TEDxSingapore - Joshua Teo - Neuromarketing Refined

Born into a 5th generation entrepreneurial family, Joshua is a serial entrepreneur himself. Through his investment holding company, he invests and nurtures innovation-based companies in Asia. 

One of his pet projects now is working with a cross functional team in the US, Europe and Singapore to build technologies that promises to be able to peer into the minds of consumers before they can anticipate a need. Starting his working life in the music industry with a lecturing and music producer position at SAE Institute, arguably the largest private Audio School in the world today, he later collaborated with the school and started a sole-proprietorship business specializing in digital audio recording. He aptly named the business ProCreate Productions to much confusion. Later down the road, he co-founded technology aggregator and education company, Intranesis Communications Pte Ltd which grew from a 9-person company to a 100 strong Technology organisation within 3 years after initial rounds of Venture-Capital funding. This experience showed him the world and the promises of how real innovations can indeed bring value to life. Now he dabbles in several innovative start-ups and invests in worthwhile projects through his holding company. 

Having won numerous awards from Junior Chamber Singapore, E-Global Award for Emerging Young Entrepreneur in 2004 and most recently Outstanding Young Entrepreneur Award from CESD in India in 2008, he is here to talk about one of his pet project's innovations and how those ideas could change the creative advertising industry. Watch:

"If It Feels Good Do It" : Using Neuromarketing to Go Beyond

ABSTRACT

"If It Feels Good Do It" : Using Neuromarketing to Go Beyond Click-Through: the Emerging Understanding of the Links Between Biometric Measures and Consumer Response to Media, presented by André Marquis.

Advances in neuromarketing over the past decade have moved the industry to a point where it is finally a practical addition to the marketer and product designer's toolbox. Mr. Marquis will demonstrate how tracking the second-by-second engagement of consumers interacting with a variety of media using biometric measurements including eye tracking, heart rate, breathing,

GSR and movement allows companies to better understand how they cognitively process and emotionally react to visual information. He will present examples showing how advertisers, TV and Web companies have optimized their media to avoid confusion, break through the clutter and resonate with

consumers to maximize retention and avoid undesirable behaviors including fast forwarding and navigating away.

André Marquis is currently the Senior Vice President of Sales and Marketing at Innerscope Research which is dedicated to solving difficult market research questions by measuring and analyzing subconscious emotional responses to media. Andre has a long record of starting successful technology-based ventures with a particular focus on winning in markets where evidence-based decision making is critical, e.g. advertising, healthcare and pharmaceuticals.

Prior to Innerscope, Mr. Marquis was the founder CEO of Amplyx Pharmaceuticals, an early stage drug development company that creates improved small molecule drugs. He was also the CMO of Log Savvy which developed the first massively parallel system able to analyze the huge amount of data required to understand "Web 2.0" emergent social activity. He was the COO of Chorus, a group inside Eli Lilly that has dramatically increased the efficiency of the Pre-Clinical through Phase II drug development through outsourcing as well as the CTO and Senior Vice President of Marketing at iPIX. iPIX was the world's largest manager of Internet visual content and created the technology and infrastructure for eBay's Picture Service. Mr. Marquis was a founder and Vice President of Marketing at Emptor which became Accept.com, a Kleiner Perkins, Benchmark Capital backed ecommerce company that was acquired by amazon.com

How neuromarketing drives stimulating & conductive retail environment design

"How neuromarketing drives stimulating & conductive retail environment design" presentation from the recent MRS Retail Conference in London. Presented by Dr David Lewis, Chairman of Mindlab International and Ian Addie, Research and Development Director at Nunwood.