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Transcript: Digital Production Buzz – August 6, 2015

Larry Jordan: Hi. I’ve got a ton of brand new training videos showcasing all the new features in Final Cut Pro 10.2, and it’s available today. In fact, we’ve updated our entire Final Cut training just for this release. We added more than 70 new movies covering every major new feature in the software.

Larry Jordan: Then I added new techniques and new ways of working that I’ve discovered and written about in my newsletter over the years. I updated our workflow and editing training with 31 new movies and effects with 41 new movies. This makes our Final Cut Pro training the most comprehensive, most up to date and most affordable way to learn everything about this amazing software. It’s quick, it’s easy and it’s complete.

Larry Jordan: I’m proud of all of my training and especially this one. Get your copy today in our store at larryjordan.com or, even better, become a member of our video training library and get access to all our training for one low monthly price. Both are incredible value. Thanks.

Larry Jordan: This is Tech Talk from The Digital Production Buzz.

Larry Jordan: Probably the biggest new feature inside Media Encoder is Time Tuner, that tuner not turner, you Potter fans. It’s Time Tuner, which allows us to tune the duration of a clip. Here’s how it works.

Larry Jordan: I have a file called Interplanetary Internet. If I double click it, notice that it runs 55 seconds, so I’m going to grab this clip, drag it over here into the queue and I’m going to apply a QuickTime 720p setting for ProRes, because ProRes goes really, really fast and you and I don’t want to waste any time watching video compress.

Larry Jordan: Double click the setting to open it up. This allows us to change settings, which is very similar to what we’ve seen in prior versions of Media Encoder. We go to the effects section and go all the way down. Down, down, down past Timecode and there is Time Tuner.

Larry Jordan: When we select Time Tuner – let’s just make this a little bit bigger here – I’m going to turn it on, which says my current duration’s 55 seconds and two frames. I want to make the duration 59.15. I want it to be, say, a one minute spot and for some reason I was a little short. So now I say I want it to run almost 60 seconds, 59½.

Larry Jordan: It says ‘Do you want to target the percentage change, 8.05%, or the specific duration?’ I want to have it be the specific duration, and that’s it. I click ok, I click the green compress button and faster than a speeding bullet not only is it compressing the file, transcoding it into ProRes, but it has also lengthened it by 8.02%, so when I go to the compressed files and open up Interplanetary Internet, look at that, it runs exactly a minute.

Larry Jordan: It hasn’t sped it up, it hasn’t slowed it down, my audio sounds exactly the same. What it’s doing is it’s adding a frame or two at an edit point or stretching a still frame or lifting frames out at the edit point or contracting a still frame. It’s doing what’s called micro editing, making itty bitty little changes to the file but not changing the speed, the speed remains the same, so your audio is totally exactly the way you created it. We’re just adding a little bit of stuff here and there.

Larry Jordan: This is a really useful feature when you need to create, say, 15 versions of the same thing and one needs to be 59 29 frames, one needs to be 59 20 frames, one needs to be 59 15, one needs to be 59 18. There are different specs because of the way that mechanical playoff servers switch. They need to have a certain amount of time between commercials. You can now create it once and have Time Tuner tweak to be exactly what you want.

Larry Jordan: This is really, really neat and it’s not speeding stuff up or slowing stuff down. It’s doing micro editing.

Voiceover: This Tech Talk was shared from Larry Jordon’s website at larryjordan.com.

Larry Jordan: John Feland is the award winning founder and CEO of Argus Insights, a new type of market intelligence company seeking to connect the dots between technology innovation and consumer adoption. John holds a PhD in mechanical engineering from Stamford University and is an expert in consumer response to technology. Hello, John, welcome.

John Feland: Hello Larry, thank you so much.

Larry Jordan: Let’s start at the beginning. What is Argus Insights?

John Feland: Argus Insights is a company that takes data from consumers’ breadcrumbs from around the world and uses that to figure out who’s winning the hearts and minds, who’s losing and why. We gather data from social media, from consumer use in multiple languages in multiple markets to understand what’s driving… and what’s driving disappointment.

Larry Jordan: Your background’s mechanical engineering. Why did you decide to start the company?

John Feland: It’s always good experience to need before you create a solution and in my past experience, I’d been working on the design of products that people use every day, on everything from laptops to Smartphones to… devices to… satellites and I was in a unique position in 2007/2008 where I was at… a company that makes touch screens and a small device had come out from Apple called the iPhone and the only place you could buy the computer technology to the iPhone was through… and so my job from a technical marketing point of view was to help customers understand how to integrate multitouch technology into their Smartphones and use that… Apple.

