Science Tuesday: Neurocam

By Sanah Faroke, Staff Writer
@sanahfaroke

We’ve all heard it—we’re in the electronic age. From finding out that our friends from home are engaged at 21 on Facebook, to following people on Instagram who have killer style (but they don’t even go here), or reppin’ some of the cutest DIY posts your friends have pinned for Thanksgiving.

The thing is, well, isn’t it kind of odd that people can see what we do and like what we’ve liked? It’s not for us, but if you think about it, it totally is. Even companies like Hulu and Facebook are getting real personal with advertising products and websites that are geared to what you like.

If you’re ready for another revolutionary advertising tactic, Japan has it for you. Neurocam and its new app were introduced at the Human Sensing 2013 conference in Yokohoma, Japan.

Advertisers can tell what we like based on a headband system that attaches to your head and holds an iPhone next to your temple. Hitting the soft spot, huh? Well, this headset knows you better than you know yourself with the help of EEG sensors.

The camera on the headset records whatever you’re viewing, so when you see those Jimmy Choos and can’t contain yourself, the sensors will pick up on those spikes of interest through the brain scan.

The spike value ranges from one to 100, so once the data gets to a value of 60, the EEG sensors will claim whatever you’re viewing as something of interest to you. That’s when the phone’s camera will start to record, in five-second GIFs, the image you’re viewing (like a Tardis teapot in commemorating the Doctor Who 50th Anniversary).

I told you it’s a little weird, right? Well, advertisers are going to use this to their advantage, which I don’t have too much of a problem with, but my wallet just might. Advertising titan Dentsu is supporting the Neurocam through Dentsu ScienceJam. They think it can help to determine what goods interest people and also help in urban development planning.

The thing is, when I see a commercial for the Kia Soul while I’m on YouTube and literally scream because I’m obsessed with those Kia hamsters, only I see this side of me. I don’t know how I would feel if Kia can actually see how many times I’ve watched the commercial because it’s right there on the screen when I’m browsing online. I’m sure they’ll keep showing the commercial to me until I buy the car…oops.

Don’t you just want to buy the car now? Yep, totes.

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