A 22-year-old inventor in Durham wants to read your mind. The young CEO of NeuroSpire, Jake Stauch aims to revolutionize marketing by making neuromarketing tools more accessible.
Neuromarketing isn't consumer mind control though ads. By measuring brain activity, neuromarketers think they can get closer to what consumers really want and avoid costly marketing decisions.
Still a subject of debate, neuromarketing is used by some heavyweights including Disney and Google who can afford the high expense of the process.
Neuromarketing studies can cost hundreds of thousands of dollars, but NeuroSpire has a brain-scanning headset system for about $5,000 that can be used with your computer.
Does it work? Durham-based ad agency McKinney has tried it.
PopSci spotlights Stauch and his Durham startup in a easy-to-read explainer on neuromarketing and how the inventor thinks he can revolutionize it.