She also mentioned Dr. Sherlock, and two Dutch Books which were Translated, Wrote upon Death, and several others: But Drelincourt she said, had the clearest Notions of Death, and of the Future State, of any who have handled that Subject

July 18, 2013 § Leave a comment

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There are now around 100 companies worldwide that offer some form of neuromarketing services, many of them using these EEG devices, and their clients are some of the largest consumer businesses in the world. Perhaps the best-known neuromarketing company is NeuroFocus, founded in 2005 by A.K. Pradeep and now a subsidiary of the Neilsen Co., a behemoth in the market-research world. Pradeep has a background in engineering and business consulting and has recently released a book titled The Buying Brain: Secrets for Selling to the Subconscious Mind. Other current big hitters in the field are NeuroSpire (recently founded by 22-year-old self-proclaimed wunderkind Jake Stauch) and Emotiv (developer of the EPOC EEG hardware and software suites that claim to monitor emotional and cognitive states in real time). These companies all use off-the-shelf hardware; their intellectual capital is largely based on their (proprietary and closely guarded) analysis techniques that claim to derive useful measures from the collected EEG data: measures related to attention, engagement, frustration, and supposedly even buying potential.

The EEG neuromarketers make big claims based on their research techniques. NeuroFocus says it measures the “neurological iconic signature” and “deep subconscious response” related to a tested product. NeuroSpire asserts that its technology allows you to “peer into the subconscious mind of the consumer.” Can they deliver on these promises?

The short answer is: It’s doubtful.  read more

PHOTOGRAPH: Stephen Gill

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