Welcome to the MRMW NA 2019 Conference Series. Recorded live in Cincinnati, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Gus Valen, CEO of Curator Video. Contact Gus Online: LinkedIn GValen@CuratorVideo.com Curator Video [00:00] Gus Valen, Curator Video, MRMW, on the floor: It was really neat getting to know them. I had not heard of that company before. Very interesting value prop. Their information is in the show notes. One of the things I wanted to highlight is how PII is playing a role in video. Gus has a really interesting point of view. And then in addition, we talk about “stated” versus “observed” behavior and how brands are leaning more and more on observed behaviors and incorporating that into self-reported diagnostic questions. Enjoy! [00:34] Happy Market Research live at MRMW. My guest today is Gus, CEO of Curator Video. [00:43] Hi. [00:44] How are you? [00:45] I’m doing great. [00:46] Good. What do you think about the show so far? [00:47] It’s a good show. So, I’m meeting lots of people and learning a lot. [00:51] Yeah, good. So, any highlights? [00:53] Well, I mean for me I think just really understand that research is now more of a continuous process than an event. I think is probably the big takeaway for me. [01:04] Yeah, that’s actually such an interesting point. I know you’re exhibiting. Have you been able to attend any of the sessions? [01:12] Yes, a few. [01:13] OK, cool. So, one of the themes I heard yesterday, Day 1, was this kind of movement away from linear consumer journey to a more abstract kind of touching the customer on wherever it is that they are on the continuum of driving really emotional connections to the brand as opposed to more of a strict funnel approach. At least, that’s how I was processing it. [01:42] Sure, interesting. [01:44] Yeah, yeah. To your point though, about it being a journey, the brands are kind of understanding that. [01:50] Right, right. [01:51] Then technology is interesting because it’s starting to map more of that journey. Did you see the FourSquare presentation? [01:59] Yes, I did, yeah. [02:00] What did you think about that? [02:01] Yeah, I think it’s amazing that... the way that they can even look at the floor you’re on by the barometric pressure. [laughter] It’s kind of crazy. [02:10] I know.
Welcome to the MRMW NA 2019 Conference Series. Recorded live in Cincinnati, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Gus Valen, CEO of Curator Video.
Contact Gus Online:
GValen@CuratorVideo.com
Curator Video
[00:00]
Gus Valen, Curator Video, MRMW, on the floor: It was really neat getting to know them. I had not heard of that company before. Very interesting value prop. Their information is in the show notes. One of the things I wanted to highlight is how PII is playing a role in video. Gus has a really interesting point of view. And then in addition, we talk about “stated” versus “observed” behavior and how brands are leaning more and more on observed behaviors and incorporating that into self-reported diagnostic questions. Enjoy!
[00:34]
Happy Market Research live at MRMW. My guest today is Gus, CEO of Curator Video.
[00:43]
Hi.
[00:44]
How are you?
[00:45]
I’m doing great.
[00:46]
Good. What do you think about the show so far?
[00:47]
It’s a good show. So, I’m meeting lots of people and learning a lot.
[00:51]
Yeah, good. So, any highlights?
[00:53]
Well, I mean for me I think just really understand that research is now more of a continuous process than an event. I think is probably the big takeaway for me.
[01:04]
Yeah, that’s actually such an interesting point. I know you’re exhibiting. Have you been able to attend any of the sessions?
[01:12]
Yes, a few.
[01:13]
OK, cool. So, one of the themes I heard yesterday, Day 1, was this kind of movement away from linear consumer journey to a more abstract kind of touching the customer on wherever it is that they are on the continuum of driving really emotional connections to the brand as opposed to more of a strict funnel approach. At least, that’s how I was processing it.
[01:42]
Sure, interesting.
[01:44]
Yeah, yeah. To your point though, about it being a journey, the brands are kind of understanding that.
[01:50]
Right, right.
[01:51]
Then technology is interesting because it’s starting to map more of that journey. Did you see the FourSquare presentation?
[01:59]
Yes, I did, yeah.
[02:00]
What did you think about that?
[02:01]
Yeah, I think it’s amazing that... the way that they can even look at the floor you’re on by the barometric pressure. [laughter] It’s kind of crazy.
[02:10]
I know.
[02:10]
Think about what like what actually we can learn about people.
[02:15]
It’s amazing. Yeah, absolutely amazing that...anyway. That was... But then also literally like mapping. This is what I think is so interesting, and I can’t wait to dive into Curator Video, is that companies have operated... It used to be the case that brands would say... were defined by who they said they were. And now, through social media and the internet, it’s become brands are who the customer says they are. They’ve changed their narrative to be more like segmentation-specific. So, in other words, you know... You know I’m 48 years old; so, I’m in some like segmentation analysis for every brand, right? And they have like some blanketed way of approaching me, but now what’s happening is they’re saying, “No, that’s still not good enough. We need to target Jamin as a specific human being.” So, it’s like getting more and more niche even down to the individual.
[03:17]
I think even the screening is amazing because before we’d say, “Do you like music?” “Do you like sports?” whatever it is that we’re going after and we’d say, “Yes” or No,” right? And then we’d take that as a fact. And now we’re not asking; we’re actually watching your behavior; we’re watching what you write and actually knowing what you do. So,