Speaking with the speed and percussive enunciation of an auctioneer, Pradeep is at the conference today to introduce his company’s latest innovation: a product called Mynd, the world’s first portable, wireless electroencephalogram (EEG) scanner. The skullcap-size device sports dozens of sensors that rest on a subject’s head like a crown of thorns. It covers the entire area of the brain, he explains, so it can comprehensively capture synaptic waves; but unlike previous models, it doesn’t require messy gel. What’s more, users can capture, amplify, and instantaneously dispatch a subject’s brain waves in real time, via Bluetooth, to another device–a remote laptop, say, an iPhone, or that much-beloved iPad. Over the coming months, Neuro-Focus plans to give away Mynds to home panelists across the country. Consumers will be paid to wear them while they watch TV, head to movie theaters, or shop at the mall. The firm will collect the resulting streams of data and use them to analyze the participants’ deep subconscious responses to the commercials, products, brands, and messages of its clients.
Another device to directly observe human brains