Mindspeller Association Score (MAS)


Your unconscious is not unintelligent

Professor Neil Levy, Head of Neuroethics at the Florey Neuroscience Institutes and Director of Research at the Oxford Centre for Neuroethics


Brands become top of mind primarily via your unconscious, associative mind. In fact, your ‘autopilot’ mind usually shortlists brands almost effortlessly to make up your consideration sets in an instinctive, intuitive manner. Only thereafter, your rational mind kicks in to evaluate brands using more cognitive consideration and requiring more effort.

Consumer neuroscience is teaching us that your intuitive, unconscious mind is not unintelligent at all. Some sources believe this part of our unconscious mind processes sensory stimuli effortlessly at speeds up to 11 mio bits per second (as opposed to the limited 40 bits per second processing bandwidth our prefrontal cortex or ‘rational mind’ can handle).

Mindspeller developed the world’s largest unconscious or ‘implicit’ brand association map that correlates with electrical activity in the brain. This map helps connect brands with their target audience by using natural language processing techniques to retrieve, group and predict content associations and their emotional affect in semantic contexts. We use graph-based artificial intelligence techniques to develop marketing decision support applications.


Traditional search engines use web crawlers to index content based on keywords. This has proven an effective technique to search the world wide web to find more information about a specific topic you have in (rational) mind. 

However, in case you are unable to articulate the perfect gift you are looking to buy for your significant other, or in case you want to explore and discover new brands on the web, traditional search engines and advertising platforms may fall short. 

Mindspeller has developed a more intuitive search technology platform that allows you to discover new brands based on pictures, worth a thousand (key)words.  We ask thousands of real humans (not machines) on a daily basis to provide spontaneous associations with brand related stimuli and discovered a way to correlate these associations with split second electrical activity in the brain (below conscious awareness). 

This allows us to recommend brands that resonate on a deeper level. 

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