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Consumer Neurosciencefiction vs. factBrandNeuro@carolinewinnett#iiex
Our brains evolved for But today we use themforWhy do we need neuroscience?A significant portion of our decision making is...
$4.99 - $5.00is not the same as$5.01 - $5.02Loss aversion TemporaldiscountingVisual illusionsConceptual illusions
Tipping point• Global brand adoption• University training• Neuroscience practicesBreaking news from the ARF:Adding neurolo...
NeurosciencefMRIEEGBiometricsGSREye trackingFacial codingBehavioral economicsWhat are the methods?
Implicit Association Test1-2-3Facial codingGSREye trackingBody motionfMRIEEGNeuroscienceTest the braindirectlyBehavioral e...
It’s mind readingFICTIONNeuroscience can read yourmind and will replace allsurvey research.FACTNeuroscience is a method to...
It’s too complicated and expensiveFICTIONNeuroscience is too complexto assess for my researchneeds.FACTThere are common-se...
We’re not readyFICTIONI’m not ready for neuroscience.FACTThere is a provider and amethodology that can meetspecific resear...
The technologies are all hereFICTIONAll the technologies havecome to market.FACTThe industry is still young. Thefield of n...
Future developmentsKnowledge scalingMusicFull brain, wireless EEGfMRI temporal resolutionand cost efficienciesNeuropanelsR...
there are moreconnections inthe humanbrain thanthere are starsin the entireMilky Waygalaxy
carolinewinnett@yahoo.com@carolinewinnettBrandNeuro
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Neuro-Surgery: Dissecting Fact from Fiction by Caroline Winnett of NeuroFocus - Presented by Insight Innovation eXchange North America 2013

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Neuro-Surgery: Dissecting Fact from Fiction by Caroline Winnett of NeuroFocus - Presented by Insight Innovation eXchange North America 2013

  1. 1. Consumer Neurosciencefiction vs. factBrandNeuro@carolinewinnett#iiex
  2. 2. Our brains evolved for But today we use themforWhy do we need neuroscience?A significant portion of our decision making is non-conscious.Understanding these processes is critical for understandinghuman behavior.
  3. 3. $4.99 - $5.00is not the same as$5.01 - $5.02Loss aversion TemporaldiscountingVisual illusionsConceptual illusions
  4. 4. Tipping point• Global brand adoption• University training• Neuroscience practicesBreaking news from the ARF:Adding neurological measures to a“traditional” test of commercialcreative can improve the predictivepower of the test significantly.
  5. 5. NeurosciencefMRIEEGBiometricsGSREye trackingFacial codingBehavioral economicsWhat are the methods?
  6. 6. Implicit Association Test1-2-3Facial codingGSREye trackingBody motionfMRIEEGNeuroscienceTest the braindirectlyBehavioral economicsApply neuroscienceand psychology toconsumer researchBiometricsTest theperipheralnervous system
  7. 7. It’s mind readingFICTIONNeuroscience can read yourmind and will replace allsurvey research.FACTNeuroscience is a method tounderstand unconsciousdrivers and response. It is acritical component of marketresearch.
  8. 8. It’s too complicated and expensiveFICTIONNeuroscience is too complexto assess for my researchneeds.FACTThere are common-senseways to evaluate providers.There are research methodsto suit different budgets.
  9. 9. We’re not readyFICTIONI’m not ready for neuroscience.FACTThere is a provider and amethodology that can meetspecific research goals.
  10. 10. The technologies are all hereFICTIONAll the technologies havecome to market.FACTThe industry is still young. Thefield of neuroscience is itselfyoung, so expect a longdevelopment period, with afair degree of technologysettling in about five years.
  11. 11. Future developmentsKnowledge scalingMusicFull brain, wireless EEGfMRI temporal resolutionand cost efficienciesNeuropanelsReal-time environmentcontrol using neurologicalfeedback
  12. 12. there are moreconnections inthe humanbrain thanthere are starsin the entireMilky Waygalaxy
  13. 13. carolinewinnett@yahoo.com@carolinewinnettBrandNeuro

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