Remote Research Using Distributed Neuroscience

everybody welcome to day two of the quarantine virtual insights conference we're thrilled to have you back we're very excited to get rolling I am bill McDowell CEO of accelerant research and we're gonna be your host for one more action-packed day of presentations went through a longer spiel yesterday not going to do that today but we are gonna just you know I'm gonna do a quick intro and then we're gonna jump right into to our presenters for today so you know first thing I'm gonna do is kind of walk us through some of the presentations we're gonna be seeing today we're gonna start with dr. Paul Zak talking about district remote research using distributed neuroscience which very cool topic you'll notice that you know all of the topics that we're looking at today some are you know I like to call home real world the regular world research some are more pertinent to you know the situation and the craziness that we find ourselves in these days we've got a really nice mix of you know folks from and not only presenters but also you know attendees we've got students we've got academics we've got you know mr.xu wit shopper insights CX whatever other X's you can possibly think of we've got a really you know casting a wide net in terms of the content that we're providing and it's it's kind of a cool just just gathering of insights nerds to to talk shop so second presentation today is gonna be from Jenny Collins of Ford Motor Company repor at a distance getting into the groove with your interviewee couldn't be a more timely topic we've got Chrissy from Regions Bank gonna be talking about research strategies for highly regulated fields reg Baker from SMR couldn't be more timely data privacy during the pandemic and where do we go from here we've got Tom summers from techno talking about real-time media insights in the age of kovat Jobar with what is I imagine a timely presentation for a lot of the folks in the audience it's certainly something that's on everyone's mind but with you know furloughs downsizing and all that is going on right now you know the job hunt with in these crazy times that we're living in Chad Sanderson is going to talk about a/b testing best practices and we're gonna finish the day with Beth we'd own Facebook we've actually got a bonus presentation is Beth's this afternoon we went until let's see 7 6 p.m. Eastern last night we're actually gonna go to 6:30 with Beth's kind of change of pace presentation the rest of the presenters will be hour long Beth is going to be more of a TED talk ish format you know 10 15 minutes and then Q&A you know it'll be the last one of the day so I think everybody will be in the mood for a change of pace and we're gonna get started a couple of housekeeping items we've had several people ask about the availability of recordings and archives for the presentations yes is the answer to that all of the video webinars from yesterday as well as today will be made available for archive purposes we are also requesting presentation decks for for download that is going to be case-by-case we're waiting you know some folks will have permission from their organizations some will not we will post all that are available to be posted but for certain video archive we're good to go from that standpoint let's see gonna go through our conference ground rules again this is a virtual conference not in person but we're trying our best to mimic and to to capture the essence as best we can full of an in-person conference you know the one big caveat being it that we're at the mercy of right you know everybody and their cousin right now is using web meeting platforms and while we are hosting this particular conference on Zoom we're also streaming on YouTube trying to give you know a diverse set of access points for everyone you know Tech is definitely unrestrained right now and is there's certainly the possibility that we will you know either lose our web meeting platform that one of our participants who is working from home will potentially you know have internet issues or you know yesterday we had Susan Lawson from Allstate who had just a fantastic moment you know they captured the essence of what we're up against but she had you know the multi hour delivery window for an appliance at home and yes when it came right when her presentation was beginning so she had to scramble we adjusted and hey it is what it is we're researchers were used to that you know we've pivoted to what is now a virtual presentation as opposed to in person so you know anything comes up we'll we'll adjust and we'll make it work but definitely appreciate everyone attending everyone being understanding of the fact that we are you know putting this together very quickly we've got a fantastic bunch of presenters again today you know hats off to these guys which brings me to our ground rule number two and that is be respectful this is not something I'm worried about but you know the remote nature of this you know allows a little more anonymity and the potential for trolling and you know being a little bit more critical about our presenters than maybe we should you know let's just keep it respectful these folks have really done a great job in a short amount of time of pulling together some fantastic content so let's all sit back and enjoy it but not sit back too much which brings me the bullet Bortner point number three you know this is a remote and virtual conference so we don't have the ability to you know have cocktail hours and and mixers and shake hands with one another so let's try to simulate it as best we can let's you know let's engage we've got chat and Q&A that are open in the Zune conference we've got a hashtag that we've been using on Twitter and LinkedIn the queue vic-20 20 hashtag definitely encourage you guys to get as engaged and involved as you can let's really let's make this truly interactive we did a great job yesterday with that and I have no doubt that today is going to be equally great let's see from an interactive networking standpoint I'm gonna throw out potential topics throughout the day allow you guys to talk