Abstract

We have been trying to reveal the neural causes of human visual perception and behavior. Non-invasive manipulative techniques include fMRI decoded neurofeedback (DecNef) and transcranial alternating current stimulation (tACS). The former can induce activation patterns corresponding to specific information (e.g. color and motion), while the latter can manipulate neural oscillations such as alpha or beta oscillations. In the first study, participants implicitly learned to induce the neural activity pattern in V1/V2 corresponding to red color during the presentation of an achromatic vertical grating via DecNef training [1]. After the training, an achromatic vertical grating was perceived to be reddish, indicating the creation of orientation-specific color perception by manipulating V1/V2 activities. In the next study, we succeeded in reducing fear responses to visual stimuli by implicitly inducing activation patterns corresponding to the fearful stimuli [2]. In the third study, we developed a technique to decrease or increase the intrinsic alpha frequency by tACS, and found that the alpha oscillations might determine the timing of communication between visual areas. I’ll discuss about the future application of those manipulative techniques.

1. Amano, K., Shibata, K., Kawato M., Sasaki, Y. & Watanabe, T. (2016) : Learning to Associate Orientation with Color in Early Visual Areas by Associative Decoded fMRI Neurofeedback, Current Biology 26 (14), 1861– 1866.
2. Koizumi, A., Amano, K., Cortese, A., Shibata, K., Yoshida, W., Seymour, B.,Kawato, M. & Lau, H.(2016) : Fear reduction without fear through reinforcement of neural activity that bypasses conscious exposure, Nature Human Behaviour 1, Article number : 0006
3. Minami, S., Amano, K. (2017): Illusory jitter perceived at the frequency of alpha oscillations, Current Biology 27 (15), 2344–2351.

Brief Biography

Kaoru Amano received his BS degree in Mathematical Engineering and Information Physics in 2002, and Ph.D. in Frontier Sciences in 2005 both from the University of Tokyo. After working as a postdoctoral associate in NTT Communication Sciences Laboratories and in Stanford University, he became an assistant professor at the University of Tokyo in 2008. He then joined CiNet as a senior researcher (PI) in 2013. Since 2013, he is also a visiting associate professor in the Graduate School of Frontier Biosciences, Osaka University. His primary research interests are in the neural mechanism underlying visual perception, multi-sensory perception and temporal perception.

Abstract

Storytelling is a tradition as old as time – we use stories to share moments of joy and loss, to communicate codes of ethics, to entertain, inform and inspire ourselves and others. But what makes a good story compelling to read, watch or listen to? And does the way a story is delivered change the way it impacts us on an emotional level? In 2018 University College London and Audible conducted an in-depth investigation into the neuroscience of narrative. Testing scenes from well-known stories across crime, sci-fi, fantasy, action and classical genres on more than 100 participants, UCL and Audible examined the physiological impact of different storytelling mediums through a variety of surveys, heart rate and electrodermal measurements. The findings, which indicated listening to audiobooks is more emotionally engaging than watching film or TV on a biological level, were published by bioRxiv in June 2018 and are currently being considered for peer review. As part of a wider panel discussion, this session will explore the ways brands and academics can work together to drive new research forward together.

Brief Biography

Thomas Curry is Communications Manager at Audible – the world’s largest seller and producer of audiobooks and other spoken-word entertainment. Having joined the company in August 2016, Thomas manages publicity for Audible Original audiobooks, dramas and podcasts in the UK working in close collaboration with Audible’s international PR teams. Co-developed by University College London and Audible, Thomas was part of the team that developed the ‘Neuroscience Of Narrative’ study – an investigation into the emotional impact of visual and auditory storytelling. The study, which indicated listening to audiobooks is more emotionally engaging than watching film or TV on a biological level, was published by bioRxiv in June 2018 and received worldwide coverage in USA Today, Forbes, Wired, Guardian, Observer, Independent and Financial Times amongst others.

