The application of neuroimaging methods to marketing has recently gained lots of attention. In analyzing consumer behaviors, the inclusion of neuroimaging tools and methods is improving our understanding of consumer’s preferences. Human emotions play a significant role in decision making and critical thinking. Emotion classification using EEG data and machine learning techniques has been on the rise in the recent past. We evaluate different feature extraction techniques, feature selection techniques and propose the optimal set of features and electrodes for emotion recognition.Affective neuroscience research can help in detecting emotions when a consumer responds to an advertisement. Successful emotional elicitation is a verification of the effectiveness of an advertisement. EEG provides a cost effective alternative to measure advertisement effectiveness while eliminating several drawbacks of the existing market research tools which depend on self-reporting. We used Graph theoretical principles to differentiate brain connectivity graphs when a consumer likes a logo versus a consumer disliking a logo. The fusion of EEG and sentiment analysis can be a real game changer and this combination has the power and potential to provide innovative tools for market research.

Research tools are paramount for scientific development, they enable researchers to observe and manipulate natural phenomena, learn their principles, make predictions and develop new technologies, treatments and improve living standards. Due to their costs and the geographical distribution of manufacturing companies access to them is not widely available, hindering the pace of research, the ability of many communities to contribute to science and education and reap its benefits. One possible solution for this issue is to create research tools under the open source ethos, where all documentation about them (including their designs, building and operating instructions) are made freely available. Dubbed Open Science Hardware (OSH), this production method follows the established and successful principles of open source software and brings many advantages over traditional creation methods such as: economic savings (see Pearce 2020 for potential economic savings in developing open source research tools), distributed manufacturing, repairability, and higher customizability. This development method has been greatly facilitated by recent technological developments in fast prototyping tools, Internet infrastructure, documentation platforms and lower costs of electronic off-the-shelf components. Taken together these benefits have the potential to make research more inclusive, equitable, distributed and most importantly, more reliable and reproducible, as - 1) researchers can know their tools inner workings in minute detail - 2) they can calibrate their tools before every experiment and having them running in optimal condition everytime - 3) given their lower price point, a)students can be trained/taught with hands on classes, b) several copies of the same instrument can be built leading to a parallelization of data collection and the creation of more robust datasets. - 4) Labs across the world can share the exact same type of instruments and create collaborative projects with standardized data collection and sharing.

The last few years have seen some dramatic developments in artificial intelligence research. What implications might these have for neuroscience? Investigations of this question have, to date, focused largely on deep neural networks trained using supervised learning, in tasks such as image classification. However, there is another area of recent AI work which has so far received less attention from neuroscientists, but which may have more profound neuroscientific implications: Deep reinforcement learning. Deep RL offers a rich framework for studying the interplay among learning, representation and decision-making, offering to the brain sciences a new set of research tools and a wide range of novel hypotheses. I’ll provide a high level introduction to deep RL, discuss some recent neuroscience-oriented investigations from my group at DeepMind, and survey some wider implications for research on brain and behavior.

Zebrafish and cichlids are popular models in visual neuroscience, due to their amenability to advanced research tools and their diverse set of visually guided behaviours. It is often asserted that animals’ neural systems are adapted to the statistical regularities in their natural environments, but relatively little is known about the visual spatiotemporal features in the underwater habitats that nurtured these fish. To address this gap, we have embarked on an examination of underwater habitats in northeastern India and Lake Tanganyika (Zambia), where zebrafish and cichlids are native. In this talk, we will describe the methods used to conduct a series of field measurements and generate a large and diverse dataset of these underwater habitats. We will present preliminary results suggesting that the demands for visually-guided navigation differ between these underwater habitats and the terrestrial habitats characteristic of other model species.