Mario recently chose this picture to open a speech in front of a large managerial audience.
Mario thought it depicts how we interpret our role as an applied neuroscience leader: a collaborative effort in which we use our talents and capabilities to help our Customers in their pursuits.
Introducing applied neuroscience and complex biometrics to real-life experiences is a little bit of a mad dash into the imaginative future of this Planet. Most people would think we exclusively operate for marketing purposes, but he believes what we do is subtler, more complex and - ultimately - a lot more rewarding for our Customers.
The truth is that we chose the hard way. We decided to master all processes involved in collecting medical-grade data from the most complex machine of all: the human brain. By doing so, while you accept that your job will be slightly more complicated than the easy task of pushing a button in a standardized commercial software, you also reach for real value. Yes, because you can now start seeing below the surface.
The surface of traditional market research is a silver screen on which some shadows are projected: the outlines of more instinctual, emotional and profound brain processes. Until today, no computational capacity and biomedical technology could equip people who would venture below that shining surface. However, we now can. And what we see once we open this tiny door onto pre-conscious, real-life and real-time brain processes is amazing.
We are mapping human experiences in real life in a way that has no real historical precedent. Whilst this implies a great advantage in terms of marketing products and services, that is by far the smallest of possible outcomes. The much bigger prize is the unprecedented possibility to conceive, design and build products and experiences that are truly and fully "human-centric".
Once the ability to stimulate positive emotions and cognitive responses becomes a standard tool in the general world of product/service design and development, nobody knows how much this wil impact all sectors.
Neuroscience for all? That is the goal: because having metrics on human happiness, engagement, relaxation, focus and lots more is a higher goal than just wanting to sell more. It promises a different kind of human freedom and a deeper approach to products and services, which instantly have the potential to be more human and therefore, almost inherently, more ethical and sustainable.
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