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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
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
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
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	
  	
  
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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Andrew jeavons neuroscience - 2011

  • 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