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Neuro-diagnostic research: a perfect marriage

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Presentation by Madeleine Janssens (WHY5Research) and David Weinberger on how brain wave measurement of Evaluate can help make your communication and marketing more effective. It was given at the Rethink webinar on April 18th 2014.

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Neuro-diagnostic research: a perfect marriage

  1. 1. NEURO-DIAGNOSTIC RESEARCH DAVID  WEINBERGER Director WHY5Research  -­‐  USA THE PERFECT MARRIAGE BETWEEN BIOLOGY AND PSYCHOLOGY BY MADELEINE  JANSSENS Director WHY5Research
  2. 2. CONTENTS 1.  WHAT IS THIS ALL ABOUT? 2.  HOW DO WE DO IT? 3.  DELA CASE 4.  INTENSITY OF THE WAVES BENCHMARKS - TAILORED APPROACH 2
  3. 3. 01 WHAT IS THIS ALL ABOUT?
  4. 4. “Let biologists do their job and we, psychologists, will do ours. One day, we’ll meet each other along the way.” Sigmund Freud WHAT IS THIS ALL ABOUT?01 4
  5. 5. Relies  on  interpre;ng   consumer  feedback Measures  brain  waves  that   provide  a  high  level  of   precision  and  accuracy  and   that  go  beyond  consumer   feedback TRADITIONAL QUALITATIVE RESEARCH NEURO-DIAGNOSTIC RESEARCH WHAT IS THIS ALL ABOUT?01 5
  6. 6. NEURO DIAGNOSTICS BIOMETRIC EVIDENCE THROUGH NEUROSCIENCE + PSYCHOLOGICAL ANALYSIS THROUGH DIAGNOSTIC RESEARCH = Developed  in  collabora;on  with  a  radiologist   (Dr.  L.  Denis),  electrical  engineers  and   the  WHY5  team  of  consumer  psychologists BY 6
  7. 7. NEURO-DIAGNOSTICS IS THE MATCHMAKER BETWEEN TODAY BIOLOGY AND PSYCHOLOGY MEET PSYCHOLOGICAL INTERPRETATION OF THE STIMULUS HUMAN BRAIN ACTIVITIES AS RESPONSE TO A STIMULUS BENEFIT  &  ADDED  VALUE •  Gives  strong  objec;ve  founda;on  to  psychological,  diagnos;c  analysis •  Measures  the  brain  waves  that  are  the  result  of  autonomic  reac;ons   to  marke;ng  s;mulus,  and  not  controlled  by  individuals •  Is  thus  based  on  objec;ve  measurements  that  cannot  be  gamed 7
  8. 8. ADDED VALUE VS. CURRENT QUALITATIVE RESEARCH Conscious   Gives  meaning   Provides  reason   EmoDonal  behaviour   Assigns  values   InsDncDve  reacDon   Universal   MARKET RESEARCH TERRITORIES RATIONAL EMOTIONAL INSTINCTUAL Classical MR Diagnostic MR Neutro Diagnostic MR NEW  BRAIN   NEOCORTEX RATIONAL MIDDLE  BRAIN   LIMBIC EMOTIONAL OLD  BRAIN   REPTILLIAN INSTINCTUAL 8
  9. 9. ADDED VALUE VS. CURRENT QUALITATIVE RESEARCH Conscious   Gives  meaning   Provides  reason   EmoDonal  behaviour   Assigns  values   InsDncDve  reacDon   Universal   MARKET RESEARCH TERRITORIES RATIONAL EMOTIONAL INSTINCTUAL Classical MR Diagnostic MR Neutro Diagnostic MR NEW  BRAIN   NEOCORTEX RATIONAL MIDDLE  BRAIN   LIMBIC EMOTIONAL OLD  BRAIN   REPTILLIAN INSTINCTUAL •  THE LOCATION WHERE THE BRAIN WAVES ORIGINATE IS NOT WHAT IS IMPORTANT. •  WE FOCUS ON UNDERSTANDING THE TOTAL ACTIVITY THAT RESULTS WHEN THE DIFFERENT PARTS OF THE BRAIN ARE EXPOSED TO MARKETING STIMULI. •  ALL THE WAVES THAT ARE SENT BY THE NEURONS IN THE BRAIN ARE MEASURED TOGETHER, BUT CAN ALSO BE IDENTIFIED INDIVIDUALLY.