amongst yourselves you know I think memes are what's really keeping us going through through this this time so to the extent you guys want to get on on the Twitter and LinkedIn and share some of the means that you're loving that would be great I think it's it's entertaining for all of us you know feel free to talk about and share and you know show us you know the workspaces that you have carved out at home this space that you are trying to share with with your family you know we're certainly interested in that and if anybody is playing buzzword bingo definitely you know share that with us if there are any cards circulating we'd love to see those I'm gonna go ahead and throw out paradigm shift I don't think that is one that has been said throughout the president presentations yet and let's just go ahead and do blockchain as well and I think somebody just got bingo all right that's enough talking for me what I'm going to do is now hand off to our first presenter and as dr. Paul Zak from immersion neuroscience with a really cool topic which obviously couldn't be more timely right now but this is remote research using distributed neuroscience so I'm gonna shut up I'm going to let Paul take over although I need uh are you unmuted I'm good all right we're all thank you too bill thanks for accelerant for hosting this happy to be here and talking to my research colleagues so well I talk about is how you can do real neuroscience research at a distance remotely anywhere you are some technology we've developed about 15 years in the making and give you a bunch of examples of the insights and and then actually showing how it works in real time so that's where we're going I'll quit about 10 minutes early so we have time for questions and just go from there so here we go let me do a share screen and my one-year-old German Shepherd puppy is here with me so if you hear some panting in the background it's not me it's him he may come over in the nestled make some points so towards the end I'll give you a picture of the puppy okay so here's my contact info if anything I say sounds interesting or provocative or insane or whatever that is emailing happy to engage with you guys really spin a 15 years of sort of craziness to create a platform in which we've democratized neuroscience we've created a way for anyone to do real neuroscience by creating a real-time fully data processed platform so that you can get these deep insights so let's just start with kind of the core issue which is you know why the heck can we do this so for many years we have been looking at USA Today rankings of Super Bowl commercials so you say they've done this for almost 30 years and sack to use one bad word today so you know if you're sensitive plug ears for a second so the most important word in science is the word all right so sighs about getting rid of and so how do you do that you replicate over and over you change measurement techniques you change statistical techniques right so you're really trying to get down to a high degree of confidence that the findings you have are true signal and not noise and that's particularly true in neuroscience because most of your brains are doing right now are keeping you up right breathing unconscious and a little bit responding to my voice and the information in my voice and so the ability to find that ribbon and find it a robust predictor of what people will do is really hard and that's why we spent 20 years doing this and I'll talk a little about the science but we can go more deeply into that we started by doing over 10,000 blood draws personally I did count it as an blood draw so measuring changes in neuro chemicals okay so here's the here's the basic issue we're working from home awesome we still have surveys we still have ways to communicate with folks and so when we started doing this work our idea was you know let's run it against run our technology that was designed I should say with funding from the US government the US military US intelligence community so millions of dollars R&D in this let's run this against what I think are the best commercials every year which are run during the Superbowl that's because the you know the media buy is the most expensive you know companies save up all year and plan you know months and months and months in advance to do this so here's the the kind of basic tension when you look at immersion which is a neurologic state I'll define in a couple minutes you look at some neurologic measure of the impact of commercials on the brain and you compare that to what people say they like in the USA Today rankings they are uncorrelated we've done this for five or six years now in a row and this is a I think from 2018 that provides attention from research perspective right so we make a lot of decisions based on what people say they like and so we've got to dig into why those rankings would be different so I want to show you just a couple of these and then we can talk about it so I'm going to show you those with the neurologic data second by second animated below of the the at so that's what we're gonna do if my screen will work let's see so yeah let's listen oh this thing twisted mango okay so USA Today readers say that this is one of the least likable ads and yet it's very very immersive to the brain for short form videos the meme is round for close to four and the standard deviation is around 0.25 this is starting force and deviations above the mean so this is a weird weird commercial this lady's like a giraffe she's got the super long way she's moving in a weird way it's got this yellow wall it's asymmetric and so this immersion peak if you can see my pointer happens where she says now I'm slowing down now I'm getting sexy it is like a trainwreck but you can't look away right so the question that we asked in the last 15 years was if we could identify signals in the brain that motivated people to take an action like purchase Diet Coke or remember an ad or email your car's person or donate to charity what were those signals birra like so we identified this neurologic state immersion by working backwards okay so we are in the prediction