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NeuroFocus
NeuroFocus was a neuromarketing and neuroscience research company founded in 2005 by a group of academics and engineers from UC Berkeley that focused on applying neuroscience, neurology, and neurological testing to a wide range of fields such as marketing, advertising, consumer research, branding, product development, and entertainment content. In 2011, consumer research and analytics firm Nielsen Holdings acquired full ownership of NeuroFocus as part of the Nielsen's Product Innovation Practice. NeuroFocus primarily relied on building measures of response that were translated from brain waves collected through electroencephalographic (EEG) sensors that record electrical signals produced by the brain in response to stimuli. Aside from EEG-based full brain measurements, NeuroFocus also makes use of other biometrics such as eye-tracking technology. History The initial idea behind the company's founding came from Anantha K. Pradeep's encounter as a management consultant with a c ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Caroline Winnett
Caroline Winnett is the executive director of the Berkeley SkyDeck startup accelerator at the University of California, Berkeley. She is a serial entrepreneur, civic activist, angel investor, advisor and board member of several startups, and a frequent speaker on startups, accelerators, women in business and consumer neuroscience. Education Winnett attended Brown University as an undergraduate and got her violin performance degree in 1984 from the Indiana University School of Music. In 1990, Winnett earned her MBA from the Berkeley Haas School of Business. In a 2018 interview, Winnett said that she created her own major in Entrepreneurial Operations because at that time there were no programs at Berkeley for entrepreneurs. Civic activism and Berkeley landmarks Save Berkeley Iceland In 2008, Winnett was a founder and spokesperson for Save Berkeley Iceland, advocating for the preservation of the 67-year old Olympic-sized historical ice rink in Berkeley, California. Sh ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Nielsen Holdings
Nielsen Holdings plc is an American information, data and market measurement firm. Nielsen operates in over 100 countries and employs approximately 44,000 people worldwide. The company was listed on the New York Stock Exchange (NYSE) and used to be a component of the S&P 500. History Formation Nielsen was founded in 1923 by Arthur C. Nielsen, Sr., who invented an approach to measuring competitive sales results that made the concept of " market share" a practical management tool. The company was originally incorporated in the Netherlands and later was purchased on May 24, 2006, by a consortium of private equity firms. Merger and listing In January 2011, Nielsen consummated an initial public offering of common stock and, subsequently, started trading on the New York Stock Exchange under the symbol “NLSN”. On August 31, 2015, Nielsen N.V., a Dutch public company listed on the New York Stock Exchange, merged with Nielsen Holdings plc, by way of a cross-border merger under ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Neuroscience
Neuroscience is the scientific study of the nervous system (the brain, spinal cord, and peripheral nervous system), its functions and disorders. It is a multidisciplinary science that combines physiology, anatomy, molecular biology, developmental biology, cytology, psychology, physics, computer science, chemistry, medicine, statistics, and mathematical modeling to understand the fundamental and emergent properties of neurons, glia and neural circuits. The understanding of the biological basis of learning, memory, behavior, perception, and consciousness has been described by Eric Kandel as the "epic challenge" of the biological sciences. The scope of neuroscience has broadened over time to include different approaches used to study the nervous system at different scales. The techniques used by neuroscientists have expanded enormously, from molecular and cellular studies of individual neurons to imaging of sensory, motor and cognitive tasks in the brain. History The ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Neurology
Neurology (from el, νεῦρον (neûron), "string, nerve" and the suffix -logia, "study of") is the branch of medicine dealing with the diagnosis and treatment of all categories of conditions and disease involving the brain, the spinal cord and the peripheral nerves. Neurological practice relies heavily on the field of neuroscience, the scientific study of the nervous system. A neurologist is a physician specializing in neurology and trained to investigate, diagnose and treat neurological disorders. Neurologists treat a myriad of neurologic conditions, including stroke, seizures, movement disorders such as Parkinson's disease, autoimmune neurologic disorders such as multiple sclerosis, headache disorders like migraine and dementias such as Alzheimer's disease. Neurologists may also be involved in clinical research, clinical trials, and basic or translational research. While neurology is a nonsurgical specialty, its corresponding surgical specialty is neurosurger ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
WPP Plc
WPP plc is a British multinational communications, advertising, public relations, technology, and commerce holding company headquartered in London, England. It was the world's largest advertising company, as of 2019. WPP plc owns many companies, which includes advertising, public relations, media, and market research networks such as AKQA, BCW, CMI Media Group, Essence Global, Finsbury, Grey, Hill+Knowlton Strategies, Mindshare, Ogilvy, Wavemaker, Wunderman Thompson, and VMLY&R. It is one of the "Big Four" agency companies, alongside Publicis, Interpublic Group of Companies, and Omnicom. WPP has a primary listing on the London Stock Exchange, and is a constituent of the FTSE 100 Index. On 14 April 2018, Martin Sorrell retired 33 years after founding the company. Roberto Quarta is chairman. Mark Read is CEO. History The company was founded as Wire and Plastic Products plc to manufacture wire shopping baskets in 1971. In 1985 Martin Sorrell and Preston Rabl, searchin ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Berkeley SkyDeck