Abstract

There is an increasing demand to develop brain based measures of product testing in the anticipation they will offer advantages over traditional testing methods. An area in the frontal brain, dorsolateral prefrontal cortex (DLPFC), is thought to have a role in calculation of the value of an object, offering the prospect of using this area as novel measure of product performance.
Over three experiments, 85 female participants applied cosmetics and considered the maximum they would be willing to pay (WTP) for an item, while functional near infrared spectroscopy measured their brain activity. In each experiment we found a significant correlation between participants’ right DLPFC activities and WTP. This was true for foundation as well as for lipsticks and for Japanese as well as Caucasian participants.
Through these experiments we have established a reliable method of measuring brain activity during the real use of cosmetics. Our aim is to apply the method to product testing to provide objective information about consumer responses.

Brief Biography

In 2017, Kazue Hirabayashi completed her Masters in Neuroscience at the University of Strasbourg, where she researched brain connectivity with near infrared spectroscopy. After returning to Japan, she wanted to combine her neuroscience knowledge and skills with her personal interest in cosmetics. To achieve this, she joined the Psychology & Behavioral research group in Shiseido and has been developing new methods to test consumer reactions to prototypes and products. The ultimate goal of her research is to use these methods in product development, to assist in the creation of superior cosmetic products.

Abstract

Musicians have undergone hours of daily practice from childhood over years. Through this deliberate practice, they acquire outstanding skills and functions in the sensory, motor, and cognitive domains. However, at the expense of this, many musicians have been suffering from orthopedic and neurological disorders such as tendinitis, chronic pain, and focal dystonia. A key to prevent these physical problems is physical education based on evidence, which can be provided by translational research of musical performance. My colleagues and I have been studying biomechanical and neurophysiological mechanisms underlying musical excellence and development of playing-related movement disorders (PRMDs). The present talk introduces novel findings with respect to musical virtuosity and musicians' dystonia, and then proposes our idea about how to deploy such scientific and technological outcomes into musical education.

Brief Biography

Shinichi Furuya is a researcher at Sony Computer Science Laboratories, and research associate professor at Sophia University. He also holds a position as an adjunct professor at Institute for Music Physiology and Musician’s Medicine at Hannover University of Music, Drama and Media. After studying mechanical engineering (BSc), biomechanics and motor control (MS), and medical science (PhD) at Osaka University in Japan, he worked at University of Minnesota (USA), Hannover University of Music, Drama and Media (Germany), and Sophia University (Japan). He received Postdoctoral Fellowship at Alexander von Humboldt Foundation (AvH) and Heisenberg Fellowship at Germany Research Foundation (DFG) in Germany. His research goal is to enhance musical expertise and prevent musician’s injuries, and to this aim, he studies neuromuscular mechanisms subserving acquisition, sophistication, loss, and restoration of sensorimotor skills in musical performance. He and his colleagues also develop systems enhancing sensorimotor skills of pianists.

Abstract

There is an increasing demand to develop brain based measures of product testing in the anticipation they will offer advantages over traditional testing methods. An area in the frontal brain, dorsolateral prefrontal cortex (DLPFC), is thought to have a role in calculation of the value of an object, offering the prospect of using this area as novel measure of product performance.
Over three experiments, 85 female participants applied cosmetics and considered the maximum they would be willing to pay (WTP) for an item, while functional near infrared spectroscopy measured their brain activity. In each experiment we found a significant correlation between participants’ right DLPFC activities and WTP. This was true for foundation as well as for lipsticks and for Japanese as well as Caucasian participants.
Through these experiments we have established a reliable method of measuring brain activity during the real use of cosmetics. Our aim is to apply the method to product testing to provide objective information about consumer responses.

Brief Biography

In 2017, Kazue Hirabayashi completed her Masters in Neuroscience at the University of Strasbourg, where she researched brain connectivity with near infrared spectroscopy. After returning to Japan, she wanted to combine her neuroscience knowledge and skills with her personal interest in cosmetics. To achieve this, she joined the Psychology & Behavioral research group in Shiseido and has been developing new methods to test consumer reactions to prototypes and products. The ultimate goal of her research is to use these methods in product development, to assist in the creation of superior cosmetic products.

