Mindspeller has developed a human-centric AI to uncover the intuitive mind, driving consumer behavior.
The Mindspeller software helps you connect with your audience by inspiring and validating creative decisions that resonate on a deeper level.
Professor Van Hulle and his research team developed a novel Brain-Computer-Interface (BCI) software paradigm enabling patients with locked-in syndrome to communicate by mentally spelling a word via an EEG headset.
This technology proved valuable not only for the development of medical technology in orphan indications such as cerebral palsy or dysarthria. At the core of the technology, the neuro-semantic AI that enabled inner speech communication for locked-in patients also proved relevant in the domain of consumer neuroscience. This rapidly growing behavioral economics research field had captured the interest of Hannes De Wachter, prof. Van Hulle’s tech transfer liaison officer, who noticed the AI’s potential for decoding implicit brand associations able to predict and better understand consumer behavior.
Mindspeller established a multi-disciplinary team of exceptionally talented people on a mission to optimize brand equity by levelling the AI playing field. We are creating a human-centric AI able to leverage human intuition and designed to connect ethical brands with their target audience. By using mindspeller’s AI platform, you aren’t just connecting your intuition as a decision maker, you are also expediting the development of a non-invasive Brain-Computer-Interface which will help restore dignity for patients with speech paralysis.
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.”
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.
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.
Self-consciousness is an evolutionary marvel. It differentiates humans from other species and brings us material comfort and growth beyond our ancestors’ wildest dreams.
But humans do not only rely on their rational mind. Professor Neil Levy, head of Neuroethics at the Florey Neuroscience Institutes and Director of Research at the Oxford Centre for Neuroethics, said, “Your unconscious is not unintelligent.”
In fact, Nobel Prize winner, Daniel Kahneman, discovered that our rational mind drives only 5% of human decisions. Neuroscience can help uncover the other 95% and ensure sustainable brand equity.