neurosensor technology, corporate event planning
Kansas City-area business leaders listen to Bishop-McCann’s presentation on its new neuroscience technology offering.
Susan McSpadden Photography

Local business leaders and executives slipped on neurosensor arm bands as they gathered inside the lobby at Kansas City-based Bishop-McCann. One thing was clear — this crowd likes networking, evidenced by the engagement spikes on the monitor. Bishop-McCann showcased the neurosensor technology Tuesday, which can measure audience engagement levels in real-time, second-by-second. The technology can play a key role in helping companies gauge whether their message is resonating during a meeting or corporate event. Does the audience actually care? The answer lies in their subconscious reactions, which the technology measures via the arm band sensors and software with built-in algorithms.

arm band worn neurosensor

The neurosensor band is worn on the arm and can detect audience engagement in real-time.
Susan McSpadden Photography

The neurosensor band is worn on the arm and can detect audience engagement in real-time.

Bishop-McCann, which produces meetings, corporate events and incentive programs worldwide, didn’t invent the technology. Instead, it teamed up with Immersion Neuroscience Inc. and became an exclusive reseller of the Los Angeles-based startup’s Return on Experience (ROE) technology for the events and meetings industry.

Paul Zak, neuroscience researcher and Immersion Neuroscience CEO, attended the event and explained the technology.

Two things provoke action after an experience: paying attention and caring about what’s going on, Zak said. And when you care about something, it creates emotional resonance and the production of oxytocin, which can be measured via the vagus nerve. His technology also picks up on other neurological signals that signify engagement.

“We actually measure what matters, and that’s the key,” Zak said, who added that emotional resonance keeps a message top-of-mind and makes the listener want to share it with others.

immersion neuroscience event technology, real-time, engagement, measure

Immersion Neuroscience CEO Paul Zak explains his company’s technology during Bishop-McCann’s demonstration event. Susan McSpadden Photography

Immersion Neuroscience’s technology has been used by the military and a major movie studio, which used the findings to craft a better movie trailer. Accenture has used the technology in meetings to pivot in real-time, including taking an impromptu break when the audience appears to be losing interest. During Immersion Neuroscience’s pilot with a school district in California, a fourth-grade math teacher learned that a quiet student in class was her No. 1 math fan.

Big Brothers and Big Sisters of Greater Kansas City already plans to the use the technology and is figuring out the best way to implement it, Chief Marketing Officer Kristi Hutchison told the Kansas City Business Journal.

The youth mentoring organization could use the technology during information sessions with prospective volunteers and then tweak its presentation to be more effective at spurring individuals to become a mentor, Hutchison said. She also sees big potential with the organization’s annual fundraiser auction in December, which typically raises about $900,000. There are moments when attendees aren’t engaged, and the team has received feedback that the fundraiser sometimes drags on too long. The technology could help Big Brothers Big Sisters identify when it’s time to take a short break, for example.

“We could potentially raise more money if we learn those patterns of what the attendees need so they would be ready to bid,” Hutchison said.

Kim Iorns, who previously was director of learning and development at Verizon, told the Business Journal that the technology would have been helpful during the New York-based company’s leadership academy sessions. Instead of relying on feedback from a few attendees, Verizon could have used the real-time data to adjust the next day’s sessions and ensure its message is on target.

But Iorns also sees potential for H&R Block Inc., where she’s the director of learning development and delivery. During training sessions to become a tax pro, the company would be able to identify when there’s a disconnect and which topics need additional follow-up. The technology also could help the company measure the effectiveness of its trainers.

“Something like this would help me assess: Do I have the right trainers leading those classes? Because they may be a really great subject-matter expert, but they may not be delivering the right message, or there’s demographic differences,” Iorns said.

A trainer who’s been doing tax preparation for 40 years, for example, may need to adjust the message for someone who’s fresh out of college, she said.

immersion technology, real-time, engagement, measure

Immersion Neuroscience’s technology measures aspects such as heart rate and vagus nerve activity and uses a proprietary algorithm to analyze the data and gauge audience engagement.

Originally posted on Kansas City Business Journal, here: https://www.bizjournals.com/kansascity/news/2020/02/19/bishop-mccann-immersion-neuroscience-tech-demo.html

Bishop-McCann showcases neuroscience tech to KC biz community was last modified: March 18th, 2020 by Devin Carver