Founded in 2015 by Professor Marc Van Hulle, PhD, and Hannes De Wachter, M.Sc., Mindspeller originated from the KU Leuven computational neuroscience lab. Professor Van Hulle and his team introduced a neurometric for objective testing of creative concepts. With prior experience as a VC investment manager, Hannes contributes his expertise in the area of brand equity and technology transfer. Together, we support ethical brands by guiding effective communication strategies. Join us in our mission to democratize consumer neuroscience.
Mindspeller will share it’s current pitch with viewers to gather feedback, learn from leaders in the startup ecosystem, and ultimately connect with investors who are seeking new funding opportunities.
With 130+ company presentations, across 15+ different industries, Newchip’s November 2021 Demo Week has something for everyone. This entirely free digital event will be taking place from November 15th-19th.
Investors who register for Online Demo Week will receive access to all participating startups through Newchip’s Investor Relations team and can watch the whole week for free. If you are unable to watch the event live, make sure to register anyway to receive access to all pitches, including ours, on-demand after the event.
Register for free for the Newchip Demo Week through the link below:
Funding will enable accelerated development of a proprietary Brain-Computer-Interface (BCI) to articulate brain activity
Following the advent of advanced Artificial Intelligence techniques, there has been tremendous progress in decoding brain signals and using language paradigms to relate them to semantic association networks, like the one Mindspeller has been developing over the past years.
Hannes De Wachter, CEO of Mindspeller, commented, “We are pleased that VLAIO recognizes our breakthrough R&D to discover and further develop non-invasive BCIs that have the potential to tap into the fascinating market of Augmentative and Alternative Communication.”
About Mindspeller
Mindspeller is a rapidly growing and transformative consumer neuroscience company developing the world’s largest implicit association network to help drive brand equity. Based on its groundbreaking technology platform, Mindspeller has developed a broad range of AI software applications that address a growing need in the marketing research community to tap into the ‘System 1’ subconscious or ‘autopilot’ mind, which is driving human behavior. Based on multi-disciplinary research, combining insights from the fields of computational neurolinguistics, psychology, neurophysiology and machine learning, Mindspeller has demonstrated that state-of-the-art consumer neuroscience can be made accessible to marketers world-wide, without the need to use medical equipment. The Company is on track to set the standard in scalable consumer neuroscience. The Company is headquartered in Leuven, Belgium, preparing for expansion towards English speaking geographies. More information can be found on www.mindspeller.com.
It takes a long time to educate intuition. Clearly AI is going to win. How people are going to adjust is a fascinating problem.
Two brands were tested with related and unrelated associations
The experiment started with both brands’ TV commercials, as a common reference for our participants. We then applied a semantic priming paradigm in which a brand logo (“prime”) was followed by a word (“target”), and the strength of the N400 response to the word used as an inverted measure of the association strength with the brand logo.
We clustered the results and we could see that for Netflix the cluster with the strongest associations consisted of words related to Television. But for Rex&Rio it consisted of words related to Relaxation. We also evaluated the relationship between the two brands and determined which associations they share or which ones not. It turned out that associations related to Relaxation and Television distinguishthe two brands. Interestingly, survey data did not show any differencebetween the two brands as they were equally associated with Television and Relaxation. These findings show that our N400 technique can reveal brand associations, and natural categories thereof, that would otherwise go unnoticed when using conventional surveys. Source: Camarrone F, Van Hulle MM (2019). Measuring brand association strength with EEG: A single-trial N400 ERP study. PLoS ONE 14(6): e0217125. https://doi.org/10.1371/journal.pone.0217125.
Marketers: The New Evangelists
The value of your creative ideas is subjective, varying by person and context. When your brand stories are trustworthy, they create devoted followings akin to new religions. As your influence grows, so does your responsibility.
Mindspeller: Evangelize your Brand
Drive your brand equity using Mindspeller’s network to align your concepts with your brand values across demographics. Empower your brand with Mindspeller’s ability to benchmark creative concepts, ensuring that your ideas resonate with your audience.
Choose Your ‘North Star’ Frame of Reference
Position your branded concepts in a semantic network with Mindspeller to track your brand’s implicit message. Choose your ‘north star’ wisely to ensure your brand resonates effectively.
Synergy of Brand Story and Experience
The success of your brand story, much like a spiritual journey, hinges on the seamless connection between the intangible message of your brand values and the tangible experience of your product or service. One without the other falls short; together, they create powerful synergy.