Futher information about Brain Tracking

I am delighted to see that the discussion has begun. The subject is indeed a passionate one, a very large one, and one that still is in its starting blocks. I am delighted because this will allow me to gain more knowledge.

Just a reminder: the reason why I write articles on this blog is to bridge the gap between the enormous amount of scientific knowledge and subjective creativity when it comes to creating digital screens. I do not publish scientific articles on my blog.

I am not a scientist. That’s why, over the years, I have surrounded myself with several PhDs and professors. They are our Scientific Council.

The combination of business and scientific efforts allows us to book progress in the field of practical techniques. It’s not about revolutionizing whatsoever; it’s about obtaining concrete business results for our clients (e.g. the 140% increase of online sales of Nespresso, in no more than 8 months, or the 29% increase of calls to eBay).

Within the frame of our methodology we perform user tests in order to combine a maximum of different objective parameters providing us precise data on the non-conscious behaviour of users (ocular fixation, pupillary diameter, attention focus, memorisation, …).

It is within this context that Laurent (Doctor Laurent Hermoye), Arnaud (Professor Arnaud Pêtre) and myself have decided to complete our data with IRMf data allowing us mainly to measure the brain activity generated by two different screens, based on the contrasts they generate. The objective: to comprehensively investigate the activations of visual and semantic zones.

After having received the approval of the ethical committee we have initiated our work with an IRM 3 Tesla Philips, equipped with a visual projection system. We have performed an anatomical and functional IRM on 5 healthy patients between 20-40 years old/CSP+ for a period of 40 minutes.

The experimental paradigm consisted in the random presentation of 3 conditions:

  • the Belgium.be site, 4 pages, approx. 4 sec. per page
  • the facebook.com site, 4 (personalised) pages, approx. 4 sec per page
  • blank page, 6 sec in between each block.

Each tester had received a genuine and precise scenario for each of the two sites that needed to be tested.

The analysis of the IRMf data has been done using SPM5 (Statistical Parametric Mapping) with a minimal TMAX threshold of 2.3.

All the conclusions are derived from scientific work (Science,…). Some examples:

  • Bro 45: Wagner, A. D. (2002). Cognitive control and episodic memory: Contributions from prefrontal cortex. L. R. Squire & D. L. Schacter (Eds.). Neuropsychology of Memory (3rd ed.), pp. 174-192. New York: Guilford Press
  • Bro 44: Dr. Darren R. et al.(1995), Functional imaging of human right hemispheric activation for exploratory movements ,Annals of Neurology, Volume 39, Issue 2 (p 174-179)
  • Bro 45/46: Buckner, R. (1996). “Contributions of specific prefrontal brain areas to long-term memory retrieval”. Psychonomic Bulletin and Review 3: 149–158.
  • Associative visual zone v4: *Moran & Desimone. “Selective Attention Gates Visual Processing in the Extrastriate Cortex” Science, Vol. 229, No. 4715. (Aug. 23, 1985), pp. 782-784.

You will easily understand that this type of information is not interesting for the majority of UX professionals, and most certainly not on a blog 🙂

Would it be possible for the different people who want to leave a comment to also provide some concrete examples and the accompanying business results? That will allow me to supply my professional knowledge with new concrete elements.

I do want to thank you again for the shared passion on UX.

A splendid day to you all…

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