Post on 11-Jan-2017
transcript
#NEUROWEB ATTENTION @KarstenLund
Create Better Tests & Hypotheses Using Applied Neuroscience
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THE BRAIN
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100 BILLION NEURONS
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MORE POSSIBLE CONNECTIONS
THAN THERE ARE ATOMS IN THE UNIVERSE
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FROM EARLY INFANCY
THE BRAIN IS A BATTLEGROUND
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THE TEENAGE BRAIN IS VICTIM OF
SHEAR MASS MURDER
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WHAT YOU ARE “EXPERIENCING” NOW
IS UP TO 15 SECONDS AGO
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BRAIN IS A CONSTANT BATTLE OF DIFFERENT “IDEAS”
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ATTENTION: The act or state of applying the
mind to something
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The brain can instantly
recognize otherwise hidden patterns
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… recognize
faces that are not there
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And yet… y
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And yet… you most likely
missed the Giant Godzilla
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Analyze Attention using Eyetracking
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“The Unexpected Visitor”
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… examine the painting freely
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… estimate the material circumstances of the family
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… assess the ages of the characters
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… determine the activities of the family prior to the visitor’s arrival
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… surmise how long the “unexpected visitor” had been away
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There is not “one truth” to how your visitors are going to look
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It depends on their internal narrative and internal goal setting
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What controls attention?
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There is “bottom up”
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Bottom-up driven attention refers to the quasi-automatic capture of spatial attention by physically conspicuous (salient) stimuli, such as
moving stimuli, and stimuli of high local luminance contrast
There is “bottom up”
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Or.. The stuff we bump into
There is “bottom up”
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Its effortless
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Its unconscious
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Its always on…
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Top-down attention mechanisms can further be broken down into ‘spatial attention’ and ‘feature-based attention’.
The former describes the ability to voluntarily focus one’s attention on a particular region in space (even without moving one’s eyes towards that location), and the latter describes the ability to focus on particular visual features of the environment, for example on a particular color or shape
There is “top down”
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Or.. The stuff we look for
There is “top down”
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Its effortfull
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Its conscious
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Its not always on…
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Either / Or
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To be fair… There is also neither
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Facial recognition, reading, symmetry etc. considered as
neither top down nor bottom up.
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You need to know what people are likely to pay attention to…
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NEUROVISION
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NEUROVISION
Bottom Up
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Predicting how popular a video will be (84%)
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Example – Where is waldo…
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”The Unexpected Visitor”
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Time to play a bit with your mind
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Create better tests & hypotheses
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Apple.com
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Apple.com
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Apple.com
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Apple.com
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Zalando.co.uk
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Zalando.co.uk
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Shop.sony.com
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Shop.sony.com
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Optimizely.com
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Optimizely.com
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Optimizely.com
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Create better tests & hypotheses Knowing what implications a
(change of) design has…
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Ganni.com
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Ganni.com
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Ganni.com
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Ganni.com
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Ganni.com
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Next webinar Emotions
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Tobii Glasses
Mounting of EEG and eye tracking equipment
Emotiv EPOC EEG No ad 15 seconds ad 30 seconds ad
GROUP 1 GROUP 2 GROUP 3
In-Store Emotions & Attention test
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CONTROL GROUP! TEST GROUP!
Tobii Glasses
Mounting of EEG and eye tracking equipment
Emotiv EPOC EEG No ad 15 seconds ad 30 seconds ad
GROUP 1 GROUP 2 GROUP 3
In-Store Emotions & Attention test
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PRODUCT FIXATION MOTIVATION SCORE
Tobii Glasses
Mounting of EEG and eye tracking equipment
Emotiv EPOC EEG No ad 15 seconds ad 30 seconds ad
GROUP 1 GROUP 2 GROUP 3
In-Store Emotions & Attention test
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Brain response predict purchase First second brain responses to products were
highly predictive of actual purchase
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THANK YOU FOR YOUR TIME!
@karstenlund kl@atcore.dk