Andrew jeavons neuroscience - 2011

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The document summarizes a presentation given by Andrew Jeavons of SurveyAnalytics LLC at the NewMR Neuroscience, Biometrics and MR Event on April 15, 2011. The presentation was titled "Plasticity of the brain: Things move around" and discussed how imaging technology has changed views of the brain over time, challenging assumptions about localized brain functions. Jeavons argued that neuromarketing models need to focus on functional neural systems rather than locations due to variability in brain structure.

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

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

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

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

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.

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…..

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

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…

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”

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

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

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

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….

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

Andrew Jeavons
Survey Analytics

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

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

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The document discusses using generative AI to assess the quality of open-ended survey responses. It outlines current challenges with open-ended responses, how generative AI can help through natural language processing, and best practices for implementation. Specifically, it provides an example of using ChatGPT to analyze sample open-ended responses and discusses setting up a Google Sheet to automate the process at scale and continuously improve the model through iterative training.

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Presented by Tim Brandwood and Damien Gouriet. Codeit have been involved in Verbatim Coding and Machine Learning for the last 7 years. In this presentation, they share their research on the use of Generative AI for coding market research verbatim responses, and their experiments using Generative AI to automate the coding process. They also discuss the strengths and limitations of this as a coding tool, the role of human oversight in the process, and the potential for customized machine learning models working alongside it. The highlights the importance of human expertise and the use of GPT as a labour-saving tool rather than a complete replacement for humans in the market research process. Access the presentation recording via NewMR.org/Play-Again.

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Presented by Phil Sutcliffe from Next Intelligence. Open-ended answers in surveys can be disappointing, failing to deliver the insight that researchers hope for. Often the answers given are descriptive at best and uninformative or complete gibberish at worst. The advent of large language models (LLM's) and generative AI has brought great opportunity to change this. We now have the capability to use AI to probe within quantitative surveys. With the correct training of the generative AI models, probes can be returned that are relevant to what the participant has just said and the context of the original open-ended question. Further enhancements allow the researcher to probe on specific aspects of the participant’s response, in a similar way to how a moderator would in a depth discussion. No longer do researchers need to be frustrated that quant surveys only provide the ‘what’, with AI probing, you can now understand the ‘why’ as well and do this at scale and speed. Access the presentation recording via NewMR.org/Play-Again

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Hao, the Founder of HaoLifeLab, is an entrepreneur with over 10 years of experience specializing in integrating Digital, AI & Insight. In this presentation, he discusses how to embrace the AI/ChatGPT revolution. This session will cover the following topics, which have been presented to international companies such as L’Oreal, Alibaba, Bytedance, and Mars: – Hindsight: Learn to use established AI tools effectively – Insight: Understand AI’s impact on the insight industry – Foresight: Learn how to transform yourself and your company with AI Listen to the full presentation at NewMR.org/Play-Again

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MMR’s in-house tech innovation team NOVA, has been exploring, interpreting, and experimenting with emerging technology with a sole focus to uncover the kind of tech that will make a tangible difference to the quality and depth of insight. The presentation outlines the latest experimentations with practical application of AI and LLM’s: conversing with consumers at scale with chatbots, in-the-moment data capture with voice technology, unstructured data analysis, increasing survey engagement and improving data quality with AI avatars. Insights from case studies conducted alongside leading FMCG brands will highlight the advantages and limitations of these technologies, with a particular focus on product and packaging development and testing. Listen to the full presentation at NewMR.org/Play-Again.

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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

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