business I'm really not interested in feelings think of my poor wife and I've no feelings at all no feelings are great in your personal life but from a work perspective what's most important is can I predict individual and market outcomes so that was a question that we started answering 15 years ago with funding from the US taxpayers so something interesting happens here this thing starts very high it's odd I kind of acclimate neurologically to this and then I got another peak as the structure of that short ad change so something is happening here right so we have to figure out kind of what this means so this look at this so again I've blown this up so you can see the the distribution will higher so again this is where she's getting a cup slowing down get this really big immersion peak and this is right the branding moment happens about here so this is actually really good so we know from the PN rule of psychology is that people tend to remember the peak parts of an experience and the nm experience so if that branding opportunity happens when you have an emergent P you get better recall you get more a higher likelihood of having an action so that potentially is a very strong way to create a higher impact ad let's compare this to this Alexa loses her voice ad let's just look at the and then diagnose what's going on this morning yeah music country music [Music] [Applause] okay so this is a a 90-second ad starts two-minute ad and our analysis showed that if they had stopped at 30 seconds it's a little hard to see variation in this curve but basically that the pattern repeats and from the brace perspective the brain is recognizing patterns when that pattern is recognized then you have less immersion so the brain wants to save energy so I've recognized that pattern there's less reason for me to be fully immersed in this ad so again if the graph here is not perfect but basically this immersion other than this little peak here begins to fall doesn't do much I'm had Amazon stop at a 30-second ad they would have been in the top three this thing drops like a rock because the same thing happened so in 2018 Super Bowl ads were 5.3 million dollars for 30 seconds so Amazon spent 20 million to air this thing and at least that produce and hire these actors they could have saved a ton of money by testing and creating a 30-second high-impact leave them wanting more and on a peak note but they just ran it too long so again 90 second ads in the Super Bowl or two-minute ads were very very rare and so Amazon makes a ton of money for lack of testing because now we're we're kind of using our intuition right for content creators we using intuition we have the luxury as researchers to go back and say what should they didn't better we're done in immersion neurosciences create up a workflow software that uses neuroscience all through the production of content particularly content that is meant to have impact in other words content of which the cost of being wrong is high you really want to test before you release this into the wild and you want to optimize that content for maximum action not feelings nice if you like it that's great maximum feelings so why does that start maximum maximum impact not feelings so why does that matter when we looked at this is 2018 there then when we looked at the USA Today Ad Meter correlation between our proxy for sales sent back and I have sales data for all these these companies YouTube views and YouTube comments liking as a negative correlation and immersion whatever immersion is which I'll talk about in a second has a positive impact so whatever liking measures is not telling about at least kind of viral impact of these ads so we've got to do something better than asking people about liking so if we're working remotely and we're doing surveys you've got to be really skeptical so lots of published research showing that liking is a very poor predictor of what people actually do so as I said you know our job is to either create content or identify why content works or doesn't work so how do I know that right now we have specialists artists content creators ad agencies movie studio producers and directors right so they are have special knowledge but they're not perfect because all humans get tired they get hungry they get cranky and all that affects the way you evaluate content and so we've got to have a better objective way to do it so here's just some data Netflix last year produced a thousand original shows spent fifteen billion dollars and of those about 65% were castles in the first year so they've spent about nine billion dollars with a be creating content that landed and disappeared it's true for new music it's true most movies lose money right on and on and on when we're batting you know well below you know 300 here so how do we get better at that how do we not race resources how do we improve the impact and you know my nerdy answer is measurement we've got to measure something right so again for the clients that use our platform their primary clients that need to reduce the risk of being wrong because the cost of being wrong is quite high right financially high affects your job it's great you have a in the sessions today you have one on job search very relevant so yeah people lose their jobs when they when they make the wrong calls right happens all the time at movie studios TV stations I probably have some of your businesses as well so you know we're depending on these this these possible bias ease of contact craters right that are very difficult to assess you know we have really great clients that have groups of content creators that critique each each other you know it's very famous not a fan of ours but a very famous to fix our there spend a lot of time developing content getting feedback from their colleagues so that they can try to rule out all these biases and do this over and over and over until something kind of rises to the top but we're still basing that on my fixed art what people say they like basically I like this part of this movie I like this part of this ad or this ads better or in the advertising world you know the ad agency roughs