Nick Childs, Filmmaker, and Co-Founder at DIRT

<p><span style="font-weight: 400;">Patricia O’Connell interviews Nick Childs about DIRT. They discuss what the company does, why it was started, how it relates to Nick’s earlier careers, and how biometric neuroscientific testing can help you connect deeply with your audience through content that reaches them emotionally.</span></p> <p> </p> <p><span style="font-weight: 400;">Listen in to learn more about DIRT and content improved by biometric science for your audience.</span><span style="font-weight: 400;"><br /> <br /></span></p> <h1><span style="font-size: 14pt;"><strong>Key Takeaways:</strong></span></h1> <p><span style="font-weight: 400;">[:25] Patricia O’Connell introduces Nick Childs, filmmaker, producer, director, and writer of film and digital experiences, as well as a Co-Founder of DIRT.</span></p> <p><span style="font-weight: 400;">[1:19] Nick and three co-founders started DIRT during the pandemic. They built a platform for neuroscientific research for consumer insights. DIRT stands for Discover and Illuminate Real Truth. They dig in the sandbox with their clients to build connecting content and experiences together through a better understanding of their audiences.</span></p> <p><span style="font-weight: 400;">[2:42] DIRT research tests the emotional responses of subjects to the things they are observing by measuring their galvanic skin responses. The responses show when people are paying more attention to what they see. DIRT creates a report for the client that helps them focus on what content had the most impact.</span></p> <p><span style="font-weight: 400;">[4:31] Why doesn’t DIRT use surveys or focus groups?</span></p> <p><span style="font-weight: 400;">[6:40] DIRT also uses eye-tracking with galvanic skin response. They measure attention and extrapolate emotional connections based on the content itself. A timeline of the responses with the content shows where the audience’s attention is spiking and where it is flagging. This is very valuable knowledge for content makers.</span></p> <p><span style=