SEMINAR ON ENACTIVE STORYTELLING IN NEUROMARKETING (to be announced 2021)

BOOSTING COMMERCIAL AND SOCIETAL-AWARENESS CAMPAIGNS WITH PERSONALIZED EXPERIENCES

Tallinn University

(Postponed to fall 2021 due to covid-19)

The Seminar day is designed for professionals working with commercials and social-awareness campaigns.

The aim of the seminar is to cultivate new ideas for designing personalized media messages by means of enactive storytelling. Stories are the key to human mind, emotions, and social behavior, is it in politics, shopping, or bringing up our kids. Stories allow people to justify their decisions to the others, but, perhaps even more importantly, to themselves.

These stories one makes up are simultaneously inter-personally shared and very personal. And this is where the professional business of storytelling for commercial and social media messages comes onboard.

The speakers with expertise from the field provide understanding of enactive storytelling, the state of the art on neural and physiological methods, and recent trends in neuromarketing. The talks spark fresh insights to challenging topics of (a) designing personalized experiences and (b) measuring personal experience data.

The full day program with lectures and Q&As on elaborated campaign concepts equip the participants with an inspiring package of new ideas to take back to their daily practice.

The participants will have access to knowledge on:
  • Principles of enactive storytelling
  • Recent trends in neuromarketing
  • Real-time biofeedback in designing interactive content
  • Interdependence between human experience, content of media, and physiological measures

 

SPEAKERS

 

 

 

 

KEYNOTE: ERIK BÄCKMAN Partner, Strategy Director, Miltton

 

 

Erik Bäckman (MA) has 30 years of experience in strategic communication, media and journalism. He works at Finland’s biggest communication agency with leadership training, strategy, branding and crisis communication. Prior to Miltton, Erik has worked as head of strategy, head of media research and concept development and as a TV news journalist at the Finnish national broadcaster YLE. His very practically oriented approach to storytelling is based on the current findings of psychological and neuropsychological research.


 

KAIDI REEDE, Consumer and Market Research Manager, Initiative

Kaidi Reede is a consumer and market research manager in media agency Initiative, Tallinn, Estonia. Before joining Initiative 3 years ago she worked as a research expert in Kantar Emor.
Kaidi holds the Master of Social Sciences (psychology and organizational behavior, Tallinn University). Psychology studies and experience in research led to understanding that people do not always behave as they say and we process a lot of information unconsciously. This is where the interest towards neuromarketing started and in 2012 Kaidi was issued a neuromarketing researcher certificate by neuromarketing agency NeuroHM. Since that time Kaidi has conducted numerous neuromarketing surveys in Estonia using different methodologies like EEG, GSR, facial coding, eye-tracking and reaction time measurement. The most recent neuromarketing study concerned alcohol visibility in the shops before and after the restrictions on displaying alcoholic drinks passed into law in June 2019. Kaidi has also performed on neuromarketing topic at different conferences and as a guest speaker in universities.

 

 

 

HEIDI REINSON, Senior Consultant in Behavioural Sciences, Kanta Emor

Heidi Reinson started her career in marketing and brand management, working in The Coca-Cola Company and Valio Baltics. She soon realised that her degree in Economics is not enough to fully understand the consumer. Her interest in the scientific background of consumer behaviour led to her MSc studies in Cognitive and Decision Sciences at University College London (UCL). After UCL, Heidi’s mission has been to combine the two distinct research areas – marketing and cognitive science – in the most practical ways. Heidi was the first in the Baltics to conduct neuromarketing studies (spring 2012) and has been active in popularizing behavioural sciences’ application in the region. She has presented at various conferences in the Baltics (incl TEDxRiga 2015), Finland and Austria as well as written popular science articles. Since 2013, she also teaches Economic and Consumer Behaviour at the Stockholm School of Economics in Riga.


