312. Nick Childs. Get Emotional.
Nick Childs
April 25, 2024
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In today's discussion, we delve into the journey of Nick Childs, a former creative leader in the advertising industry, as he shares insights into his transition to purpose-driven entrepreneurship. After unexpectedly leaving advertising, Childs faced the challenge of reinventing his career, ultimately co-founding DIRT, an AI-powered content measurement engine. Through innovative biometric neuroscience methods, DIRT democratizes audience research, providing creators with valuable insights into audience engagement.
Topics Discussed Include:
Embracing Change & The Birth of a New Venture: Childs, recognizing the need for a shift in his career trajectory, away from traditional agency roles, and inspired by a visionary partner to embark on the journey of co-founding DIRT, an AI-powered content measurement engine. Together, they are aiming to revolutionize audience research by integrating biometric neuroscience to measure emotional engagement.
Understanding Emotional Analytics: DIRT utilizes biometric sensors to measure audience emotional responses in real-time, bypassing the limitations of traditional surveys and focus groups. By analyzing physiological reactions such as skin sweat, DIRT provides insights into audience attention and relevance, revolutionizing the way content creators understand their audiences.
Democratizing Audience Research: Traditional audience research methods were expensive and time-consuming, limiting access to large corporations. DIRT's innovative approach democratizes audience research, making it accessible to creators of all sizes. By leveraging AI and remote testing capabilities, DIRT empowers creators to optimize their content for maximum audience engagement.
The Future of Content Creation: DIRT's scalable platform aims to predict audience reactions and optimize content creation processes. By providing real-time feedback on various content formats, from films to social media posts, DIRT enables creators to make data-driven decisions. The goal is not to dictate creative choices but to empower creators with insights to enhance audience connection and engagement.
Nick Childs is a founder of DIRT, a revolutionary consumer intelligence company that works across gaming, marketing, social, digital and more. Before that, he was a creative leader at WPP, Omnicom, and IPG. Beyond the ad world, he is a director, writer, and producer of award-winning narrative, documentary, and ground-breaking AR & AI projects that have launched at Sundance, Tribeca, SXSW, and the New York Film Festival.
DIRT is a consumer intelligence company building an AI-powered predictive engine that enables users and models to recognize, evaluate, and generate content that commands attention and demands engagement. Their technology captures signals from the body and brain to identify critical elements and patterns within content that shape behavior and future decision-making.
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