A  recording  from  the  NewMR  Neuroscience,  Biometrics  and  MR  Event  –  April  15  2011  

The  sponsor  of  the  Neuroscience,  Biometrics  and  MR  Event  is  Zinc  Research  For  more  informa;on  about  Zinc  Research  visit  www.zincresearch.com  

For  more  informa;on  about  NewMR  events  visit  newmr.org  All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material  

‘Plas;city  of  the  brain:Things  move  around’  

Andrew  Jeavons,  Exec  VP,  SurveyAnaly;cs  LLC  

Andrew Jeavons, SurveyAnalytics LLC, USA NewMR Neuroscience, Biometrics and MR – April 15 2011

Andrew Jeavons, Survey Analytics, USA NewMR Neuroscience, Biometrics and MR – April 15 2011

Plas;city  of  the  brain:  Things  move  around.  

Andrew Jeavons Exec VP

SurveyAnalytics LLC

NewMR Conference on Neuroscience, Biometrics and MR

April 2011

Andrew Jeavons, Survey Analytics, USA NewMR Neuroscience, Biometrics and MR – April 15 2011

Andrew Jeavons, Survey Analytics, USA NewMR Neuroscience, Biometrics and MR – April 15 2011

Andrew Jeavons, Survey Analytics, USA NewMR Neuroscience, Biometrics and MR – April 15 2011

Andrew Jeavons, Survey Analytics, USA NewMR Neuroscience, Biometrics and MR – April 15 2011

www.thebeau;fulbrain.com  

Andrew Jeavons, Survey Analytics, USA NewMR Neuroscience, Biometrics and MR – April 15 2011

•  Our image of the brain has changed over time.

•  As technology develops the type of knowledge we have about the brain changes.

•  Technology utterly controls how we think about the brain and its structures.

•  This leads to some assumptions which are not helpful.

Andrew Jeavons, Survey Analytics, USA NewMR Neuroscience, Biometrics and MR – April 15 2011

Renee  Descartes    1596-­‐1650  

Pineal  Gland  seat  of  the  soul  and  where  thoughts  are  formed.  

If   Descartes   was   alive   today   he  would   be   in   charge   of   the   CAT  scanner…..  

Andrew Jeavons, Survey Analytics, USA NewMR Neuroscience, Biometrics and MR – April 15 2011

Andrew Jeavons, Survey Analytics, USA NewMR Neuroscience, Biometrics and MR – April 15 2011

Lindstrom  M,  “Buyology”,  Doubleday  New  York,  2008.  

Andrew Jeavons, Survey Analytics, USA NewMR Neuroscience, Biometrics and MR – April 15 2011

fMRI  is  the  new  Phrenology  ?    

•  Very expensive calipers.. •  fMRI is calculation of noise ratios.. •  Only construct is Oxygen use.. •  Very simple minded view of the brain…

Andrew Jeavons, Survey Analytics, USA NewMR Neuroscience, Biometrics and MR – April 15 2011

Andrew Jeavons, Survey Analytics, USA NewMR Neuroscience, Biometrics and MR – April 15 2011

 Beaumont  (2008)  points  out:  

 “Not  only  the  isotope  scans,  but  also  studies  of    sDmulaDon  of  the  exposed  cortex  at  surgery    have  raised  considerable  doubts  about    the  precise  localizaDon  of  language  funcDons”    

Andrew Jeavons, Survey Analytics, USA NewMR Neuroscience, Biometrics and MR – April 15 2011

The  Curious  case  of  the  French  Civil  Servant.  

•  44 year old man, mild left leg weakness •  Married 2 children •  Civil servant •  IQ low end of normal

Andrew Jeavons, Survey Analytics, USA NewMR Neuroscience, Biometrics and MR – April 15 2011

Feuillet,  L.,  Dufour,  H.  &  Pelle;er,  J.,  et  al.  “Brain  of  a  white  collar  worker”,  Lancet  370,  262,  2007  

Andrew Jeavons, Survey Analytics, USA NewMR Neuroscience, Biometrics and MR – April 15 2011

•  We have little idea of the variance of brain architecture.

•  Location of function is suspect: – Plasticity – Genetic Mutation

•  As our tech gets better we see more and more variation.

•  Models used in neuromarketing have to be functional systems not locational constructs

Andrew Jeavons, Survey Analytics, USA NewMR Neuroscience, Biometrics and MR – April 15 2011

EEG  measurements  have  some  of  the  issues  of  fMRI.  

However  they  can  provide  a  wider  sample.  

They  are  more  complex  –  more  sta;s;cs  needed,  less  easy  to  comprehend  

Models  and  theories  have  to  put  an  emphasis  on  systems  and  link  those  to  EEG  data.  Loca;onal  hypotheses  are,  I  think,  meaningless.  

Alexander  Luria  spoke  of  the  ‘Conceptual  Nervous  System’.  

This  has  to  be  the  aim  of  neuromarke;ng  –  elucida;ng  the  neural  systems  that  may  operate  in  consumer  behaviour  

Reduc;onism  and  localiza;on  of  func;on  models  will  not  last.  

Because  technology  advances….  

Andrew Jeavons, Survey Analytics, USA NewMR Neuroscience, Biometrics and MR – April 15 2011

Thank  you  

Andrew Jeavons Survey Analytics

Andrew Jeavons, Survey Analytics, USA NewMR Neuroscience, Biometrics and MR – April 15 2011

Q  &  A  

Ray  Poynter  The  Future  Place  

Andrew  Jeavons  Survey  Analy;cs  

Andrew Jeavons, Survey Analytics, USA NewMR Neuroscience, Biometrics and MR – April 15 2011

Survey  Analy;cs  Survey   Analy;cs   is   a   user-­‐friendly,   robust   and  affordable   online   survey   research   plahorm   that  enables  you  to  gather  real  customer  insight.    

Facili;es   include   TURF   analysis,   dashboards,   QR   code  genera;on  and  many  others.  

Clients   include   Microsoj,   USA   Government,  Careerbuilder,   Libery   Mutual   Insurance   and   many  more..  

You  can  contact  Andrew    via:  

andrew.jeavons@surveyanaly;cs.com    

A  recording  from  the  NewMR  Neuroscience,  Biometrics  and  MR  Event  –  April  15  2011  

The  sponsor  of  the  Neuroscience,  Biometrics  and  MR  Event  is  Zinc  Research  For  more  informa;on  about  Zinc  Research  visit  www.zincresearch.com  

For  more  informa;on  about  NewMR  events  visit  newmr.org  All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material  

‘Plas;city  of  the  brain:Things  move  around’  

Andrew  Jeavons,  Exec  VP,  SurveyAnaly;cs  LLC  

Andrew Jeavons, SurveyAnalytics LLC, USA NewMR Neuroscience, Biometrics and MR – April 15 2011