With one glance, your brain is making more neural connections than there are stars in the universe.

Neuroscience allows us to explore the subconscious and help us uncover the mysteries of how memories are made, giving us the key to measure the impact of just one glance.

Please join us in Brisbane, Melbourne and Sydney* for a presentation by Peter Pynta, CEO of Neuro-Insight of the Neuro Impact Factor: an algorithm, powered by scientific proof, that will help planners and buyers better understand the value of Out of Home. 

Also featuring guest speaker Professor Joel Pearson, founder and director of Future Minds Lab at the University of New South Wales, and managing director of consultancy MindX. Joel will show the power of the unconscious, how to access it and how vital it is to our everyday lives.

* These events will be rescheduled for early August as one Virtual Launch Event. Please register your interest:

I want to attend the virtual launch of the Neuro Impact Factor


About the Neuro Impact Factor

The Neuro Impact Factor is a metric that measures the impact of what we look at and what we see. It is derived from the world's largest neuroscience research study, with over one million data points, measuring the impact of a glance.

The research was conducted by Neuro-Insight for the OMA, and uses eye-tracking and brain-imaging technology to measure the brain's neural responses to seeing advertising on both classic and digital signs.

The findings that power the Neuro Impact Factor come directly from the brains of over 2,000 people who interacted with over 800 signs. 

Peter Pynta, CEO of Neuro-Insight will present the findings of the study, and explain how this new value based currency will help planners and buyers understand the impact of their Out of Home campaigns.



About Professor Joel Pearson

Joel is the founder and director of Future Minds Lab at the University of New South Wales. An experimental startup which is part agency and part traditional research laboratory; home to a multi-disciplinary team of psychologists, cognitive neuroscientists, data scientists, UX and visual designers. 

Joel is also founder and managing director of MindX, a consultancy born out of UNSW's Future Minds Lab, working with brands including Google, Macquarie Bank, Lexus, PIXAR, M&C Saatchi, The&Partnership, NSW Department of Education and Samsung. MindX gathers objective data on the ways in which people’s minds work, to help inform creative and business development outcomes by applying the research in practical ways.

Joel holds a BFA (Fine Arts), BA (Psych) Hon (1st), and a PhD in Cognitive Neuroscience. Read more.

Photo credit: Steve Baccon