From the mediaX Conference "New Approaches to Audience Segmentation": Maurits Kaptein explores how different online persuasion strategies influence different people. Lou Aronson discusses his company's approach to segmentation based online conversations. Joris Janssen creates tools that provide digital health coaching.
After watching how traditional "stereotypes" were becoming increasingly inaccurate predictors of behavior and the rapid disruption in commerce caused by social and mobile innovation Lou saw the opportunity to build a company that uses "mindset modeling" across multiple channels to drive better activation and engagement.
Joris has a background in Human Computer Interaction, and is currently a Director of Product & Innovation at Sense Health, specializing in using unobtrusive sensing for coaching people. Janssen's main research interests revolve around machine learning, signal processing, behavior change, persuasive technology, social connectedness, affective computing, and context awareness.
Maurits explores the size and stability of heterogeneity in people's responses to influence strategies and possible applications of such heterogeneity. Currently Maurits is also a Co-founder and the Chief Scientist of PersuasionAPI. He received his MS in Economic Psychology from the University of Tilburg and completed the post-master User System Interaction program at the Technical University of Eindhoven.