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A	
  presenta*on	
  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	
  
‘Not	
  Ready	
  for	
  Prime	
  Time’	
  
Dan	
  Hill,	
  Sensory	
  Logic	
  
Dan Hill, Sensory Logic, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011
Speaker Dan Hill, Sensory Logic, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011
Neuroscience, Biometrics and M.R.
Dan Hill, Ph.D.
President – Sensory Logic, Inc.
April 2011
© 2011. All Rights Reserved.
3
“Emotions can flood consciousness
[because] connections from the
emotional systems to the cognitive
systems are stronger.”
Joseph LeDoux
Arousal – This refers to the degree of emotional
intensity/enthusiasm a test subject experiences.
Think of arousal as akin to a thermometer, i.e.
how “hot” is it? It’s valence-neutral, so arousal
linked to negative emotions is a “poison pill” type
of response; when high arousal linked to positive
emotions, it’s a “wow” instead. A related term is
engagement, i.e., how many people from the
test sample have an emotional response, how
much of a response, and when it happens.
Valence – This refers to the ratio of positive versus
negative emotions a test subject experiences.
Ultimately, positive emotions indicate preference
for a branded offer. But during exposure to, for
example, a problem/solution TV spot, you should
actually feel first the problem, i.e. negative
emotions, followed by positive emotions when the
solution is depicted. Feeling the right emotion at
the right time is being “on-emotion,” in addition to
being only (rationally) on-message.
Arousal should
receive1/3rd weight in
terms of business value
because, yes, breaking
through the “clutter” is
vital. But whether you
win the person over is
ultimately the key to
sales/revenue, so
valence deserves
2/3rd weight in terms of
importance.
Speaker Dan Hill, Sensory Logic, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011
•  “Pupil dilation and faster
blink rate signal greater
involvement in processing
the image. None of the
reactions, however, by itself
indicates the positivity or
negativity of the
attitude.” (qtd. Zurawicki)
•  Both techniques – pupil
dilation and blink rate – are
arousal tools only.
Published 2010
Speaker Dan Hill, Sensory Logic, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011
Respiration Heart Rate
Detects and analyzes breathing
patterns. Of use in measuring
engagement and arousal, including
levels of intensity, but not valence.
Calculates patterns and changes in
heart rate. Again, of use in measuring
engagement and arousal, including
levels of intensity, but not valence.
Speaker Dan Hill, Sensory Logic, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011
EMG is radically incomplete, i.e.:
• Zygomatic Muscle:
• Happiness, but not True Smiles
• Corrugator Muscle (provides only):
• 10% of ways anger shown
• 12.5% of ways fear shown
• 12.5% of ways sadness shown
• No surprise / disgust / contempt
Electromyography (EMG)
involves placing electrodes on
just two muscles, versus the 43
facial muscles that facial
coding captures data from
naturally, without sensors. It’s a
valence tool that fails to gauge
3 emotions, and captures only
a fraction of 3 other emotions.
Galvanic skin response, which
measures sweat gland activity,
involves a finger sensor. It is an
arousal measurement tool only,
and often fails to show large
differences or movement.
Speaker Dan Hill, Sensory Logic, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011
Abundant
Universal
Spontaneous
“ This confirms an idea
posed by Charles
Darwin in 1872”
“ The faces we pull when we are
happy, sad or angry may be passed
from generation to generation,
according to researchers”
Facial coding involves the review of 43 muscles whose movements correspond to 23
action units (AU’s) and, in turn, to 7 core emotions. A given AU will identify one or more
emotion felt in real-time by an observed, videotaped test subject, with analysis done
30x a second, as necessary, to capture responses. The semi-automated process
shown here helps in recording exact time stamp, with impact and appeal values for
each AU built into a proprietary algorithm that translates results into scores.
According to an influential
emotions model by Plutchik,
there are 8 core emotions,
