Ingrid Nieuwenhaus

Ingrid Nieuwenhaus, head of Science at alpha.one, dives into the intriguing overlap of machine learning and neuroscience. With her expertise, she explains how predictive eye tracking can assess brand value and consumer attention. The discussion reveals how tiny tweaks in marketing can significantly affect engagement. Ingrid introduces the idea of 'attention vampires'—distractions that undermine messaging. Listeners learn about groundbreaking research like the Heineken ad study, highlighting the balance between storytelling and visibility in advertising.