Abstract

Attracting the next generation of theatre fans can be challenging when consumers now have an almost endless supply of movies and high-quality digital content right at their fingertips. To help a London-based theatre company get their attention, we measured audiences' physiological responses to both movies and theatre and demonstrated that some performances really are ‘best live’. I’ll describe how biometric wristbands can be used to deliver low-cost, high-impact corporate-academic collaborations.

Brief Biography

As a neuroscientist at UCL, John investigates the early visual processes involved in reading. When not in the neuroimaging lab, John helps corporate clients study consumer behavior. With over 10 years of consulting experience, John has provided research services for clients such as Virgin Media, McCann Erickson, Deliveroo, and Audible.

Abstract

Although many basic researches of neuroscience have produced a lot of findings, there are only few outcomes that are used in the real world. And what’s worse, a handful of “Brain technologies” currently being used by companies are not based on “bona fide” scientific evidence. In the session, I focus on the “Neuro-ICT”, the area of decoding, stimulating and simulating information processing of the brain, and their potential application.

Brief Biography

Takuya works as a Consultant, 5+ years’ experience in Neuroscience-related business development.
Main Work:

• Find “potential business seeds” from basic neuroscience
• Answer to “unvisualized business needs” from basic neuroscience
• Coordinate and promote academia-industry collaboration
• Develop New Neuroscience based businesses from scratch

Project History:

• Brain-decoding (fMRI) Service development (for Ad movie evaluation and optimization)
• Car-Driver monitoring system development using EEG,ECG, etc…
• Neuro-Feedback Education service development (for second language acquisition), using EEG(ERPs).
• Coordination of the large academia-industry collaboration (between basic neuroscience research institute and private car company)

Abstract

In the liquor and beverage market in Japan, consumer preferences are diversifying as various craft beers are launched. In order to provide products that respond to diversified preferences, companies need to make appropriate segmentation and flavour design that makes each segment feels delicious. However, it is becoming difficult for companies to grasp the flavour that each segment really wants and to reach the optimal flavour design for each with only conventional technology. We are interested in neuroscience technologies that would help to develop products that satisfy customers more.

Brief Biography

Since joining the company, He has mainly been involved in the evaluation of flavour and preference of liquors/beverages for 8 years.

• Evaluation of taste by stimulating cultured cells which expressing taste receptors and nociceptive receptors.（3 years）
• Consumer Analysis; Sensory evaluation and preference on beer flavour.(3 years)
• Search for new technology that would help to evaluate consumer preference of liquors.(2 years)

Abstract

Developmental psychology and the related sciences defines learning as the acquisition of mental representations that support adaptive behaviour. In basic neuroscience, learning is sometimes just equated with “memory”. However, the educational perspective is quite different. For an educator, learning comprises a diverse set of views, often grounded in ideas of learner-driven acquisition. Successful learning, therefore, draws on opportunities for meaningful and authentic exploration, engaging activities, interactive group work and student ownership of the learning process. The gap between the science of learning and the reality of learning in a real-world environment remains significant. In this talk, I will present some work on the multimodal aspect of learning and how it has been applied in education.

Brief Biography

Natasha Kirkham is a senior lecturer/associate professor at Birkbeck, University of London, and a member of the Centre for Brain and Cognitive Development. Her research is focused on the neuroscience of early learning in infancy and childhood, specifically pattern prediction, statistical learning and multi-modal binding. Recently, she has become interested in the translational aspects of neurosciences, working with primary schools to look at ways to increase learning efficacy.

Abstract

In Japan, introduction of Nudge is increasingly getting popular among central governments as well as municipal governments. Nudge is considered as a supplementary method to make behavioral change to the traditional intervention such as regulatory, financial, and informational. Although the attention to “people” and scientific approach in public policy is welcome, there are some risks of Nudge being viewed as “magic cane” and end up just another fad. In this talk, from the standpoint of practitioner i.e., consultant for public sector, I introduce the trend in Japan, the background of Nudge getting popular and our view regarding Nudge popularity, and discuss how Nudge should be utilized by sharing our projects.

