate a promotional offer to its public, but first it decides to cluster it with the OCEAN psychographic model.

Practical examples of psychographic profiling.

If the customer shows a strong affinity to the Openness cluster, he will receive a graphically creative banner that offers the possibility to customize the energy contract according to his needs.

Elseways, if the customer belongs to the Extroversion cluster, he will be told that the offer has been appreciated by many people, giving him the possibility to receive a discount if the customer brings a friend.

If the person belongs to the cluster of Conscientiousness, they will be given the opportunity, directly on the banner, to deepen the offer and discover its long-term advantages.

The possible customizations are infinite; will be the psychography expert, in concert with the creative, to find the best practical solutions to cover most of the target audience with the correct message.

Given the power that this method makes available to companies, the market has been subject to strict regulations. What Cambridge Analytica did just a few years ago would be impossible to accomplish today. In recent years, alternative tools have been developed, fully compliant with GDPR, which allows companies to acquire the same type of information and to use them - this time - for the benefit of people.

This is why Neosperience has created User Insight

User Insight is a tool that uses the latest Artificial Intelligence, Machine Learning and Advanced Analytics technologies to allow companies to learn about the psychographic traits of customers, thanks to the analysis of their browsing behaviors.

In a market where the personalization of the offer has become the key of success of commercial proposals, understanding the needs and desires of each customer in full respect of its privacy becomes an essential factor.

The future belongs to those who will be able to use new technologies to constantly improve customer experience, progressively reducing the "gaps" between physical and digital worlds. At Neosperience, we believe that this can be possible, and we work to give substance to a technology that allows companies to be more and more empathic and closer to their customers.

Photo by Markus Spiske on Unsplash

 

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