Sep 17, 2021
A few weeks ago, I had the honor
of being a speaker at Greenbook’s IIEX Behavior Conference, an
amazing event that brings people together from around the world to
talk about behavior and insights and so much more. My piece of this
event was doing a live podcast interview with Dr. Ingrid
Nieuwenhuis for the session called When Machine Learning Meets
A couple of weeks ago, Sam
Albert joined me to discuss AI and its role in behavioral science,
and this conversation with Ingrid was so fantastic and really
building on that. I was delighted when the team at Greenbook said I
could share this conversation here with you on The Brainy Business.
This is the exact audio from that conference, and if you want to
see it in video form, it will be shared via my free global
community, the BE Thoughtful Revolution when the episode
- [00:06] In today’s episode I’m
thrilled to introduce you to Dr. Ingrid Nieuwenhuis, head of
science at Alpha.One.
- [00:56] My piece at Greenbook’s
IIEX Behavior Conference was a live podcast interview with Dr.
Ingrid Nieuwenhuis for the session called When Machine Learning Meets
- [03:21] Ingrid shares about
herself, her background in neuroscience, and what she does as head
of science at Alpha.One. She is trained as a
- [05:03] After a whole academic
career, she joined a start-up company where she used similar
techniques to measure consumers’ responses. Then she moved to New
York and worked with the marketing department at Facebook. After
ten years, she moved back to the Netherlands and joined
- [07:49] Ingrid has done amazing
work over her career.
- [09:12] Expoze.io is a
technique based on deep learning.
- [09:54] Deep neural networks
are networks that are based on the brain layers and instead of
having to tell the network what the rules are. If you have a lot of
data the network can figure out the rules itself. To train this
network you need a lot of labeled data.
- [11:16] When you have this big
data set where you have all this labeled data, you can actually get
the network to create a heat map that is very similar to
- [14:14] Branding is very
important. In the long term, to build value you have to build your
- [15:14] Building a brand and
being able to communicate your brand in your packaging and ads is
so essential for successful marketing and branding in
- [17:43] We are so wired for
social interaction that our eyes are unconsciously drawn to faces
and are attracted to them.
- [18:43] With small changes, you
can really change how something is drawing
- [19:48] They are currently
building a product that is measuring brand value. They are focusing
on getting measurements on brands.
- [21:34] Contrast is going to
draw our attention.
- [23:02] There is always a
balance between the story you want to tell, the emotion you want to
create, and how you want to draw people in.
- [24:00] If your story has to
build up and there is no brand in the first few seconds it is
almost a wasted impression.
- [26:20] Really good creative
agencies are able to integrate a brand into a story in a way that
isn’t intrusive and the brand can really be the hero in the
- [28:25] You have to really work
to create multi-disciplinary teams.
- [29:41] Statistics is an area
that is so important and not always present in companies. So much
of what we are currently doing is big data.
- [30:37] Be open to
multi-disciplinary teams and realize that it helps. When you take
the time, really good things automatically emerge and it becomes
very fulfilling and rewarding for everyone.
- [32:38] There is so much we can
learn from each other if we are just open to it.
- [32:55] Having a diverse team
is really important in making sure you can think about as much as
possible before you launch.
- [33:25] Often you need the
input from all the areas to actually get it
- [34:18] Melina shares her
- [35:35] Melina’s award-winning
first book, What Your
Customer Wants and Can’t Tell You is available on Amazon, Bookshop, Barnes
Book Depository, and Booktopia.
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