月度归档:2019年11月

Tried and Tested Ways to Entertain Yourself on a Plane – Overview

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游戏要怎么设计,电影要怎么剪辑:这两家公司把答案指向了你的脑波


采集脑波信息来进行游戏产品的用户调研,在EA和暴雪这样的游戏大厂其实早已有之,但这些国外大厂通常会做得更加偏向基础研究一些,前瞻性地为自家的产品研发提供来自“人”的数据。在中国,布雷恩英商务咨询这家第三方的公司则已经在为游戏行业的客户提供以用户脑波测试数据进行产品“问诊”的咨询服务。


沉浸感与心流体验:脑波测试的理论基础


虎嗅君近期采访了这家已经有五年历史的创业公司的创始人Roy(唐瑞鸿),这位颜值极高的神经学研究专家是英国约克大学认知神经学硕士,世界神经科学与商务协会(Neuromarketing Science and Business Association)中国区主席。


布雷恩英创办已有五年,第一年做研发,建立了自己的可以投入商用的研究模型,用以刻画情绪、记忆、注意力这些抽象的概念,随后将其应用于品牌的营销研究上,近两年开始广泛在游戏行业做产品的用户调研,并帮助游戏公司改进产品甚至是研发产品。


Roy已经对五十多个游戏产品做过用户调研,“我们会发现一款成功的游戏,必须要能够强烈地唤起情绪反应的能力。这种情绪反应能力不是越积极越好的,而是说它要产生一种情绪的波动。那么在人因研究里有两个跟情绪相关的,一个叫沉浸感,一个叫心流体验。”

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沉浸感,顾名思义即是指受试者的代入程度,一般而言剧情感较强的游戏带入程度较高,自然沉浸感就会反映明显——反映的是积极的情绪和消极的情绪。据Roy介绍,国内游戏由于剧情感较弱,因此沉浸感普遍依靠游戏的技巧性和策略性来提高沉浸感,简单说星际争霸、三国志这样的策略游戏就会令沉浸感有明显表现。


沉浸感较强,那么对用户来说就会有很强的参与感,从而忘记时间、“脱离”现实。

沉浸感心流体验.002.jpg

“心流体验是在积极心理学里面的一个理论,当我们遇到一个事情的难度非常高,但我水平不够的时候,那就会很焦虑,在工作中也这样,老板给你一个非常难的工作,你完成不了,你就会很焦虑,最后你就觉得我无法胜任,我辞职,在游戏里面跟流失是一样的。如果说我已经很厉害了,你还是给我一样的东西,那我会觉得很无聊,即使薪水再丰富,我也觉得这事特无聊,我就要走。”


如何“治病救人”?


那么,Roy她们是如何测度沉浸感和心流体验呢?


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Roy介绍,包括脑波测试的头套、眼动测试的眼镜、皮肤电测试的传感器在内的这一整套分采集设备价格约为140万。特别是上图所示的脑波测试的头套,传感点的数量与医用、科研级别的相当,因此在数据的准确性上要比之一些传感点较少的设备会更准确一些,能够采集到的脑波信息会更多,在对症下药方面自然有更多的依据可循,“疗效”当然也会因此更为精准。


游戏不同于电影、电视剧等娱乐项目,一款游戏产品的生命周期可以很长,因此厂商也愿意在投入重金研发巨制的同时,做上线前的测试以避免导入期遭遇撞墙,当然也愿意在产品进入生命周期的衰退期时找到病根,重新恢复生气。

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Roy分享了一款射击游戏的案例,该游戏的研发期近两年,应当说是花了相当的资金和智力的投入,但上线不久后就发现用户的在线时长与同类射击游戏《穿越火线》相比差了不少。厂商于是来问诊。Roy他们经过用户的测试发现,用户在投入该案例游戏时的心流体验在到某一阶段后就往下坠了,这就代表游戏变简单了——实际上正是因为它的爆头判定比《穿越火线》要简单,用户的爆头率非常高,比参照游戏高出1.5倍,当用户发现难度没有随着游戏进度而逐渐增强时,自然也就造成了用户的流失。