Brief Biography

Yoko Kobayashi is Manager of NTT Data Institute of Management Consulting, Inc. After completing her Master in city planning at Massachusetts Institute of Technology, she joined the company. As a consultant, she works on enhancing the life value of people in the area of healthcare, medical, education, with municipal governments, central governments, and private companies. Given her central focus on “people,” she has recently become interested in the application of behavioral science insights including Nudge to public policies for behavioral change. Closely working with the neuro innovation team as well as data science team, Yoko is currently working on nudge experiments as a behavior change intervention as well as behavioral type modeling toward personalized intervention. She also engage in translating the academic knowledge into practical methodologies so that practitioners such as public policy officials and business person can utilize the scientific knowledge.

Abstract

Existing research in cognitive neuroscience has elucidated neural correlates of varieties of cognitive functions such as attention, memory, emotion, and many other functions. The field of brain-computer-interface techniques has been radically developing, in terms of devices and computational and information-processing resources, enabling us to quantify such varieties of neural functions in real-time. There are theoretical limitations and concerns in terms of fidelity of the BCIs that is yet to be improved; however, the need from business/industries are increasing. Sharing what I have learnt from my experiences in academia-business join research activities in Japan, I would like to discuss about mutual sharable benefit by the collaboration as well as potentially unshared properties in such actions. In the end, I would like to propose my personal opinion on how to maximize the mutual benefit for the science and industry.

Brief Biography

Originally trained in clinical psychology in Japan and cognitive psychology in the USA, Maro Machizawa has completed his PhD in Cognitive Neurology at the UCL Institute of Neurology and UCL Institute of Cognitive Neuroscience, University College London. His focus has been building models and elucidating neural correlates of individual differences in visual attention and working memory capacity. After postdoctoral training on brain-computer-interface (BCI) on learning at the Brown University, he joined Hiroshima University where he built an example of consumer friendly BCI application. While conducting scientific research in a lab at the National Institutes for Quantum and Radiological Science and Technology (QST), he is challenging to bridge gaps between real-world issues to demands in scientific research.

Abstract

JSOL is developing a second language learning application. (especially for people learning English) JSOL uses Mismatch Negativity neurofeedback technology developed by the National Institute of Information and Communications Technology. This technology trains a subject's ability to distinguish two similar words.(for example "right" and "light") In order to develop the application, scientific theory and technology are very important, but only theory and technology are not enough. In order to expand the use of an application, the application has to include attractive features make the user want to keep using it. There are some points that a developer should take care when making applications that use neurofeedback technology. A solid business model that keeps the business running is also needed. In this presentation, Kengo will explain the key points of developing such an application and building a business case.

Brief Biography

Since joining JSOL Corporation, Kengo has worked in IT system development for a decade. He had developed a large number of enterprise systems as an engineer and a project manager. After a short stint working as a consultant in IT Projects, he moved to a new division created to develop new IT services . Currently he is responsible for planning new IT services using machine learning and brain-machine interfaces.

Abstract

Recent developments in decoding techniques using functional magnetic resonance imaging (fMRI) allow us to recover perceived contents from human brain activity. The decoding techniques have many potential real-world applications. However, the following two issues make it difficult to realize such applications: (1) the discrepancy between experimental and real-world situations and (2) the measuring cost of fMRI. To address the first issue, we developed a decoding method to recover perceptual contents from brain response to natural audiovisual inputs. This method can visualize rich perceptual experiences of individuals in the form of tens of thousands of words. To address the second issue, we devised a new method to decode perception and cognition, with high accuracy, from predicted brain response to audiovisual inputs. In this method, once predicting and decoding models are constructed with fMRI data, no additional fMRI measurement is required to estimate perception and cognition induced by any audiovisual inputs. In this talk, I will introduce these two methods, which have the potential to facilitate real-world applications of brain decoding.

