Versus Brain Blast | March 2019

Everything we make, from our headset to our apps, is driven by ever-evolving research on the mind and the body. Here, we share the studies and stories which have propelled us on the path to innovation this month.

Applying EEG in Entrepreneurship

A man draws a business plan on a white board.

Corporations are using neuroscience to guide their business strategy. Ikea customers were asked to wear an EEG headset while new business models were presented to them. This helped the Ikea team identify whether customers would immediately support, never support, or could grow to support those models.

Training the Brain for Baseball

Story via Chicago Tribune

A man swings a baseball bat.
Looking to improve his confidence in the 2019 season, Chicago White Sox player Lucas Giolito recently completed multiple neurofeedback training sessions. Giolito believes that neurofeedback training, thought to be widely used in Major League Baseball, will help him maintain his composure under pressure.

Predicting and Preventing Seizures

Story via UT Southwestern

A doctor fills out a report.
Using an EEG device to monitor specific neurons in subjects’ brains, a team was able to predict 98% of seizures at least 4 minutes before they happened. By extending the prediction window from seconds to minutes, this development could allow preventative treatment to be administered before seizures occur.

Swinging Yourself to Sleep

Story via New York Times

A bed with pillows.
University of Geneva researchers found that participants who slept in a slowly rocking bed fell asleep faster and consolidated memories better than those who slept in traditional beds. They hypothesize that the bed’s motion activates neurons in the inner ear which help regulate brain activity related to sleep.

Finding the Mechanism for Moderation

Story via Insider

People holding alcoholic beverages.
Scientists identified a mechanism in the brain that helped animal test subjects feel the effects of alcohol, leading them to limit their consumption. When this mechanism was faulty, the subjects had no inclination to stop drinking, even when intoxicated. This may be a contributing factor to alcoholism.

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