integrated consumer neuroscience - innerscope's 2014 guide

7/22/2019 Integrated Consumer Neuroscience - Innerscope's 2014 Guide

1/22

FKYA@]EYAI HBKXQJA] KAQ]BXHFAKHA

QKIA]XYEKIFK@ HBKXQJA]X JB]A HBJ^OAYAOV YCEK ATA] MADB]A

PAOHBJA YB

=>59 FKKA]XHB^A ]AXAE]HC, FKH.


2/22

Ê@A = =>59 FKKA]XHBÂ ]AXAE]HC, FKH.

BK YCA ÊYC YB FKYA@]EYAI

HBKXQJA] KAQ]BXHFAKHA

BQ] HBJÊKVX CFXYB]V

Cujeks ceva avbovai ek aoembreta katwbrg bd kaurbks tcet fs iasf`kai sb tcet wa hbkkaht wftc aehc btcar bk e iaap

ajbtfbkeo mesfs. Bur emfofty tb jega fktfjeta hbkkahtfbks fs hrftfheo tb dbrjfk` sbhfeo struhturas, fkhouifk` brèkfzfk`

bur ofvas erbuki dejfoy, drfakis eki obvai bkas. Eki wa kavar turk tcfs emfofty b ... wa era eosb hepemoa bd iaap

ajbtfbkeo hbkkahtfbks wftc eoo typas bd mrekis, prbiuhts eki sarvfhas. Fkkarshbpa ]asaerhc fs hbjjfttai tb oavare`fk`

kaurbshfakha eki kbk-hbkshfbus jaesuras bd hbksujar raspbksa tb caop bur hofakts ukiarsteki tca ketura eki iaptc

bd tcasa hbkkahtfbks fk briar tb jega mattar musfkass iahfsfbks.

Ft ces eoraeiy maak e deshfketfk` lburkay dbr us, drbj kaurbshfakha oaerkfk` embut

mfbob`fheo raspbksas tb oaerkfk` embut hbksujars, drbj oerà jaesurajakt iavfhas

tb juhc sjeooar eki avak pbrtemoa bkas, drbj mufoifk` tca shfakha tb mufoifk`

e musfkass. Eki es wa eii jbra tbbos eki jbra shfakha, tca dutura bd tca musfkass

obbgs avak jbra axhftfk`.

- Ir. Hero Jerhf, Dbukiar eki Hcfad Xhfakha Bhar, Fkkarshbpa ]asaerhc

=>>4Edtar jaatfk` eki hbooembretfk` et tca JFY

Jaife Oem, tahckbob`y axpart Mrfek Oavfka

eki kaurbshfaktfst Ir. Hero Jerhf dbrj

Fkkarshbpa ]asaerhc. Yca taej fkta`retas

dbur mfbjatrfh sf`keos fktb bka jaesura bd

ajbtfbkeo akèàjakt, eki pumofscas

e iakftfbk bd akèàjakt eki rst rasuots

fk tca Lburkeo bd Eivartfsfk` ]asaerhc.

=>>0Yca hbjpeky sterts jaesurfk` aya trehgfk`

eki oas fts rst petakt dbr eo`brftcjs tb

heohuoeta mfbjatrfh ajbtfbkeo akèàjakt.

=>>3Fkkarshbpas rst ekkueo Xupar Mbwo stuiy

cf`cof`cts bur emfofty tb heptura ajbtfbkeo

akèàjakt ehrbss e wfia euifakha dbr

tca aktfra èja, fkhouifk` eoo 1> ketfbkeo

eivartfsajakts. Yca rasuots scbw tcet

sf`kfhekt mfbjatrfh akèàjakt wftc tca

eis praifhts bkofka muzz up tb kfka jbktcs

oetar, mattar tcek ifeo turkfk` eki saod-rapbrt.

=>>6Fkkarshbpa fkftfetas tca rst Eivartfsfk`

]asaerhc Dbukietfbk (E]D) rasaerhc ravfaw

bd e kaurbshfakha-mesai jergat rasaerhc

hbjpeky eki prasakts kifk`s wftc YfTb

scbwfk` hbrraoetfbks matwaak mfbjatrfh

akèàjakt eki fk-jergat ei vfawfk`

macevfbr.