1. Nishida S, Nishimoto S. Decoding naturalistic experiences from human brain activity via distributed representations of words. Neuroimage 180:232-242, 2018.
2. Nishida S, Nakano Y, Blanc, A, Maeda N, Kado M, Nishimoto S. Brain-mediated transfer learning of convolutional neural networks. arXiv:1905.10037, 2019.

Brief Biography

Satoshi Nishida received Ph.D. in Medicine from Kyoto University in 2014. After short-term postdoctoral work at Kyoto University, he joined CiNet as a researcher in 2014 and has been working with Dr. Shinji Nishimoto. He is currently a senior researcher. Since 2015, he is also a visiting researcher at the Graduate School of Frontier Biosciences, Osaka University. His current work focuses on quantitative modeling of perceptual representation in the brain. Using the quantitative modeling, he seeks to elucidate the neural substrates for the representation of higher-level perceptual information, such as semantic perception. As an application of the modeling work, he also develops neural decoding techniques and human-like artificial intelligence.

Abstract

In our daily lives, our brains continually process diverse, complex, and dynamic sensory information to generate appropriate inferences regarding the world and ourselves. Elucidating how the brain works under such a natural, complex flow of information is a fundamental goal of systems neuroscience. Understanding life-relevant processing in the brain can also provide a quantitative basis for real-world applications, such as to develop foundations for brain computer interfaces and neuromarketing. These applications, in turn, provide insights into basic science by handling large-scale, real-world data. In this talk, I will introduce some of our studies to model and decode the human brain under naturalistic conditions and discuss how these studies could bridge basic neuroscience and real-world applications.

Brief Biography

Shinji Nishimoto received his Ph.D. in neurophysiology from Osaka University Graduate School of Engineering Science in 2005. He worked as a postdoctoral fellow and an associate specialist at the Helen Wills Neuroscience Institute at the University of California, Berkeley from 2005 to 2013. Then, he joined the Center for Information and Neural Networks (CiNet) at the National Institute of Information and Communications Technology (NICT) as a senior researcher (principal investigator). He has also been affiliated as a guest professor with Osaka University Graduate School of Medicine and Graduate School of Frontier Biosciences. His primary research interest is the quantitative understanding of neural information processing and representations that support our daily lives.

Abstract

As humans, we have relationships with other people, and with brands and products. Our psychological machinery did not evolve in a world full of merchandise and corporations and we do not have dedicated psychological mechanisms for managing the relationships we have with these entities. Instead, when we interact with brands, we co-opt the psychology that evolved to manage and negotiate our relationships with other people. This means that understanding how people behave and judge the actions of others in social relationships can also help us to understand how people relate to brands. I will present three key rules of that seem to govern our relationships with other people: reciprocity, reputation and integrity, with studies from my lab (& elsewhere) illustrating how these rules shape social relationships, both with people and with brands.

Brief Biography

Nichola Raihani is a Royal Society University Research Fellow and Professor in Evolution and Behaviour at UCL. Her group's research focuses on the evolution of social behaviour in humans and non-human species. Nichola has worked on a variety of species that live in groups, including pied babblers (Kalahari Desert), apostlebirds (Australian outback), Damaraland (South Africa), and cleaner fish (Great Barrier Reef). Over the last decade, she has also worked extensively on the social behaviour of humans. Nichola has published over 65 papers in scientific journals, her papers have been cited over 1,900 times, and she won the 2018 Philip Leverhulme Prize in Psychology for her research achievements. She was elected Fellow of the Royal Society of Biology in 2018. She has also worked with several companies, including JustGiving, Ogilvy and The Behavioural Architects, and has contributed to various podcasts and radio shows, including BBC Radio 4’s ‘Hacking the Unconscious’ and ‘Thought Cages’. She is current writing her first trade book, which will be published in 2021.

