Talk given by Dr Carl Marci, CEO and Founder of Innerscope, as well as a Harvard neuroscientist, about how to really understand brain science.

1. Carl D. Marci, M.D., CEO, Chief Research Officer, Innerscope Research
Clinical Assistant Professor of Psychiatry
Chair, Endowment for the Advancement of Psychotherapy

2. http://photo.net/photodb/photo?photo_id=136495
2

4. C. Marci, M.D. © 2013Courtesy of the MIT Media Lab

5. C. Marci, M.D. © 2013
SkinConductanceuS
20
22
24
26
28
30
23:35 23:40 23:45 23:50 23:55 24:00 24:05
Time
Large Stimulus
Large Amplitude Response
Increased Tonic Level
Small Amplitude Response
Tonic Level
Small Stimulus

6. C. Marci, M.D. © 2013
Hypothalamus
Pituitary Gland
Amygdala
Hippocampus
Thalamus
Mammillary Bodies
Fornix
Path to Peripheral
Nervous System

7. C. Marci, M.D. © 2013
Definition of laugh episode: “Any highly stereotyped
utterance characterized by multiple forced, acoustically
symmetric, similar vowel-like notes separated by a
breathy expiration in a decrescendo pattern.”
R. Provine, 1993

8. C. Marci, M.D. © 2013
0
20
40
60
80
100
College Students Psychotherapy
59% 57%
41% 43%
Percentage
Speaker
Audience
Provine, R. Laughter: A Scientific Investigation. c2000

9. C. Marci, M.D. © 2013
0
20
40
60
80
100
Patients Therapists
77%
10%
23%
90%
Percentage
Speaker
Audience
Marci C.D., Moran E.K., Orr S.P. J. Nervous & Mental Diseases 2004

10. C. Marci, M.D. © 2013
0
1
2
3
Patient Therapist
0.70
0.52
2.45
1.44
MeanSCChange(uS)
Alone
Both
*
*
Marci C.D., Moran E.K., Orr S.P. J. Nervous & Mental Diseases 2004 * p < 0.05

11. http://chicaneculture.com/2010/03/winding-road-4/
Patient-Doctor Empathy
© Innerscope Research, Inc. 2013
EMPATHY

12. C. Marci, M.D. © 2013

13. ROC Moment Ratio: 0.27
10
15
20
25
30
35
40
Time
uS
-1
-0.8
-0.6
-0.4
-0.2
0
0.2
0.4
0.6
0.8
1
1 11 21 31 41 51 61 71 81 91 101 111 121 131 141 151 161 171 181 191 201
R
Correlation (sec)
SC Concordance Score -1.31
Sample Discordant Responses

14. C. Marci, M.D. © 2013

15. ROC Moment Ratio = 12.5
0
10
20
30
40
50
Time
uS
SC Concordance Score 2.53
-1
-0.8
-0.6
-0.4
-0.2
0
0.2
0.4
0.6
0.8
1
1
9
17
25
33
41
49
57
65
73
81
89
97
105
113
121
129
137
145
153
161
169
177
185
193
201
Correlation (sec)
R
Sample Concordant Responses

16. R = 0.47, p = 0.03
Physiologic Concordance vs. Empathy
Concordance Score
1.0.8.6.4.20.0
Empathy
40
30
20
10
0
C. Marci, M.D. © 2013
Marci C.D. et al. J. Nervous & Mental Diseases 2007

17. C. Marci, M.D. © 2013

18. Wild et al. Neural Correlates of Empathy. Brain. 2003
PAG
Amygdala
Cerebellum
ANS &
Cervical
Motor
Neurons
SMA
Acc/PFC
Thal/
BG
RAS
Facial
Action

19. C. Marci, M.D. © 2013
Brain Response
Imitation Observation
Carr et al. PNAS 2003

20. C. Marci, M.D. © 2013
Singer et al. Science. 2004
Self Other

21. C. Marci, M.D. © 2013
Empathic Concern Empathy Ratings
ACC ACC
Insula Insula
r = 0.62 r = 0.52
r = 0.52 r = 0.72
Singer et al. Science. 2004
Singer et al. Science. 2004

22. http://chicaneculture.com/2010/03/winding-road-4/
Engagement with Media
© Innerscope Research, Inc. 2013
EMOTION

23. Natural language definition:
“Engagement is attention to something that emotionally impacts you.”
Biological definition:
C. Marci, M.D. © 2013