 

PIA TIKKA, Filmmaker, Research Professor, Enactive Virtuality Lab, TLU

Dr. Pia Tikka is a professional filmmaker and EU Mobilitas Research Professor at the Baltic Film, Media, Arts and Communication School (BFM) and MEDIT Centre of Excellence, Tallinn University. She holds the honorary title of Adjunct Professor of New Narrative Media at the University of Lapland. Prior to her joining BFM, she was the Principal Investigator for the NeuroCine project  (2010-2017)  at Aalto University, Finland, contributing also to the neuroeconomics in NeuroService project at the Laurea University of Applied Sciences (2014–2015). In 2010, she was a Fulbright scholar in the Institute for Multimedia Literacy at the University of Southern California and a researcher in residency in Neuroaesthetics at the Minerva Foundation, Berkeley, US. She was a lecturer in Film Theory and Film Analysis at the Baltic School of Film and Media (2006-2007). As a filmmaker, Pia has directed the feature films Daughters of Yemanjá (1996), Sand Bride (1998), several interactive media projects, and published on the topics of enactive media, including her book “Enactive Cinema: Simulatorium Eisensteinense”(2008). She holds degree of Graphic Designer in Advertising, and has a decade long work experience in advertising and concept designing. Currently, her Enactive Virtuality research group studies psychophysiological and emotional basis of cinematic systems, storytelling and creative imagination.

 

 

 

PROGRAM (t.b.c.)

9:30 Registering & Mingling

9:50 Opening of seminar 

10-11 Enactive storytelling – Pia Tikka

The lecture binds together the storytelling as driving cognitive dynamics of decision making and ‘enactive’ as unconscious interaction between a person and media. A set of case studies highlight the interdependence of narrative sense-making and personalized media experiences.

11-12 Neuromarketing in practice – Kaidi Reedi

The first hand insights to neuromarketing methods used in Estonia, highlighted with case studies. The pros and cons of methods used in real life environments and laboratory settings are discussed, including eye-tracking, valence/arousal measures, electroencephalography (EEG), reaction time measurement and emotional coding surveys.

12:00-13:00 Lunch

13:00-14:00 Nudging – a toolbox for marketing professionals and policy makers– Heidi Reinson

The presentation will give an overview of human decision making processes and inspire you to use behavioural insights in designing marketing activities and social interventions. She will combine academic research findings with real life examples.

14-14:15 Case: (t.b.c.)

14:15-14:30 Case: (t.b.c.)

4:30-14:45 Case: (t.b.c.)

14:45-15 Coffee break

15-17 Engaging storytelling – Erik Bäckman

How can you engage people with storytelling that conveys your message and involves people in co-creating the story and making it their own? A practical introduction to applying classical storytelling structures and tools in dialogue with your audience.

17-18 Panel and open discussion

New challenges and ethical implications – sustainability, big data, privacy, and other issues

 

Changes in program may occur.

 

 

 

ORGANIZING TEAM

Organizer: Pia Tikka, research professor, Enactive Virtuality Lab, Center of Excellence in Media Innovations and Digital Culture MEDIT, BFM, TLU
Seminar assistant: Andreas Unt, video-marketing specialist in BRANDEM employer branding agency, Estonia.
Creative Lab: Ermo Säks, manager
Consultation: Tiina Hiob, Lecture of Advertising theory, BFM, TLU; Katrin Sigijane, Creative Lab, MEDIT, BFM, TLU

COURSE FEE

220 euros

Accommodation and meals are not included in the the price.

CONTACT FOR MORE INFORMATION

pia.tikka@tlu.ee

A talk at the Forum on Arts & Social Robotics in Hong Kong

Invited talk by Pia Tikka at the Hong Kong Forum Nov 2, 2019.

Hong Kong Baptist University will be partnering with the Consul General of France and the Alliance Francaise to mount an exhibition and a forum, October 31 – November 2, 2019.

The exhibition will focus on the work of the French artist Yves Gellie, specifically his photographs and films related to social robotics and artificial empathy. (t.b.c.)

Hong Kong offers possibilities to play with Sophia from Hanson Robotics.

 

Prague Quadrennial’s 36Q˚ exhibits The State of Darkness

The State of Darkness is exhibited at BLUE HOUR of the Prague Quadrennial’s 36Q˚ June 8-16, 2019.

Enactive Virtuality Lab is presented by associated team members Tanja Bastamow (Virtual Cinema Lab, Aalto ARTS) and Victor Pardinho (Sense of Space Oy). Biosensor adaptation for  the event by Ilkka Kosunen.

