#NEUROWEBATTENTION@KarstenLund Create Better Tests &
Hypotheses Using Applied Neuroscience

#NEUROWEBATTENTION@KarstenLund
2

#NEUROWEBATTENTION@KarstenLund
3
THE BRAIN

#NEUROWEBATTENTION@KarstenLund
100 BILLION NEURONS
4

#NEUROWEBATTENTION@KarstenLund MORE POSSIBLE CONNECTIONS THAN
THERE ARE ATOMS IN THE UNIVERSE 5

#NEUROWEBATTENTION@KarstenLund FROM EARLY INFANCY THE
BRAIN IS A BATTLEGROUND 6

#NEUROWEBATTENTION@KarstenLund THE TEENAGE BRAIN IS
VICTIM OF SHEAR MASS MURDER 7

#NEUROWEBATTENTION@KarstenLund WHAT YOU ARE “EXPERIENCING”
NOW IS UP TO 15 SECONDS AGO 8

#NEUROWEBATTENTION@KarstenLund BRAIN IS A CONSTANT
BATTLE OF DIFFERENT “IDEAS” 9

#NEUROWEBATTENTION@KarstenLund 10 ATTENTION: The act
or state of applying the mind to something

#NEUROWEBATTENTION@KarstenLund
11

#NEUROWEBATTENTION@KarstenLund
12

#NEUROWEBATTENTION@KarstenLund
13

#NEUROWEBATTENTION@KarstenLund The brain can instantly
recognize otherwise hidden patterns 14

#NEUROWEBATTENTION@KarstenLund … recognize faces that
are not there 15

#NEUROWEBATTENTION@KarstenLund
16
And yet… y

#NEUROWEBATTENTION@KarstenLund And yet… you most
likely missed the Giant Godzilla 17

#NEUROWEBATTENTION@KarstenLund 18 Analyze Attention using
Eyetracking

#NEUROWEBATTENTION@KarstenLund 19 19 “The Unexpected
Visitor”

#NEUROWEBATTENTION@KarstenLund 20 20 … examine
the painting freely

#NEUROWEBATTENTION@KarstenLund 21 21 … estimate
the material circumstances of the family

#NEUROWEBATTENTION@KarstenLund 22 22 … assess
the ages of the characters

#NEUROWEBATTENTION@KarstenLund 23 23 … determine
the activities of the family prior to the visitor’s arrival

#NEUROWEBATTENTION@KarstenLund 24 24 … surmise
how long the “unexpected visitor” had been away

#NEUROWEBATTENTION@KarstenLund 25 There is not
“one truth” to how your visitors are going to look

#NEUROWEBATTENTION@KarstenLund 26 It depends on
their internal narrative and internal goal setting

#NEUROWEBATTENTION@KarstenLund
27
What controls attention?

#NEUROWEBATTENTION@KarstenLund 28 28 There is
“bottom up”

#NEUROWEBATTENTION@KarstenLund 29 29 Bottom-up driven
attention refers to the quasi-automatic capture of spatial attention by physically conspicuous (salient) stimuli, such as moving stimuli, and stimuli of high local luminance contrast There is “bottom up”

#NEUROWEBATTENTION@KarstenLund 30 30 Or.. The
stuff we bump into There is “bottom up”

#NEUROWEBATTENTION@KarstenLund
31
31
Its effortless

#NEUROWEBATTENTION@KarstenLund
32
32
Its unconscious

#NEUROWEBATTENTION@KarstenLund 33 33 Its always
on…

#NEUROWEBATTENTION@KarstenLund 34 34 Top-down attention
mechanisms can further be broken down into ‘spatial attention’ and ‘feature-based attention’. The former describes the ability to voluntarily focus one’s attention on a particular region in space (even without moving one’s eyes towards that location), and the latter describes the ability to focus on particular visual features of the environment, for example on a particular color or shape There is “top down”

#NEUROWEBATTENTION@KarstenLund 35 35 Or.. The
stuff we look for There is “top down”

#NEUROWEBATTENTION@KarstenLund
36
36
Its effortfull

#NEUROWEBATTENTION@KarstenLund
37
37
Its conscious

#NEUROWEBATTENTION@KarstenLund 38 38 Its not
always on…

#NEUROWEBATTENTION@KarstenLund 39 39 80 20
Either / Or

#NEUROWEBATTENTION@KarstenLund To be fair… There
is also neither

#NEUROWEBATTENTION@KarstenLund Facial recognition, reading, symmetry
etc. considered as neither top down nor bottom up.

