Neuroscience talks by NeuroFocus and Nielsen

Dr. Earl K. Miller details the function of the ‘executive brain’ and its importance in neurological testing: “The prefrontal cortex is largest in humans and is like the symphony conductor: it decides what’s important and directs the rest of
the brain .”

Dr. Robert T. Knight describes the robust nature of neurological testing: “If you do not find a reliable effect [or difference] between this ad and that, between this marketing material and that marketing material, with a sample size of 20 subjects, then it’s just not there

Dr. Robert T. Knight explains brainwave vs. biometric measurements: “The brain’s timeline – ‘See it., Extract it, Turn it into Emotion/Memory, Begin to Plan a Response’ – is all over in half a second [500 milliseconds]. Peripheral responses such as sweaty palms, pupil dilation, heart rate, are all indirect measures and very sluggish, 5-7 seconds. This is long after the real activity is done.”

Dave Calhoun, Chairman and CEO of Nielsen, on the NeuroFocus partnership: “The clarity of the insights they provide to clients is worth its weight in gold to me and to the Nielsen Company. That’s the magic of NeuroFocus.”