2011-03-23

NeuroFocus' Mynd™, World's First Portable Brain Scanner

Advertising analytics next frontier: Monitoring your subconscious - SmartPlanet



A gadget is aiming to monitor consumers’ “deep subconscious responses” and brainwaves to gauge the reaction to advertising and other media content.

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Dr. A. K. Pradeep, CEO of NeuroFocus, said Mynd can enable “neuromarketing” to gain “critical knowledge and insights into how consumers perceive their brands, products, packaging, in-store marketing, and advertising at the deep subconscious level in real time.”

For advertisers, Mynd holds the Holy Grail—knowing what consumers really think about your marketing instead of just what they tell you. In theory, consumers could wear Mynd at theaters, the home, malls and auditoriums. The data could be streamed to smartphones and tablets.

NeuroFocus Announces World's First Wireless Full-Brain EEG Measurement Headset: Mynd™ -- NEW YORK, March 21, 2011 /PRNewswire/ --

NEW YORK, March 21, 2011 /PRNewswire/ -- NeuroFocus unveiled the first dry, wireless headset designed to capture brainwave activity across the full brain today at the 75th Annual Advertising Research Foundation conference being held at the Marriott Marquis in New York.  Developed over the last three years, Mynd™ combines medical-grade technology with mobility, leapfrogging current neurological testing methods.  For the first time, market researchers will be able to capture the highest quality data on consumers' deep subconscious responses in real time wirelessly, revolutionizing mobile in-store market research and media consumption at home.


MediaPost Publications Nielsen-Backed NeuroFocus Unveils Breakthrough Brain Measuring Technology, Critics Say Nevermynd 03/21/2011

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Dr. A.K. Pradeep, the founder and CEO of NeuroFocus told MediaDailyNews that the Mynd represents a breakthrough, not just because of its lightweight nature, and the fact that it utilizes a "dry electrode" method that doesn't require people to put wet gels on their heads to be tested, but because it can read their brain signals with a level of fidelity that was not previously
possible.

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Because the Mynd device also includes wireless Bluetooth technology enabling it to sync with various Bluetooth enabled devices such as smartphones, tablets, computers and gaming systems, Dr. Pradeep says it will enable media researchers to understand aspects of consumer behavior never before possible.

Neuromarketing - Wikipedia, the free encyclopedia

Neuromarketing is a new field of marketing that studies consumers' sensorimotor, cognitive, and affective response to marketing stimuli. Researchers use technologies such as functional magnetic resonance imaging (fMRI) to measure changes in activity in parts of the brain, electroencephalography (EEG) to measure activity in specific regional spectra of the brain response, and/or sensors to measure changes in one's physiological state (heart rate, respiratory rate, galvanic skin response) to learn why consumers make the decisions they do, and what part of the brain is telling them to do it.


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