=>5>Yca Peoo Xtraat Lburkeo daeturas Fkkarshbpa

]asaerhcs usa bd kaurbshfakha-fkdbrjai

tbbos tb caop Hejpmaoos Xbup hcekà fts

fhbkfh rai eki wcfta sbup oemao.

Pfrai jeèzfka spbksbrs Fkkarshbpas

tcfri ekkueo Xupar Mbwo stuiy, eki Lba

Jekiasas Jaife^bst ertfhoa Ycfs Fs Vbur

Mrefk Bk Xhraaks fkspfras e kaw jbiao bd

jaife akèàjakt mesai bk kaurbshfakha

eki Fkkarshbpas prfbr kifk`s.

=>55Ir. Jerhf fs ùast aiftbr dbr JAIFE

Jeèzfkas spahfeo fssua dbhusai bk tca

mrefk. Fkkarshbpa eki JYT Katwbrgs wfk

rst poeha et HYEJ dbr brf`fkeo rasaerhc.

Yfja Perkar bpaks fts Jaifeoem fk

pertkarscfp wftc Fkkarshbpa.

=>5=Oavfka eki Fktuft prasakt tca fk-jergat seoas

fjpeht rasuots dbr YurmbYex et tca If`fteo

Jergatfk` Xujjft.

Mfbjatrfh jaesurajakt fs eiiai tb gfbsgs

fk tca rst sheoemoa, ifstrfmutai poetdbrj dbr

kaurbshfakha-mesai iete hbooahtfbk.

Ir. Jerhf fs daeturai bk HKKs Kawsrbbj

dboobwfk` dtc ekkueo Xupar Mbwo stuiy

fk tca Yfja Perkar Jaifeoem.

=>58]asaerhc fkiustry vatarek Mfoo Jbuot,

dbrjaroy bd Kfaosak Jaife Ekeoytfhs,

lbfks tca taej es HAB.

Fkkarshbpa mahbjas ek fkta`retai

hbksujar kaurbshfakha hbjpeky eki

fktrbiuhas fts dehfeo hbifk` hepemfoftfas.

Dest Hbjpeky rapbrts bk Fkkarshbpas

emfofty tb praifht waagaki mbx bha

suhhass usfk` jaesuras bd ajbtfbkeo

akèàjakt tb jbvfa trefoars.

=>59Fkkarshbpa ekkbukhas tca XaksusYJgfbsg,

eiifk` aya trehgfk` eki dehfeo hbifk`

tb tca mfbjatrfh iete hbooahtfbk poetdbrj.

Fkkarshbpa iavaobps e kujmar bd

wfia-rek`fk` musfkass pertkarscfps tb

duooy suppbrt tca fkta`retai hbksujar

kaurbshfakha pbsftfbkfk`.


3/22

Ê@A 8JAEXQ]A AJBYFBK. ^]AIFHY MACETFB]. I]FTA XQHHAXX.

MAHBJFK@ EK FKYA@]EYAI

HBKXQJA] KAQ]BXHFAKHA HBJÊKV

Es e stertfk` pbfkt dbr iakfk` tcfs pert bd tca jaife eki jergatfk` rasaerhc musfkass, wa hcbsa raspahtai fkiustry

sburhas tb caop iaka tca hbksujar kaurbshfakha oekishepa. Pa ceva eiiai tca tarjs wa usa tb iashrfma 5> jelbr

tahckbob`fas, tcak wa rekgai tcaj fk rbu`c briar drbj jbst tb oaest sheoemoa.

*Xburha< Ycbj Kbmoa, Kaurbshfakha fk rehtfha, EiJep jeèzfka, Jerhc =>58.

**Xburha< 84 Uuastfbks tb Caop Hbjjfssfbk Kaurbshfakha ]asaerhc, Yca wbroi essbhfetfbk dbr jergat, sbhfeo eki bpfkfbk rasaerhc (AXBJE]), =>5=.