and gradations of them. The
facial coding tool used by
Sensory Logic can measure
results for 6 of them (anger,
disgust, sadness, surprise,
fear and joy, i.e., happiness,)
along with contempt.
Strengths: As stated by Dr. Alan
Gevins, a 30-year veteran of using
EEG, in the end EEG is essentially a
tool to measure alertness, arousal and
the mental workload of consumers.” It
enjoys great temporal (time)
resolution: it records brain activity on
a millisecond by millisecond basis.
Weaknesses: 1) Inability to truly
capture valence due in large part to
poor spatial resolution, notably for
subcortical structures including those
associated with emotional responses
(source: Dr. Paul Zak); 2) Artifacts
(errors) introduced by sensitivity to eye
blinks, head movements, tongue
movements, heart/EKG, etc; and 3)
Vulnerable to reductionist assumptions
about reading “tiny” signals from parts
of the brain as robust data.
Heavy vs. lite
(bottom) versions
of using EEG: lite
version raises new
Issues like, a) lack
of enough sensors
(only 2), and
“dry” electrodes
susceptible to
higher error rate.
12
Published 2009;
Harmon-Jones & Peterson
pp. 170-197
+
Approach
–
Avoid
Incorrect
N/A
Happiness Anger
Surprise
Fear Sadness
Disgust
The assumption that valence can be measured based on asymmetrical
frontal activity assumes that approach-oriented emotions are positive and
withdrawal/avoidance-oriented emotions are negative. “Anger, however,
is an approach-oriented negative emotion” that “strongly challenges the
affective valence hypothesis” on which EEG often relies.
Sensor
Placement
Speaker Dan Hill, Sensory Logic, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011
13
Strengths: 1) Far better spatial resolution
than EEG, in some cases now within 1-2
millimeter, so pretty precise on brain tissue
being gauged; 2) unlike EEG, able to really
penetrate beyond the surface layer of brain;
and 3) NAcc [brain region] activates more
strongly for pleasant new information than
unpleasant stimuli, so a sign of wanting +
learning motivation.
Weaknesses: 1)Weak (temporal) timing
accuracy; maybe 4 images per second, and
can’t do real-time, continuous read;
2) procedure usually lasts 1 hour per person ,
with tight-quarters experience, head kept
still, and 3) expensive: time on fMRI averages
up to $2,000 per test subject. Given expense,
typically limited sample sizes.
Speaker Dan Hill, Sensory Logic, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011
The fMRI tool is actually a surrogate measure, which
reads the BOLD (Blood Oxygen Level Dependent)
signal, i.e., brain blood flow during mental activities
like during exposure to a TV spot. Besides the fact
that hemodynamic (blood) responses vary widely
among test subjects, other limitations include:
•  Lack of robustness: “Most fMRI studies find a 1% change in
BOLD across conditions, or even less. Again, a sign of lack
of robustness or fragility of the results. Results for most
moderate stimuli are not robust, i.e., if I test you today and
tomorrow activation patterns will vary substantially.” – Dr.
Zak
•  Risk of reductionist/simplistic analysis: Standard fMRI
analysis assumes each voxel [small, cube-shaped brain
measurement region] is independent, something clearly
untrue.” - Dr. Zak
•  Still under development: “What remains poorly understood
is the relationship between various aspects of neuronal
processing and the changes in BOLD activity. “
(qtd. Culham, 53-82) Published 2006; source of Culham quote
“Big downside is the indirectness
of the measure. BOLD is a slow and
weak signal of brain activity.”
Dr. Paul Zak, founding director, Center for
Neuroeconomic Studies, Claremont Graduate U.
Speaker Dan Hill, Sensory Logic, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011
Speaker Dan Hill, Sensory Logic, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011
Dan Hill
Sensory Logic
Ray Poynter
The Future Place
Dan Hill
Sensory Logic
Speaker Dan Hill, Sensory Logic, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011
How you can reach me:
dhill@sensorylogic.com
651 / 224-7647 (USA)
http://www.sensorylogic.com
© 2011. All Rights Reserved.
Speaker Dan Hill, Sensory Logic, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011
A	
  presenta*on	
  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	
  
