John Kearon Brainjuicer
John Kearon, Chief Juicer and founder of Brainjuicer gave us a very interesting presentation. He started by saying that over the last 20 years there had been no new approaches in quant research! That got everyone’s attention. He then went on the talk about 3 of Brainjuicer’s products:
• Let the Creatives Create. Brainjuicer’s work has shown that creativity like any other aptitude and some people are significantly more creative than others. They call them ‘Creative Sixers’
• Predictive markets. This is a new early stage concept screening method that is based on ‘the wisdom of crowds’. This makes more accurate predictions than more conventional methods on the in market performance of ideas
• Measuring emotional engagement of communications via Face Trace. Brainjuicer has used the work of Professor Paul Ekman that identifies 7 core emotions that are constantly expressed and understood through facial expressions regardless of race, culture or background. Guided by this Brainjuicer has developed 7 pictures that are used to measure emotional response to communications