  10. 10. 02 HOW DO WE DO IT?
  11. 11. THE CHOICE BETWEEN fMRI AND EEG WAS A NO-BRAINER •  Very  uncomfortable     condi;on. •  Detect  &  measure  brain     ac;vity  via  blood  flow •  BUT  is  also  “slow  to  register    a  reacDon”:  fastest  reac;on    ;me  (and  measurement)     of  fMRI  is  5  sec   •  Detects  and  measures  brain   acDvity  via  electrical  impulses   from  the  brain •  Can  detect  changes  within   milliseconds PROBLEMATIC FROM SEVERAL POINTS OF VIEW 11
  12. 12. 12 4 FUNDAMENTAL BRAIN ACTIVITY WAVES Is  a  state  of  awareness  in  which   one  is  not  focused  on  specific   things  in  the  environment Logical,  concentrated  thinking,   mental  effort  and  assessment Provides  intuiDon  and empatheDc  involvement The  subconscious  mind,  IntuiDon,     GUT  feelings  and  ins;nctual  insight   •  Data  aggregated  into  4   fundamental  brain  acDvity  waves •  Detected  by  Hans  Berger  (German   Psychiatrist  and  Neuro-­‐scienDst) •  Re-­‐defined  for  marke;ng  by   WHY5Research  and  approved  by   Dr.  L.  Denis  a  renowned  Belgian   radiologist Approval  naming  waves  by  radiologist EMPATHIC OPENNESS WAVE MENTAL RECEPTIVITY WAVE ACTIVE PROCESSING WAVE SUBCONSCIOUS REACTIONS WAVE
  13. 13. AREAS OF APPLICATION •  Can  be  applied  both  in  the  context  of  development  as   well  as  for  finalized  s;muli •  Is  recommended  for  different  research  objecDves: •  CommunicaDon  pre-­‐tesDng: •  Commercials  (also  narra;ves)   •  Radio  spots •  Print  adver;sing •  TV  programs •  Digital  content •  CommunicaDon  post-­‐tesDng  of  TVC’s,  print   adverDsing,… •  New  packaging  and  label  designs •  Smell  and  taste  research  13
  14. 14. KEY BENEFITS: A MORE ACCURATE INSIGHT IN CONSUMER MOTIVATIONS AND MARKET DYNAMICS •  Embedding  diagnosDc  insights: •  Scien;fic  support  to  and  grounding  of  mo;va;ons   •  AcDonable  results •  EXAMPLE:  communicaDon  research •  Insight  in  how  the  product/brand  is  presented  in  this   communica;on:  overall  emoDonal  experience  and   raDonal  processing •  Clear  understanding  of  which  a^ributes  or  characterisDcs   are  seen  and  which  are  stressed  or  reinforced: •  Subconscious  reacDons,  peaks  of  a^enDon,  mental   alertness  or  empathic  openness   •  Analysis  of  how  the  Brand’s  Marke;ng  s;mulus  connects   to  consumer’s  deeper  moDvaDons  and  triggers  them •  How  symbols,  signals,  meanings,  …  succeed  in   connec;ng  with  the  fundamental  drives  of  the  target  14
  15. 15. 15 OUR APPROACH: BIOMETRIC EVIDENCE + PSYCHOLOGICAL ANALYSIS Insights  in  consumer  moDvaDons     and  market  dynamics EEG   (Electro-­‐ encephalo-­‐ graphy)   measurement   of  brain   reac;on  to   s;muli Real  ;me   iden;fica;on   of  key  events   in  the  brain   (peaks  of   ac;vity) Qualita;ve   Diagnos;c     of  Key  events Interpreta;on   and  analysis  of   integrated   brain  wave   results Integrated     with  the     diagnos;c     analysis I N D I V I D U A L L E V E L A G G R E G A T E D L E V E L 1 2 3 4 5
  16. 16. ANALYTICAL FRAMEWORK FOR ANALYZING THE NEUROSCIENCE AND DIAGNOSTIC RESULTS AERA  analyDcal  model   Ahen;on,  Emo;on,  Ra;onal  processing  and  Affec;ve  resonance •  EEG  results •  Key  analy;cal  dimensions:  AERA  model  –  Each  dimension  is  connected   to  a  combina;on  of  brain  waves When  does     the  sDmulus  get   respondents’   full   ATTENTION? What  kind  of   EMOTION     is  triggered? RATIONAL PROCESSING: does  the  sDmulus   acDvate  people  to   take  acDon   (consideraDon,   buying  intenDon,….) What  is     the  final AFFECTIVE RESONANCE? A E R A 16
