SXSWi 2010 panel explains how neuroscience can inform buying decisions

During a panel discussion at the 2010 SXSWi festival, scientists and advertisers sought to explain the convergence of neuroscience and marketing. The straight-out-of-science-fiction discussion included the following presenters:

• Roger Dooley, Vice President of Digital Marketing, Hobsons
• Gary Koepke, Co-founder, Modernista
• Eric Kogelschatz, Senior Account Executive, Marcus Thomas
• Dr. AK Pradeep, President and CEO, Neurofocus
• Dr. Danielle Stolzenberg, Ph.D, University of Virginia

What is neuroscience?

Neuroscience research involves measuring brain activity as it responds to different kinds of stimuli. A range of technologies are available, such as eye-movement tracking devices and sophisticated neuron-mapping devices. Dr. Stolzenberg kicked-off the panel with a self-proclaimed oversimplification of how the brain incorporates emotions into reasoning. She argued that what are often perceived as emotional reactions to situations are really well-reasoned subconscious responses based on previous circumstances that may resemble the current situation.

Neuroscience and product design

As interesting as Dr. Stolzenberg’s presentation turned out, Dr. Pradeep stole the show by offering examples of how neuroscience research can inform product design and marketing. Pradeep discussed the brain activity, for example, of eating chips and salsa. As it turns out, a neural phenomenon occurs when the eater is lifting a fully-loaded chip to his or her mouth: their brain activity goes off the charts. Something about the consistency of the salsa and the feeling of the chip as it rises to the mouth consistently triggers strong responses in the subject’s brain. And although there may be differences in how we externalize those neural responses, it is more or less the same from subject to subject.

The other highlight from the presentation was Dr. Pradeeps music video that explained how neuroscience worked. It was a sort of hip hop song featuring scientists working in a lab. Unfortunately, the other panelists offered little memorable information or insights.