Prague Quadrennial’s 36Q˚ (pronounced “threesixty”) presents the artistic and technical side of performance design concerned with creation of active, sensorial and predominantly nontangible ironments. Just like a performer, these emotionally charged environments follow a certain dramatic structure, change and evolve in time and invite our visitors to immerse themselves in a new experience.

WORKSHOPS, MASTERCLASSES
Curated by Markéta Fantová and Jan K. Rolník
8 – 16 June
Small Sports Hall

Our global society seems to be obsessed with fast paced progress of technology and elevates rational intellectual and scientific pursuits above arts that are intuitive and visceral in their nature. And yet creative minds based in the arts are proving that the boundless imagination paired with new technological advancements often result in original and highly inspiring mind-expanding projects. Even though performance design doesn’t need to use modern technology and is often the most inspiring when it uses simple human interaction, we need to explore and experiment with wide range of possibilities new technologies have to offer. PQ Artistic Director Marketa Fantova established 36Q˚ with those thoughts in mind and with a focus on the young, emerging generation of creatives.

Blue Hour

An experimental, interactive environment that fills the entire space of the Industrial Palace Sports Arena will welcome visitors on 8 June and remain open until the end of PQ 2019. The project, based on intensive team work that brings together experienced artists with emerging designers to collaboratively create, will be led by renowned French visual new media artist Romain Tardy.  The curatorial team seeks to experiment with the shifting boundaries between the “non-material” or “virtual” and the “real” world, to explore the capacity of performance design to enlist technology in cultural production.

See more here

TALK by professor Iiro P Jääskeläinen Brain and Mind Lab Aalto Uni

 

Invited lecture and a collaboration meeting with professor Iiro P Jääskeläinen and Enactive Virtuality Lab May 21-22, 2019.

Image: Pia Tikka, Iiro P Jääskeläinen, Jelena Rosic, and Ilkka Kosunen at MEDIT meeting space.

May 21 at 3-4 pm Dr Iiro P. Jääskeläinen, Associate Professor of the Brain and Mind Laboratory, Department of Neuroscience and Biomedical Engineering, Aalto University School of Science, Finland,
gave an open neurocinematic talk on “Using movies as real-life like stimuli during neuroimaging to study the neural basis of social cognition” (room M-134).

Abstract:
Movies and narratives are increasingly used as stimuli in neuroimaging studies. This in many ways helps bridge the gaps between neuroscience, psychology, and even social sciences by allowing stimulation of, and thus also measurement of neural activity underlying, phenomena that have been less amenable to study with more traditional neuroimaging stimulus-task designs. Observation of signature patterns underlying discrete emotions across largely shared brain structures have suggested that both basic and dimensional emotion theories are partly correct. Robust differences in brain activity when viewing genetic vs. adopted sisters going through a moral dilemma in a movie clip have shown that knowledge of shared genes shapes perception of social interactions, thus demonstrating how neuroimaging can offer important measures for social sciences that complement the traditional behavioral ones. Furter, more idiosyncratic brain activity has been observed in high-functioning autistic than neurotypical subjects specifically in putative social brain regions when watching a drama movie. Development of data analysis algorithms holds keys to rapid advances in this relatively new area of research. Modeling the stimulus and recording brain activity is significantly complemented by behavioral measures on how the subjects experienced the movie stimulus.

Image: Jelena Rosic and Ilkka Kosunen engaged in  discussing correlations between ‘pheno’-dynamics and ‘neuro’-dynamics for our micro-phenomenological Memento study, a follow-up for Kauttonen et al 2018.

Neurocinematic talks @ Max Planck Institute for Empirical Aesthetics, Frankfurt am Main

The Brain on the Screen

Invited talk on “Narrative Sense-Making – A Neurocinematic Approach” at the Max Planck Institute for Empirical Aesthetics (MPI), Frankfurt am Main, March 26, 2019.

Presentation at the Cinema of the Deutsches Filminstitut & Filmmuseum, Frankfurt am Main, Brain on the Screen public series of 4 introductory talks: Ed Vessel, Vittorio Gallese, Marie Therese Forster, and Pia Tikka.

