How to create better connections by understanding the brain
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Talk given by Dr Carl Marci, CEO and Founder of Innerscope, as well as a Harvard neuroscientist, about how to really understand brain science.
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How to create better connections by understanding the brain
- 1. Carl D. Marci, M.D., CEO, Chief Research Officer, Innerscope Research Clinical Assistant Professor of Psychiatry Chair, Endowment for the Advancement of Psychotherapy
- 4. C. Marci, M.D. © 2013Courtesy of the MIT Media Lab
- 5. C. Marci, M.D. © 2013 SkinConductanceuS 20 22 24 26 28 30 23:35 23:40 23:45 23:50 23:55 24:00 24:05 Time Large Stimulus Large Amplitude Response Increased Tonic Level Small Amplitude Response Tonic Level Small Stimulus
- 6. C. Marci, M.D. © 2013 Hypothalamus Pituitary Gland Amygdala Hippocampus Thalamus Mammillary Bodies Fornix Path to Peripheral Nervous System
- 7. C. Marci, M.D. © 2013 Definition of laugh episode: “Any highly stereotyped utterance characterized by multiple forced, acoustically symmetric, similar vowel-like notes separated by a breathy expiration in a decrescendo pattern.” R. Provine, 1993
- 8. C. Marci, M.D. © 2013 0 20 40 60 80 100 College Students Psychotherapy 59% 57% 41% 43% Percentage Speaker Audience Provine, R. Laughter: A Scientific Investigation. c2000
- 9. C. Marci, M.D. © 2013 0 20 40 60 80 100 Patients Therapists 77% 10% 23% 90% Percentage Speaker Audience Marci C.D., Moran E.K., Orr S.P. J. Nervous & Mental Diseases 2004
- 10. C. Marci, M.D. © 2013 0 1 2 3 Patient Therapist 0.70 0.52 2.45 1.44 MeanSCChange(uS) Alone Both * * Marci C.D., Moran E.K., Orr S.P. J. Nervous & Mental Diseases 2004 * p < 0.05
- 11. http://chicaneculture.com/2010/03/winding-road-4/ Patient-Doctor Empathy © Innerscope Research, Inc. 2013 EMPATHY
- 12. C. Marci, M.D. © 2013
- 13. ROC Moment Ratio: 0.27 10 15 20 25 30 35 40 Time uS -1 -0.8 -0.6 -0.4 -0.2 0 0.2 0.4 0.6 0.8 1 1 11 21 31 41 51 61 71 81 91 101 111 121 131 141 151 161 171 181 191 201 R Correlation (sec) SC Concordance Score -1.31 Sample Discordant Responses
- 14. C. Marci, M.D. © 2013
- 15. ROC Moment Ratio = 12.5 0 10 20 30 40 50 Time uS SC Concordance Score 2.53 -1 -0.8 -0.6 -0.4 -0.2 0 0.2 0.4 0.6 0.8 1 1 9 17 25 33 41 49 57 65 73 81 89 97 105 113 121 129 137 145 153 161 169 177 185 193 201 Correlation (sec) R Sample Concordant Responses
- 16. R = 0.47, p = 0.03 Physiologic Concordance vs. Empathy Concordance Score 1.0.8.6.4.20.0 Empathy 40 30 20 10 0 C. Marci, M.D. © 2013 Marci C.D. et al. J. Nervous & Mental Diseases 2007
- 17. C. Marci, M.D. © 2013
- 18. Wild et al. Neural Correlates of Empathy. Brain. 2003 PAG Amygdala Cerebellum ANS & Cervical Motor Neurons SMA Acc/PFC Thal/ BG RAS Facial Action
- 19. C. Marci, M.D. © 2013 Brain Response Imitation Observation Carr et al. PNAS 2003
- 20. C. Marci, M.D. © 2013 Singer et al. Science. 2004 Self Other
- 21. C. Marci, M.D. © 2013 Empathic Concern Empathy Ratings ACC ACC Insula Insula r = 0.62 r = 0.52 r = 0.52 r = 0.72 Singer et al. Science. 2004 Singer et al. Science. 2004
- 22. http://chicaneculture.com/2010/03/winding-road-4/ Engagement with Media © Innerscope Research, Inc. 2013 EMOTION
- 23. Natural language definition: “Engagement is attention to something that emotionally impacts you.” Biological definition: C. Marci, M.D. © 2013
- 24. Greater immersion leads to enhanced activity in the emotion and empathy- generating centers of the brain. C. Marci, M.D. © 2013
- 25. Higher levels of flexibility in a platform allow a greater range of interactions with and awareness of the outside world. C. Marci, M.D. © 2013
- 26. Limbic System/Mirror Neurons Rational/Cognitive IMMERSIVE FLEXIBLE C. Marci, M.D. © 2013
- 27. IMMERSIVE FLEXIBLE Limbic System/Mirror Neurons Rational/Cognitive C. Marci, M.D. © 2013
- 28. Limbic System/Mirror Neurons Rational/Cognitive IMMERSIVE FLEXIBLE C. Marci, M.D. © 2013
- 30. C. Marci, M.D. © 2013 Digital Native? Millennials Gen X and Boomers or Digital Immigrant ?
