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Carl D. Marci, M.D., CEO, Chief Research Officer, Innerscope ResearchClinical Assistant Professor of PsychiatryChair, Endo...
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 Amplitu...
C. Marci, M.D. © 2013HypothalamusPituitary GlandAmygdalaHippocampusThalamusMammillary BodiesFornixPath to PeripheralNervou...
C. Marci, M.D. © 2013Definition of laugh episode: “Any highly stereotypedutterance characterized by multiple forced, acous...
C. Marci, M.D. © 2013020406080100College Students Psychotherapy59% 57%41% 43%PercentageSpeakerAudienceProvine, R. Laughter...
C. Marci, M.D. © 2013020406080100Patients Therapists77%10%23%90%PercentageSpeakerAudienceMarci C.D., Moran E.K., Orr S.P. ...
C. Marci, M.D. © 20130123Patient Therapist0.700.522.451.44MeanSCChange(uS)AloneBoth**Marci C.D., Moran E.K., Orr S.P. J. N...
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...
C. Marci, M.D. © 2013
ROC Moment Ratio = 12.501020304050TimeuSSC Concordance Score 2.53-1-0.8-0.6-0.4-0.200.20.40.60.811917253341495765738189971...
R = 0.47, p = 0.03Physiologic Concordance vs. EmpathyConcordance Score1.0.8.6.4.20.0Empathy403020100C. Marci, M.D. © 2013M...
C. Marci, M.D. © 2013
Wild et al. Neural Correlates of Empathy. Brain. 2003PAGAmygdalaCerebellumANS &CervicalMotorNeuronsSMAAcc/PFCThal/BGRASFac...
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. S...
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. M...
Greater immersion leads to enhanced activity in the emotion and empathy-generating centers of the brain.C. Marci, M.D. © 2...
Higher levels of flexibility in a platform allow a greater range of interactionswith and awareness of the outside world.C....
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/...
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-Cam...
C. Marci, M.D. © 2013Attention EmotionTime
C. Marci, M.D. © 201349%32%51%68%Native ImmigrantsNon-Digital MediaDigital MediaPercentage of Time Spent with Media Throug...
C. Marci, M.D. © 20132717Natives ImmigrantsAverage Number of Media Platform Switches Per Non-Working HourSource: Time Warn...
C. Marci, M.D. © 2013Wider spans in between switching fromsingle platform to multiplatformDigital Immigrant - Isaac Digita...
Emotional highEmotional lowSingle-Platform Multi-PlatformImmigrants -35%Natives -45%C. Marci, M.D. © 2013Source: Time Warn...
47%43%47%36% 34% 33%Easily bored Easily distracted Get nervous easily36% 34% 33%Easily bored Easily distracted Get nervous...
C. Marci, M.D. © 2013“Someday, someday – butcertainly not now – I’dlike to learn how to havea conversation.”A 16-year-old ...
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 devi...
C. Marci, M.D. © 2013• Get to the point quicklyo Instant gratification, emotional intensity from the start• Make it really...
Assignment:• Identify a specific business challenge or problem you deal within your current role that keeps you up at nigh...
http://www.flickr.com/photos/joiseyshowaa/3699199803/sizes/o/in/photostream/
How to create better connections by understanding the brain
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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.

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How to create better connections by understanding the brain

  1. 1. Carl D. Marci, M.D., CEO, Chief Research Officer, Innerscope ResearchClinical Assistant Professor of PsychiatryChair, Endowment for the Advancement of Psychotherapy
  2. 2. http://photo.net/photodb/photo?photo_id=1364952
  3. 3. C. Marci, M.D. © 2013Courtesy of the MIT Media Lab
  4. 4. 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
  5. 5. C. Marci, M.D. © 2013HypothalamusPituitary GlandAmygdalaHippocampusThalamusMammillary BodiesFornixPath to PeripheralNervous System
  6. 6. 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
  7. 7. C. Marci, M.D. © 2013020406080100College Students Psychotherapy59% 57%41% 43%PercentageSpeakerAudienceProvine, R. Laughter: A Scientific Investigation. c2000
  8. 8. C. Marci, M.D. © 2013020406080100Patients Therapists77%10%23%90%PercentageSpeakerAudienceMarci C.D., Moran E.K., Orr S.P. J. Nervous & Mental Diseases 2004
  9. 9. 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
  10. 10. http://chicaneculture.com/2010/03/winding-road-4/Patient-Doctor Empathy© Innerscope Research, Inc. 2013EMPATHY
  11. 11. C. Marci, M.D. © 2013
  12. 12. 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
  13. 13. C. Marci, M.D. © 2013
  14. 14. 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
  15. 15. 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
  16. 16. C. Marci, M.D. © 2013
  17. 17. Wild et al. Neural Correlates of Empathy. Brain. 2003PAGAmygdalaCerebellumANS &CervicalMotorNeuronsSMAAcc/PFCThal/BGRASFacialAction
  18. 18. C. Marci, M.D. © 2013Brain ResponseImitation ObservationCarr et al. PNAS 2003
  19. 19. C. Marci, M.D. © 2013Singer et al. Science. 2004Self Other
  20. 20. 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
  21. 21. http://chicaneculture.com/2010/03/winding-road-4/Engagement with Media© Innerscope Research, Inc. 2013EMOTION
  22. 22. Natural language definition:“Engagement is attention to something that emotionally impacts you.”Biological definition:C. Marci, M.D. © 2013
  23. 23. Greater immersion leads to enhanced activity in the emotion and empathy-generating centers of the brain.C. Marci, M.D. © 2013
  24. 24. Higher levels of flexibility in a platform allow a greater range of interactionswith and awareness of the outside world.C. Marci, M.D. © 2013
  25. 25. Limbic System/Mirror NeuronsRational/CognitiveIMMERSIVEFLEXIBLEC. Marci, M.D. © 2013
  26. 26. IMMERSIVEFLEXIBLELimbic System/Mirror NeuronsRational/CognitiveC. Marci, M.D. © 2013
  27. 27. Limbic System/Mirror NeuronsRational/CognitiveIMMERSIVEFLEXIBLEC. Marci, M.D. © 2013
  28. 28. 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
  29. 29. C. Marci, M.D. © 2013Digital Native?Millennials Gen X and Boomersor Digital Immigrant ?
  30. 30. C. Marci, M.D. © 2013• Heart Rate• Skin Conductance• Respiration• MotionBiometric Belt POV CameraRegularGlassesPOVMini-CamGlasses+
  31. 31. C. Marci, M.D. © 2013Attention EmotionTime
  32. 32. 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
  33. 33. 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%
  34. 34. 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
  35. 35. Emotional highEmotional lowSingle-Platform Multi-PlatformImmigrants -35%Natives -45%C. Marci, M.D. © 2013Source: Time Warner-Innerscope Research study presented at 2012 ARF Conference
  36. 36. 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
  37. 37. 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
  38. 38. Limbic System/Mirror NeuronsRational/CognitiveIMMERSIVEFLEXIBLEC. Marci, M.D. © 2013
  39. 39. 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
  40. 40. 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
  41. 41. 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
  42. 42. http://www.flickr.com/photos/joiseyshowaa/3699199803/sizes/o/in/photostream/

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