Even 10 degrees of misalignment in camera-gaze angular offset significantly reduces Effectiveness for business-type teleconference calls, highlighting the importance of considering this parameter in videoconferencing equipment design.
Cita: Holub, J., Isabelle, S., Krylova, A., & Avetisyan, H. (2022). Subjective Influence of Camera-Gaze Angular Offset. IEEE Access, PP, 1-1.
The Subjective Influence of Camera-Gaze Angular Offset study provides key insights into the importance of eye contact during video conferencing. Here’s how this research can be leveraged to effectively market the iVi device to industries reliant on high-quality communication.
Key Insights from the Study
- Eye Contact is Crucial: The study reveals that a misalignment of just 10 degrees in the camera’s angle can significantly reduce the perceived effectiveness and engagement in virtual meetings, particularly for business communications.
- User Perception: Participants found it difficult to maintain eye contact with misaligned cameras, leading to discomfort and a decline in communication quality.
- Relevance to iVi’s Target Markets: The research is particularly relevant to industries such as law firms, consulting, and financial services, where clear and engaging communication is vital for success.
How to Use This in the Marketing Campaign
1. Position iVi as the Solution
Highlight that the iVi device solves the problem of camera-gaze misalignment, ensuring true eye-to-eye contact, which improves trust, communication quality, and engagement.
2. Target High-Stakes Communication
Use the study to focus on industries like law firms, consulting, and executive leadership, where maintaining eye contact during virtual meetings is critical to success.
3. Content Strategy
- White Papers/Blog Posts: Write content summarising the study findings, explaining how iVi addresses the problem of misaligned eye contact.
- Video Demonstrations: Create videos showcasing how iVi solves this issue compared to other devices, particularly in professional settings.
- Case Studies: Provide real-life examples where iVi improved communication for industries that heavily rely on video conferencing.
4. Data-Driven Marketing
Use statistics from the study to bolster your marketing materials, highlighting how camera misalignment can harm communication and how iVi is the solution.
5. Targeted Ads and Webinars
Promote iVi through ads and webinars on platforms like LinkedIn or The Wall Street Journal, where the importance of eye contact in virtual meetings is discussed, offering iVi as the solution for business leaders and executives.
Summary of the Marketing Approach
The findings from the Camera-Gaze Angular Offset study provide a strong foundation to position iVi as a must-have device for professionals who rely on video conferencing for high-stakes communication.
By integrating this research into the marketing strategy, iVi can be positioned as the ideal solution for improving virtual communication quality in key industries like law, consulting, and finance.
For more information, you can download the full paper here:
Subjective Influence of Camera-Gaze Angular Offset.