#NEUROWEBATTENTION@KarstenLund You need to know
what people are likely to pay attention to…

#NEUROWEBATTENTION@KarstenLund
NEUROVISION

#NEUROWEBATTENTION@KarstenLund
NEUROVISION
Bottom Up

#NEUROWEBATTENTION@KarstenLund
45

#NEUROWEBATTENTION@KarstenLund 46 Predicting how popular
a video will be (84%)

#NEUROWEBATTENTION@KarstenLund Example – Where is
waldo…

#NEUROWEBATTENTION@KarstenLund
48
48

#NEUROWEBATTENTION@KarstenLund
49
49

#NEUROWEBATTENTION@KarstenLund
50
50

#NEUROWEBATTENTION@KarstenLund
51
51

#NEUROWEBATTENTION@KarstenLund
”The Unexpected Visitor”

#NEUROWEBATTENTION@KarstenLund
53
53

#NEUROWEBATTENTION@KarstenLund
54
54

#NEUROWEBATTENTION@KarstenLund
55
55

#NEUROWEBATTENTION@KarstenLund
56
56

#NEUROWEBATTENTION@KarstenLund 57 Time to play
a bit with your mind

#NEUROWEBATTENTION@KarstenLund
58

#NEUROWEBATTENTION@KarstenLund
59

#NEUROWEBATTENTION@KarstenLund 60 Create better tests
& hypotheses

#NEUROWEBATTENTION@KarstenLund
61
Apple.com

#NEUROWEBATTENTION@KarstenLund
62
Apple.com

#NEUROWEBATTENTION@KarstenLund
63
Apple.com

#NEUROWEBATTENTION@KarstenLund
64
Apple.com

#NEUROWEBATTENTION@KarstenLund
65
Zalando.co.uk

#NEUROWEBATTENTION@KarstenLund
66
Zalando.co.uk

#NEUROWEBATTENTION@KarstenLund
67
Shop.sony.com

#NEUROWEBATTENTION@KarstenLund
68
Shop.sony.com

#NEUROWEBATTENTION@KarstenLund
69
Optimizely.com

#NEUROWEBATTENTION@KarstenLund
70
Optimizely.com

#NEUROWEBATTENTION@KarstenLund
71
Optimizely.com

#NEUROWEBATTENTION@KarstenLund 72 Create better tests
& hypotheses Knowing what implications a (change of) design has…

#NEUROWEBATTENTION@KarstenLund
73
Ganni.com

#NEUROWEBATTENTION@KarstenLund
74
Ganni.com

#NEUROWEBATTENTION@KarstenLund
75
Ganni.com

#NEUROWEBATTENTION@KarstenLund
76
Ganni.com

#NEUROWEBATTENTION@KarstenLund
77
Ganni.com

#NEUROWEBATTENTION@KarstenLund
78
Next webinar
Emotions

#NEUROWEBATTENTION@KarstenLund 79 79 Tobii Glasses
Mounting of EEG and eye tracking equipment Emotiv EPOC EEG No ad 15 seconds ad 30 seconds ad GROUP 1 GROUP 2 GROUP 3 In-Store Emotions & Attention test

#NEUROWEBATTENTION@KarstenLund 80 80 CONTROL GROUP!
TEST GROUP! Tobii Glasses Mounting of EEG and eye tracking equipment Emotiv EPOC EEG No ad 15 seconds ad 30 seconds ad GROUP 1 GROUP 2 GROUP 3 In-Store Emotions & Attention test

#NEUROWEBATTENTION@KarstenLund 81 81 PRODUCT FIXATION
MOTIVATION SCORE Tobii Glasses Mounting of EEG and eye tracking equipment Emotiv EPOC EEG No ad 15 seconds ad 30 seconds ad GROUP 1 GROUP 2 GROUP 3 In-Store Emotions & Attention test

#NEUROWEBATTENTION@KarstenLund 82 Brain response predict
purchase First second brain responses to products were highly predictive of actual purchase

#NEUROWEBATTENTION@KarstenLund 83 THANK YOU FOR
YOUR TIME! @karstenlund kl@atcore.dk