‘Not	
  Ready	
  for	
  Prime	
  Time’	
  
Dan	
  Hill,	
  Sensory	
  Logic	
  
Dan Hill, Sensory Logic, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011

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Dan hill neuroscience - 2011

  • 1. A  presenta*on  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   ‘Not  Ready  for  Prime  Time’   Dan  Hill,  Sensory  Logic   Dan Hill, Sensory Logic, USA NewMR Neuroscience, Biometrics and MR – April 15 2011
  • 2. Speaker Dan Hill, Sensory Logic, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 Neuroscience, Biometrics and M.R. Dan Hill, Ph.D. President – Sensory Logic, Inc. April 2011 © 2011. All Rights Reserved.
  • 3. 3 “Emotions can flood consciousness [because] connections from the emotional systems to the cognitive systems are stronger.” Joseph LeDoux
  • 4. Arousal – This refers to the degree of emotional intensity/enthusiasm a test subject experiences. Think of arousal as akin to a thermometer, i.e. how “hot” is it? It’s valence-neutral, so arousal linked to negative emotions is a “poison pill” type of response; when high arousal linked to positive emotions, it’s a “wow” instead. A related term is engagement, i.e., how many people from the test sample have an emotional response, how much of a response, and when it happens. Valence – This refers to the ratio of positive versus negative emotions a test subject experiences. Ultimately, positive emotions indicate preference for a branded offer. But during exposure to, for example, a problem/solution TV spot, you should actually feel first the problem, i.e. negative emotions, followed by positive emotions when the solution is depicted. Feeling the right emotion at the right time is being “on-emotion,” in addition to being only (rationally) on-message. Arousal should receive1/3rd weight in terms of business value because, yes, breaking through the “clutter” is vital. But whether you win the person over is ultimately the key to sales/revenue, so valence deserves 2/3rd weight in terms of importance. Speaker Dan Hill, Sensory Logic, USA NewMR Neuroscience, Biometrics and MR – April 15 2011
  • 5. •  “Pupil dilation and faster blink rate signal greater involvement in processing the image. None of the reactions, however, by itself indicates the positivity or negativity of the attitude.” (qtd. Zurawicki) •  Both techniques – pupil dilation and blink rate – are arousal tools only. Published 2010 Speaker Dan Hill, Sensory Logic, USA NewMR Neuroscience, Biometrics and MR – April 15 2011
  • 6. Respiration Heart Rate Detects and analyzes breathing patterns. Of use in measuring engagement and arousal, including levels of intensity, but not valence. Calculates patterns and changes in heart rate. Again, of use in measuring engagement and arousal, including levels of intensity, but not valence. Speaker Dan Hill, Sensory Logic, USA NewMR Neuroscience, Biometrics and MR – April 15 2011
  • 7. EMG is radically incomplete, i.e.: • Zygomatic Muscle: • Happiness, but not True Smiles • Corrugator Muscle (provides only): • 10% of ways anger shown • 12.5% of ways fear shown • 12.5% of ways sadness shown • No surprise / disgust / contempt Electromyography (EMG) involves placing electrodes on just two muscles, versus the 43 facial muscles that facial coding captures data from naturally, without sensors. It’s a valence tool that fails to gauge 3 emotions, and captures only a fraction of 3 other emotions. Galvanic skin response, which measures sweat gland activity, involves a finger sensor. It is an arousal measurement tool only, and often fails to show large differences or movement. Speaker Dan Hill, Sensory Logic, USA NewMR Neuroscience, Biometrics and MR – April 15 2011
  • 8. Abundant Universal Spontaneous “ This confirms an idea posed by Charles Darwin in 1872” “ The faces we pull when we are happy, sad or angry may be passed from generation to generation, according to researchers”
  • 9. Facial coding involves the review of 43 muscles whose movements correspond to 23 action units (AU’s) and, in turn, to 7 core emotions. A given AU will identify one or more emotion felt in real-time by an observed, videotaped test subject, with analysis done 30x a second, as necessary, to capture responses. The semi-automated process shown here helps in recording exact time stamp, with impact and appeal values for each AU built into a proprietary algorithm that translates results into scores.