John Feland: You would think, after the iPhone’s launch, that would be the easiest job on the planet. It wasn’t. I had no… on more than one occasion say, “Actually, we don’t need you. The iPhone’s not a threat.” Well, how are you measuring that? “Well, we have… research that says it’s not smart enough to be called a Smartphone and… says it won’t have any impact in the marketplace and our own customers love our products and look at the technology, it’s just a 2G radio, it takes really bad pictures. We are not worried about Apple at all,” and what I realized at the time was that Nokia was measuring the wrong market signal.

John Feland: They were measuring all the traditional market indicators and they didn’t understand what Apple had done to generate smiles from a pile of what people perceived to be inferior technology. There had to be a better way to do that market research and so the research I did in my PhD at Stamford and… made sure the math was working, started the company around that, trying to help companies leverage the data they already had, that people were already using, to drive better insights, to drive better actions, to kind of keep things like what happened to Nokia, a complete failure of the marketplace, from happening to other companies.

Larry Jordan: But there are lots of companies that seek to analyze consumer behavior. What is it that makes your approach unique?

John Feland: I spent the formative years of my career at the design from IDL in which a lot of what we learned was how to observe what people don’t answer when you ask them questions, or what they say to the questions that you don’t answer, because we found that surveys and focus groups are great for getting the answers you’re already looking for, but to understand the… or the opportunities for innovation were, you had to watch and listen.

John Feland: The technology… to listen to conversations at scale and what distinguishes us from other people who do social media analytics is that we’ve been able to time and time again tie our metrics to the outcomes. We’ve actually beaten Wall Street estimates of iPhone sales almost every quarter for the past four years, just by using the public data that we pulled into our… tools and technology.

Larry Jordan: Is your goal to track consumer behavior or to predict it?

John Feland: Both, because it turns out people’s use cases and their behaviors don’t change as fast as the products do and, as we see new capabilities come out or new use cases come out, we can see the consumers react to that. When Apple integrated Siri into the iPhone, even though you could buy Siri as an app before that, that integration changed people’s perceptions of voice activation technology and this whole personal assistant move that was coming through; and so we’re able to see the co-evolution of technology and consumer behavior at the same time and when most people are trying to figure out how to put more megapixels and gigahertz into people’s hands, we’re able to understand what people are doing that and what’s actually the driving the scenario, what they’re falling short on.

John Feland: Is it because they want more bandwidth? Are those extra four megapixels really going to move the needle from a market share standpoint? So bridging that gap between the… technology challenge of ‘Four is better’ and ‘Well actually, I have enough’ and helping our clients figure out what about their customers is not being served today that creates opportunity to disrupt the competition, all by listening to what people are saying.

Larry Jordan: It’s interesting thinking about that, because one of the things that Apple has done over the last several years, especially since the release of the iPhone, is they’ve stopped marketing technology as technology. They’re not talking megapixels and they’re not talking gigahertz, they’re talking benefits that the end user gets as opposed to marketing the chips themselves. Sounds to me that that is talking directly to the consumer. Is that a true statement?

John Feland: That is true, though I’ll actually argue that part of the reason Apple has slowed down in past few years is they’ve kind of fallen off that wagon. Look at their past several keynote launches of new products – they show more technologies than they actually do use features and I say that by they show 3D exploded views of the camera lenses or they show you the millions of transistors on the A6 chip, showing what makes the technology… and the Silicon folks just drool with the number of… they have on that. It’s very different to what most consumers are used to seeing and so they’ve lost their way a little bit in the past couple of launches and I think that’s partly been what’s been their challenge and…

John Feland: Watching videos of people forging gold to make a watch is interesting to people who know and love manufacturing, but for people who are trying to spend money on a device that helps and adds… to their life, they don’t know why that manufacturing process impacts them because we didn’t get the punch line on that.

Larry Jordan: I had a tremendous amount of fun going over your website and your web address is on the screen during our conversation. I discovered a phrase that I tripped that I want to have you explain to me. Your website describes the company as a, quote, big data driven market coach. What does that mean in English?

John Feland: You caught me. We were playing with some positioning piece there. What we’ve been able to show is that we’re able to actually measure quite accurately the market that the companies have and then coach them to shift what they do and how they talk about what they do to fit more of what the market’s looking at, and we do that because we use big data as a way to do that. It’s less about a bunch of creatives sitting in a room with a whiteboard and thinking about, “Wouldn’t it be cool if…?”

John Feland: It’s more about, yes, we’ve just got through trawling through all the information from 200,000 Smartphone users and this is what they’re looking at, this is what’s exciting to them and this is what it means for you because this is where you are fitting what they need and this is where you’re disrupting what they need.

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