  17. 17. 17 COMBINING EEG WITH DIAGNOSTIC INTERVIEWS
  18. 18. 0% 20% 40% 60% 80% 100% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 STEP 1: REAL TIME IDENTIFICATION OF KEY EVENTS ON THE INDIVIDUAL LEVEL IdenDficaDon  of  key  events:     the  moments  with  significant  peaks  in  brain  ac;vity Event  2 Event  1 Event  4 Event  3 Event  5 Rela;ve  power  of   brain  waves* Time  of  exposure  to  s;muli  (in  sec) *Is  calculated  individually  for  each  brain  wave  rela;ve  to  the   highest  value  reached  during  the  s;muli  exposure.  For  each   wave  the  value  of  100%  indicates  the  moment  when  the   highest  brain  power  is  achieved 18
  19. 19. 03 DELA CASE
  20. 20. BACKGROUND •  Pitch  for  new  campaign   for  DELA  between  2   adver;sing  agencies •  DELA  is  a  funeral   insurance  company     è  dealing  with  a  very   sensi;ve  subject DELA BACKGROUND & OBJECTIVES OBJECTIVES NEW CAMPAIGN HAD TO FULFILL •  It  should  be  in  line  with  the  essence  of   DELA’s  strategy  and  posi;oning •  It  should  raise  brand  fame •  It  should  make  speaking  of  death  /   funerals  part  of  the  public  sphere   •  Make  them  less  of  a  taboo  subject •  It  should  enable  the  receiver’s   iden;fica;on  with  the  message •  It  can  draw  unexpected  ahen;on  to  the   subject  by  daring  to  face  the  facts •  But  should  in  no  way  shock  or   offend   •  It  should  convey  care  and  should  show   emo;onal  involvement •  But  without  becoming  sen;mental •  It  should  s;mulate  thought  /  preferably   even  ac;on  (  to  inform  /  to  sign  in)  20
  21. 21. DELA - OBJECTIVE 21 OBJECTIVE •  Get  a  clear  insight  into  the  intrinsic  communicaDve  value  of •  The  alternaDve  execuDons  of  the  campaign •  The  overall  campaign TEST MATERIAL •  Narra;ves  DELA •  Stubborn  Donkey •  Grandma    Frying  Pan •  Supermarket •  Doing  the  dishes APPROACH   •  Brain  waves   measurement   •  Qualita;ve   Diagnos;c  Research   Agency One Agency Two 21
  22. 22. DELA – RESEARCH TOPICS •  General  percepDon  and  experience,  message  and  relevance   •  Detailed  analysis:  analysis  of  the  story-­‐line,  sepngs,   characters,  … •  Analysis  of  the  way  the  TV CAMPAIGN represents  the   desired  DELA  experience  (see  objec;ves) •  Analysis  of  the  way  in  which  campaign  proposi;ons  manage   to  connect  to  underlying  needs  of  the  target  group: •  To  what  extent  can  this  create  target’s  liking  of  the  brand   when  they  have  not  yet  signed  in  for  a  funeral  insurance •  To  what  extent  does  this  call  to  acDon     (to  inform  /  sign  in) •  RecommendaDons  with  respect  to  main     guidelines  for  further  development 22
  23. 23. DELA – RESEARCH NARRATIVES Stubborn   Donkey Super   market Grandma     Frying  Pan Doing  the   dishes 40% 45% 42% 40% 41% 39% 35% 31% 59% 41% 34% 28% 33% 27% 23% 22% AGGREGATED VALUES •  Stubborn  Donkey    scores  high  on  3  of  the  4  waves •  Stubborn  Donkey  is  a  balanced  and  warm  story  that  inspires  people   and  offers  trust  which  is  why  the  brand  is  in  the  considera;on  set •  Supermarket  is  a  surprising  story  in  a  rather  banal  and  familiar  context  but   is  not  really  able  to  anchor  the  message  to  the  fullest •  Grandma  Frying  Pan  is  a  rather  neutral  story •  Doing  the  dishes  scores  lowest  on  all  waves.  This  story  is  not  able  to   a^ract  a^enDon  or  bring  the  brand  into  the  consideraDon  set Blue  –  higher  than  average Red  –  lower  than  average GENERAL OUTCOME 23
