According to a research conducted at Carnegie Mellon University, everyday, there are hundreds of million of photos uploaded on social media sites. The research suggests these can be powerful tool for marketers to gain insight into the minds of consumers.
Another research conducted by Eric xing and Gunhee Kim found that by analyzing the images people share online, marketers can get a better sense of customers’ “top-of-mind” attitude, or what a product makes a customer think and feel.
Analyzing five million photos obtained through sites like Flickr and Pininterest, the researchers looked at images associated with 48 brands in four categories: sports, luxury, beer and fast food. They found that while there were obvious correlations around certain brainds – watch images with Rolex, tartan plaid with Burberry – it also provides the opportunity to show brands in the context in which they are used and experienced.
In essence, researchers stated that while the work represents just the first step toward mining marketing data from images, it suggests some new directions and additional applications for computer vision in electronic commerce.
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