Lightbulb.ai, a multimodal Emotion AI platform, in partnership with Harappa, a leading EdTech player in workplace skills and corporate learning, recently released their Independent Educational Content Insights study which highlighted the importance of using non-stated feedback via Emotion AI content testing to unearth content creation insights for better digital learning outcomes.
According to a press statement, the aim of the Emotion Ai Content Study was to identify the strong and weak areas of different types of educational content by exposing them to a test audience and assess their behavioural feedback captured using the computer-vision led Emotion AI services of the Lightbulb platform.
The format of the study was to test three separate educational creatives developed using different content formats and to understand if one creative resonates with the target audience more versus the others as well as to assess the high and low areas of engagement & emotion. The study was conducted in three rounds with a statistically significant sample of respondents belonging to the identified target segment for Harappa. Each set of respondents was administered a different study at a given point in time and the Creative-Tester combination was changed for subsequent rounds of testing, to ensure further randomization of the trial.
Commenting on the development, Founder & CEO of Harappa, Shreyasi Singh, said:
While more and more ed-tech players are providing students with online learning avenues, to be truly effective, it is critical for online learning businesses to build a strong content feedback loop by recognising emotion & engagement cues given by users, which are typically also given during face-to-face interactions. This helps content creators to consistently make iterative improvements to the content design principles to create truly effective educational content. We feel that harnessing the growing potential of Emotion AI is one way to monitor and enhance the learning process. At Harappa, we are cognizant of creating content that best suits the online medium and invest deeply in research and content creation to better learning outcomes and were happy to partner with Lightbulb.Ai for this initiative.
The Study was designed to capture both implicit (behavioral reactions to the creative using Computer Vision) and explicit (post content exposure survey questionnaire) feedback.
Post the Study, the results were analysed using a combination of implicit behavioral feedback as well the explicit stated responses from the respondents and it was found that the ‘Elevator Pitch’ creative ranked First while the ‘Drive Your Goals’ creative ranked a close second and the ‘Fundamentals of Communication’ creative ranked third. The creatives were ranked on the basis four parameters: Viewing Engagement, Likeability of Content, Understanding Concepts & Further Recommendation (to other users).
While the ‘Drive Your Goals’ creative witnessed the highest viewing engagement of 89%, the ‘Elevator Pitch’ creative had the maximum overall scores combined for viewing engagement, likeability, concept understanding and recommendation. Accordingly, a model template for content creation has arrived at the basis of the study which can henceforth be used by Harappa to ensure maximum engagement for the pre-recorded education content related to their online learners.
Co-founder & CEO of Lightbulb.ai, Ritu Srivastava, added:
Emotion AI technology harnesses the power of machine learning and Ai to seamlessly measure the attention spans and emotions of individuals during live or asynchronous interactions. And such real-time insights and analysis empowers brands and ed-tech platforms to optimize their content for maximum learning impact and outcomes. We were deeply enthused by Harappa’s progressive attitude and thought process and were delighted to partner with them for this study.
Lightbulb.ai, co-founded by a serial entrepreneur, Ritu Srivastava, Vishal Soni, Yogesh Sachdeva in 2020, is an engagement analytics platform that uses computer vision, speech transcription and audio analysis to generate real time emotion ai & engagement analytics for remote interactions. The platform is VC-tool agnostic and browser-based & operates both via an integration-based model with APIs & SDKs & a stand-alone web application.
With 4 patents in the pipeline and over 7.3 million faces scanned, Lightbulb’s face-detection, emotion-recognition & engagement mapping capabilities display high accuracy and compare favorably with industry giants. With a value-adding application layer for insights, the Mumbai-based startup provides real-time alerts & detailed emotion & engagement maps that take visual, audio & speech data into account for a holistic view of the user’s emotional state during a remote interaction.
Founded by Shreyasi Singh and Pramath Raj Sinha, Harappa Education offers self-paced courses to address the spiraling problem of poor employability, inadequate leadership, and an ill-equipped workforce. The New Delhi-based online learning institution has an active clientele of 100 mid and large-sized organisations.
In July 2022, Lightbulb.ai had raised in its pre-seed funding round of $1.5 million, with investors Chiratae Ventures and 9Unicorns leading the round.