woensdag 27 april 2011

Synthetic biology: creating artificial genomes to efficiently produce biofuels


Being able to design and - artificially - create entire genomes, instead of just short lengths of DNA, will dramatically speed up the process of engineering microbes that can carry out tasks such as efficiently producing biofuels or vaccines.

Until last year, biologists hadn't been able to make large enough pieces of DNA to create an entire genome. Though living cells routinely make long stretches of DNA, a DNA synthesis machine can't do the same.

In May 2010, ­researchers at the J. Craig Venter Institute announced their solution to this problem:



  • Step 1. Using yeast cells to stitch together thousands of fragments of DNA made by a machine;

  • Step 2: pooling the longer pieces;

  • Step 3: repeating the process until the genome was complete;

  • Step 4: inserting the genome into bacterial cells that are about to divide and grow the bacteria in a medium hostile to all cells except the ones harboring the synthetic genome.

The researchers tried their solution. And it worked! We are now able to create bacteria which are the first living creatures with a completely artificial genome. The microbes' entire collection of genes was edited on a computer and assembled by machines that create genetic fragments from chemicals and by helper cells that pieced those fragments together.

The same researchers have also developed a faster, yeast-free way to assemble large pieces of DNA in a bottle. They are using these methods to rapidly synthesize the viral DNA needed to speed up the production of influenza vaccines.

The creation of the synthetic cell is part of an effort to design a "minimal cell" containing only the most basic genome required for life. Synthetic biologists could use this minimal cell as the basis for cells that efficiently produce biofuels, drugs, and other industrial products.

Right now, the technique for incorporating his synthetic genome into living cells works only with mycoplasmas, which are useful for experimentation but not for industrial purposes. By adapting this system to work with a broader group of bacteria, it could be used to speed up the process of engineering microbes that make a wide variety of products.


At least two challenges remain:


1. Developing appropriate recipient cells for genome transplants, and


2. Finding ways of working with even larger pieces of DNA.

(Source: Technology review, MIT)

vrijdag 22 april 2011

How to uncover opportunities to connect with young consumers

In order to uncover influential opportunities for your brand to connect with young consumers, it is not enough to base your allocation decisions on 'time spent on a media channel'.

In order to uncover opportunities for your brand to connect with young consumers, you need to truly understand their core motivations for using each specific channel. Without digging deeper into motivations (researching the greater picture of how and why young consumers are using f.i. social channels), much of the opportunity will remain unearthed.


donderdag 21 april 2011

Simon Sinek: What, How, Why & Trust

Planet of the apps - Android strikes back

Update of Sanoma's app development proces by Herman Kienhuis at Amsterdam Mobile Convention, April 20, 2011, Amsterdam

woensdag 20 april 2011

Neuroscience: what’s it good for?

It’s only a matter of time before neuroscience methods become a standard part of what researchers do. As we at Sanoma Media Netherlands learn more about the way people interact with brands and marketing, and about how people make decisions, we realise more that we need to be going beyond the conventional research-tools.

Neuroscience-based research gives us additional insights about how consumers make decisions and therefore will lead us to improve the communications- and business-solutions we offer to our business partners.

Are neuroscience research methods able to predict 'commercial conversation' success with more accuracy than conventional research methods?
A study* considered 24 ads and a measure of increase in sales due to ad-viewing and found that, when amygdala, hippocampus and parietal activation were combined and correlated with sales increase, a correlation value of 0,93 was observed.

Sanoma's advertisers have been receptive to our neuroscience-based research because they see that they’re getting insights that they wouldn’t have got beforehand from a regular survey.

When are which neuroscience research methods helpful?
There are lots of different ways of doing neuroscience-based research, some of which are more suited to some things than others.

A. Eyetracking - allows the computation of:
1. How quickly attention is directed to the brand on a package, or an ad (Attention)
2. How long viewers look to the brand on a package, or an ad. The number of fixations of a specific ad element is correlated with later recall of that specific object (Memory)
3. For static and dynamic stimuli, different analytics techniques need to be used.

B. fMRI - enables us to look at activation in specific brain areas. Studies have indicated that specific areas of the brain are activated during specific types of cognitive and emotional processing. Questions such as 'which one of two ads is more emotionally engaging/memorable/attention grabbing', are best addressed through fMRI. fMRI provides answers to the following questions:

1. Does a specific ad evoke an emotional reaction
2. Are elements from the ad stored in long-term memory?
3. Is an ad processed attentionally?

Emotional processing is indicated by neural activity in a network of areas in the amygdala
Memory processing is indicated by neural activity in a network of areas in the hippocampus
Attentional processing is indicated by neural activity in a network of areas in the occipital, parietal and the frontal cortex

C. EEG - Questions that can be addressed by EEG
1. Which parts of an ad are more alerting
2. Does a particular feature of an ad evoke a more positive, or a more negative reaction to the viewer
3. How does the exact time course of processing differ across different ads?

Conclusion: Investing in neuroscience research in advance of an advertising campaign is usefull to test the likely effectiveness of the material. Insight into neuroscience techniques is necessary to make good research investment choices and to be able to properly understand the outcome of the investment.

* Kennedy, R., Northhover, H. Leighton, J. Bird, G., & Lion, S. (2010). Pre-test advertising - proposing a new validity project. Copenhagen: EMAC Conference Proceedings
(Source1: Silvia Dalvit and Jane Leighton, Admap, februari 2011, pp. 12-14)
(Source2: Robert Bain, "A change of mind", www.research-live.com, april 2011)

donderdag 14 april 2011

Next level of human evolution

Meet the scientific prophets who claim we are on the verge of a next level of human evolution.

It's predicted that by 2029 computer intelligence will equal the power of the human brain. Some believe this will revolutionise humanity - we will be able to download our minds to computers extending our lives indefinitely. Others fear this will lead to oblivion by giving rise to destructive ultra intelligent machines.

One thing they all agree on is that the coming of this moment - and whatever it brings - is inevitable.

dinsdag 12 april 2011

Can neuroscience offer more certainty that your advertising pushes the right buttons?


The ability to predict consumer behaviour using neuroscience techniques is much greater than that shown by self-report methods. Neuro research may be useful to test the likely effectiveness of a campaign. But there are caveats.

Neuroscience offers very powerful methodologies, but it cannot answer all advertisers’ questions with any single method. Insight into neuroscience techniques is necessary to make good research investment choices and to be able to properly understand the outcome of the investment. It is worth the effort as neuroscience technologies offer marketers tools for designing effective campaigns and predicting success.

(source: Silvia Dalvit and Jane Leighton, Admap, February 2011, pp. 12-14)

Since October 2010, Sanoma Media Netherlands is using neuroscience techniques to gather - next level - consumer insights (media consumption, effectivity of campaigns, consumer oriƫntation- and purchase-proces). More of our 'Mediabrain' project in this video (in Dutch):


"The conscious mind seeks answers to why, the unconscious mind knows why."

zaterdag 2 april 2011

Sensorconomy: competing on real-time analytics

Fact
To offer each empowered individual real-time relevance, media companies need be "in the moment" with data insights.

Conclusion
Excellent big data gathering skills and real-time big data analytics are becoming key competences for future proof media companies. It's all about competing on real-time analytics.

Side effects
Real-time analytics is driving in-memory analytics, the hardware race and the evolution of BI and analytics software.

About the author

Manager Marketing Intelligence Sales, Sanoma Media Netherlands david.deboer@sanomamedia.nl www.twitter.com/daviddeboer