Abstract

When two or more people interact with each other, they often coordinate their behaviour and physiology. They may sway their bodies in time with each other, copy speech rates and even synchronise their heart rates. In this talk, I will review what we have discovered about the psychological effects of this social orchestration. In our experiments, we asked individuals and groups of people to take part in dance workshops, decision making tasks, or simply to watch movies. Using wearable devices, we measured their body movements, heart rate and skin conductivity. We have found that the degree of behavioural and physiological orchestration between people relates to the feelings of affiliation towards each other, and shapes the decisions that they make. The physiological synchronisation between people watching a short video clip or movie trailer even appears to predict the box office success of the movie, suggesting a range of applications for wearable technology in consumer research.

Brief Biography

Daniel is a Professor of Experimental Psychology at University College London. Prior to that, he was an undergraduate at Magdalen College, Oxford, a graduate student at Cornell, a postdoctoral researcher at Stanford, and an assistant professor at UC Santa Cruz. His research examines how individuals' thought processes are related to the people around them. He has authored many scientific articles in cognitive, developmental and social psychology and two popular science books, Man vs Mind and A Dummies Guide to Social Psychology. He received two Provost's Teaching Awards from UCL, and has performed shows at the London Science Museum and Bloomsbury theatre combining science, music and live experiments on the group mind of the audience.

Abstract

Financial incentives are an increasingly common way to encourage better health behaviors in the marketplace. Although incentives can effectively increase desired behaviors when in place, we know surprisingly little about the extended effects for both the customers who receive them and the organizations who offer them. Understanding the long-term and net benefits of financial incentives is essential to bringing behavioral science insights to scale. Interventions that boost targeted behaviors only to result in immediate rebound or negative consequences once an incentive program ends, or show negative spillover effects into other aspects of consumer health, have limited feasibility. My research examines these questions by exploring the target, spillover, and loyalty effects of “light” commitment devices. These devices, which typically offer no financial benefit or only the threat of a loss, are an attractive way for firms to structure incentives. At the same time, they worry that imposing restrictions or penalties may alienate customers and shift unhealthy behaviors to other domains. Over a series field experiments in retail settings such as fast-food restaurants and grocery stores, I find that self-aware consumers welcome commitment devices and improve both their immediate and long-term behavior. Moreover, these changes do not come at the expense of other health related behaviors or compromise customer satisfaction and loyalty (even when customers are penalized). These results offer some reassurance that commitment devices designed to help consumers moderate their consumption can be successful, persistent, and cost-effectively brought to scale.

Brief Biography

Janet Schwartz is an Executive in Residence at Duke University’s Center for Advanced Hindsight. She has a PhD in Experimental Psychology from Rutgers University and received post-doctoral training at Princeton University’s Woodrow Wilson School of Public Affairs and Duke University’s Fuqua School of Business. Janet’s research is at the intersection of consumer behavior and public policy where she uses insights from behavioral economics to investigate how consumers navigate the health marketplace. Her research has been published in leading marketing, health policy, and psychology journals such as the Journal of Marketing Research, the Journal of Consumer Research, Management Science, Health Affairs and Psychological Science. Her work has also been featured in media outlets such as The New York Times, CNN, NPR and the Harvard Business Review.

Abstract

In 2016, we developed a cross-parameter “Driver state estimation model” using EEG, ECG, Driver’s sight (camera), and vehicle information which includes acceleration, vehicle speed, and the steering angle. Although the model had high accuracy, most of the customers don’t desire to know their emotion. Rather, they are interested in the value which is created by the products or services using this model. Therefore, we concluded the importance of neuroscience in business is not only to pursue high technology but also to create customer value.

Brief Biography

He engaged product planning of cars and development of new businesses (robotics) as a data scientist. His approach includes statistics, psychology, and brain science.

