Reuben Jerome Dsilva
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Final Project - 2018

This is a log of steps in my final project at Copenhagen Institute of Interaction Design from Sep–Dec 2018

Interview: Neuro-marketing with Alexander Silva Lopera

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Simone told me about this guy Alexander Silva Lopera who gave a talk at THE Conference in Malmo. Full video here.

Simply put, Neurons Inc. offers marketing research to companies. If you can imagine feedback surveys and web analytic data, it's the same function. However, instead of relying on an intermediate step of requesting this information from the user, they harness neuroscience to detect the brain activity directly. Having said that, it isn't simply EEG technology. The combination of EEG with eye tracking and cognitive load tracking gives them better results. Whie this can be directly applied to web or in-store experiences for example - they also simulate these experiences for test users in labs using VR. 

He spoke about a concept of neuro-feedback which was an interesting way in which brain activity could trigger specific actions. An article here explains how they imagine that happening. They are not dealing with mental interfaces though - this is more of a tracking tool.

  • I imagine this having implications in user research and experience prototyping that we do as interaction designers.

  • With machine learning, this tech could provide some good predictive analysis of customer behaviour or define guidelines for achieving desired behaviour.

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