BrainSigns' scientific director Fabio Babiloni, during his speech at Focus Live, talked about the fact that people often act in discordance with their rational mind.

Prof. Babiloni started by highlighting how the internal "conflicts", during our decision-making, are as old as the oldest testimonies we have in writing. In fact, we can find testimony of contradictory moods already in the Iliad and the Odyssey, when talking about the heroes’ characters.

To date, more or less 4 millenniums later (which are a blink of an eye from the evolutionary point of view), our brain, as an "hardware", has more or less remained similar to that of Ulysses and his fellows.

During the conference, by using a model of brain on a natural scale,  BrainSigns’ CSO also explained the structure of the subcortical area, responsible for several motor and decisional mechanism in our daily lives, and the relationships that this area has with the cerebral cortex.

Subsequently, Prof. Fabio Babiloni described why it is necessary to measure the cerebral and emotional activity of people during the purchasing processes and which are the "machines" that can do this. In fact, many of the subcortical structures that take decisions, "do not speak": namely they do not have access to the cortex that coordinates our speeches, and therefore cannot give "answers" to questions about the motivation of our choices. These machines are becoming less and less invasive and increasingly wearable.

Prof. Babiloni has described some applications of these non-invasive "readings" of brain activity during consumption stimuli, reporting for instance the cases of measurement of brain activity during the testing of the TIM logo or during the evaluation of commercial ads.

The conference, in front of a very attentive audience, ended by discussing how this "reading" of our mental states can improve the use of services, not only for consumption but also in the transport field, in the near future.

CERTAMENTE 2019, the first Italian Neuromarketing conference, addressed at the world of business and communication, in 2019 has come to the 4^th edition.

CERTAMENTE is an event organized by BrainSigns, a spin-off of “Sapienza” University of Rome, leader in the neuromarketing techniques and their applications, together with the communication agency based in Turin, Ottosunove.

CERTAMENTE will take place on 14^th of February, 2019 at the Unicredit Tower Hall in Milan: the event has a new One-Day formula with an agenda full of innovative contents.

The agenda includes two plenary sessions, three thematic sessions (Brand Power, Product Power, Retail Power) and a closing panel.

The event will provide the participation of experts in several fields: neuroscience, marketing and communication. Numerous companies will also be present.

The participants of the last edition of CERTAMENTE were very enthusiastic, the feedbacks collected were very positive.

Through a survey that we carried out immediately after the closure of CERTAMENTE 2018, it was possible to find that the majority of people found the contents interesting and useful, especially thanks to the interventions of managers, teachers and scholars of the field. In addition, the presentation of concrete case histories was much appreciated.

CERTAMENTE 2018 won the special prize for the best low budget event at the BEA, Best Event Awards, as well as the second prize in the Educational/Training category.

CERTAMENTE will therefore be a unique opportunity to better understand how to strengthen your business through Neuromarketing, an innovative discipline that is growing worldwide.

What are you waiting for to sign up?

The 2018 edition of the Big Data Tech was in Milan on October 25 th. 

The event organized by Bnova, now in its fifth edition, is one of the most important events about the latest news in the field of Big Data and Data driven strategy.

In the agenda, you found included a speech by Prof. Fabio Babiloni, scientific director of BrainSigns, titled "Cognitive Neuroscience and Big Data: a possible marriage".

Big data, a huge amount of information now available in every company, is a crucial resource. Strategies based on information derived from Big data have a great impact. Big data, in fact, are capable, if well analyzed, to provide more information expected, with a great impact on business processes and on human behavior patterns.

The relationship big data and neuroscience, can therefore be increasingly useful for the interpretation of customer behavior and in-company processes. As we know, people have difficulty in accessing their inner states. In order to understand effectively the reasons behind the customer behaviour, it is not enough to measure the behaviour and hear opinions, but it is also necessary to take account of the most common emotional and cognitive processes involved. The connection between the science of big data and neuroscience represents a significant turning point in understanding why some behavioural phenomena happen and how they take place.

At the Big Data Tech event there was also space for the subject of “AI, Big Data and Man”: starting from the idea that a good, reliable and fluid collaboration between men and machine is fundamental. The future objective of the Industry 4.0 is that one to develop an effective synergy between man and machine, allowing man to focus on high-value tasks and leaving the machines to manage repetitive and supporting tasks.

Prof. Fabio Babiloni, scientific director of BrainSigns, was invited to Amsterdam on September 13th by the leading packaging company, Smurfit Kappa.