On May 20^th BrainSigns will host a workshop at Department of Physiology and Pharmacology "Vittorio Erspamer" – Central Library "Fabrizio Eusebi" on the use of neuroscience applications outside the lab. 

Out of the Lab employment of Neurophysiological measures: clinical applications and beyond

The half-day is organized by BrainSigns, a spin off company of the Sapienza University leader in industrial neuroscience field, through the employment of techniques coming from neuroscience, bioengineering and psychology fields. The workshop includes lectures with topics ranging from neurophysiology to artificial intelligence and signal processing, highlighting the relevance of neuroscience applications in out of the lab applications, from clinical use, to operational environments and everyday applications. The workshop is supported by the HOPE, WorkingAge, BrainSafeDrive and SIMUSAFEDRIV projects.

Organizers: Dr. Pietro Aricò (bioengineering researcher at BrainSigns srl), Dr. Gianluca Borghini (bioengineering researcher at BrainSigns srl), Dr. Gianluca Di Flumeri (bioengineering researcher at BrainSigns srl) and Prof. Fabio Babiloni (scientific director of BrainSigns srl company and Professor at Sapienza University)

Chair: Dr. Pietro Aricò

Co-Chairs: Dr.Giulia Cartocci (Neurobiology Researcher)

Keynote Speakers: Dr. Manousos A. Klados, Prof. Hong Zeng, Prof. Viviana Betti.

PROGRAM   

• Welcome session – Dr. Pietro Aricò [9.30-9.40]  

• Dr. Manousos A. Klados - Lecturer with the Department of Biomedical Engineering at Aston University- Keynote Speaker [9.40-10.15] (30minutes + 5minutes Q&A) 

Partial Least Square Correlation in Neuroscience: Theory and Examples
PLS is a latent variable method for relating the variation in one data-table (responses) to the variations of another data-tables (predictors). Together we will explore so the theory as the interpretation of PLS, while we will see how it can be applied in two different neuroscientific fields 

• Dr. Giulia Cartocci - Invited Speaker [10.15-10.30] (10minutes + 5minutes Q&A)

Neurophysiological measures of listening tasks in hearing impaired patients
Hearing impaired patients developed their auditory system in a non-physiological way, it is worthy then to investigate their cognitive reaction to auditory verbal and non-verbal stimuli, also in challenging auditory conditions such as in presence of background noise. This assessment can allow objective measure of listening effort and identification of neuroplasticity-related peculiar EEG patterns in this kind of patients. 

• Dr. Nicolina Sciaraffa - Invited Speaker [10.30-10.45] (10minutes + 5minutes Q&A)

Multimodal approach for neurophysiological modelling and classification of attention levels
In a human-automation system an appropriate level of attention allows the operator to receive information from the surrounding world retaining only the important ones. This presentation shows that it is possible to classify different levels of attention using features derived from brain or eyes activity and highlights the relationship between such different sets of feature.

• Prof. Viviana Betti - associate professor at Sapienza University of Rome - Keynote Speaker [10.45-11.20] (30minutes + 5minutes Q&A) 

The role of naturalistic behavior in shaping behavior and intrinsic brain activity
The talk will present a novel framework to explain what information, if any, is coded in intrinsic patterns of correlated activity, through MEG and fMRI studies. In particular, It will be tested how the effector we use to interact with the external environment contributes to behaviour and intrinsic brain activity.

• Coffee Break [11.20-11.40]  

•  Dr. Gianluca Borghini - Invited Speaker [11.40-11.55] (10minutes + 5minutes Q&A)

Machine-Learning Approach and Data Fusion for the Stress Assessment
Stress is a word used to describe experiences that are challenging emotionally and physiologically, therefore the capability to objectively assess and track user’s stress level would be very important. The talk will show how the knowledge of the stress impact on neural and physiological processes allows the right stress characterization.

•  Dr. Gianluca Di Flumeri - Invited Speaker [11.55-12.10] (10minutes + 5minutes Q&A)

The neurophysiological approach to investigate the driver’s perception of different road situations 
Car driving is considered a very complex activity, consisting of different concomitant (sub-)tasks, thus it is crucial to understand the impact of different factors - e.g. road complexity, traffic, external events, etc. - on the driver’s behaviour and performance. This presentation shows the suitability of an EEG-based machine learning algorithm for such a kind of application in real driving condition.

• Prof. Hong Zeng - Associate Professor at the School of Computer Science and Technology, Hangzhou Dianzi University, China - Keynote Speaker [12.10-12.45] (30minutes + 5minutes Q&A) 

Driver mental states classification: a lightGBM-based EEG analysis method
EEG-based fatigue detection has been increasingly investigated. However, how to find an effective method to timely and efficiently detect the mental states of drivers still remains a challenge. We propose a light-weighted classifier, LightFD, which is based on gradient boosting framework for EEG mental states identification. The comparable results show LightFD could achieve better classification performance, the decision efficiency, as well as better transfer learning performance.

•  Dr. Patrizia Cherubino - Invited Speaker [12.45-13.00] (10minutes + 5minutes Q&A)

Using neurophysiological tools to decode Consumer Behaviour
Neuroscientific technologies can be effectively employed to better understand the human behaviour in real decision-making contexts, also for marketing purposes. Neuromarketing studies seek to investigate different brain areas while experiencing marketing stimuli to find and report the relationship between customer behaviour and the neurophysiological system.