out five versions and they really think version one's the best for the client goes out on the version five it's got that actor that I really like and and you know the agency knows it's not as good just based on their you know vast knowledge of doing this work and if the client goes no we're going to have this one so how do we get objective data to get better this and the punchline is people lie and they don't lie because they're evil they lie because we're asking their brains to do something that's very difficult which is to relate their unconscious and emotional responses to content so we sort of all have this what I call a Freddy and hangover we think it we just dig enough you know ask the right questions that somehow we will understand you know what you know what the true knowledge is so that's my dog making some noise so that doesn't it's not true at all pace of it is complete balderdash right sit so you can't get the unconscious to become conscious in most cases you can't do it authentically or truthfully right what you can do is you can you know get a view of that but it may be bias in many many ways it's like asking your liver how to enjoyed your breakfast this morning you say well that's a that's a crazy statement we somehow think because our brains create language that we have some insight into our unconscious emotional responses and those by and large are given to us so the academic data shows that if you ask people what they like you'll be right about 30 percent of time and some studies push that down to 15 percent so there's a pretty big range in which mostly you're missing right so we saw that with the relation between liking and YouTube use for Super Bowl commercials which should be fabulous so what's the what's the solution measuring the brain directly so let's talk about the science and then I'll give you a bunch of examples and some really current examples we've done just in the last two weeks that may give you some actual insights you can take home from this so if you guys recognize my name sort of semi famous for being the first scientists to identify the behavioral effects of this neural chemical oxytocin I've been working on that for more than twenty years and we really looked at applications that specially did the basic science how can we use this sort of in a bunch of books on this TED talks Google me later listen to the talk now but you can google me later so as we did this work we got funding as I said from from the US government and the question was could we reverse engineer process to create a testbed so that the US military could be a more effective at communication so they would reduce we communicate better than we have less conflict so that was something we spent many years and as I said several million dollars of taxpayer money on so that we could help the military for this testbed and because we have so much money we basically measured been activity every way possible simultaneously and so for the researchers out there you know that finding robust predictors are fine for the for the non-technical people robust means consistently predictive right so we basically measured using high-density eg using fMRI as I said lots of blood draws peripheral neurotic measures we began to winnow out these neurologic data streams that were not consistently predictive across different experimental protocols and then identified ones that were predictive how do we know the predictive because we did drug studies that we use drugs to turn on or off parts of the brain and show that those affect the behaviors that we were trying to predict so we span again many many years you know Google Scholar me and you can find all the scientific research on this so we identified what you need two things to motivate people to take an action after an experience they gotta pay attention that's the necessary condition if you're not paying attention if you're you know listening to a podcast while you see my mouth moving you're not gonna get much out of this right so that's that's that's not exciting we we know that already attention is costly your brain again wants to save energy so you've gotta earn attention we say pay attention that's exactly the right word the second is yes actually care about what's going on has to be emotionally resonant in you and so this state in which you're attentive and you're also emotionally engaged by this experience unnamed immersion right this is why people cry at movies right you're at a movie theater you know this is a fictional story you know where you are you're cognitively intact you know these are professional actors and you have at the end when the point gets the girl we're start crying or I've heard that people do that maybe not maybe not me of course like them bill I know as a big movie crier so bill cries all the time so why do we do that right because we've been immersed in this stories as if we are having this emotional experience and that's the same thing we found when people respond to a source pond to a great customer service experience or put a great yelp review up you know all these ways we've worked to get rid of the potential for bias in this so this is basically how the system works and I'm going to show you some examples one is you know you Kray some compelling content content this could be roughs could be storyboards and then you grab some people to look at it what we've done is instead of having to you wear wear a helmet are going a big magnetic tube we've been able to take data from an off-the-shelf wearable sensor which I have on right now Apple watch Fitbit a variety of different wearable sensors and then because we've traced out the relationship between the peripheral nervous system and the brain we can infer from that sensor what's happening in the brain and because we've placed all this technology and algorithms in the cloud we can do that in real time and at scale so I can do a thousands of people at once I can do a hundred people at one second they weren't person at a time I somewhat assured that platform looks like in just a second but the key is that we've written this algorithm that identifies neurologic