How Bastian Bergmann’s Vision at Solsten is Shaping a More Human-Centric Tech Future

We had the opportunity of having conversation with Bastian Bergmann, Co-Founder and COO of Solsten, to delve into the world of audience intelligence and consumer behavior. Bastian's company is transforming how businesses engage with their customers by going beyond demographic and behavioral data to understand the psychological profiles of consumers. 

With over seven years in operation, Solsten has been pioneering an approach that helps brands not just target their audience but truly connect with them on a deeper level. In this interview, Bastian shares his journey from a strategy consultant at Boston Consulting Group to launching several startups, all with a focus on machine learning and personalization. 

We explore the complexities of integrating human psychology with data, the challenges of privacy in the digital age, and how Solsten is helping brands navigate these shifts. Join us as we unpack Bastian's insights on building better consumer experiences and the future of audience intelligence.

Shattering the Mold: How Bastian Bergmann’s Solsten Transcends Traditional Consumer Data with Deep Psychological Insights

Bastian Bergmann delved into the intricate world of consumer data, he emphasized the pitfalls of traditional demographic and behavioral models. With a chuckle, he noted, “We’re making a video game for 30 to 40-year-old women in the U.S.? That tells us nothing real about them!” This playful critique underscored a serious flaw in how businesses typically segment their markets. According to Bergmann, relying solely on surface-level data like age or location often misses the rich tapestry of individual human experience and preference.

Bergmann’s approach at Solsten is refreshingly different. By integrating psychological profiling into their analytics, his team seeks to uncover what really drives consumer behavior—beyond the obvious. “It’s not about where someone lives or what they appear to like,” Bastian explained. “It’s about understanding the unique psychological makeup that informs their decisions.” This method promises a much more tailored and effective marketing strategy, one that respects the complexity of individual consumers rather than reducing them to mere statistics.

One of Bastian’s most striking observations was how privacy changes in tech are making old data collection methods obsolete. “As privacy standards tighten, understanding the human behind the data is not just nice to have—it’s crucial,” he stated. This perspective is particularly relevant as companies like Apple and Google shift towards more stringent privacy policies, potentially upending traditional ad targeting. Bergmann’s insights suggest a pivotal shift in marketing: a move towards a more empathetic and scientifically grounded approach to consumer relations, offering a powerful blend of technology and human understanding.

Navigating the Waves of Change: Bastian Bergmann on Staying Ahead in a Privacy-Focused World

Bastian sheds light on the adaptive strategies that keep his company agile amidst the ever-shifting sands of global privacy regulations and technological advancements. As multinational enterprises grapple with diverse legal landscapes, Bastian emphasizes the importance of discerning signal from noise. "You have to pick your battles," he explains, illustrating how Solsten prioritizes changes that could significantly impact their operations. This approach not only keeps them compliant but also ensures they remain focused on what truly matters for their growth and innovation.

The company's dedication to staying current is bolstered by a robust network of legal and patent experts who help navigate the complexities of privacy laws and intellectual property. "We keep a very close eye on privacy regulations and the legality of data collection," Bastian states. This vigilance is crucial as they develop cutting-edge personalization technologies that intertwine psychology with consumer behavior to recommend content—a method so innovative that they hold patents in the space. It's this proactive stance that allows Solsten to not just react to changes but also to anticipate them, positioning themselves as leaders rather than followers in the tech industry.

Bastian also highlights the strategic use of scenario planning to forecast and mitigate risks or seize upcoming opportunities. "Don't operate with certainties, operate with probabilities," he advises, sharing that this mindset allows them to prepare for various futures, adapting strategies as scenarios evolve. This approach was pivotal when they developed 'Frequency', a tool designed to optimize ad relevance amidst tightening privacy restrictions. Although initially premature, the product has become increasingly relevant, proving Bastian's point that being ahead of the curve is preferable to playing catch-up. "We got the customer need and the market trend right," Bastian reflects, "we just missed the timing a bit." This candid insight into strategic planning underlines the importance of agility and foresight in today's fast-paced market.

Crafting the Core of Solsten: Bastian Bergmann on Building a Team That Embodies Innovation and Integrity

Bastian Bergmann passionately discusses the art and science behind assembling a team that not only drives innovation but also upholds the company's core values. "You have to pick your battles," he notes, stressing the importance of distinguishing between potential team members who can navigate the complexities of a growing business and those who might not fit the evolving culture. This keen focus on selecting the right talent has allowed Solsten to foster a work environment filled with proactive communicators and humble, intelligent individuals who prioritize the collective over personal achievement.

Underlying Solsten’s team-building strategy is a deep commitment to revisiting and refining the company’s foundational values, ensuring they remain relevant as the company scales. "What are our values as a company? What do we want this place to feel like?" Bastian reflects on the questions that guide their hiring process. This approach ensures that every new member aligns with the company’s ethos, contributing to a dynamic where growth and personal development are as paramount as professional achievements. It’s about creating a workplace that evolves with its people, adapting to new challenges and opportunities without losing sight of what made it successful in the first place.

Bastian’s philosophy extends beyond just skills and qualifications; it emphasizes a blend of humility, intelligence, and hard work. "The team is more important than the individual," he asserts, encapsulating the spirit that permeates Solsten’s culture. This mantra not only guides their internal interactions but also shapes how they tackle external challenges, ensuring that the company operates as a cohesive unit. It's not about individual egos but about how each member can contribute to the broader vision and goals of Solsten, making it a place where innovation thrives on the backbone of collective effort and shared values.

Bastian Bergmann: Charting the Future of Tech with a Human-Centric Approach

Bastian Bergmann reveals his visionary plans for integrating more human-centric technology in our daily lives. Reflecting on the dual-edged nature of modern tech advancements, Bastian highlights the unintended consequences that have accompanied the digital age—increased depression, anxiety, and device addiction among them. “Technology has to become a lot more human-centered,” he insists, suggesting that a shift towards technology that understands us as individuals without compromising our privacy could transform our relationship with digital devices, making interactions more meaningful and less intrusive.

Delving deeper into the future of artificial intelligence, Bastian discusses Solsten’s strategic focus on developing unique datasets that enhance algorithmic relevance and user experience. He imagines a world where technology serves highly personalized content not by tracking vast amounts of personal data, but by understanding the underlying psychological needs of individuals. “It’s about catering to a fundamental need you didn’t know you had,” Bastian explains, envisioning a future where a single, precisely targeted ad could replace the bombardment of irrelevant ones, thereby recalibrating our engagement with technology to be less overwhelming and more useful.

Bastian also emphasizes the importance of ethical data use and consumer empowerment in shaping future tech landscapes. He advocates for a model where consumers control their data, deciding who can access it and how it's used, thereby ensuring a balance between personalization and privacy. “Privacy is power,” he states, highlighting Solsten’s commitment to anonymity and data safety in their operations. This approach not only aims to enhance user trust but also ensures that advancements in AI and technology enrich rather than complicate our lives.

Andrew SheludenkovCEO at Temy

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