Beautiful Mind - The Science of Seeing

Vision is more than just our brain ‘seeing’ an image; it is a highly complex process which many of us regard as our most precious sense. The human visual system has evolved steadily over millennia but our lifestyle and environment has changed hugely within a single generation. From the huge rise in short-sightedness to the use of blue light filters, what effects is this new visual world having on our vision and what can be done?

Are you ready to explore the secrets behind the human mind when making purchasing decisions? Recognising consumers’ actual needs and desires is crucial to remain ahead of the game in today’s competitive business world. Traditional marketing research techniques, however, fall short of understanding the unconscious elements and emotions that influence buying decisions. This talk will address whether biometric research tools offer a better answer to understanding consumer behaviour, as well as the risks and rewards of using them in the marketing industry.

Sensory information represents objects and events in your physical environment, Physiological factors, however, limit the amount of information you can detect, evaluate and act upon at any one time. To deal with these limits, the brain has developed mechanisms that prioritise sensory inputs that are relevant to the individual’s goals and intentions at any one time. This talk will introduce the concept of selective attention, explain why it is fundamental to goal-directed behaviour, and explore the way psychologists and neuroscientists have investigated the neural and cognitive processes involv