immersion from measurements in the peripheral nervous system and and wrote very efficient code so that we can actually watch that real-time so you can be doing a study a neuro focus group testing content in st. Louis Missouri and you can be sitting in your office in New York and you can actually watch that data come out in real time so I just have a video camera you can see what's happening so from a client perspective it's really sexy because they're seeing the brain activity of people in that room in real-time while it's happening and as soon as events over you get a whole bunch of metrics and we'll talk about that so metrics that tell you is it good or bad that's the benchmark issue how do I make it better and there's no we build a bunch of benchmarks to do that which I'll talk about all right so this platform is a number of things one it quantifies second-by-second people's unconscious emotional responses to live events to advertising to taemin content movies and so you can identify second-by-second how it works secondly as I say all these algorithms were written in Reverse we found the brain activity for people who responded to an experienced offender those who didn't responded in a projective ly identifiable way not liking but I donated money to a charity or I email my congressperson or I bought this product and I'll give you just just a snapshot of the different ways we tested this over in the last 15 years so you know I get a lot of its published in the scientific literature so then what are people to do individuals and markets I'll give you examples of that in a second and then you can tell all about the audience so we've written algorithm to identify neurologic superfans who digs this experience the most who's gonna go on social media talk about it who's your responder who are your leverage points your evangelists that just are over the top so this is about targeting right so step targeting demographically or psychographically one at target neural graphically identify whose brains are super turned on by this and get them to help you and then lastly I meant by people who are frustrated they're just checked out just didn't work for them for whatever reason so we have a bunch of clients in the corporate training space and so for corporate training I want to get people up to some level of competency and then have them apply that so they're more productive they sell more whatever those goals are well our software has leaderboard I can see who the superstars are there are people who can generate pure discussions who can then leverage this event people who understood the material just fine that's great and then who's below the mark then because they're bad people maybe they were tired they were traveling or this presenter just didn't work for them they had a funny accent or they were monotone so I want to know that if this material didn't land well for me SF's a a facilitator of training I haven't done my job well enough it's my responsibility getting information into your brain and that's what emergent measure so when I'm immersed in an experience my brain tags it as important because it's got those emotional resonance to it and when his tag is important it's actually saved in the brain in the very particular way that makes it easier to access in the future right so that's well established what we did is we identified neurologic signals that tell us when that ease of recall is for it to happen so great troit pretend my class just didn't get this information awesome let's say I'm an email follow-up hey you know what we found out the session didn't work right for you here's some follow-up so we can get you up to speed with everybody else awesome let's do that that's super super useful right so again I'm - gasps I have to look at the way six months to see if your sales went up or not let's find out now immediately and then it's quite valuable and then rectify that as soon as possible so we've been in business about two and a half years we were self the first two years most of our clients are in the entertainment space in the training and live event space so again these are people who really have to ensure that the content they're creating matters when TV networks there's a client so again we're a prediction engine right it's nice if you like my content it's more important if you watch it share it talk about it post it on YouTube you know on and on and on that's where the the return on this experience comes from so we're about quantifying return experience so this is getting rid of the thing so we tested this so many different ways so this is both published scientific research and client work so we the client in the reality TV space were fairly large really TV client and they wanted to use immersion predict which shows are gonna be hits and which were dogs and a lot of reality TV shows are you know not that good let's be honest they sort of you know go down the drain so able to predict with eighty eight percent accuracy which shows or he hits versus will be misses retail purchases this is having a luxury clothing stores in which the salespeople wear a sensor on their forearm and we can use the immersion of the salesperson in that sales experience putting which clients purchased with eighty four percent accuracy why because immersion is contagious just like crying in the movie when that great character in the movie has an emotional response you marrying that mirroring that and so we get the same thing in luxury shopping sales bonuses work it's public that we did with VB do so they actually took sales bump data from their clients and in a blindest study asked us to predict which ads produced the highest sales bumps we did that eighty-three percent accuracy recent clients in LA we use this to predict movie purchase sorry music purchases Spotify download Shazam searches in the high 80s low 90s percent accuracy donations to charity I've done a lot of work on that and published research food preferences and importantly for trainers for even even for entertainment and certainly for branding recall of information very strong correlation so liking us has said we can't