24. Greater immersion leads to enhanced activity in the emotion and empathy-
generating centers of the brain.
C. Marci, M.D. © 2013

25. Higher levels of flexibility in a platform allow a greater range of interactions
with and awareness of the outside world.
C. Marci, M.D. © 2013

26. Limbic System/Mirror Neurons
Rational/Cognitive
IMMERSIVE
FLEXIBLE
C. Marci, M.D. © 2013

27. IMMERSIVE
FLEXIBLE
Limbic System/Mirror Neurons
Rational/Cognitive
C. Marci, M.D. © 2013

28. Limbic System/Mirror Neurons
Rational/Cognitive
IMMERSIVE
FLEXIBLE
C. Marci, M.D. © 2013

29. http://www.collegeonline.com/uncategorized/facebook-hiding-tricks/
http://yourcardiff.walesonline.co.uk/wp-content/uploads/2010/10/facebook-laptop.jpg
C. Marci, M.D. © 2013

30. C. Marci, M.D. © 2013
Digital Native?
Millennials Gen X and Boomers
or Digital Immigrant ?

31. C. Marci, M.D. © 2013
• Heart Rate
• Skin Conductance
• Respiration
• Motion
Biometric Belt POV Camera
Regular
Glasses
POV
Mini-Cam
Glasses
+

32. C. Marci, M.D. © 2013
Attention EmotionTime

33. C. Marci, M.D. © 2013
49%
32%
51%
68%
Native Immigrants
Non-Digital Media
Digital Media
Percentage of Time Spent with Media Throughout Non-Work Hours
Source: Time Warner-Innerscope Research study presented at 2012 ARF Conference

34. C. Marci, M.D. © 2013
27
17
Natives Immigrants
Average Number of Media Platform Switches Per Non-Working Hour
Source: Time Warner-Innerscope Research study presented at 2012 ARF Conference
35%

35. C. Marci, M.D. © 2013
Wider spans in between switching from
single platform to multiplatform
Digital Immigrant - Isaac Digital Native - Nate
Shorter spans in between switching from
single platform to multiplatform
Source: Time Warner-Innerscope Research study presented at 2012 ARF Conference

36. Emotional high
Emotional low
Single-Platform Multi-Platform
Immigrants -35%
Natives -45%
C. Marci, M.D. © 2013
Source: Time Warner-Innerscope Research study presented at 2012 ARF Conference

37. 47%
43%
47%
36% 34% 33%
Easily bored Easily distracted Get nervous easily
36% 34% 33%
Easily bored Easily distracted Get nervous easily
Natives Immigrants
C. Marci, M.D. © 2013
Source: Time Warner-Innerscope Research study presented at 2012 ARF Conference

38. C. Marci, M.D. © 2013
“Someday, someday – but
certainly not now – I’d
like to learn how to have
a conversation.”
A 16-year-old boy says…
The Flight From Conversation By SHERRY TURKLE, April 21, 2012

39. Limbic System/Mirror Neurons
Rational/Cognitive
IMMERSIVE
FLEXIBLE
C. Marci, M.D. © 2013

40. 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 a
Native there are big rewards

41. C. Marci, M.D. © 2013
• Get to the point quickly
o Instant gratification, emotional intensity from the start
• Make it really easy to consume
o Stories: snacking vs. three course meals
o Multiple access points and multiple platforms, visual call-outs - allow
non-linear participation
• Put Emotion at the Center of Your Research
o Engage with relevant stories, relatable characters, integrated up-beat
music, strong stories, surprising twists
• Increased Engagement = More Emotionally Relevant Messages

42. Assignment:
• Identify a specific business challenge or problem you deal with
in your current role that keeps you up at night. Specifically,
think about the challenges you face on a daily basis with your
creative development, media planning, product
development/innovation process, sales and marketing
strategy, competitive advantage, or customer satisfaction.
• Considering what you learned today about the brain and
nonconscious emotions, how might you use emotion-based
insight to think about your specific challenge or problem
differently? Perhaps even solve for it?
Process:
– Break into small groups (5-10)
– Each group member should share his/her particular
challenge with the group
– Spend a few minutes brainstorming as a group about how
each member might use emotion-based insight to help
solve their specific challenge
– Designate a group leader to share 1-2 of the group’s
challenges/solutions with the broader audience

43. http://www.flickr.com/photos/joiseyshowaa/3699199803/sizes/o/in/photostream/