About Mindspeller

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.

It takes a long time to educate intuition. Clearly AI is going to win. How people are going to adjust is a fascinating problem... ” Daniel Kahneman

About the founders

Mindspeller was founded in 2015 by Professor Marc Van Hulle, PhD and Hannes De Wachter, M.Sc. as a spin-off from the KU Leuven computational neuroscience lab.

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.

September 24, 2020

Mindspeller awarded 1.1 Mio EUR VLAIO research grant

 

Funding will enable accelerated development of a proprietary Brain-Computer-Interface (BCI) to articulate brain activity

LEUVEN, Belgium, September 24, 2020 — Mindspeller BV, a scale-up starting from technology developed at KU Leuven with first applications in the field of consumer neuroscience, today announced that it has been rewarded a €1.1 million research grant from Flanders Innovation & Entrepreneurship (VLAIO). The grant will run over three years and will support the accelerated development of a non-invasive Brain-Computer-Interface able to articulate brain activity through synthetic speech.

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.

Jonathan Cornelissen joins Mindspeller Advisory Board

 
DataCamp Co-Founder & Angel Investor, Jonathan Cornelissen, PhD, joins Mindspeller’s Advisory Board.
Jonathan helped grow DataCamp to over 4 million students, 100k+ subscribers and from $0 to $30,000,000 in ARR. As the company’s CEO he more than doubled the team and revenue every year (5 years in a row). We welcome Jonathan Cornelissen to our Advisory Board and look forward to learning from his experiences at DataCamp.
July 22, 2020
April 23, 2020

CLOSER TO YOUR INTENDED BRAND IMAGE WITH DPG MEDIA AND MINDSPELLER

 
The perfect match is important. No, we are not talking about the love of your life, rather about finding the right fit for your billboard. To discover which TV-program matches best with your brand values, DPG Media developed a new test in cooperation with Mindspeller: the FIT survey. Curious to know what this entails and how this can lead to better results? Read all about it here!
 

HOW THIS LEUVEN-BASED START-UP ALMOST LITERALLY READS YOUR MIND

 
Know what your customer wants: it’s the mantra for every self-respecting marketer today. But how do you find out? To bombard that same customer with surveys is not a good idea according to the start-up Mindspeller. Because according to the company from Leuven, there is a huge difference between what people say and do.
That’s why Mindspeller is fully committed to neuromarketing and uses a lot of atypical methods to do so. Thanks to its sophisticated brain-computer interface, the start-up can almost read the thoughts of your customers – and you can take that quite literally. Reason enough to take a closer look at Mindspeller! Source: https://www.bloovi.be/artikels/ondernemen/2019/hoe-deze-leuvense-start-up-haast-letterlijk-de-gedachten-van-jouw-klanten-leest
August 26, 2019
July 22, 2019

2019 BELFIUS BIRDHOUSE COHORT

 
Ghent/LEUVEN – There are 8 of them. The start-ups that are allowed to participate in the Birdhouse accelerator program this year. In the coming weeks we will introduce you to each of them. The start-up Mindspeller, a spin-off of KU Leuven, helps companies with their communication strategy on the basis of scientifically based neuromarketing.
Advertisers position their brand in a unique network of subconscious associations and can then link future campaigns to these associations. In this way, your communication is always in line with the company’s strategy.
 

MINDSPELLER CO-FOUNDER PROF. MARC VAN HULLE USES EEG TO MEASURE BRAND ASSOCIATION STRENGTH

 

Two brands were tested with related and unrelated associations

We considered two video on demand brands, Netflix and Rex&Rio, and selected a set of words grouped in 4 categories that were either related (Television, Relaxation, and Price), in varying degrees, or unrelated (Unrelated) to the said brands.

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.

 

The EEG ERP protocol showed a difference while traditional surveys did not

 

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

June 10, 2019

Our Philosophy

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.

Do you have what it takes
to reinforce our team?

We’re looking for talent.
Don’t hesitate to reach out to us by sending
your CV and motivation letter to