  24. 24. DELA RESEARCH NARRATIVES - TEXT DOING THE DISHES A  couple  is  doing  the  dishes.  He  washes  plates,  she   dries   them.   They   are   talking   about   their   daughter   that  apparently  didn’t  have  a  good  report  card…  and   how   they   would   discipline   her.   When   he   passes   a   plate  to  her…  the  plate  hits  the  floor.  His  wife  is  no   longer  standing  next  to  him.   This  is  the  off  screen  narraIon:   “You   are   never   prepared   for   the   passing   away   of   someone  you  love.  That’s  why  DELA  makes  sure  that   relaIves  are  immediately  looked  aOer  and  guided.  All   pracIcal  maPers  and  the  funeral  are  fully  arranged.   So   if   you’re   no   longer   here   tomorrow,   your   family   won’t  be  leO  on  their  own.”   This  text  appears:   DELA’s  Funeral  Care  Plan. DELA,  take  care  of  each  other More  on  www.DELA.be STUBBORN DONKEY We   see   a   man   in   his   forIes   standing   behind   the   pulpit   at   the   front   of   the   church.   With   a   slightly   fragile  voice,  he  says: “Mom  deserves  a  statue  for  living  with  dad…  Such  a   stubborn   person.   I   had   my   first   skiing   trip   with   school.   It   was   years   later   when   I   learned   he   had   done  extra  shiOs  to  be  able  to  pay  for  it.  The  day  I   graduated,  he  came  to  my  dorm  with  a  small  car   “Here,  you  need  to  move  forward  in  life”,  he  said.   When  we  bought  our  house,  he  helped  us  out  with   the  painIng.  And  he  brought  his  own  paint!  On  his   birthday,  he  asked  for  garden  utensils…  So  he  could   come   help   out   his   grandchildren   with   their   yards.   The   last   Ime   we   went   for   dinner   together,   to   celebrate  his  birthday,  he  paid  the  bill  without  me   noIcing.  So  stubborn…  He  wouldn’t  even  let  us  pay   for  his  own  funeral.  Well  dad,  the  doctor  was  right.   You   should’ve   rested   more.   Now   you   have   to.   Thanks.  For  everything  . At  the  end  of  the  spot  this  message  appears:   “Let   good   memories   be   the   only   thing   you   leave   behind.  No  unforeseen  costs  or  pracIcal  maPers. With  DELA’s  Funeral  Care  Plan.  DELA.  Take  care  of   each  other.  More  on  www.DELA.be” 24
  25. 25. STUBBORN DONKEY We  see  a  man  in  his  forIes  standing  behind  the  pulpit  at  the  front  of  the  church.  With  a  slightly  fragile  voice,  he  says:“Mom  deserves  a   statue  for  living  with  dad…  Such  a  stubborn  person.  I  had  my  first  skiing  trip  with  school.  It  was  years  later  when  I  learned  he  had  done  extra   shiOs  to  be  able  to  pay  for  it.  The  day  I  graduated,  he  came  to  my  dorm  with  a  small  car  “Here,  you  need  to  move  forward  in  life”,  he  said.   When  we  bought  our  house,  he  helped  us  out  with  the  painIng.  And  he  brought  his  own  paint!  On  his  birthday,  he  asked  for  garden   utensils…  So  he  could  come  help  out  his  grandchildren  with  their  yards.  The  last  Ime  we  went  for  dinner  together,  to  celebrate  his  birthday,   he  paid  the  bill  without  me  noIcing.  So  stubborn…  He  wouldn’t  even  let  us  pay  for  his  own  funeral.  Well  dad,  the  doctor  was  right.  You   should’ve  rested  more.  Now  you  have  to.  Thanks.  For  everything.At  the  end  of  the  spot  this  message  appears:  “Let  good  memories     be  the  only  thing  you  leave  behind.  No  unforeseen  costs  or  pracIcal  maPers.     With  DELA’s  Funeral  Care  Plan.  DELA.  Take  care  of  each  other.     More  on  www.DELA.be” DELA RESEARCH – NARRATIVE STUBBORN DONKEY 25
