Journey into the Human Brain at Research 2005: Reconstructions

Date: 16 February 2005

What exactly is Brain Science?
How can it help to inform consumer communication?
Just what should researchers be doing with this powerful research tool?

These are some of the questions that will be addressed in the Brain Science session at Research 2005: Reconstructions. Running from 16-18 March 2005 at the Barbican, London, this year’s The Market Research Society (MRS) Annual Conference focuses on the need for the market and social research industry to reconstruct itself in order to thrive.

The Brain Science session, running from 11.30am-12.55pm on Friday 18th, is one means to this reconstruction. Chaired and introduced by Dr David Lewis-Hodgson, Research Director at NeuroniX2, the session will use insights from three leading industry experts to help researchers everywhere get a better grasp of Brain Science.

Managing Director of Conquest Research David Penn will open the debate with his paper entitled ‘Brain Science...that’s interesting, but what do I do about it?’ His insight into how researchers feel about brain science and the challenges they face in using it in their work will be followed by Market Research guru Wendy Gordon of Acacia Avenue’s paper ‘Out with the new, in with the old’. Wendy will look at some of the market research hypotheses developed in the past which – she argues – are crucial in helping to understand today’s consumer. Wendy urges market researchers to revisit past intuitive theories which, supported by the scientific evidence available today, provide a vital insight into today’s consumer brain.

The Teen Brain: What’s Going on in There? takes delegates on a fascinating journey into one of the most mystifying elements of the human psyche. Martyn Richards, Director at OPERA Research, draws on his own research into the teenage brain to explore the ‘nature’ and ‘nurture’ influences on the development of the teenage brain – and how researchers can use this understanding to their advantage.

Brain Science is just part of the fascinating agenda for Research 2005: Reconstructions, which features a high profile speaker line up including Simon Woodroffe, founder and driving force behind Yo! Sushi, Baroness Susan Greenfield CBE, Professor of Pharmacology at Oxford University and presenter of BBC2’s recent hit series ‘Brain Story’, and Jeremy Bullmore CBE, former chairman of J Walter Thompson Co. and current President of the MRS.

Commenting on the session Andy Dexter, Conference Chairman, explains: “Brain Science is a must-see for every market researcher wanting to get a better insight into the consumer mind. Whether trying to understand the very complex teen brain or wanting some pointers on making your research techniques work harder for you, this conference session has something for everyone. A relatively new subject right now, we are sure Brain Science will become a core focus for all successful market research strategies.”

For further details and to book a place at Research 2005, contact Elaine Merrins at the MRS on 020 7566 1878 or email conference@mrs.org.uk.

Notes for editors

The MRS is the world’s largest international membership organisation for professional researchers and others involved or interested in market, social or opinion research.
‘Research 2005: Reconstructions’ is taking place at The Barbican, London, on 16, 17 and 18 March, 2005.
‘Research 2005: Reconstructions’ is part of a broader range of Research-branded events and products that includes Research - the monthly magazine for the market and social research industry; Research-Live.com – the sister website to Research magazine; Research conferences; the Research Buyer’s Guide; the Research Excellence & Effectiveness Awards; and Research in Business.
For more details on The MRS and its activities, please visit www.mrs.org.uk

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