•  Prof. Luigi Bianchi - Invited Speaker [13.00-13.15] (10minutes + 5minutes Q&A)

Neurofeedback at the BraINterface Lab
Neuro-feedback is a process through which a subject can learn to control and modulate some central nervous systems functions, which are translated and converted into a visual, acoustic or somatosensory representation. A versatile software platform suitable for building a wide range of NFB systems will be briefly illustrated.

•  Dr. Pietro Aricò - Invited Speaker [13.15-13.30] (10minutes + 5minutes Q&A)

Human-machine interaction assessment by neurophysiological measures employment
This presentation will be focus on the employment of neurophysiological measures to assess the human machine interaction effectiveness in operational environment, and on the advantages with respect to standard assessing measures (i.e. subjective ones). In this regard, neurophysiological measures can be used to compare new technologies, with the final purpose to enhance operator’s experience and/or increase safety.

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Neuromarketing World Forum, the most important Neuromarketing event, will take place in Rome, Italy this year.

What is Neuromarketing World Forum?

Neuromarketing World Forum, held by the Neuromarketing Science & Business Association (NMSBA), is the most important annual event about Neuromarketing. At its eighth edition, this year it will take place in Rome, Italy on the 13^th, 14^th and 15^th of March.

The Forum is a global conference that takes every year takes place in a different city. Previous edition took place in Singapore, London, Dubai, New York.

The convention aims at highlighting the advantages deriving from the integration of Neuromarketing into marketing practices and corporate communication, in order to point out the innovation and convenience of investigating implicit reactions: we cannot express them rationally, but they play an essential role in our daily behaviour.

Neuromarketing World Forum represents a unique opportunity for those who share the interest for this innovative branch of knowledge.

Discover the full agenda 

BrainSigns will take part in the convention through Prof. Fabio Babiloni’s speech.

Prof. Babiloni will talk about the results of the scientific research “What are the screen size limits for eye tracking?”, which has strong implications for companies.

The research suggests that even though studies carried out with eye-tracking webcams are nowadays very popular and interesting, their data interpretation should be related to the context of use.

Results show that researches carried out in ecological contexts with professional eye tracking tools (steady or mobile) may lead to totally different conclusions. Accordingly, the choice of the appropriate tool is of great importance in order to observe the user’s visual attention in customer experience contexts.

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Who’s NMSBA?

NMSBA – Neuromarketing Science & Business Association is a global association for those who share a professional interest in Neuromarketing.

Currently members in over 100 countries join the association: customers, students, researchers, sellers, universities and BrainSigns.

Born in 2012 with the aim of promoting Neuromarketing and supporting members in:

• discover this field of knowledge
• meet people who share the same interest
• buy Neuromarketing services

For more info about NMSBA or for subscriptions visit: https://www.nmsba.com/

Contacts:

tel. +31302745848

email: This email address is being protected from spambots. You need JavaScript enabled to view it.

More on Prof.Babiloni

Prof. Fabio Babiloni, graduate in Electronic Engineering, holds a PhD in Computational Engineering from the Helsinki University, Finland. He is currently professor of Physiology at the Sapienza University of Rome and he is author of several international scientific publications. He is also in Top Italian Scientists list, the list of the best living scientists operating in Italy and abroad in all fields of knowledge.

We need to understand better the functioning of the limbic system and of the cerebral cortex in order to improve the quality of communication. From neuroscience theory to the practice of neuromarketing.

There are 100 billion neurons in the human brain that compose the cerebral cortex and that govern the most evolved part of our thinking. They are one of the greatest achievements of evolution: they have evolved over millions of years and make us capable of great endeavors. They brought us to the Moon and allowed us to create and develop the electronic technology that made it possible to invent computers, smartphones and internet.

But these neurons don’t provide for our survival: there is something older and more primordial that governs our instincts and our lives, that allows us to make quick decisions and satisfy our needs.

The American company BrainCo, which operates in the area of Neuroscience, has designed a new tool able to monitor people’s concentration by reading their brain signals.

Syncronized with an app, this wearable device has been employed during a research carried out in China, on a sample of 10.000 kids from 10 to 17 years old, in order to monitor their attention. The device shows changes in the brain signals related to attention by changing the colour of a few lights placed on its front.

Devices like this, usually employed in the field of neuroscience, are gaining popuarity in the so called real life and may have positive ripercussions in real-time situations.

As a matter of fact, through this experiment a group of teachers could accurately identify scholars who used to get distracted during lessons and that therefore needed more attention and support. This truly helped scholars to improve their learning experience and academic performance.

BrainSigns is a pioneer company in applying this kind of technologies in new areas. For several years the company, with his team of experts, has worked in the field of Neuromarketing for many national and international big companies.

Since Neuromarketing is a very innovative discipline, it often raises objections about measures’ accuracy and their application’s ethical, but such cases demonstrate that, with due caution, very significant results may be achieved.

BrainSigns safeguards measures’ accuracy and protects his subjects’ privacy. Certified and reliable devices, periodically tested in the validity of the recorded signal, are emplyed and great care is given to the guidelines indicated in NMSBA’s ethical code. By means of informed consents, respect for privacy and recorded signals’ anonymity are guaranteed.