Berkeley SkyDeck (SkyDeck) is a high-tech entrepreneurship startup accelerator and incubator program at the University of California, Berkeley serving as a joint venture between the Haas School of Business and Berkeley College of Engineering. Founded in 2012, SkyDeck promotes high-tech entrepreneurship in the Silicon Valley. With Pitchbook ranking Berkeley alumni second to Stanford in producing venture capital-backed entrepreneurs, SkyDeck has become a top university incubator within the United States.https://www.dailycal.org/2013/10/24/study-lists-uc-berkeley-among-top-universities-producing-entrepreneurs/ Study lists UC Berkeley among top universities for producing entrepreneurs. ''The Daily Californian''. Retrieved 19 May 2020. Program Startup companies join the Berkeley SkyDeck accelerator for six months (one university semester). Startups accepted into the highest level cohort track receive $50,000 when they join, and $50,000 three months in—a total of $100,000 ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Haas School Of Business
The Walter A. Haas School of Business, also known as Berkeley Haas, is the business school of the University of California, Berkeley, a public research university in Berkeley, California. It was the first business school at a public university in the United States and is ranked among the best business schools in the world by ''The Economist'', ''Financial Times'', ''QS World University Rankings'', '' U.S. News & World Report'', and ''Bloomberg Businessweek''. Named after Walter A. Haas, the school is housed in four buildings surrounding a central courtyard on the southeastern corner of the Berkeley campus, where both undergraduate and graduate students attend classes. Its resident startup incubator, Berkeley SkyDeck, is located west of campus in Downtown Berkeley. Notable faculty include former Chairs of the Federal Reserve and the Council of Economic Advisors, Nobel laureates in economics, the Secretary of the Treasury, the chief economist of Google, and more. History T ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Eye Tracking
Eye tracking is the process of measuring either the point of gaze (where one is looking) or the motion of an eye relative to the head. An eye tracker is a device for measuring eye positions and eye movement. Eye trackers are used in research on the visual system, in psychology, in psycholinguistics, marketing, as an input device for human-computer interaction, and in product design. Eye trackers are also being increasingly used for rehabilitative and assistive applications (related,for instance, to control of wheel chairs, robotic arms and prostheses). There are a number of methods for measuring eye movement. The most popular variant uses video images from which the eye position is extracted. Other methods use search coils or are based on the electrooculogram. History In the 1800s, studies of eye movement were made using direct observations. For example, Louis Émile Javal observed in 1879 that reading does not involve a smooth sweeping of the eyes along the text, ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Electroencephalography
Electroencephalography (EEG) is a method to record an electrogram of the spontaneous electrical activity of the brain. The biosignals detected by EEG have been shown to represent the postsynaptic potentials of pyramidal neurons in the neocortex and allocortex. It is typically non-invasive, with the EEG electrodes placed along the scalp (commonly called "scalp EEG") using the International 10-20 system, or variations of it. Electrocorticography, involving surgical placement of electrodes, is sometimes called "intracranial EEG". Clinical interpretation of EEG recordings is most often performed by visual inspection of the tracing or quantitative EEG analysis. Voltage fluctuations measured by the EEG bioamplifier and electrodes allow the evaluation of normal brain activity. As the electrical activity monitored by EEG originates in neurons in the underlying brain tissue, the recordings made by the electrodes on the surface of the scalp vary in accordance with their orientation ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Neuroscience
Neuroscience is the scientific study of the nervous system (the brain, spinal cord, and peripheral nervous system), its functions and disorders. It is a multidisciplinary science that combines physiology, anatomy, molecular biology, developmental biology, cytology, psychology, physics, computer science, chemistry, medicine, statistics, and mathematical modeling to understand the fundamental and emergent properties of neurons, glia and neural circuits. The understanding of the biological basis of learning, memory, behavior, perception, and consciousness has been described by Eric Kandel as the "epic challenge" of the biological sciences. The scope of neuroscience has broadened over time to include different approaches used to study the nervous system at different scales. The techniques used by neuroscientists have expanded enormously, from molecular and cellular studies of individual neurons to imaging of sensory, motor and cognitive tasks in the brain. History The ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
UC Berkeley
The University of California, Berkeley (UC Berkeley, Berkeley, Cal, or California) is a public land-grant research university in Berkeley, California. Established in 1868 as the University of California, it is the state's first land-grant university and the founding campus of the University of California system. Its fourteen colleges and schools offer over 350 degree programs and enroll some 31,800 undergraduate and 13,200 graduate students. Berkeley ranks among the world's top universities. A founding member of the Association of American Universities, Berkeley hosts many leading research institutes dedicated to science, engineering, and mathematics. The university founded and maintains close relationships with three national laboratories at Berkeley, Livermore and Los Alamos, and has played a prominent role in many scientific advances, from the Manhattan Project and the discovery of 16 chemical elements to breakthroughs in computer science and genomics. Berkeley is also ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Neuromarketing
Neuromarketing is a commercial marketing communication field that applies neuropsychology to market research, studying consumers' Piaget's theory of cognitive development, sensorimotor, cognitive, and affective responses to marketing stimuli. The potential benefits to marketers include more efficient and effective marketing campaigns and strategies, fewer product and campaign failures, and ultimately the manipulation of the real needs and wants of people to suit the needs and wants of marketing interests. Certain companies, particularly those with large-scale ambitions to predict consumer behavior, have invested in their own laboratories, science personnel, or partnerships with academia. Neuromarketing is still an expensive approach; it requires advanced equipment and technology such as magnetic resonance imaging (MRI), motion capture for eye-tracking, and the electroencephalogram. Given the amount of new learnings from neuroscience and marketing research, marketers have begun app ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
