30 Jan The time of action: Neuroscience for all
The oldest scientific paper ( literally since its a papyrus ) was found in 1700 bc. It is the earliest known medical text in history. The papyrus discusses the brain, A bird, knife, one line, and scarabei represent first recorded information of the human nervous system. The first and the last frontier of human introspection – Desire to know more about ourselves. And yet, It took us more than three thousand years develop EEG device and record brain wave. And fifty more to process it as a signal and detect patterns. Our attention or state of mindful bliss are just patterns of data. the brain reacts to a stimulus – in this case, a stimulus from digital surrounding or marketing activity. These reactions are oscillation or brainwaves: Alpha, beta, gamma, delta, and theta brainwave bands. When a stimulus (visual, auditory or any other) hits, these neurons desynchronize the resting state networks and form an activity, that we can measure as an event-related potential – A patters so to speak.
Basically, human behavior is a set of data that can be analyzed thanks to data science and various tools. These inspiring findings have motivated me to pursue my Ph.D. in a field of behavioral marketing and more precise in a field of cognitive neuroscience. I was triggered by a desire to find out why do people behave differently from their rational thoughts. Here is a simple example: What do you think about social media? No one really likes them, and yet we are all on them for one hour on average. The more I learned about this topic, the more I discovered that digital marketing and technology, i have learned that technology shapes our lives, the internet is also a place that is impacted by our behavior – conscious and nonconscious. Did you know that AI can predict your personality traits by looking into your blog post? Or that your social media can predict the next phase in your relationship before your spouse. Is it possible to use neuroscience devices to measure the impact of our behavior and finally get answers from the source itself? Your brain. I must admit, I was driven by my own personality. For me, its either full on passionate dive into the matter of interest or I just do not deal with it. And Neuromarketing is my huge passion. Any activity that I have taken has brought me to it. My love for the stage is in giving lectures, my love for writing is in scientific paper publishing, my love for the marketing is in researching digital behavior and my love for data analytics in finding a pattern that tells the story. I knew that my field of interest in digital behavior, I know that i would use neuroscience tools but last summer i have learned more about data science. So Now I know that data science will be my tool.
After one decade in communication and half of that time in digital, I noticed that there still wasn’t a lot of support, books, articles or content to help guide social data analysis especially if you are into the field of cognitive neuroscience. In fact, there’s not a lot of useful content to help researchers and businesses set up and conduct studies on brain-computer interaction in any form. So, I decided to create it. If you desire to learn more about the computer-brain interface, you will have to finish your high school, grad school, and Ph.D. At that time, most people can have access to the technology that can be used in order to process brain signals. I have come up with the idea for my research: Attention and Brand recall on Social Media. When I ‘ve shared it with teacher assistant at my university, he has told me and I quote: “Honey, you’re not living in the USA”. When I have found an affiliated mentor from an international university – Dean had to stop our collaboration due that it’s not in line with our university status. And then again I needed a device if I wanted to conduct research – But the professor that had it wanted to share with me only if she was the author of our work. I understand that I live in Serbia. I also understand that we agree to terms and condition of our university. Mobile EEG is not something to be easily found. I have a complete understanding of all of this.
But should I be defined by the limitation of my surroundings? I say no.
How about that instead, i focus on my research, I do quite the opposite and I share all my knowledge for free so that anyone came to make a scientific impact. Not just those who have access to labs or work in a university.
Technology has given us incredible offerings such as smart cities, blockchain and machine learning. Today, more than ever, we can reshape our society by presenting palpable scientific changes. Being a scientist is a lifestyle and to a large extent – part of someone’s inner motivational drivers. New boundaries of human knowledge are a place where science and technology meet. We would never have Google translate without mathematical application of neural networks. We would never know that the user interface is well designed without Neuroscience tools such as eye-tracker or even EEG. There should be a more accessible knowledge base for getting into cognitive neuroscience research. The brain is complex but extremely fascinating. We need more people interested in studying the brain because 1 in 5 people are likely to develop a neurological disorder… and there are no cures! By having open knowledge base we can help next step progress in various forms such are BCI hardware, Medical and Behaviour research. Mine plan is to educate my self in order to educate others. When I needed EEG device, I have talked with my friends in a Startup and they have borrowed me theirs. So there must be more people that are interested in sharing knowledge. My next step is to find supporting Neuroscience lab and Biofeedback data scientist so I could break down all the steps into lessons that can be used online by anyone that has interest in learning. My idea is to create a free online course but companies that want to collaborate can sponsor education for their employees. By applying these business model – Neuroscience for all movement will become self-sufficient.
In the end, I could finish my research – And at the end pursue my personal goal in a field of cognitive neuroscience and measure human leadership by 2020. I could tell you even more about the importance of neuroscience and equal opportunities for all globally globaly. But speeches are for campaigning. Now is the time for action. This is why I apply Toptal Scholarships for Women: Empowering Future Female Leaders to Change the World.