  • 10. According to an influential emotions model by Plutchik, there are 8 core emotions, and gradations of them. The facial coding tool used by Sensory Logic can measure results for 6 of them (anger, disgust, sadness, surprise, fear and joy, i.e., happiness,) along with contempt.
  • 11. Strengths: As stated by Dr. Alan Gevins, a 30-year veteran of using EEG, in the end EEG is essentially a tool to measure alertness, arousal and the mental workload of consumers.” It enjoys great temporal (time) resolution: it records brain activity on a millisecond by millisecond basis. Weaknesses: 1) Inability to truly capture valence due in large part to poor spatial resolution, notably for subcortical structures including those associated with emotional responses (source: Dr. Paul Zak); 2) Artifacts (errors) introduced by sensitivity to eye blinks, head movements, tongue movements, heart/EKG, etc; and 3) Vulnerable to reductionist assumptions about reading “tiny” signals from parts of the brain as robust data. Heavy vs. lite (bottom) versions of using EEG: lite version raises new Issues like, a) lack of enough sensors (only 2), and “dry” electrodes susceptible to higher error rate.
  • 12. 12 Published 2009; Harmon-Jones & Peterson pp. 170-197 + Approach – Avoid Incorrect N/A Happiness Anger Surprise Fear Sadness Disgust The assumption that valence can be measured based on asymmetrical frontal activity assumes that approach-oriented emotions are positive and withdrawal/avoidance-oriented emotions are negative. “Anger, however, is an approach-oriented negative emotion” that “strongly challenges the affective valence hypothesis” on which EEG often relies. Sensor Placement Speaker Dan Hill, Sensory Logic, USA NewMR Neuroscience, Biometrics and MR – April 15 2011
  • 13. 13 Strengths: 1) Far better spatial resolution than EEG, in some cases now within 1-2 millimeter, so pretty precise on brain tissue being gauged; 2) unlike EEG, able to really penetrate beyond the surface layer of brain; and 3) NAcc [brain region] activates more strongly for pleasant new information than unpleasant stimuli, so a sign of wanting + learning motivation. Weaknesses: 1)Weak (temporal) timing accuracy; maybe 4 images per second, and can’t do real-time, continuous read; 2) procedure usually lasts 1 hour per person , with tight-quarters experience, head kept still, and 3) expensive: time on fMRI averages up to $2,000 per test subject. Given expense, typically limited sample sizes. Speaker Dan Hill, Sensory Logic, USA NewMR Neuroscience, Biometrics and MR – April 15 2011
  • 14. The fMRI tool is actually a surrogate measure, which reads the BOLD (Blood Oxygen Level Dependent) signal, i.e., brain blood flow during mental activities like during exposure to a TV spot. Besides the fact that hemodynamic (blood) responses vary widely among test subjects, other limitations include: •  Lack of robustness: “Most fMRI studies find a 1% change in BOLD across conditions, or even less. Again, a sign of lack of robustness or fragility of the results. Results for most moderate stimuli are not robust, i.e., if I test you today and tomorrow activation patterns will vary substantially.” – Dr. Zak •  Risk of reductionist/simplistic analysis: Standard fMRI analysis assumes each voxel [small, cube-shaped brain measurement region] is independent, something clearly untrue.” - Dr. Zak •  Still under development: “What remains poorly understood is the relationship between various aspects of neuronal processing and the changes in BOLD activity. “ (qtd. Culham, 53-82) Published 2006; source of Culham quote “Big downside is the indirectness of the measure. BOLD is a slow and weak signal of brain activity.” Dr. Paul Zak, founding director, Center for Neuroeconomic Studies, Claremont Graduate U. Speaker Dan Hill, Sensory Logic, USA NewMR Neuroscience, Biometrics and MR – April 15 2011
  • 15. Speaker Dan Hill, Sensory Logic, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 Dan Hill Sensory Logic
  • 16. Ray Poynter The Future Place Dan Hill Sensory Logic Speaker Dan Hill, Sensory Logic, USA NewMR Neuroscience, Biometrics and MR – April 15 2011
  • 17. How you can reach me: dhill@sensorylogic.com 651 / 224-7647 (USA) http://www.sensorylogic.com © 2011. All Rights Reserved. Speaker Dan Hill, Sensory Logic, USA NewMR Neuroscience, Biometrics and MR – April 15 2011
  • 18. A  presenta*on  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   ‘Not  Ready  for  Prime  Time’   Dan  Hill,  Sensory  Logic   Dan Hill, Sensory Logic, USA NewMR Neuroscience, Biometrics and MR – April 15 2011