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A presenta*on 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
‘Not Ready for Prime Time’
Dan Hill, Sensory Logic
Dan Hill, Sensory Logic, USA NewMR Neuroscience, Biometrics and MR – April 15 2011
Speaker Dan Hill, Sensory Logic, USA NewMR Neuroscience, Biometrics and MR – April 15 2011
Neuroscience, Biometrics and M.R.
Dan Hill, Ph.D. President – Sensory Logic, Inc.
April 2011
© 2011. All Rights Reserved.
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“Emotions can flood consciousness [because] connections from the emotional systems to the cognitive systems are stronger.”
Joseph LeDoux
Arousal – This refers to the degree of emotional intensity/enthusiasm a test subject experiences. Think of arousal as akin to a thermometer, i.e. how “hot” is it? It’s valence-neutral, so arousal linked to negative emotions is a “poison pill” type of response; when high arousal linked to positive emotions, it’s a “wow” instead. A related term is engagement, i.e., how many people from the test sample have an emotional response, how much of a response, and when it happens.
Valence – This refers to the ratio of positive versus negative emotions a test subject experiences. Ultimately, positive emotions indicate preference for a branded offer. But during exposure to, for example, a problem/solution TV spot, you should actually feel first the problem, i.e. negative emotions, followed by positive emotions when the solution is depicted. Feeling the right emotion at the right time is being “on-emotion,” in addition to being only (rationally) on-message.
Arousal should receive1/3rd weight in terms of business value because, yes, breaking through the “clutter” is vital. But whether you win the person over is ultimately the key to sales/revenue, so valence deserves 2/3rd weight in terms of importance.
Speaker Dan Hill, Sensory Logic, USA NewMR Neuroscience, Biometrics and MR – April 15 2011
• “Pupil dilation and faster blink rate signal greater involvement in processing the image. None of the reactions, however, by itself indicates the positivity or negativity of the attitude.” (qtd. Zurawicki)
• Both techniques – pupil dilation and blink rate – are arousal tools only.
Published 2010
Speaker Dan Hill, Sensory Logic, USA NewMR Neuroscience, Biometrics and MR – April 15 2011
Respiration Heart Rate
Detects and analyzes breathing patterns. Of use in measuring
engagement and arousal, including levels of intensity, but not valence.
Calculates patterns and changes in heart rate. Again, of use in measuring engagement and arousal, including levels of intensity, but not valence.
Speaker Dan Hill, Sensory Logic, USA NewMR Neuroscience, Biometrics and MR – April 15 2011
EMG is radically incomplete, i.e.: • Zygomatic Muscle:
• Happiness, but not True Smiles • Corrugator Muscle (provides only):
• 10% of ways anger shown • 12.5% of ways fear shown • 12.5% of ways sadness shown
• No surprise / disgust / contempt
Electromyography (EMG) involves placing electrodes on just two muscles, versus the 43 facial muscles that facial coding captures data from naturally, without sensors. It’s a valence tool that fails to gauge 3 emotions, and captures only a fraction of 3 other emotions.
Galvanic skin response, which measures sweat gland activity, involves a finger sensor. It is an arousal measurement tool only, and often fails to show large differences or movement.
Speaker Dan Hill, Sensory Logic, USA NewMR Neuroscience, Biometrics and MR – April 15 2011
Abundant
Universal
Spontaneous
“ This confirms an idea posed by Charles Darwin in 1872”
“ The faces we pull when we are happy, sad or angry may be passed
from generation to generation, according to researchers”
Facial coding involves the review of 43 muscles whose movements correspond to 23 action units (AU’s) and, in turn, to 7 core emotions. A given AU will identify one or more emotion felt in real-time by an observed, videotaped test subject, with analysis done 30x a second, as necessary, to capture responses. The semi-automated process shown here helps in recording exact time stamp, with impact and appeal values for each AU built into a proprietary algorithm that translates results into scores.
According to an influential emotions model by Plutchik, there are 8 core emotions, and gradations of them. The facial coding tool used by Sensory Logic can measure results for 6 of them (anger, disgust, sadness, surprise, fear and joy, i.e., happiness,) along with contempt.