find any correlation between liking and information recall so again there's lots more I'm not showing you you know this is 15 years of research so I'm just showing you a smattering and I'm just obviously I'm showing you there really good stuff so you know in almost all situations we found an immersion is a very strong predictor of what people will do and what markets will do so ok let's get into the current period so now we're all remote so because we built the system to be software-as-a-service not come into a lab 14 PhDs using very expensive machines to really force an insight from that machine into what you should do we did the opposite which they we're device agnostic we use multiple devices or multiple data streams and we just want to build a predictive measure that we call immersion so if we're all working from home again if I'm doing a survey from home maybe I take a seriously maybe I don't I have no idea but from home we can use our distributive neuroscience platform to actually collect neurologic data while people are at home and I will give you a couple examples in the last two weeks of stuff we've collected which i think is quite interesting so you've got to mention what matters and what matters is what the brain is responding to right that's that's the course you want to get to and again until our company there was no way to measure that SQL in real time is certainly no way to do it I don't know when we're gonna be able to congregate in a room but you know sitting knee to knee with 20 other people you know in a testing facility that it may be a long time before that comes back right so we've got to be aware that you know this we're running in a different technology where people may not want to con great or at least not congregate densely but again because our platform lives in the cloud you can collect neurologic data and again the most important or logic data not I have this device and I'm forcing a interpretation on it just a prediction machine measuring those robust predictors of market outcomes we can do that anywhere so ok let's see some examples I think I covered this yeah we've done it lots of noise so I need to give you a little video here this is a movie trailer and here are some of the devices we can hack the signal from so again we can use a wearable sensor like an Apple watch because Apple watch will pick up heart rate and heart rate is innervated by the brain right or is controlled by the brain so because we have meticulously worked backwards and traced out this pathways from the nerves that innervate the heart into the brain we can infer brain activity from that so let me just kind of talk over this this is a movie trailer so the the platform allows you to upload the content you're testing and it will overlay that data second-by-second you can see on the top there are metrics I made the video small here so you can't really see this content super well but I want to kind of focus on you know what's happening second-by-second and this looks like it's a cross if you look up here on can't even see 15 16 people so now you can actually look at the spread of that day that across different individual so I'm gonna in this video now have it look at sending three different individuals and you can see the spread net data you'll see that emergent for those three individuals is highly correlated so here we go not perfectly correlated but highly correlated right there a little bit of time shift in that in a particular this person who's purple is one of these super fans we call them in banja lists right so these this super fan digs this you know this trailer for a Marvel picture enormous Lee right really interesting now when this thing ends and it's on the merchant right so the branding should have happened here right so again for want of testing you dissipated the impact of this ad so think of immersion is tension right so we create narrative arcs stories to build tension and so we're capturing that tension in the brain once that tension is high the reason that people do take an action is they want to dissipate the attention by doing something here but that that tension decline I have less incentive to do something neurologically because I'm you know I've sort of let that tension dissipate so this is where you know you want that that branding to occur same thing for video so I'll give you a message I think this is for some reason it's replaying here we go so um some of these Republic's and we're not so I mentioned major major TV network uses our technology to identify pilots to run in the Falls and also the Edit shows for high impact particularly to keep people from tuning out like during commercials so I and on an immersion peak that I'm less likely to see you now Accenture longtime client uses our technology to prove the ROI from their training and improve that training as they begin to tweak it major appliance company that you would know worldwide company use their technology both to improve their ads but also for in-store experiences so because their technology goes anywhere you can strap on a GoPro camera and doing that people shop or to see use the camera in your phone put in your pocket and you can actually quantify what that experience was like on a mission McCann which is a big events company in in Kansas City really looks at returning getting a high return experience proving to their clients who are you know doing most of corporate training you know corporate events is this stuff getting into your brain are we creating an experience that is really going to make an impact so that you get a return on the time and money you've spent creating this experience ok so just quick overview easy to do this you can use your own consumers you can use a panel companies that can provide these consumers again as long as I have a wearable that we can get a signal from then we can we can have them download our mobile app you can either present it to them synchronously via zoom GoToMeeting something like we're doing today or you can do it asynchronously again you have the software I use the subscription people do whatever they want with it we certainly guide