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How to create better connections by understanding the brain
 

How to create better connections by understanding the brain

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Talk given by Dr Carl Marci, CEO and Founder of Innerscope, as well as a Harvard neuroscientist, about how to really understand brain science.

Talk given by Dr Carl Marci, CEO and Founder of Innerscope, as well as a Harvard neuroscientist, about how to really understand brain science.

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    How to create better connections by understanding the brain How to create better connections by understanding the brain Presentation Transcript

    • Carl D. Marci, M.D., CEO, Chief Research Officer, Innerscope ResearchClinical Assistant Professor of PsychiatryChair, Endowment for the Advancement of Psychotherapy
    • http://photo.net/photodb/photo?photo_id=1364952
    • C. Marci, M.D. © 2013Courtesy of the MIT Media Lab
    • C. Marci, M.D. © 2013SkinConductanceuS20222426283023:35 23:40 23:45 23:50 23:55 24:00 24:05TimeLarge StimulusLarge Amplitude ResponseIncreased Tonic LevelSmall Amplitude ResponseTonic LevelSmall Stimulus
    • C. Marci, M.D. © 2013HypothalamusPituitary GlandAmygdalaHippocampusThalamusMammillary BodiesFornixPath to PeripheralNervous System
    • C. Marci, M.D. © 2013Definition of laugh episode: “Any highly stereotypedutterance characterized by multiple forced, acousticallysymmetric, similar vowel-like notes separated by abreathy expiration in a decrescendo pattern.”R. Provine, 1993
    • C. Marci, M.D. © 2013020406080100College Students Psychotherapy59% 57%41% 43%PercentageSpeakerAudienceProvine, R. Laughter: A Scientific Investigation. c2000
    • C. Marci, M.D. © 2013020406080100Patients Therapists77%10%23%90%PercentageSpeakerAudienceMarci C.D., Moran E.K., Orr S.P. J. Nervous & Mental Diseases 2004
    • C. Marci, M.D. © 20130123Patient Therapist0.700.522.451.44MeanSCChange(uS)AloneBoth**Marci C.D., Moran E.K., Orr S.P. J. Nervous & Mental Diseases 2004 * p < 0.05
    • http://chicaneculture.com/2010/03/winding-road-4/Patient-Doctor Empathy© Innerscope Research, Inc. 2013EMPATHY
    • C. Marci, M.D. © 2013
    • ROC Moment Ratio: 0.2710152025303540TimeuS-1-0.8-0.6-0.4-0.200.20.40.60.811 11 21 31 41 51 61 71 81 91 101 111 121 131 141 151 161 171 181 191 201RCorrelation (sec)SC Concordance Score -1.31Sample Discordant Responses
    • C. Marci, M.D. © 2013
    • ROC Moment Ratio = 12.501020304050TimeuSSC Concordance Score 2.53-1-0.8-0.6-0.4-0.200.20.40.60.81191725334149576573818997105113121129137145153161169177185193201Correlation (sec)RSample Concordant Responses
    • R = 0.47, p = 0.03Physiologic Concordance vs. EmpathyConcordance Score1.0.8.6.4.20.0Empathy403020100C. Marci, M.D. © 2013Marci C.D. et al. J. Nervous & Mental Diseases 2007
    • C. Marci, M.D. © 2013
    • Wild et al. Neural Correlates of Empathy. Brain. 2003PAGAmygdalaCerebellumANS &CervicalMotorNeuronsSMAAcc/PFCThal/BGRASFacialAction
    • C. Marci, M.D. © 2013Brain ResponseImitation ObservationCarr et al. PNAS 2003
    • C. Marci, M.D. © 2013Singer et al. Science. 2004Self Other
    • C. Marci, M.D. © 2013Empathic Concern Empathy RatingsACC ACCInsula Insular = 0.62 r = 0.52r = 0.52 r = 0.72Singer et al. Science. 2004Singer et al. Science. 2004
    • http://chicaneculture.com/2010/03/winding-road-4/Engagement with Media© Innerscope Research, Inc. 2013EMOTION
    • Natural language definition:“Engagement is attention to something that emotionally impacts you.”Biological definition:C. Marci, M.D. © 2013
    • Greater immersion leads to enhanced activity in the emotion and empathy-generating centers of the brain.C. Marci, M.D. © 2013
    • Higher levels of flexibility in a platform allow a greater range of interactionswith and awareness of the outside world.C. Marci, M.D. © 2013
    • Limbic System/Mirror NeuronsRational/CognitiveIMMERSIVEFLEXIBLEC. Marci, M.D. © 2013
    • IMMERSIVEFLEXIBLELimbic System/Mirror NeuronsRational/CognitiveC. Marci, M.D. © 2013