Abstract

Brain-Computer Interface (BCI) is a technology that allows us to decode neural information from the targeted sensorimotor cortex in real-time via scalp electroencephalogram (EEG) (Takemi et al. NeuroImage 2018; Neuroscience 2015; J Neurophysiol 2013). BCI translates decoded information into machine control signals, achieving telepathy-like machine control (Hashimoto et al. BMC Neurosci 2010) and cyborg-like limb control, and more recently, rehabilitation of the targeted neural activities via visual/somatosensory feedback (Ono et al. Front Neuroeng 2014; Ono et al. Clin Neurophysiol 2013). Neural decoding algorithm for EEG identifies the feature covaried with cortical oxygenation signals of magnetic resonance image in the sensorimotor cortex (Tsuchimoto et al. Front Hum Neurosci 2017 Ono et al. Brain Topogr 2015), and manipulation of this feature through contingent robotic movement support and neuromuscular electrical stimulation promotes cortical reorganization (Kasashima-Shindo et al. J Rehabil Med 2015; Ono et al. Brain Topogr 2015; Mukaino et al. J Rehabil Med 2014). Retention of improved brain activity and motor behavior through BCI manipulation is feasible as medical application (Kawakami et al. Restor Neurol Neurosci 2016; Shindo et al. J Rehabil Med 2011), as reorganizing damaged brain function and underlying neural circuits to promote functional motor recovery from pathoneurological conditions, such as post-stroke hemiplegia (Ushiba & Soekadar, Prog Brain Res 2016), incomplete spinal cord injury, and dystonic writer's cramp (Hashimoto et al. BMC Neurosci 2014). In this talk, neuroscientific relevance of BCI, clinical efficacy of BCI for post-stroke rehabilitation, and how the interplay between the brain activity and the BCI decoder impacts on the neural plasticity and rehabilitation will be addressed.

Brief Biography

Junichi Ushiba graduated from the Keio University Faculty of Science and Technology in 2001 and obtained his Ph. D. from the Keio University School of Fundamental Science and Technology in 2004. He was a guest researcher at the Center of Sensory-Motor Interaction at Aalborg University, Denmark, for a 6-month period in 2003 before returning to the Keio University Faculty of Science and Technology as a Research Associate. He was at the Keio Institute of Pure and Applied Sciences of the Faculty of Science and Technology from 2014 to 2019, and has been an Associate Professor at the Keio University Faculty of Science and Technology, Department of Biosciences and Informatics since 2012. He is a regular committee member and chair for various conferences and awards, and he has sat on the board of the Japanese Society for Motor Control since 2016 and on the Executive and Scientific Board of the Clinical Brain-Machine Interface (CBMI) Society since 2015. He has also received numerous awards himself, including winning the Excellence Award at BRAVE 2017, the pitch contest for the University based Startups. He is appointing the next President and CEO of the Connect Inc. for promoting Neuroscience-based therapeutics in Rehabilitation Medicine.

Abstract

The first decade of research in consumer neuroscience ushered tremendous progress in identifying the basic neural processes underlying human judgment and decision making. Recently, the emphasis has shifted from basic science research to more applied work in the fields of economics, finance, public policy and marketing among others. Yet, considerable skepticism exists about the value of these neuroscience methodologies, particularly given the consistent hype around neuromarketing in the popular media. A number of recent academic studies have begun to address this criticism by demonstrating how neural data from a small group of individuals can reliably predict population level responses and market performance. I will discuss two specific studies where we used multiple methods (traditional self-reports, implicit, eye-tracking, biometrics, EEG, and/or fMRI) to study the effectiveness of advertisements across multiple marketing channels. Across these studies, I will highlight the complementary nature of these methods, and emphasize the valuable insights that neuroscience methods provide beyond the traditional marketing measures. I will discuss the implication of these findings for marketing theories, research and practice.

Brief Biography

Dr. Vinod Venkatraman is currently an Associate Professor in Marketing, and Associate Director of the Center for Neural Decision Making at the Fox School of Business, Temple University. He joined Temple University in July 2011 after completing his PhD in Psychology and Neuroscience at Duke University. His research involves the use of behavioral, eye tracking, neurophysiological and neuroimaging methodologies to study the effects of context, state and individual traits on decision preferences. A core emphasis of his research is in the application of findings from the laboratory to real-world decisions in the areas of consumer financial decision making, public policy, and marketing communications.

