BSc DPhil CPsychol FRSA
Founder & MD, Neurosense Group
Visiting Professor at Nanyang Business School, NTU
Professor Gemma Calvert is the Founder of Neurosense, the world’s first neuromarketing agency, established in 1999. Gemma is an internationally renowned cognitive neuroscientist and the foremost pioneer of Neuromarketing. She has a BSc in Social Psychology from the London School of Economics, a PhD in Neuroscience from the University of Oxford and is an accredited Chartered Psychologist. She is currently a Visiting Professor at the Nanyang Technological University (NTU) in Singapore and a Senior Fellow of the Institute for Asian Consumer Insight.
Gemma specialises in the use of implicit cognitive neuroscientific research methods to capture consumers’ subconscious responses to products, brands and marketing communications. As so much of our behaviour is driven by subconscious brain processes, understanding the role played by these implicit motivations in shaping behaviour allows marketers to predict how their consumers will respond to their brands and products with much greater accuracy than can be achieved by relying solely on verbal or written feedback. Gemma has also published extensively on the brain systems involved in the integration our different senses, including in the context of flavours and aromas, and has contributed several of the inaugural papers on the use of Functional MRI to study human brain function.
Gemma’s research on the power of the implicit brain has been widely covered in the international press and television media, including Time, Newsweek, The Economist, The Straits Times, CBS 60 Minutes, the BBC World Service, BBC3 Series on Secrets of the Superbrands, BBC Radio 4 and several worldwide documentaries on the brain in business. She has also consulted for many of the global multinational food companies including Procter and Gamble, Unilever, Yum, McDonald’s and KFC.
Professor Calvert is a Member of the Global Agenda Council on Neuroscience and Behaviour for the World Economic Forum, a Fellow of the Centre for Science and Policy, U.K. and sits on the Scientific Advisory Board of the Neuromarketing Science and Business Association.