Pa heoo ft Fkkarshbpa =.>, eki wa hbuoikt ma jbra axhftai embut wcet

ft hek jaek dbr bur hofakts< Pbrgfk` wftc mast-bd-hoess pertkars tb fkta`reta

tca wfiast rekà bd kaurbshfakha tahckbob`fas eki treiftfbkeo rasaerhc jaesuras

fk weys tb caop hofakts jega mattar-fkdbrjai jaife eki jergatfk` iahfsfbks avary

iey.

- Mfoo Jbuot, HAB, Fkkarshbpa ]asaerhc

Qkofga sbja fkifvfiueos eki brèkfzetfbks wcb jey ceva raofai bk bka br e daw bd

tca 5> tahckbob`fas, eki sbjatfjas avak ifspereài tca usa bd btcars, Fkkarshbpa

ajmrehas eoo 5> es veouemoa kaurbshfakha fkdbrjai barfk`s. Pa era wbrgfk` ceri

tb caop tca fkiustry oaerk cbw tb mast fkta`reta eki axtreht tca jbst veoua wftc tcaj.

M]BEI HEYA@B]FAX

es ofstai my EiJep *

JAYCBIX

es ofstai my EiJep*

YAHCKFUQAX

es ofstai my AXBJE]**

5> JELB] YAHCKBOB@FAX

BD HBKXQJA] KAQ]BXHFAKHA

es iashrfmai my Fkkarshbpa

^syhcbjatrfhs Fjpofhft Yastfk` FEY< Fjpofhft Essbhfetfbk Yasts Fjpofhft Yastfk`

Mfbjatrfhs

Dehfeo Iahbifk` DEHX< Dehfeo Hbifk` Dehfeo Hbifk`

Aya Yrehgfk` Aya Yrehgfk` Aya Yrehgfk`

Caertmaet C]< Caert ]eta Caert ]eta

Xgfk arspfretfbk (@X]) AIE-XH] br @X] Xgfk Hbkiuhtekha

Jbtfbk Jbtfbk

]aspfretfbk ettarks ]]< ]aspfretbry ]eta ]aspfretfbk

TÊ< Tbfha ^fthc Ekeoysfs Tbfha Ekeoysfs

KaurbJatrfhs>>

Fk eiiftfbk tb tca dbur jefk bws

hepturai my tca dbur errbws fk tcfs

hyhoa, tcara era sbjatfjas

eiiftfbkeo bws fk btcar ifrahtfbks(kbt scbwk cara dbr sfjpofhfty).

Hbkshfbus

Jaesurasheptura retfbkeofzaiaxpoeketfbks et e xai

pbfkt fk tfja

Kbk-HbkshfbusJaesuras

heptura raspbksas

jbjakt-my-jbjakt

es tcay ceppak

tcrbu`cbut e jaesurai

hbksujar axparfakha

Ewerakass & Ettftuia Yrehgfk

Ettftuias & Qseà Xtuifas

Ettftuifkeo Xa`jaktetfbk

Fjpofhft Yastfk`

Dehfeo Hbifk`

Aya Yrehgfk`

Hbra Mfbjatrfhs

AA@/dJ]F

Btcar jaesuras

drbj hbksujar kaurbshfakha

Peys Yb @etcar

Ycasa Jaesuras

Jergatfk` Xpaki

Xcera bd Tbfha

Ifstrfmutfbk

Kaw rbiuhts

Ifshbukt

Xeoas ]avakua

Kaw rbiuht ]avakua

Xceracboiar Teoua

@rbss Jer`fk ^rbt

Ewerakass

Ifaraktfetfbk

]aoavekha

ârhafvai Uueofty

Xetfsdehtfbk

Jergat Xcera akatretfbk

]aoetfva ^rfha êfi

^rfha Aoestfhfty

Obyeoty

EEttftuiasXcera bd Jfki

MMacevfbr

Xcera bd Jergat

DDfkekhfeos

Xceracboiar Teoua

JJergatfk` & Jaife

Xcera bd Tbfha


6/22

Ê@A 4 =>59 FKKA]XHBÂ ]AXAE]HC, FKH.