Dr. Venkatraman received the Early Career Award from the Society of Neuroeconomics in 2016 for his contributions to the area of neuroeconomics and decision neuroscience. His research has been published in leading scientific journals including Journal of Marketing Research, Journal of Neuroscience, Neuron, and Journal of Consumer Psychology, and featured in popular media outlets including BBC, Forbes, NPR, LA Times, and Newsweek. Several of his recent research projects have been funded through grants and collaborations with the industry. He is currently advising the Global Science Organization at IPSOS, a leading market research company.

Abstract

It has been claimed that interdisciplinarity and dealing with diversity are the keys to applying neuroscience and cognitive science to business. To explore the possibility of applied neuroscience and cognitive science over the decades, we have developed the “inverse translational science” view of research on the human mind and behaviors, where not only the route from basic to applied field, but also the route from everyday life to laboratory studies is emphasized. For this, we have been taking two non-exclusive approaches: one is to simplify everyday situations without losing the essential points to achieve data that survives rigorous scientific evaluations (minimalist approach), and the other is to collect as much diverse data as possible by elaborating the sensing and data collection method (inclusive approach). I would like to illustrate these approaches with several examples, including how body and brain synchronization is formed and its influence on our social interaction, how implicit processes affects decision making at micro- and macro-levels, how people perceive face and attractiveness, and how hearing our own voice implicitly alters our emotional state, etc.

Brief Biography

Katsumi Watanabe is Full Professor at Waseda University (Department of Intermedia Art and Science) and Visiting Professor, University of New South Wales (Art and Design), Sydney, Australia. He received B.A in experimental psychology and M.A. in life sciences from the University of Tokyo and his PhD in Computation and Neural Systems from California Institute of Technology, for his work in crossmodal interaction in humans. He was a research fellow at National Institute of Health (USA), a researcher at the National Institute of Advanced Science and Technology (Japan), and Associate Professor at the University of Tokyo (Research Center for Advanced Science and Technology). His laboratory research focuses on perception, cognition, action, decision making, social perception, individual difference, brain functions, and affective science. The main themes include scientific investigations on explicit and implicit processes in human perception, cognition and action, interdisciplinary approaches to cognitive sciences, practical applications of knowledge of cognitive, neuro and affective sciences.

Abstract

NTT DATA Group has launched "Neuro-ICT Lab" in partnership with NICT/CiNet. Under this Industry-Academia collaboration project, we engage in developing a neuroscience-based technology that predicts and simulates Human Brain activities, called NeuroAI. That is a basic technology that enables us to develop innovative solutions such as content, advertising, and product optimization. NeuroAI will support you in exploring a new marketing approach as well as improving the effectiveness of marketing tool planning and production activities. For example, we provide a service "Digital-Planner(D-Planner)" that evaluates video and still image content. D-Planner is mainly focused on marketers who engaged to produce movie ads to communicate the corporate message or their product concept. D-Planner support to check the perceptions of your movie ads between your intention and prediction, or A/B testing. In this session, introduce these outlines and case studies.

Brief Biography

Ryo Yano is Senior Manager of Neuro-business at NTT DATA - the ICT company engaged in data communications and system integration, and the largest information service business in Japan. Ryo, who joined in April 2001, was mainly responsible for system sales for mobile operators. In 2014, he interacted with NICT/CiNet researchers, and he strongly felt that he could bring new value to consumers by applying brain science to business, and he set up a Neuro-business team. The world's first service that evaluates video advertisements by measuring and predicting the brain activity of viewers using cutting-edge research technology has been realized. Ryo is creating a new market "cognitive service" using NeuroAI through industry-academia collaboration. A member of the Japan Neuroscience Society for industry-academia collaboration promotion committee.