通过脑波测试找到线索进行推理,从而发现游戏本身设计上的“瑕疵”事实,对症下药——Roy介绍说,案例游戏的爆头设置的数值改小后,玩家的普遍反映是手感变好了。


此外在该款案例游戏里,还有一个问题是在特效设计上,一旦开启了恐怖模式后,起初是很刺激,从受试者的测试指标看,亢奋度超高,但持续的这种亢奋很快令用户承受不住了,Roy告诉虎嗅君,“一个人的紧张感是不可能超过2个小时的。”


“后来我们建议他重新做一个模式,做一个PVP加PVE的模式,就是说环境因素更多一些。他们做了一个PVP以后,在线时长一下子提升了一个小时,收入就翻了三倍,因为它的整体在线时长多了,玩家多了,这个体验就会很好。”


从游戏到影视:布雷恩英的新探险


因为设备造价高昂,因此布雷恩英的咨询服务收费也较高,Roy介绍,其曾多次婉拒一些小型游戏公司的服务请求,当然,她们也正在开发一套适用于这些未来客户的可视化数据平台,在基于布雷恩英已有的案例积累方面,提供一些可参照的数据服务来帮助小公司们“享受”已有的一些成果。


除了收费较高之外,过于昂贵的设备也限制了布雷恩英增加设备以提高测试效率,目前布雷恩英有两套包含脑波、眼动和皮肤电在内的采集设备,受试者依次完成同一项目的测试,可想而知要完成数十人的样本采集这个测试周期会较长,当然也会影响布雷恩英的接单数量。


由于与腾讯互娱的合作关系密切,且后者对布雷恩英的这套工具和方法也颇为认同,随着腾讯互娱逐渐展开影视方面的业务,布雷恩英正在着手做影视产品的用户调研准备,虎嗅君已经看到了一些他们内部的研究报告,以及采访当日也正有电视剧的用户测试正在进行。


与布雷恩英几乎同时,有另一家与之同龄的公司也已瞄准了以脑波等生理测试进行电影产品的用户调研,该公司是伟德福斯文化传播,该公司是电影行业内知名的用户调研机构,并一直致力于基于数据的用户观测以及由此进行精准的影视营销。


电影观众调研的新方法:多维度生理信号同步系统


17日,在上海电影节上,伟德福斯创始人郑珣正式发布了他们的全新电影调研体系,包括FilmBuzz(电影声呐系统)系统、多人观影情绪洞察系统和多维度生理信号同步系统。虎嗅君在此之前,于上个月在伟德福斯位于北京市朝阳区伟德福斯的办公室里采访了郑珣,并体验了这套全新调研系统其中的多维度生理信号同步系统。


一年半前,伟德福斯开始研发这套系统,并在去年受电影频道的“中国电影新力量”邀约,给当时即将于暑期档上映的《老男孩猛龙过江》做了一个片段测试,这算是伟德福斯这套系统的第一次亮相。“我们自己内侧了一年,现在差不多觉得稳定了,也觉得基本上对于电影行业可能会有一些较明确的一些指导意义,然后我们就觉得可以发布了。”从工具到方法郑珣都已准备就绪,于是选择了本届上海电影节正式发布。

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虎嗅君重点体验的是这套多维度生理信号同步系统内的脑波采集设备。郑珣选择采购的脑波信号采集设备与布雷恩英的头套在外观上有明显不同,“这个基本上算是一个实验室级别的脑电波仪,但是它已经比医疗级的要简单很多了。”医疗级别的头套(布雷恩英的那套设备)可以采集到更多的脑波信息,但在郑珣看来,“事实上我们没有必要获取百分之百的脑电波,而且没有必要到达医疗级的,(那种头套)有五十五个接触点,它每个点的脑电波都能单测。但是对于我们来讲,我们只要知道一个大体上、整体上的一个脑电波状态就可以了,我不需要知道那么具体。”


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专注度和放松度:两个亲测案例体验


布雷恩英根据收集到的脑波信息刻画的两个维度指标成为沉浸感和心流体验,而伟德福斯的集合采集到的脑波信息描绘的称为专注度脑波曲线和放松度脑波曲线——名称有不同,但基本上还是异曲同工的。“从电影角度来讲,我们提取两个比较重要的维度,一个是专注度,一个是放松度。专注度如果比较低的话,证明他在溜号。专注度比较高的话,证明他其实是比较感兴趣的。放松度,主要是测喜剧类型电影,或者爱情类型电影的时候会比较重要的一个数值,而这两个可以相互之间参照。”