them and train them to use it but I think with an hour training you're ready to go it's super easy to use and like I'm going to show you 10 second and then as soon as you finish the data collection you have all the metrics you can download the data and do advanced statistical analysis so very easy to do so simple app Android iOS app pair the sensor and then things are ready to go so let me just show you some outcomes from this and then I'll take some questions so I mentioned the song predicting song outcomes so stereo is a startup company la la that we worked with and they want to know pre-release if we have people listen to songs you know could we actually predict outcomes so we had 21 people that they picked listen the first minute of seven different songs from stereos artist-in-residence program and again this is getting the out of the end of the analysis so Spotify streams predicted a month after song is released so we did this B pre-release negative 2 percent accuracy on spotify streams 72 percent accuracy and Shazam lookups we showed that if you could increase the peak immersion of that song by 10 percent you get 5,000 more streams on Spotify right that's that's a elasticity that means if I would measure an emergen while I'm creating this song then could actually have a bigger impact prediction on completion so lots of other stuff here so you know all the data start to line up so you know reliability is really the key to confidence and so either we're super lucky or the luckiest you know group on the planet or this stuff really works so that's not going to share this slide with you so a couple new things they don't take some questions so one is a article I wrote that came out a couple days ago in broadcasting and cable and we ran a remote neuroscience study asking what do people really want to watch during the pandemic so we gave them a clip of a really scary news program and we gave them clips of a whole bunch of top-rated shows across different streaming platforms and what we found was that people loved comedies that they were familiar with so if the Miller of comedies is what people really want so dramas know so much reality shows not so much it's really comedy so again to me this is valuable Intel right people may or may not tell you this but to see particularly the size effects here right these are all statistically significant the size effects are amazing so this is again compare the news story was our baseline so compared to the news story what's really turning me on well if I want to watch a scary drama about opioid addiction the pharmacist I'll just watch the code hit news right it's really comedy so apparently the office is the highest-rated comedy on Netflix so there's a reason for that people really want it particularly now so you can change your programming around that if streaming you can do whatever you want but for broadcast you really want to know this I'm sorry and so we just study just a couple days ago this is pre-release you guys are gonna see it here first so how should brands communicate so we just grabbed a bunch of brand communications during the pandemic and asked which one of those is the most immersive so you can see the companies here so the highest immersion companies were insurance companies USAA and State Farm again they're very reassuring that future employees that were not polished they're about helping others that we're here for you so that's very reassuring quite high immersion next down was a ad for Las Vegas so the lights are off in Las Vegas but we're here when it when things reopen you're gonna have some fun very very beautiful ad actually if you haven't seen it I found online beautiful production values great voiceover and the Middle West companies that were like hey we're here for you in buy some of our stuff so those didn't do so great Burger King Ford Miller beer VW mmm you know if Ford and Burger King really has sales pitches sports I said soft sales pitch but actually it was not so soft and the lowest ones were like tell you what you should do to add Counsel was this PSA on like social distancing just words on a screen with explanation of social distancing exhalation point it was kind of bad anyway QuickBooks always works small businesses you know keep buying our software and Perdue farms which is very sweet add with the family member who's the CEO of that Jim Perdue on his cell phone and you know we're supporting farmers whatever it was very nice that they've just you know it was just him talking and so like okay it's interesting and then just emergent falls over time so yeah so be inclusive be supportive show employees show that you're still working that's a better way to communicate again useful let's let's learn from this let's use this so we have a bigger impact now and post post pandemic so unless going to show you is I'm gonna share different screen I hooked myself up to my own sensor and I've been collecting my data this entire time so this is actually the platform this says quarantine conference demo this is what clients login tis my demo site and if you watch the far right of that line you'll see that that thing actually is measuring from my wearable sensor going to my iPhone in real time how immersed I am so we scaled immersion so that it's linear run from 0 to 10 everyone can understand that 6s twice as good as to 3 and you can see I'm getting these really high immersion peaks because I am performing a sublevel I am talking to you I am giving a presentation and so we do see us that these data is a little hard to see here are kind of a sine wave right so when you're deeply immersed in something is metabolically costly and you need a little neural break after that so this data are almost always a sine wave this marker I put in was when Bill started talking right around 8 o'clock California time 11 o'clock you Scotia on this is when I started talking so you see mostly speaks happen when I'm excited about something I'm telling you about something so you can you know watch all this and in real time so with that I thought we'd take a couple of questions and see if you guys you know would like to engage with