What if you could predict the type of content that would make someone take action? Or better yet, what will make them take out their credit card and make a purchase?

Well, thanks to our friends at Immersion Neuroscience, this is in the realm of possibility!

Listen in on this interview with Neuroeconomist, Dr. Paul Zak, as he discusses his software that is used to effectively capture neuro activity and provide measurements in real time. Tune in as he describes a few experiences with different clients and his takeaways.

• – How the brain evaluates situations

• – Why memories trigger emotion

• – The importance of personalized brain measurements

• – Capturing unconscious emotional responses to make predictions

• – Why the brain is lazy

• – Measuring immersion for more effective learning

• – How Neuro tech is being used in K-12 schools

• – The creepiness factor exception

• – Where do positive social behaviors come from

Books

• Trust Factor – By: Dr. Paul Zak                                                                      The science of creating high-performance companies that applies their science to build really effective teams

• The Moral Molecule, The Source Of Love And Prosperity – By: Dr. Paul Zak

The neuroscience behind why people are ever nice to each other

Teaser Clip

9:23- 10:57 – Why the brain is lazy and how ‘challenge stress’ increases productivity

Full Transcription:

Dr. Paul Zak: (00:00)

And, uh, areas that motivate action after experience. And then doing that, we identified this neurologic state we call immersion in which we are attentive to what’s happening around you, but you also emotionally are engaged by us. So you really care about it. And that seems to be a general evaluation mechanism in the brain. We’re always evaluating things. Do I want to talk to you? You’ll want to get us a water or what, you know, what am I doing? So all animals have this and we, what we’ve been able to do is then create software as a service so anybody can measure this anywhere in real time. And that allows us to give people rapid feedback and create great experiences, which we all want.

Derek: (00:38)

Absolutely. So, you know, with scrimmage, we all are about personalized learning, right? Obviously you’re, if you’re reading someone’s individual reaction to an experience, whether it be educational or otherwise, um, you can see the impact. I can see the impact for how that would apply, especially for driving just greater levels of activation, engagement, continuous development, and really building curriculum in such a way that gets the desire goal either for that person or whatever the objection they’re trying to meet. It is. Right? So tell us more about the technology itself and there’s a, how you are measuring people’s emotive response or their level of engagement with content that is being produced. That piece specifically,

Dr. Paul Zak: (01:16)

right? So, uh, let me go back on the neuroscience. So when you, um, have an experienced as fabulous for you that uh, experience is tagged in your memory with emotions. So this is why it’s easier to remember, you know, major experiences of their life, birth of a child, a 9/11, you know,