Strengths: As stated by Dr. Alan Gevins, a 30-year veteran of using EEG, in the end EEG is essentially a tool to measure alertness, arousal and the mental workload of consumers.” It enjoys great temporal (time) resolution: it records brain activity on a millisecond by millisecond basis.
Weaknesses: 1) Inability to truly capture valence due in large part to poor spatial resolution, notably for subcortical structures including those associated with emotional responses (source: Dr. Paul Zak); 2) Artifacts (errors) introduced by sensitivity to eye blinks, head movements, tongue movements, heart/EKG, etc; and 3) Vulnerable to reductionist assumptions about reading “tiny” signals from parts of the brain as robust data.
Heavy vs. lite (bottom) versions of using EEG: lite version raises new Issues like, a) lack of enough sensors (only 2), and “dry” electrodes susceptible to higher error rate.
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Published 2009; Harmon-Jones & Peterson pp. 170-197
+ Approach
– Avoid
Incorrect
N/A
Happiness Anger
Surprise
Fear Sadness
Disgust
The assumption that valence can be measured based on asymmetrical frontal activity assumes that approach-oriented emotions are positive and withdrawal/avoidance-oriented emotions are negative. “Anger, however, is an approach-oriented negative emotion” that “strongly challenges the affective valence hypothesis” on which EEG often relies.
Sensor Placement
Speaker Dan Hill, Sensory Logic, USA NewMR Neuroscience, Biometrics and MR – April 15 2011
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Strengths: 1) Far better spatial resolution than EEG, in some cases now within 1-2 millimeter, so pretty precise on brain tissue being gauged; 2) unlike EEG, able to really penetrate beyond the surface layer of brain; and 3) NAcc [brain region] activates more strongly for pleasant new information than unpleasant stimuli, so a sign of wanting + learning motivation.
Weaknesses: 1)Weak (temporal) timing accuracy; maybe 4 images per second, and can’t do real-time, continuous read; 2) procedure usually lasts 1 hour per person , with tight-quarters experience, head kept still, and 3) expensive: time on fMRI averages up to $2,000 per test subject. Given expense, typically limited sample sizes.
Speaker Dan Hill, Sensory Logic, USA NewMR Neuroscience, Biometrics and MR – April 15 2011
The fMRI tool is actually a surrogate measure, which reads the BOLD (Blood Oxygen Level Dependent) signal, i.e., brain blood flow during mental activities like during exposure to a TV spot. Besides the fact that hemodynamic (blood) responses vary widely among test subjects, other limitations include:
• Lack of robustness: “Most fMRI studies find a 1% change in BOLD across conditions, or even less. Again, a sign of lack of robustness or fragility of the results. Results for most moderate stimuli are not robust, i.e., if I test you today and tomorrow activation patterns will vary substantially.” – Dr. Zak
• Risk of reductionist/simplistic analysis: Standard fMRI analysis assumes each voxel [small, cube-shaped brain measurement region] is independent, something clearly untrue.” - Dr. Zak
• Still under development: “What remains poorly understood is the relationship between various aspects of neuronal processing and the changes in BOLD activity. “
(qtd. Culham, 53-82) Published 2006; source of Culham quote
“Big downside is the indirectness of the measure. BOLD is a slow and weak signal of brain activity.” Dr. Paul Zak, founding director, Center for Neuroeconomic Studies, Claremont Graduate U.
Speaker Dan Hill, Sensory Logic, USA NewMR Neuroscience, Biometrics and MR – April 15 2011
Speaker Dan Hill, Sensory Logic, USA NewMR Neuroscience, Biometrics and MR – April 15 2011
Dan Hill Sensory Logic
Ray Poynter The Future Place
Dan Hill Sensory Logic
Speaker Dan Hill, Sensory Logic, USA NewMR Neuroscience, Biometrics and MR – April 15 2011
How you can reach me:
651 / 224-7647 (USA)
http://www.sensorylogic.com
© 2011. All Rights Reserved.
Speaker Dan Hill, Sensory Logic, USA NewMR Neuroscience, Biometrics and MR – April 15 2011
A presenta*on 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
‘Not Ready for Prime Time’
Dan Hill, Sensory Logic
Dan Hill, Sensory Logic, USA NewMR Neuroscience, Biometrics and MR – April 15 2011