me okay a great question from person number one testings generally done for a mass audience right so you could do a power test calculation and identify that you need 35 observations to have statistical reliability in these results so because we're getting such rich data second-by-second the sample size is much smaller to get statistical results and the size effects are big so if you want to stratify this sample say by age or gender then you want about 35 per cell it's actually 32 usable but we recommend clients collect 35 because you know always some data gets this you know screwed out so I think that's a great question so yeah you can actually do this quite fast so if I want to get males females young and all I can get a hundred people in the room simultaneously and get this data so it's very efficient right so uh Brent asked has room sets or pick up a brain response and again we've written algorithms that infer the central nervous system activity from the peripheral nervous system because we've used drugs that trace out these pathways and measure central peripheral simultaneously thanks for the nice work from Nick appreciate that got a couple more questions here and our remaining I'll quit a couple minutes early so I won't get a bio braid again let's see so someone asks how can the science of content research be used when designing satisfaction surveys and focus groups we do have clients that do what I call neuro focus groups so I can actually ask people what they think and I still I think this is complementary to surveys I don't think it replaces it I say I want to know what you think there's something that I you and that but I'm not gonna get second by second date us to content it would just can't self-report at that level and the other accuracy issues so I think it's really you can see for example in the room who you're super fans are right who really digs this ask them more questions right is supposed to assure the general audience or often the focus groups I've been in you got one or two people who are just extroverted kind of big mouths and they sort of dominate the conversation but they not we may not be really into this and they can actually show them the data hey you know you were really into this this video we just showed you why is that okay alright so Erica asks let's see what people want to watch but does that predict behavior so I think I covered the behavioral predictions so again we always started backwards we did a lot of work on PSAs all this is published in literature so she asked um tiger King we didn't test that but everyone's talking about I haven't seen it everyone's talking about it so but you know just the people my team just grabbed stuff that was you know seemed to be highest rated in YouTube okay Doug asks about qualitative research and content testing yeah so clients do you want to know what people like that's what Doug's asking we also want to know what's gonna try people to take an action so I think those are complementary they're occasionally our content that are not very unlikable that have a high impact so I thought of Schindler's List so when I saw that movie when it came about twenty years ago in the theater everyone just sat there was over I mean is never I've never been a movie of people just sat we were just exhausted and overwhelmed and I'm so glad I saw that movie once and I really don't want to see it again so that was high impact but is it likable no but from the diet coke example that's not a likeable commercial but it moved product diet coke after that commercial air that first quarter of a 20-18 had their first quarter and like nine quarters of increase in sales so they had released a bunch of these diet coke groove flavored drinks so I can't say it's all the commercial but you know the strategy work commercial probably helped a little bit okay two more questions on that I'm gonna let you guys go in two minutes I promise Julie asks have we using the political sphere we have actually just for fun I'm a political I just think they're all jerks but yeah we measure Democrats they say the Democratic debates four years ago and Republicans listen Republican debates and surprising me or maybe not surprisingly there's one there were 10 Republicans running Trump was the most immersive by far number two is Rubio in the Democratic debates it was Bernie versus Hillary when we tested and and Hillary was almost at zero for emergent like in the closing arguments she just she's probably highly qualified to be President but she's a robot and she just does not generate that emotional response someone asks can you identify super crabs from heart rate alone we don't use heart rate we're doing very unnatural things to this data to inverse going on the brain so no heart rates not a predictor we're going to be nice gosh we all be in business right so no much more complicated so we have one more minute and then I'm gonna switch off and let let Jenny take over your next speaker yeah have you come up with best practices on show alignment we have so again we're a software company so when we onboard people we work with them on their first couple studies and then they take off and always see the outcomes that's the data that I've been giving to you guys is the data from these proof of value or internal size we've done where we have outcomes but yeah we have a lot of knowledge from those clients on best practice and we share that where our customer success team shares that with clients so yeah I think I'm going to stop there you guys thank you for listening thank you for the questions I'm going to do a switch screen real quick so you can send me any questions you have happy to email and engage with your guys if I can find my powerpoint which is here and so there's my email Paul at get merchants calm and thanks so much for Bill McDowell who's a real Prince of a guy and accelerant research it's really super awesome be here and I'm glad we can all get together it's nice to see people and to be seen and so it was really really fun so ok you guys need a quick bio baked email me and I look forward to hearing Jimmy's talk as well so thanks everybody