 

Run Lola Run (German: Lola rennt) is a 1998 German thriller film written and directed by Tom Tykwer, and starring Franka Potente as Lola and Moritz Bleibtreu as Manni. The story follows a woman who needs to obtain 100,000 Deutsche Mark in twenty minutes to save her boyfriend’s life.

 

 

The Brain on Screen

Vier Filme – Vier Vorträge – Ein Akteur: Das menschliche Gehirn

Diese und weitere Fragen stehen im Zentrum der Film- und Vortragsreihe „The Brain on Screen“, die das Max-Planck-Institut für empirische Ästhetik gemeinsam mit dem Deutschen Filminstitut & Filmmuseum im März 2019 veranstaltet. An vier Dienstagen (5., 12., 19. und 26.03.2019) werden vier Experten jeweils eine Einführung in vier Filme geben, die aus neurowissenschaftlicher Perspektive interessant sind.

Während der anschließenden Film­vorführung hat das Publikum die Gelegenheit, hautnah mitzuerleben, wie neurowissenschaftliche Forschung zum Filmerleben aussehen kann.  Wer möchte, kann Teilnehmer in einer den Film begleitenden Studie werden.

The Brain on Screen“ bietet einen wissenschaftlichen und praktischen Einblick in ein spannendes Forschungsfeld und verwandelt das Gehirn selbst in einen Akteur.

Wenn Sie Interesse haben teilzunehmen, können Sie sich hier anmelden.

 

 

 

 

Talk @ Hong Kong Baptist University

Pia Tikka:

Public lecture

Enactive Virtuality – Conceptualizing the dynamics of narrative cognition

Date:  21 March, 2019

Time:  4:30 – 5:45 pm

Venue: AAB 905, Academic and Adminstration Building, Baptist University Road Campus,  Hong Kong Baptist University, March 21, 2019.

https://talent100.hkbu.edu.hk/

Abstract

I will introduce my concept of enactive virtuality, associated with the idea of narratives as fundamental constructs of human mind. Inspired by the approach to enactive mind by Fransisco Varela and colleagues, the concept of enactive virtuality describes the experiencing mind as a dynamical system of body, brain, and the world. The epistemic triangulation is suggested as a means of translating the concept to practice.

While audiovisual narratives have been shown to elicit very similar physiological responses in different viewers, however, individual life experiences define how the story is interpreted by each. The approach of triadic epistemology, a combination of methods from arts, social sciences, and psychophysiology allows generating integrated knowledge about how different viewers experience particular narratives. The method builds on the fundamentally pragmatist idea that no two domains of knowledge are enough to explain each other, but a third is always required to provide the interpretative angle. Therefore, understanding narrative content needs to be analyzed not only based on subjective reports of the viewers, because that is not anchored to any overall understanding, but they also need to be related to a neurophysiological repertoire of experiences. Similarly, being able to describe the neural activity data collected during the viewing of a film, it is not enough to relate it only to subjective reports of the viewers, but the observations also need to be interpreted to conventions of narrative dramaturgy and filmmaking. A selection of cases are described to clarify the concept of enactive virtuality and the proposed triadic method.

 

 

And a great aftermath of the Talk at the HKBU campus Cafe with Roger Carcia, Chianly Sze, Samantha Goh, Mette Hjort, and Eugene Birman.

Berlinale – VR Now Conference and several days of VR Screenings

Meet Pia Tikka at the Berlinale 360° VR Screenings! 

Join the talks and meet-ups with other VR professionals at the new screening venue “VR Cinema at Marriott”, which provides the ideal infrastructure to present VR content, thanks to our partner INVR.

 

Screening Schedule & VR Library

Location: VR Cinema at Marriott
Opening hours: The cinema is open daily from 10 am-7 pm.
Experience all VR projects in the VR Library from the 12th to 13th February.

 

 

Visit at Medialab-Prado Madrid

Enactive Virtuality Lab on excursion at the Medialab-Prado AVLab, a space for creative experimentation involving sound art, visual art and performance art based on open and collaborative processes. Its areas of activity are: experimental music, live audio and video processing, video games, media facades, performance art and live performances.

And participating in AVFLOSS meeting for project initiatives (above).