What Is Predictive Coding?

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In 1975, George McConkey and Keith Rayner performed a seminal experiment where they used software to create kind of a moving window. They made sure that wherever the eye was looking, the few letters were there but everywhere else was just gibberish. The people in the experiment did not notice this - they thought it was normal. And that's because we make it all up. There's 10 times as much information coming from the brain as is coming from the eyes when we look at things. We often don't spot our own mistakes or miss our biggest typos.

Rob Ashton is a writer who focuses on the science of how the things we read and write influence what we think and do. Rob founded the global learning company Emphasis, and over the last six years, he’s focused on researching the science of reading and writing, ranging from cognitive and social neuroscience to behavioral and neuroeconomics. In this conversation, we discuss how science can make us more effective readers and writers.

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