NeuroFocus Announces World's First Wireless Full-Brain EEG Measurement Headset: Mynd(TM)By Neurofocus, PRNE
Sunday, March 20, 2011
NEW YORK, March 21, 2011 - NeuroFocus unveiled the first dry, wireless headset designed to capture
brainwave activity across the full brain today at the 75th Annual Advertising
Research Foundation conference being held at the Marriott Marquis in New
York. Developed over the last three years, Mynd(TM) combines medical-grade
technology with mobility, leapfrogging current neurological testing methods.
For the first time, market researchers will be able to capture the highest
quality data on consumers' deep subconscious responses in real time
wirelessly, revolutionizing mobile in-store market research and media
consumption at home. NeuroFocus has also commenced building the world's first
full-brain home panels in addition to its labs. The European Tools for
Brain-Computer Interaction consortium (TOBI) will utilize Mynd as their core
platform to develop practical, medical-grade technology that will improve the
quality of life for people with neurological disabilities. NeuroFocus is
offering the opportunity to demo Mynd at Booth #514 at the conference.
"While developing Mynd, we focused on achieving medical-grade scientific
precision along with extraordinary ease of use and aesthetics. This
neuromarketing breakthrough provides new opportunities for our clients to
gain critical knowledge and insights into how consumers perceive their
brands, products, packaging, in-store marketing, and advertising at the deep
subconscious level in real time," said Dr. A. K. Pradeep, Chief Executive
Officer of NeuroFocus. "We are also delighted that TOBI has embraced our
approach by adopting our wireless headset for their research in patients with
devastating neurological disorders such as spinal cord damage and stroke,"
continued Dr. Pradeep.
By gaining mobility without sacrificing medical-grade technology, the
lightweight, sleekly-designed Mynd opens up new testing environments to
consumers beyond the lab, such as the home, outdoor venues, movie theaters,
shopping malls, and auditoriums with data being streamed to platforms,
including the iPad, iPhone and other smart devices.
Mynd has undergone rigorous development and testing procedures for three
years. The standards set for the device to meet included performance levels
as accurate and reliable as gel-based, wired EEG systems used in clinical
settings for a host of neurological disorders, as well as high durability and
Key highlights of Mynd include:
-- Full-brain coverage with dense-array EEG (electroencephalographic) sensors. Full-brain measurement is the universal neuroscientific standard applied in the world's premier laboratories and educational institutions. -- Within seconds of slipping the user-friendly headset on, a consumer's brainwave activity is captured across the full cortex. -- Wireless transmission of brainwave signals; capable of interfacing with any Bluetooth-enabled mobile communications device. -- Dry "smart" electrodes (sensors), eliminating the use of gels and enhancing signal quality by introducing novel technological breakthroughs. -- Enables first full-brain coverage home panels for market research. -- Comfortable, lightweight, aesthetically pleasing modular design with easily-replaceable sensors.
"Mynd represents an authentic breakthrough in brainwave measurement
technology and I am especially pleased that it will also be used to help
people with neurological disabilities such as paralysis overcome some of
their most difficult barriers. This is a truly compelling example where a
technology developed for business-to-business applications like
neuromarketing can add enormous value to other avenues of life," said Dr.
Robert T. Knight, Director of the Helen Wills Neuroscience Institute at the
University of California, Berkeley, and NeuroFocus' Chief Science Advisor,
NeuroFocus will be rolling out the Mynd headset throughout its
neurological testing laboratories in the U.S., the UK/Europe, the
Asia/Pacific region, Latin America, and the Middle East. The headset will
also be deployed in the company's NeuroLabs, dedicated neurological testing
facilities which NeuroFocus designs, builds, staffs, and operates for
individual client companies.
Dr. Gerwin Schalk, Research Scientist, Wadsworth Center, Neural Injury &
Repair, and developer of BCI 2000, the main technological platform used for
brain-computer interaction worldwide for treatment of paralysis, cited the
landmark aspect of Mynd: "This wireless dry electrode headset substantially
reduces the cost and expertise necessary to access signals from the brain,
which has profound implications for clinical and commercial applications of
NeuroFocus employs high-density arrays of medical grade EEG sensors to
measure across the full brain. Each sensor captures brainwave activity at
2,000 times a second. The company also applies eye-tracking technology to
identify the location of visual focus at the pixel level.
The world's leading neuromarketing firm, NeuroFocus
(neurofocus.com) brings advanced neuroscience knowledge and expertise
to the worlds of branding, product development and packaging, in-store
marketing, advertising, and entertainment. NeuroFocus clients include Fortune
100 companies across dozens of categories.
Headquartered in the U.S. and operating globally through offices and
NeuroLabs in the UK and Europe, the Asia/Pacific region, Latin America, and
the Middle East, the company leverages Nobel Prize caliber and
Doctorate-level credentials in neuroscience and marketing from the University
of California at Berkeley, MIT, Hebrew University, Harvard, Oxford, Columbia
University, and other leading institutions, combined with executive business
management and consulting expertise.
TOBI www.tobi-project.org is a major European initiative which
will develop practical technology for brain-computer interface (BCI) that
will improve the quality of life of disabled people and the effectiveness of
Note to Editors:
A picture/s accompanying this release is available through the PA
Photowire. It can be downloaded from www.pa-mediapoint.press.net or
viewed at www.mediapoint.press.net or www.prnewswire.co.uk.
Rebecca Metz of Metz Communications, +1-512-560-5211, rebecca at metzpr.com, for NeuroFocus
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