    • Limbic System/Mirror NeuronsRational/CognitiveIMMERSIVEFLEXIBLEC. Marci, M.D. © 2013
    • http://www.collegeonline.com/uncategorized/facebook-hiding-tricks/http://yourcardiff.walesonline.co.uk/wp-content/uploads/2010/10/facebook-laptop.jpgC. Marci, M.D. © 2013
    • C. Marci, M.D. © 2013Digital Native?Millennials Gen X and Boomersor Digital Immigrant ?
    • C. Marci, M.D. © 2013• Heart Rate• Skin Conductance• Respiration• MotionBiometric Belt POV CameraRegularGlassesPOVMini-CamGlasses+
    • C. Marci, M.D. © 2013Attention EmotionTime
    • C. Marci, M.D. © 201349%32%51%68%Native ImmigrantsNon-Digital MediaDigital MediaPercentage of Time Spent with Media Throughout Non-Work HoursSource: Time Warner-Innerscope Research study presented at 2012 ARF Conference
    • C. Marci, M.D. © 20132717Natives ImmigrantsAverage Number of Media Platform Switches Per Non-Working HourSource: Time Warner-Innerscope Research study presented at 2012 ARF Conference35%
    • C. Marci, M.D. © 2013Wider spans in between switching fromsingle platform to multiplatformDigital Immigrant - Isaac Digital Native - NateShorter spans in between switching fromsingle platform to multiplatformSource: Time Warner-Innerscope Research study presented at 2012 ARF Conference
    • Emotional highEmotional lowSingle-Platform Multi-PlatformImmigrants -35%Natives -45%C. Marci, M.D. © 2013Source: Time Warner-Innerscope Research study presented at 2012 ARF Conference
    • 47%43%47%36% 34% 33%Easily bored Easily distracted Get nervous easily36% 34% 33%Easily bored Easily distracted Get nervous easilyNatives ImmigrantsC. Marci, M.D. © 2013Source: Time Warner-Innerscope Research study presented at 2012 ARF Conference
    • C. Marci, M.D. © 2013“Someday, someday – butcertainly not now – I’dlike to learn how to havea conversation.”A 16-year-old boy says…The Flight From Conversation By SHERRY TURKLE, April 21, 2012
    • Limbic System/Mirror NeuronsRational/CognitiveIMMERSIVEFLEXIBLEC. Marci, M.D. © 2013
    • C. Marci, M.D. © 2013• People spend lots of time with media• Natives spend more time with digital platforms• 65% take devices from room-to-room• Natives: Almost nothing deserves their full attention• 27 switches per hour! (fluid, non-conscious)• Easily bored, easily distracted, more nervous• Comfortable with non-linear• Emotional consequences• Natives use media to regulate mood• Shifting attention constrains emotional engagement• Highs are not as high, lows are not as low• BUT - when you capture the undivided attention of aNative there are big rewards
    • C. Marci, M.D. © 2013• Get to the point quicklyo Instant gratification, emotional intensity from the start• Make it really easy to consumeo Stories: snacking vs. three course mealso Multiple access points and multiple platforms, visual call-outs - allownon-linear participation• Put Emotion at the Center of Your Researcho Engage with relevant stories, relatable characters, integrated up-beatmusic, strong stories, surprising twists• Increased Engagement = More Emotionally Relevant Messages
    • Assignment:• Identify a specific business challenge or problem you deal within your current role that keeps you up at night. Specifically,think about the challenges you face on a daily basis with yourcreative development, media planning, productdevelopment/innovation process, sales and marketingstrategy, competitive advantage, or customer satisfaction.• Considering what you learned today about the brain andnonconscious emotions, how might you use emotion-basedinsight to think about your specific challenge or problemdifferently? Perhaps even solve for it?Process:– Break into small groups (5-10)– Each group member should share his/her particularchallenge with the group– Spend a few minutes brainstorming as a group about howeach member might use emotion-based insight to helpsolve their specific challenge– Designate a group leader to share 1-2 of the group’schallenges/solutions with the broader audience
    • http://www.flickr.com/photos/joiseyshowaa/3699199803/sizes/o/in/photostream/