- 31. C. Marci, M.D. © 2013 • Heart Rate • Skin Conductance • Respiration • Motion Biometric Belt POV Camera Regular Glasses POV Mini-Cam Glasses +
- 32. C. Marci, M.D. © 2013 Attention EmotionTime
- 33. C. Marci, M.D. © 2013 49% 32% 51% 68% Native Immigrants Non-Digital Media Digital Media Percentage of Time Spent with Media Throughout Non-Work Hours Source: Time Warner-Innerscope Research study presented at 2012 ARF Conference
- 34. C. Marci, M.D. © 2013 27 17 Natives Immigrants Average Number of Media Platform Switches Per Non-Working Hour Source: Time Warner-Innerscope Research study presented at 2012 ARF Conference 35%
- 35. C. Marci, M.D. © 2013 Wider spans in between switching from single platform to multiplatform Digital Immigrant - Isaac Digital Native - Nate Shorter spans in between switching from single platform to multiplatform Source: Time Warner-Innerscope Research study presented at 2012 ARF Conference
- 36. Emotional high Emotional low Single-Platform Multi-Platform Immigrants -35% Natives -45% C. Marci, M.D. © 2013 Source: Time Warner-Innerscope Research study presented at 2012 ARF Conference
- 37. 47% 43% 47% 36% 34% 33% Easily bored Easily distracted Get nervous easily 36% 34% 33% Easily bored Easily distracted Get nervous easily Natives Immigrants C. Marci, M.D. © 2013 Source: Time Warner-Innerscope Research study presented at 2012 ARF Conference
- 38. C. Marci, M.D. © 2013 “Someday, someday – but certainly not now – I’d like to learn how to have a conversation.” A 16-year-old boy says… The Flight From Conversation By SHERRY TURKLE, April 21, 2012
- 39. Limbic System/Mirror Neurons Rational/Cognitive IMMERSIVE FLEXIBLE C. Marci, M.D. © 2013
- 40. C. Marci, M.D. © 2013 • People spend lots of time with media • Natives spend more time with digital platforms • 65% take devices from room-to-room • Natives: Almost nothing deserves their full attention • 27 switches per hour! (fluid, non-conscious) • Easily bored, easily distracted, more nervous • Comfortable with non-linear • Emotional consequences • Natives use media to regulate mood • Shifting attention constrains emotional engagement • Highs are not as high, lows are not as low • BUT - when you capture the undivided attention of a Native there are big rewards
- 41. C. Marci, M.D. © 2013 • Get to the point quickly o Instant gratification, emotional intensity from the start • Make it really easy to consume o Stories: snacking vs. three course meals o Multiple access points and multiple platforms, visual call-outs - allow non-linear participation • Put Emotion at the Center of Your Research o Engage with relevant stories, relatable characters, integrated up-beat music, strong stories, surprising twists • Increased Engagement = More Emotionally Relevant Messages
- 42. Assignment: • Identify a specific business challenge or problem you deal with in your current role that keeps you up at night. Specifically, think about the challenges you face on a daily basis with your creative development, media planning, product development/innovation process, sales and marketing strategy, competitive advantage, or customer satisfaction. • Considering what you learned today about the brain and nonconscious emotions, how might you use emotion-based insight to think about your specific challenge or problem differently? Perhaps even solve for it? Process: – Break into small groups (5-10) – Each group member should share his/her particular challenge with the group – Spend a few minutes brainstorming as a group about how each member might use emotion-based insight to help solve their specific challenge – Designate a group leader to share 1-2 of the group’s challenges/solutions with the broader audience