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NeuroFocus Uses Neuromarketing To Hack Your Brain

Pradeep is the founder and CEO of science-based consumer-research firm NeuroFocus, a Berkeley, California-based company wholly owned by Nielsen Holdings N.V. that claims to have the tools to tap into your brain (or, as Woody Allen called it, "my second favorite organ"). You might say Pradeep was born to plumb the depths of our minds. The "A.K." in his name stands for Anantha Krishnan, which translates as "unending consciousness"; Pradeep means "illumination." Fortunately, he doesn't refer to himself as Unending Illuminated Consciousness, preferring, as is custom in his native region of India, a single name: Pradeep. "Like Prince or Madonna," he explains.

On this particular spring day, he's in New York to offer a presentation at the 75th Advertising Research Foundation conference. As he holds court on a small stage in a ballroom of the Marriott Marquis in Midtown, Pradeep seems to relish the spotlight. Swizzle-stick thin and topped with unruly jet-black hair, the effusive 48-year-old is sharply dressed, from his spectacles to his black jacket and red-and-black silk shirt, and all the way down to his shiny boots. He stands out, needless to say, from the collective geekdom gathered at this egghead advertising fest.

Speaking with the speed and percussive enunciation of an auctioneer, Pradeep is at the conference today to introduce his company's latest innovation: a product called Mynd, the world's first portable, wireless electroencephalogram (EEG) scanner. The skullcap-size device sports dozens of sensors that rest on a subject's head like a crown of thorns. It covers the entire area of the brain, he explains, so it can comprehensively capture synaptic waves; but unlike previous models, it doesn't require messy gel. What's more, users can capture, amplify, and instantaneously dispatch a subject's brain waves in real time, via Bluetooth, to another device--a remote laptop, say, an iPhone, or that much-beloved iPad. Over the coming months, Neuro-Focus plans to give away Mynds to home panelists across the country. Consumers will be paid to wear them while they watch TV, head to movie theaters, or shop at the mall. The firm will collect the resulting streams of data and use them to analyze the participants' deep subconscious responses to the commercials, products, brands, and messages of its clients. NeuroFocus data crunchers can then identify the products and brands that are the most appealing (and the ones whose packaging and labels are dreary turnoffs), the characters in a Hollywood film that engender the strongest emotional attachments, and the exact second viewers tune out an ad.

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