|NeuroScience Inspired Design
Held in conjunction with Singapore Design Week
Designers and marketers have been using a variety of methods – from qualitative and quantitative research studies to ethnographic studies to gain a deeper understanding of their audience.
Such findings and demographic and psychographic information of the target audience forms the basis of design and marketing efforts. Much of these consumer insight has its origin in a more scientific field – neuroscience.
In this forum, we delve straight into the neuroscientists’ repository. Join us as we learn and explore how marketers and designers can apply neuroscience findings to their design and marketing effort.
Director of Research & Development, Institute on Asian Consumer Insight
Professor of Marketing (Practice), Nanyang Business School, Nanyang Technological University, Singapore
Professor Gemma Calvert is the Director for Research & Development at ACI and a Professor of Marketing Practice in the Nanyang Business School at NTU and is an internationally renowned cognitive neuroscientist and the foremost pioneer of the field of Neuromarketing.
She has a BSc in Social Psychology from the London School of Economics, a PhD in Neuroscience from the University of Oxford and is an accredited Chartered Psychologist. Her research interests include consumer neuroscience, multisensory integration and sensory branding and cross-cultural influences on behaviour.
She has published extensively in the field of human brain imaging, including in Science and Nature Neuroscience, and is the co-author of the seminal Handbook on Multisensory Processes.
Assistant Professor, Division of Strategy, Management and Organisation, Nanyang Business School, Nanyang Technological University, Singapore
Prof George Christopoulos is an Assistant Professor and the Research Director of the Culture Science Institute in Nanyang Business School at NTU.
He holds a PhD from the University of Cambridge in the cognitive neuroscience of human decision making. His research interest is in exploring the mechanisms that describe and/or affect behavioural and neuronal responses while humans make decisions, especially in social settings.
Arif Cemil Ozcanlar
General Manager, Objective Experience
Arif Cemil Ozcanlar is the General Manager for Objective Experience, a research-driven User Experience consultancy firm. With over eighteen years in the creative and technology fields and over ten years of international experience spanning across five continents, Cemil has helped build world-class mobile apps and websites for banks, insurance companies, telcos, hospitals, and many more. He and the OE team strive to improve users’ experiences – from qualitative and quantitive research, using eye tracking and other innovative methods, to design and front-end development for user-centric interfaces.