虎嗅君亲身作为受试者,进行了两部预告片的脑波测试,如下为采集到的虎嗅君当时的脑波曲线:


√ 《招魂》为恐怖片

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√ 《捉妖记》为喜剧片

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图示为分析系统,受试者被采集到脑波曲线对应到时间线上与预告片的时间线一一对应,从而能够对每一秒甚至每一帧的画面进行专注度和放松度的比照,从而能够根据测试结果对预告片的剪辑提出修改意见。对于宣传物料的重视在电影片方早已是普遍共识,预告片作为最生动最富于表现力的一种物料也被片方格外重视,不惜重金制作并广泛投放,但过去缺少工具化的测度方法去指导预告片剪辑,更多还是依靠人的天才和经验。脑波测试给了一种量化的分析方法,在郑珣的前期调研里,很多片方对此还是颇为认同的。


而郑珣除了想以此指导营销之外,更想凭借这套工具去参与电影正片的试映调研,以此指导正片的剪辑,改变影片的命运。


正片试映:方法对了,但是真的能说服导演重新剪辑吗?


但试映的观影不同于预告片的观看,在真实的影院环境和真实的集体观影氛围里才能采集到更接近于真实的脑波信息。为此,郑珣专门装修了一个小型的标准影厅,约可以容纳三十人,每位受试者会同时同地观影,并穿戴脑波采集设备和皮肤电采集设备(30套),此外还会在影厅内布置摄像头以捕捉观众表情,辅助对受试者专注度和放送度的判断,并且通过场内的通讯设备将信息实时同步给计算机,并做记录。据郑珣说,这套装置的难点在于通讯设备,要同时保证30套设备的信息不丢包地准确传输给计算机,他们还是花了相当的功夫来找到解决方案的。

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因此,郑珣之所以没有选择布雷恩英的那套需要耗资百万的医疗级采集设备在很大程度上也是考虑到如上的测试环境所需。


郑珣告诉虎嗅君,剪辑师对这套方法的接受程度会更高些,“比如说他剪了两版,他总认为这版其实更好一点。但是去说服片方的时候其实挺困难的,所以他说那索性这样,咱们能不能找个客观的尺度来衡量一下。”这套方法就给了剪辑师一个有力的证据去证明他的判断,但对于真正掌握最终剪辑权的导演或制片人来说,并非有了事实依据就能说服的,“导演会是这个当中比较难说服的。”

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虽然不知道电影人们会对这套量化测度影片的工具欢迎还是拒绝,但作为一种营销工具,去观察用户、感知用户并将这些用户信息以可理解的方式向片方描绘产品的优劣利弊,算的上是电影营销方式的一种升级了。


有意思的是,布雷恩英和伟德福斯两家公司都已经为此准备了很久,并都在今年正式切入,也算得上是“英雄所见略同”吧,接下来就看传统电影人是否愿意接住这套科学方法了。


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“唱吧” 首次涉足硬件,很自然地做了一款麦克风


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麦克风及配套支架

唱吧麦克风外观整体比较小巧,主要配色是红黑,锌合金筒身,配上磨砂金属漆,用音频线连接至手机。在调研过蓝牙、WiFi 等无线解决方案后,从数据传输的带宽、延时等关键指标考量,团队还是决定使用有线传输方案。

在麦克风内部元件中,音头对收音效果的影响很大。根据唱吧硬件产品负责人叶志伟的介绍,一般来讲音头分为两种,动圈式和电容式,后者灵敏度会更高。现在市场上同类产品使用音头多为 6 mm 或者 9.7 mm,而唱吧使用了 16 mm 的镀金振膜,拾音面积大。外部则包裹了心型指向,能一定程度避免环境噪声的干扰,同时内部依靠技术实现了抗手机射频干扰。除此之外,麦克风还解决了安卓手机 K 歌无返听的问题,支持安卓和 iOS 双系统,售价为 199 元,预购价格 179。

