IIeX NA 2019 Conference Series – Rob Benson – Dwindle

Welcome to the 2019 IIEX North America Conference Series. Recorded live in Austin, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Rob Benson, co-founder of dwindle. Contact Rob Online: [email protected] dwindle [00:00] Rob Benson with Dwindle, dwindling it down as it were.  They are a new entrant into the market research space. Really cool in real time AV testing that is designed to work alongside designers.  Enjoy the episode. [00:17]   We are live today at IIeX, the Innovation Show for market research in the U.S.  I’ve got Rob with Dwindle. You have a co-founder. Is that correct? [00:30]   That’s right.  That’s Joe. [0:31] Joe’s standing over there, but because we only have two mikes, you’re going to go ahead and represent and represent well, I’m sure. [00:36] Sure. [00:36]    OK, good.  Tell me a little bit about Dwindle.  What do you guys do? [00:39] So, a little bit of background maybe:  We come from an internet marketing background, and it’s our first conference here, our first kind of dive into market research.  We’re still trying to learn the lingo and the vernacular, which is strange. But we’re getting there. So, we started... we’ve been doing internet marketing for 15 years or so, and we have plenty branding and logo projects, right?  We kind of developed this tool out of necessity because at one point presented, I remember we presented a really big, big branding project. It was a big deal. It didn’t go so well. And we learned things during the presentation that would have been great to know beforehand, right?  So we developed this quick-choice model, where we present two images to a person on an app on their smartphone. They start tapping, and each of those taps tells us something about their preferences: whether they like literal logos versus abstract, Sara versus Sans Sara font. So, going into a branding project, our design team now is armed with this information.  So, we’ve been using it internally with great success. (probably 40 or so projects to date) and kind of sampling it out to some other agencies. It’s going well. So we wanted to come here to try to learn where we might be able to fit a product like that. [02:05]   Got it.  Now, you’re connected with Patrick Comer, who we all know as the founder and CEO of Fulcrum, now rebranded Lucid.  How do you guys know each other? [02:16] So, Patrick married my aunt, who is a...        [02:20] That really is a family connection.           [02:23] Yeah, afraid so.  I’m understanding what a tight-knit family this whole industry is, right?  So just knowing one person in that industry has put us in touch with people like you, who are heavy hitters in this place, and it’s a...   [02:38] It makes me feel old that Patrick married your aunt.   [02:42] Well, now, she’s only four years my senior.  She’s more like a big sister. Yeah,