  26. 26. DELA RESEARCH – NARRATIVE STUBBORN DONKEY: WAVEFLOW/HIGHLIGHTS OVERALL STRONG EMOTIONAL ENGAGEMENT FINAL MESSAGE IS WELL CAPTURED AND MAKES PEOPLE REFLECT ON IT STRONG ATTENTION AND ALERTNESS AS FROM 3” 27
  27. 27. 28 DELA RESEARCH – NARRATIVE STUBBORN DONKEY 3 ATTENTION EMOTION Strong  dominance  of  empathic  openness  wave  with  high  peaks: •  Sequence  11”  tot  33”  (“Mom  deserves  a  statue  for  living  with  dad”) •  Is  the  sequence  in  which  the  story  about  the  “steenezel”  is  told •  Evokes  deep  basic  emoDons  of  warmth  and  respect •  Strong  empathic  a^unement •  Sequence  36”-­‐  44”:  (“When  we  bought  our  house,  he  helped  us  out  with     the  pain;ng.  And  he  brought  his  own  paint!  “) •  Emo;onal  comprehension,  care  and  empathy  as  central  emo;ons •  Sequence  51”-­‐53”  (“he  paid  the  bill  without  me  no;cing.  So  stubborn…  ) •  Waves  show  idenDficaDon  but  also  a  feeling  of  posiDve  surprise •  Sequence  67”-­‐72”  (“a  voice  says:  only  leave  good  memories  behind…)” •  Indica;on  of  empathic  a^unement  with  strong  acDve  resonance   Strong  ahen;on  as  from  sec  3-­‐5: -­‐    “He  stands  on  the  podium    and  speaks...”  -­‐ Indica;on  of  strong  relaxed   alertness   High  subconscious   reac;ons  wave  shows  not   only  curiosity  but  also  the   fact  it  inspires  people  on  a   more  subconscious  level
  28. 28. 29 DELA RESEARCH – NARRATIVE STUBBORN DONKEY 3 RATIO AFFECTIVE IMPACT •  Sequence  (“no  extra  costs  with  DELA...  More  on   WWW….)”   •  Indicates  people’s  recepDveness  for  the   informaDon  next  to  the  fact  that  they  are     willing  to  think  about  it  or  reflect  on  it •  Dominance  of   empathic  openess   wave  ;ll  final  end   indicate  openess  and   recep;veness  for  the   final  message
  29. 29. DELA RESEARCH – NARRATIVE STUBBORN DOING THE DISHES DOING THE DISHES A  couple  is  doing  the  dishes.  He  washes  plates,  she  dries  them.  They  are  talking  about  their  daughter  that  apparently  didn’t  have  a  good   report  card…  and  how  they  would  discipline  her.  When  he  passes  a  plate  to  her…  the  plate  hits  the  floor.  His  wife  is  no  longer  standing  next   to  him.This  is  the  off  screen  narraIon:  “You  are  never  prepared  for  the  passing  away  of  someone  you  love.  That’s  why  DELA  makes  sure  that   relaIves  are  immediately  looked  aOer  and  guided.  All  pracIcal  maPers  and  the  funeral  are  fully  arranged.    So  if  you’re  no  longer  here   tomorrow,  your  family  won’t  be  leO  on  their  own.” This  text  appears:  DELA’s  Funeral  Care  Plan.   DELA,  take  care  of  each  other More  on  www.DELA.be 30
  30. 30. DELA RESEARCH – NARRATIVE DOING THE DISHES: WAVEFLOW/HIGHLIGHTS Very  low  level  of   empathic  engagement Weak  start  indica;ng  poor   ahen;on  and  openess  to  the  story 32
  31. 31. DELA RESEARCH – NARRATIVE DOING THE DISHES 3 ATTENTION EMOTION RATIO AFFECTIVE IMPACT Some  recogniDon  in  a   classic,    tradiDonal   context •  Twist  in  the   story  is  not   picked  up   (overall  same   wave  pa^ern) No  conscious   informaDon  uptake The  openness  for  the   brand  is  an  isolated   sequence,   disconnected  from  the   rest  of  the  story Poor  a^enDon  as  from  the   beginning Nothing  parDcular  that   a^racts  people: •  Shows  undirected   focus •  ExcepDon:  sequence   sec  50”-­‐51”  (“DELA   the  funeral  specialist   …)”:  indicaDng  some   alertness  or  interest   in  brand  name 33
