Archives for category: EEG

Nielsen Neuro Labs headset

Nielsen Neuro Labs’ consumer neuroscience and neuro marketing team has some interesting developments for anyone in marketing wanting to get a better edit on their content.

The Labs teams’ Fourier One headset is powered by electroencephalography (EEG) technology and is able to measure your audience’s neural responses to content via the brainwaves of your grey matter.

This means that now you can edit out the ‘boring bits’, (as captured by your yawning consumer’s alpha waves), and show the most effective area to put your call to action for maximum recall using eye-tracking technology.

This is the way to do “surgical content” says by Nielsen Neuro Labs president Joe Willke, and is certainly a groundbreaking development for achieving optimised brand experiences in emotion, memory and attention for digital and TV content.

This could revolutionise your marketing in product packing, in-store comms, and more. Find more information about Nielsen Neuro Labs here.

neuroeconomics car purchasing decisions

Full rights and credits to the content extracted here from Dr Vasily Klucharev. For more information please head to


In this mini-series of Neuroeconomics, we look at purchasing decisions of consumers and how the activity in the brain can predict purchasing behaviour.

While some of us may think we don’t want a car, let alone car what type we’d choose, Susan Erk’s study in 2002 showed that in fact many of us can have extreme car category preference wether we know the exact brand name or not.

In the study she asked male subjects to rate different categories of cars – sportscars, limousines and small cars.

The brain activity of the Nucleus Accumbens (see below) was found to correlate directly to the car category preference; the more the brain reacted, the more they liked the ‘sportscar’, and the inverse was true for the least liked ‘small car’.

car category

Full rights and credits to the content extracted here from Dr Vasily Klucharev. For more information please head to


The category of product alone was enough to strongly activate the NA part of the brain, and signal a specific purchase decision, regardless of the lack of a specific brand to consider.

This is an interesting insight into the potential powerful effects of marketing to associate values to general items and spur a purchase decision within a category alone. How much value do “luxury” brands need to carry if the category itself can carry them so far?


Full rights and credits to the content extracted here from Dr Vasily Klucharev’s course ‘Introduction to Neuroeconomics; how the brain makes decisions’ through the National Research University Russia. Available now as an online learning course through For more information please head to



the rescuing hug

‘The Rescuing Hug’ – This picture is of two week old twins who were in separate incubators, and one was not expected to live. A hospital nurse fought agast the hospital rules and placed the babies together in one incubator. The healthier of the two threw her arm over her sister in an endearing embrace. The smaller baby’s heart rate stabilised and her temperature rose to normal.

As someone whose nickname was ‘squeeze’ when I was a little girl, I can attest to loving a hug.

But recently, hugs have started to reveal their health effects.

Studies have shown that hugging has been shown to release oxytocin, sometimes referred to as “the love hormone”, in particularly high quantities following positive social interactions (like hugging). Oxytocin is key to boosting trust, sociability, and triggering maternal instincts while lessening anxiety and social fear.

However in 2010, hugging got an upgrade to a healing activity.

A study among couples found that increases in oxytocin following hugs correlated with faster wound healing. The hypothesis was that oxytocin reduces inflammation, thus allowing the wound to heal more quickly.

The study also showed that people who said they felt more social and spousal support and had more hugs and massages had higher oxytocin levels than those who reported less support and physical intimacy.

For man’s best friend, patting your pet also boost oxytocin (for canine and man alike!), and emailing loved ones has the same effect.

Providing doses of oxytocin has also been shown to result in more positive than negative behaviours during disagreements with your partner, confirming prior evidence that oxytocin  affects couples’ positive and negative communication behaviours. Read more on the study here. It also can improve communication skills for autistic children if provided in doses.

So what are you waiting for?

Do as Hunter and Collectors say.

Go find a squeeze.

Hugs are the universal medicine. 

~Author Unknown

My boyfriend and I can sit here for hours… surfing, scrolling, tapping, searching… and suddenly it’s midnight.

I feel completely disorientated, drained, and utterly empty “upstairs”.

Why does my brain literally feel rubbery? Thoughts slide slowly around but not coherently… it’s like someone’s vacuumed my head empty. It’s black, it’s a void. It’s dead space.

This is the feeling of the “internet hole”.

What I would give for a nifty little self-reading EEG at these times. I just desperately want to prove what the I know electric impulses are doing: Nothing.

If you read the reports out of China this month, teenagers who surf the net for 13 hours a day have significantly reduced grey matter.

“Our study reflects the long-term Internet addiction can lead to deterioration in brain structure,” said the researchers.

The brain cortex functions to process memory, emotion, speech, sight and hearing as well as control the movement of people.

This is coupled with the Washington Post reports this month that search engines like Google are effectively changing our brain structures:

“We remember less through knowing information itself than by knowing where the information can be found,” says Columbia University psychologist Betsy Sparrow.

This is scary.

I’m logging off right now.

Right after I take this nifty little memory quiz

The first ever mind-controlled bike has arrived!  The ‘PXP’, from Toyota, Saatchi & Saatchi LADeeplocal, and Parlee Cycles reads your thoughts via a specially built helmet to change gears as you ride.

The bike helmet, designed by Deeplocal, incorporates a built-in EEG array that lets you shift gears just by thinking about it!

The helmet learns to read your thoughts after a ten-minute “training” session to distinguish your “shift up” thoughts from your “shift down” thoughts.

“When you see the bike shift for the first time, it’s kind of like magic,” Matthew Pegula, Deeplocal Lead Engineer, tells Co.Design.

“…we’re not too far off from this being commercially viable.”

Cadel Evans, you have to get this new toy.


Read more at Fast Code Design and John Watson’s blog.

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