Data Science Institute launches collaboration exploring cognitive marketing

The Data Science Institute has launched a research collaboration with marketing and data science specialist, Jaywing. The new research collaboration, which will explore cognitive responses to marketing stimuli, will be a multidisciplinary effort, bringing in expertise from the Dyson School of Design Engineering and the Division of Brain Sciences. The Institute’s immersive Data Observatory facility, which launched in November last year, is being equipped with technology that can detect human responses to stimuli, creating a unique research environment to support the research project.  Using advanced neuroscience techniques, the programme will apply technologies such as functional magnetic resonance imaging (fMRI), electroencephalography (EEG) and steady state topography (SST) to measure brain response, and changes in physiological state, to learn why consumers make the decisions they do, and which brain areas are responsible. …

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