BrainSigns supports the organization of the third edition of the International Symposium Human Mental Workload: Models and Applications (H-WORKLOAD 2019), which will be held on November 14th and 15th 2019 at the Sapienza Conference Center

The scientific programme of WORKLOAD 2019 will consist of regular and technical contributions reviewed and selected by an international programme committee about the Human Workload conjugated in its several study perspectives, from predictive models of psychological derivation to more avant-garde neuroscientific measurement applications.

Learn more: http://bit.ly/2NJHvQr

The first Albanian edition of CERTAMENTE, in Tirana, will be held on 1 November 2019.

It brings together scholars, experts and companies to deepen and discuss the positive effects of the neuro-scientific approach to the business, presenting and sharing case studies, evidences and updates at national and international level.

Also BrainSigns, scientific partner of Certamente, will present with the participation of Dr. Patrizia Cherubino, Head of Neuromarketing Research.

Learn more: http://bit.ly/348ZWUw

BrainSigns supports the organization of the third edition of the International Symposium Human Mental Workload: Models and Applications (H-WORKLOAD 2019), which will be held on November 14th and 15th 2019 at the Sapienza Conference Center located in Via Salaria 113. 

The scientific programme of WORKLOAD 2019 will consist of regular and technical contributions reviewed and selected by an international programme committee about the Human Workload conjugated in its several study perspectives, from predictive models of psychological derivation to more avant-garde neuroscientific measurement applications.

The contributions will be presented by academic researchers and industry professionals, and together they will represent a broad spectrum of disciplines, including psychology and human factors, computer science and human-machine interaction, education and neuroscience and will provide a mechanism for the exchange of ideas and technologies among a worldwide audience of academics and industrial scientists.

The event will have as Keynote speaker Prof. Fabio Babiloni, who will try to answer the question of whether cognitive neuroscience is ready to be used in industrial contexts through his opening speech on the first day.

In his speech a possible path for the use of advanced discoveries in cognitive neuroscience will be described, using the electroencephalogram outside the classical medical environment (for example to improve the limb rehabilitation pathway for stroke patients).

In particular, the applications of the advanced EEG signal processing technique will be illustrated in the context of marketing (neuro-marketing) and in aerospace-aeronautical environments, through on-line monitoring of pilots’ Mental workload, air traffic controllers and other categories of professionals during their operations.

The organizers of the event are Prof. Luca Longo and Maria Chiara Leva of the Technological Dublin University.

Our Dr. Gianluca Di Flumeri, Pietro Aricò and Gianluca Borghini have taken care of the logistical organization and they will contribute to the presentation of the event itself.

In addition to the unmissable intervention of Prof. Fabio Babiloni, scheduled for 9.30am on Thursday 14th, the event will be divided into 8 Thematic Sessions:

Session 1 (14/11, 10.45 -12.20. Chair: Prof. Fabio Babiloni). The session will debate innovative approaches and applications in mental workload measurements and includes 5 speeches.

Session 2 (14/11, 13.55 - 15.05. Chair: Dr. Pietro Aricò). The session will cover the measures of the Mental Workload in aviation and includes 4 speeches.

Session 3 (14/11, 15.45 -17.10. Chair: Dr. Gianluca Di Flumeri). This special session is sponsored by the European project SIMUSAFE, in which BS is involved and that will be the subject of a simultaneous workshop. After a presentation of the project itself and the results produced, there will be 4 speeches focused on Mental Workload measures driving cars and other public transport.

Session 4 (11/15, 09.10 - 10.30. Chair: Dr. Thea Raduntz). The session will focus in particular on the applications of electroencephalographic measurements and machine-learning techniques and includes 4 speeches.

Session 5 (11/15, 11.00 - 12.20. Chair: Prof. Josè J. Canas Delgado). The session will focus on Mental Workload measures applied in work environments and includes 5 speeches.

Session 6 (15/11, 13.40 - 14.20. Chair: Maria Chiara Leva). This special session will provide the audience with a panel of experts, Prof. Luca Longo, Prof. Fabio Babiloni, Dr. Gianluca Di Flumeri and Dr. Ivan Gligorijevic, to stimulate discussion about how new neuroscientific techniques can be an added value in assessments of the human factor and Mental Workload in particular.

Session 7 (11/15, 2.25pm-3.20 pm. Chair: Dr. Gianluca Borghini). The session will focus on other applications of mental workload measurements, such as sensory experiences and includes 3 speeches.

Session 8 (11/15, 15.45 - 16.45. Chair: Dr. Ivan Gligorijevic). The session will continue the discussion about other applications of the Mental Workload measures and includes 4 speeches.

For more information, visit the website: http://bit.ly/2NJHvQr.

Measuring the effectiveness of a TV commercial through neuromarketing.

Advertising is one of the most important aspects in the world of marketing and, if studied in the right way, it can really make a difference in terms of visibility of a company. Ads must be created to attract the attention of the consumer – with an attractive storytelling – and arouse emotion, in order to increase brand recognition. 

The story must be unique, appealing and clear; the storytelling is the heart and therefore the important aspect of any video, it must engage, create empathy and arouse emotions. Furthermore the presence of elements which may be unexplained but immediately associated with the brand, is fundamental, because our mind quickly decodes associations rather than rational reasoning.

Making a commercial, which typically takes a very short time, is an art to be declined with these parameters. It is not always simple, but a neuromarketing test is very useful to verify that this happens, avoiding a waste of money.

Creative agencies often produce one or more versions of a single commercial and offer them to companies, but we now know that, beyond the creative idea itself, even the smallest hint can be perceived by the consumer in a more or less constructive way for effective storytelling, good association with the brand and effective emotional involvement.

We show you one of the commercials analyzed by BrainSigns at the beginning of its activity in this field, to understand what a neuromarketing test can do.

This is the advertising of an online insurance company, interested in assessing the effectiveness of two versions of commercials of 30 seconds each: a first version aired with obvious communication difficulties and a second one improved and tested to be sure of the effectiveness of the changes made.

The company has decided to investigate this issue taking advantage of neuromarketing techniques, pursuing the following goals:   

• understand which version of the commercial was the most effective
• provide suggestions to reduce the commercial to 15 seconds.

The instinctive perception of test subjects has been evaluated by BrainSigns with the following technologies:

• EEG sensors (electroencephalography) to measure cognitive reaction and brain interest level;
• HR and GSR sensors (heartbeat and skin conductance) to measure emotional reaction;
• Eye-tracking to highlight areas of increased eye-pointing intensity and the level of exploratory movement on videos

and a short final interview. 

Through this test it was possible to give the go-ahead to the second version of the commercial that contained only little but important changes: an introductory speaker and the continuous presence of the logo.

Thanks to these very little changes, the participants were finally able to better understand the commercial and in particular the “Offer”; the second version in fact obtained systematically higher scores for the index of interest and emotion.

Small differences can improve the whole perception of television advertising.

After highlighting the best moments of the advertising, based on the insights of neuromarketing collected after testing the two versions of the 30-second commercial, it was possible to provide the customer with some ideas on how to successfully optimize the reduction of the commercial.

When the 15-second commercial was aired, there was a 17% increase in the average number of requests received on the company’s website within 60 minutes following the broadcast of the commercial.

This case history of neuromarketing is described in more detail here.