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Synthetic respondents

NMO Crossmedia Dataset | ISBA multiplexing method

The synthesis of respondents opens up new possibilities for developing studies in a flexible and scalable manner. It lays the foundation for linking existing studies with measurement values or mass data in a way that enables joint analysis on a single-source basis. This requires large samples.

A practical example is the NMO Crossmedia Dataset, in which multiple genre studies are combined into a consistent overall study. To accurately represent overlaps between genres, the random sample size is specifically expanded.

The ISBA multiplexing method combines the multiplication of subjects with the mixing of feature vectors. This results in a dataset that not only preserves the distributions of the features but also respects their interrelationships while simultaneously generating a significantly higher density of data points in the feature space. The result is a robust foundation for sophisticated analyses, reliable modeling, and the next step in the development of data-driven projects.

The traffic light model

Determining the dwell time

A lot has changed in the world of out-of-home advertising: digital screens suddenly began appearing on the streets. And with them came the question of how many passersby can actually see a spot on these screens. To calculate this, there is the so-called “spot formula,” which uses the length of time spent within the spots field of view as its most important parameter. We wanted to calculate this not only for standard street sections (which is easy) but also for screens at intersections, where there are many situations where people are waiting.

The ISBA traffic light model determines the length of time vehicles spend within the screen’s field of view based on the road network, the positions and cycle times of the traffic lights, and vehicle movements around a screen location. The trajectory of each vehicle at the intersection is derived as the solution to a differential equation that translates changes in distance from the vehicle ahead into acceleration or braking. A central concept here is the “comfortable following distance”: Sometimes traffic flows smoothly because the distance to the vehicle ahead remains comfortably large; at other times, drivers inevitably become more cautious when this distance shrinks and they must adjust their speed. By analyzing the resulting overall system, the desired dwell time can ultimately be determined.

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