  32. 32. DELA RESEARCH – FINAL COMMERCIAL THAT IS BROADCASTED
  33. 33. RESULTS •  Spot  has  a  strong  call  to  acDon •  Increased  the  number  of  incoming  calls  during  the  broadcasDng   period:  increase  of  47%  in  comparison  to  previous  communica;on   waves •  Call  center  needed  more  staff  during  the  commercial   broadcas;ng •  Target  clients  called   •  mainly  to  make  appointments •  secondarily  to  ask  for  a  brochure  or  with  quesDons   about  the  funeral  care  plan   •  Increased  the  number  of  visitors  to  the  website •  Increased  the  number  of  qualified  leads •  ResulDng  ulDmately  in  a  higher  overall  producDon Ä The  revised  spot  achieved  the  objec;ve  of    “S;mula;ng  thought  /   preferably  even  ac;on  (  to  inform  /to  sign)” COMMERCIAL SUCCEEDED IN REACHING THE OBJECTIVES 35
  34. 34. •  Hardly  any  complaints •  As  opposed  to  previous  campaigns •  Despite  of  the  fact  that  it  remains  a  very  emo;ve  subject   •  Reaching  the  objecDve  “It  should  draw  unexpected  a^enDon  to   the  subject  by  daring  to  face  the  facts,  but  can  in  no  way  shock     or  offend” •  Brings  speaking  of  death/funerals  to  the  public  sphere •  More  and  more  info  on  funeral  insurances  on  radio/TV/newspapers •  More  and  more  info  on  what  to  do  in  case  of  the  passing  of  a  loved   one  and  how  to  prepare  for  your  own  passing •  Reaching  the  objecDve  “It  should  make  speaking  of  death/   funerals  part  of  the  public  sphere  and  make  them  less  of  a   taboo  subject” •  PosiDve  effect  on  the  experience  of  DELA •  Results  of  brandtracker  are  posiDve RESULTS 36
  35. 35. 04 INTENSITY OF THE WAVES BENCHEMARKS - TAILORED APPROACH
  36. 36. ABOUT THE INTENSITY OF THE WAVES NEED TO BE INTERPRETED IN VIEW OF: •  The  objec;ve  of  the  s;mulus •  The  psychological  territory  it   is  intending  to  address Also  the  combina;on  “PLAYING TOGETHER” of  the  waves  counts E.g.  Overall  waves  will  be  lower  when  addressing  the   mo;va;onal  territory  of  “COMFORT US!” and  need   to  be  more  intense  when  addressing  the  mo;va;onal   territory  of  ”I AM!” E.g.  a  higher  blue  wave  can  be  posi;ve  news  –  if   supported  by  a  yellow  wave  and  a  red  wave  –  in  case  the   s;muli  is  intending  to  address  a  relaxing  mo;va;on   (COMFORT  US!)  but  it  is  bad  news  when  intending  to   address  an  energe;c  mo;va;on  (I  AM!) 38
  37. 37. BENCHMARKING RecommendaDon: •  Best  in  market  /  category  benchmark •  Benchmark  versus  previous  communica;on REMARK •  Benchmarking  versus  average  of  previously  tested     commercials  makes  no  sense ONE ALSO DOES NOT BENCHMARK THE PERFORMANCE OF THE NATIONAL FOOTBALL TEAM NEXT TO THE CYCLISTS AND THE RUNNERS 39
  38. 38. 40 TAILOR – MADE APPROACH MARKETING IS BRIDGING COMMUNICATION IS THE BRIDGE •  Research  is  conducted  on  the  brand’s  core   target  market  that  the  communicaDon  is   addressing  –  NOT  with  Mr.  Average •  Deeper  lying  mo;va;ons  (driving  force  behind   behavior)  can  only  by  researched  with  target   consumers  who  consume  and  /  or  use  the   category
  39. 39. FEEL FREE TO CONTACT US! WILLING TO BE INVITED AT THIS WEDDING? THANK YOU Madeleine.Janssens@WHY5Research.com David.Weinberger@WHY5Research.com 41
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