支架的是与麦克风尺寸相配合的,外部有一个代表唱吧的“唱”字标识,售价 49 元。

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充电宝

唱吧充电宝外形是一个英国小卫兵的形象,配色与麦克风风格一致,卫兵的手臂上是指示充电状态的呼吸灯。卫兵的身体是用坚硬度较好的 PC 材料实现,头部覆盖了软性的磨砂 TPU 材质,手臂上则是光学 PC 材料,可以透过呼吸灯的光呈现充电指示效果。内置三星原装电芯和德州仪器的 TI 电源管理芯片,保证系统的稳定性,同时可以防止过度充、放电等。

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唱吧硬件的第一批商品今天中午上架,一共有 10000 台麦克风和 5000 台充电宝,截止到今天下午 15:25 分,麦克风已经卖出 4583 台,充电宝已经卖出 1354 台。除了这三款硬件产品,唱吧还计划围绕 K 歌推出一系列产品,大概在今年双十一前后,圣诞节前后推出。

原创文章,作者:糖醋

Things You Will in Contrast To About Tried and Tested Ways to Entertain Yourself on a Plane And Things You Will

However huge the air travel can be for your desired destination, many of us get irritated that may longer uninteresting flight. Attempting to keep little ones entertained about the airline is hard although planning to remain having a blast might be perhaps even much harder the moment there can be very limited activities even on a travel, especially when every you should do is definitely leave as well as explore. Could the as well nicely and even get made an effort plenty of methods of stay entertained using a airplane, and we all can be growing such upon you. Say goodbye to dreary flights, as well as hello there to help entertaining flights.

Mature food colouring books. Acceptable, it may good strange, however these are probably the tendency currently in addition to I enjoy it. You will get parent colouring http://www.yptos.com/2019/11/26/the-reason-why-performing-from-over-the-internet/ literature which have been highly delicate designs to colouring during; that is undoubtedly a fun way for you to think about you within the flight. Remain a bit of music regarding, purchase the food color pencils along with allow the central little one get wild. Deliver a new tablet. Your inflight cinema together with amusement most likely your cup a joe, but that’s okay. You should driving your device on this phone on hand specialists pre-download an individual’s favourite show or possibly TV series. I favor grabbing my own most desirable TV set, and you’ll ne 继续阅读Things You Will in Contrast To About Tried and Tested Ways to Entertain Yourself on a Plane And Things You Will

​谷歌下一个数据中心的选址为… 燃煤电厂


​谷歌正在美国再兴建一座数据中心,可是其选址并不如平常的,因为他们将以改建的方式,选址在阿拉巴马州的一所燃煤电厂。这所在 1952 年起投产,名为 Widows Creek 的工厂因为当地的对煤炭存量和管制的法规改变,而将会在 10 月关闭。但因为 ​谷歌认为其基础设施,如输电线路等都适合数据中心之用,所以选择改建此处。当然,​谷歌并不会以燃煤为中心的电力来源,而是跟当地部门引入可再生能源使用。改建旧建筑物为数据中心并不是​谷歌的首次,在芬兰已经试过把旧造纸厂成功改造。如此的方式除了能善用原本建筑物,还能保留当地风貌,一举多得啊!

[图片来源:Tennessee Valley Authority/Flickr]

 

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​谷歌下一个数据中心的选址为… 燃煤电厂

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PAST LOCAL: Survey suggests Canadian girls have significantly more friends online compared to real world

The world wide web is really a part that is big of Harrison’s life.

The 21-year-old from Halifax is a component of generation Z — a demographic that spent my youth utilizing media that are social and also to a level, it is changed just how she views the whole world.

“We’re spending more time online, we’re more linked to people online we do everyday,” she told Global News… it’s a part of our society, our culture, what.

Harrison’s experience is not unusual. generation Z expert Connor Blakley calls those created between 1997 and 2012 “technology natives.” (the commencement and end times are currently a subject of debate for professionals within the industry.)

“In contrast with millennials, we was raised with technology, whereas they expanded involved with it. They’d a ‘regular’ mobile phone, iPhone, iPad, laptop… but we now haven’t understood some sort of where we now haven’t had the oppertunity to FaceTime a pal, purchase a pizza and phone our mother at precisely the same time,” Blakley previously told worldwide Information.

But, young Canadian girls might be investing additional time online than formerly thought.

Scientists at Girl Guides of Canada recently surveyed 1,000 girls ages 10 to 18 from in the united states, and discovered most of them spend too much time on line. 继续阅读PAST LOCAL: Survey suggests Canadian girls have significantly more friends online compared to real world

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