Plasticity of the brain: things move around

1. A
recording
from
the
NewMR
Neuroscience,
Biometrics
and
MR
Event
–
April
15
2011
The
sponsor
of
the
Neuroscience,
Biometrics
and
MR
Event
is
Zinc
Research
For
more
informa;on
about
Zinc
Research
visit
www.zincresearch.com
For
more
informa;on
about
NewMR
events
visit
newmr.org
All
copyright
owned
by
The
Future
Place
and
the
presenters
of
the
material
‘Plas;city
of
the
brain:Things
move
around’
Andrew
Jeavons,
Exec
VP,
SurveyAnaly;cs
LLC
Andrew Jeavons, SurveyAnalytics LLC, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011

2. Andrew Jeavons, Survey Analytics, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011
Plas;city
of
the
brain:
Things
move
around.
Andrew Jeavons
Exec VP
SurveyAnalytics LLC
NewMR Conference on Neuroscience, Biometrics and
MR
April 2011

3. Andrew Jeavons, Survey Analytics, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011

4. Andrew Jeavons, Survey Analytics, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011

5. Andrew Jeavons, Survey Analytics, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011

6. Andrew Jeavons, Survey Analytics, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011
www.thebeau;fulbrain.com

7. Andrew Jeavons, Survey Analytics, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011
• Our image of the brain has changed over
time.
• As technology develops the type of
knowledge we have about the brain
changes.
• Technology utterly controls how we think
about the brain and its structures.
• This leads to some assumptions which are
not helpful.

8. Andrew Jeavons, Survey Analytics, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011
Renee
Descartes
1596-­‐1650
Pineal
Gland
seat
of
the
soul
and
where
thoughts
are
formed.
If
Descartes
was
alive
today
he
would
be
in
charge
of
the
CAT
scanner…..

9. Andrew Jeavons, Survey Analytics, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011

10. Andrew Jeavons, Survey Analytics, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011
Lindstrom
M,
“Buyology”,
Doubleday
New
York,
2008.

11. Andrew Jeavons, Survey Analytics, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011
fMRI
is
the
new
Phrenology
?
• Very expensive calipers..
• fMRI is calculation of noise ratios..
• Only construct is Oxygen use..
• Very simple minded view of the brain…

12. Andrew Jeavons, Survey Analytics, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011

13. Andrew Jeavons, Survey Analytics, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011
Beaumont
(2008)
points
out:
“Not
only
the
isotope
scans,
but
also
studies
of
sDmulaDon
of
the
exposed
cortex
at
surgery
have
raised
considerable
doubts
about
the
precise
localizaDon
of
language
funcDons”

14. Andrew Jeavons, Survey Analytics, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011
The
Curious
case
of
the
French
Civil
Servant.
• 44 year old man, mild left leg weakness
• Married 2 children
• Civil servant
• IQ low end of normal

15. Andrew Jeavons, Survey Analytics, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011
Feuillet,
L.,
Dufour,
H.
&
Pelle;er,
J.,
et
al.
“Brain
of
a
white
collar
worker”,
Lancet
370,
262,
2007

16. Andrew Jeavons, Survey Analytics, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011
• We have little idea of the variance of brain
architecture.
• Location of function is suspect:
– Plasticity
– Genetic Mutation
• As our tech gets better we see more and
more variation.
• Models used in neuromarketing have to be
functional systems not locational constructs

17. Andrew Jeavons, Survey Analytics, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011
EEG
measurements
have
some
of
the
issues
of
fMRI.
However
they
can
provide
a
wider
sample.
They
are
more
complex
–
more
sta;s;cs
needed,
less
easy
to
comprehend
Models
and
theories
have
to
put
an
emphasis
on
systems
and
link
those
to
EEG
data.
Loca;onal
hypotheses
are,
I
think,
meaningless.
Alexander
Luria
spoke
of
the
‘Conceptual
Nervous
System’.
This
has
to
be
the
aim
of
neuromarke;ng
–
elucida;ng
the
neural
systems
that
may
operate
in
consumer
behaviour
Reduc;onism
and
localiza;on
of
func;on
models
will
not
last.
Because
technology
advances….

18. Andrew Jeavons, Survey Analytics, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011
Thank
you
Andrew Jeavons
Survey Analytics

19. Andrew Jeavons, Survey Analytics, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011
Q
&
A
Ray
Poynter
The
Future
Place
Andrew
Jeavons
Survey
Analy;cs

20. Andrew Jeavons, Survey Analytics, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011
Survey
Analy;cs
Survey
Analy;cs
is
a
user-­‐friendly,
robust
and
affordable
online
survey
research
plahorm
that
enables
you
to
gather
real
customer
insight.
Facili;es
include
TURF
analysis,
dashboards,
QR
code
genera;on
and
many
others.
Clients
include
Microsoj,
USA
Government,
Careerbuilder,
Libery
Mutual
Insurance
and
many
more..
You
can
contact
Andrew
via:
andrew.jeavons@surveyanaly;cs.com

21. A
recording
from
the
NewMR
Neuroscience,
Biometrics
and
MR
Event
–
April
15
2011
The
sponsor
of
the
Neuroscience,
Biometrics
and
MR
Event
is
Zinc
Research
For
more
informa;on
about
Zinc
Research
visit
www.zincresearch.com
For
more
informa;on
about
NewMR
events
visit
newmr.org
All
copyright
owned
by
The
Future
Place
and
the
presenters
of
the
material
‘Plas;city
of
the
brain:Things
move
around’
Andrew
Jeavons,
Exec
VP,
SurveyAnaly;cs
LLC
Andrew Jeavons, SurveyAnalytics LLC, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011