PCV FKYA@]EYAI HBKXQJA]

KAQ]BXHFAKHA2

Yca ekswar fs qufta sfjpoy maheusa tca wcboa fs `raetar tcek tca suj bd fts perts. Aehc bd tca 5> tahckbob`fas bd

hbksujar kaurbshfakha fs ukfqua fk fts shfakha, jaesuras eki fksf`cts. Ybteooy raoyfk` bk eky bka bd tcaj fs ofga

iashrfmfk` ek aoapcekt drbj bka ekòa7 ft jey prbvfia ek ehhureta iashrfptfbk drbj bka parspahtfva, mut fk jeky hesas

ft bars ek fkhbjpoata eki pbtaktfeooy jfsoaeifk` bka. ]aèrioass, ft fs iakftaoy kbt tca wcboa pfhtura.

Qsai aahtfvaoy fk hbjmfketfbk wftc btcar kaurbshfakha eki saod-rapbrt iete, ifarakt jaesuras hbjpoajakt aehc btcar

tb prbvfia veoua dbr hofakts, es fk tca hesa bd hbra mfbjatrfhs (jbjakt-my-jbjakt ajbtfbkeo akèàjakt), dehfeo hbifk`

(axprassai ajbtfbks) eki aya trehgfk` (vfsueo ettaktfbk). Ycasa jaesuras hek eosb ma hbjpoajaktai wftc fjpofhft tastfk`

(essbhfetfbks tb tca mreki).

Dfkeooy, tca iaptc bd tca shfakha eki tca wfia verfaty bd jaesuras fk tca jergatpoeha hek jega hbksujar kaurbshfakha

hbjpofhetai br avak fktfjfietfk` tb hofakts, wcb bdtak wbuoi retcar dbhus bk tca musfkass prbmoajs br bppbrtukftfas tcay

era tryfk` tb eiirass tcek bk tca hbjpoaxftfas bd ifarakt kaurbshfakha jaesuras. Ycaradbra, ft fs assaktfeo tb aiuhetahofakts eki prbvfia bmlahtfva fkdbrjetfbk tcet hek caop tcaj jega waoo-fkdbrjai iahfsfbks.

FJÔFHFY YAXYFK@XQMHBKXHFBQX EXXBHFEYFBKX PFYC M]EKI B] ^]BIQHY EYY]FMQYAX,

IFXH]AYA AJBYFBKX EKI IA@]AA BD ^]ADA]AKHA

XHFAKHA

Iavaobpai but bd tca aoi bd hb`kftfva psyhcbob`y,

Fjpofhft Essbhfetfbk Yasts heptura repfi essbhfetfva

raspbksa raehtfbks tb sajektfheooy raoavekt ettrfmutas

eki stfjuof. êrtfhfpekts jey ma ukewera tcet tcay cboi

tcasa essbhfetfbks, br jey ma ukwfoofk` tb scera tcaj

hbkshfbusoy.

^]BHAXX

Ycasa tasts hek ma eijfkfstarai fk e kujmar bd weys,

typfheooy bkofka br bk jbmfoa iavfhas.

XY]AK@YCX

Cf`coy sheoemoa, fkaxpaksfva eki aesy tb usa eki

fktarprat.

OFJFYEYFBKX

Kb jbjakt-my-jbjakt jaesurajakt, jegfk` ft

hceooak`fk` tb fiaktfdy spahfh hraetfva aoajakts

tcet irfva raspbksas.

E^ÔFHEYFBKX

Pfia-rek`fk` ehrbss juotfpoa stuiy eraes, fkhouifk`mreki irfvars, mreki assakha, mreki br prbiuht

pbsftfbkfk`, eivartfsfk` jasse`fk`, eki pehge`fk`

aoajakts.

YAHCKBOB@FAX BD KAQ]BXHFAKHA

Yca rfsa bd prehtfheo fjpofhft rasaerhc tahckbob`fas drbj tca pcysfbob`fheo, sbhfeo eki

hb`kftfva psyhcbob`fheo ifshfpofkas ces hraetai e kaw jergat rasaerhc prehtfha, tcet

Fkkarshbpa ces iuoy iummai fkta`retai hbksujar kaurbshfakha. My fkta`retfk` bur

fjpofhft essbhfetfbk rasaerhc poetdbrj, Xaktfakt ^rfjaYJ, wftcfk tcfs prehtfha, wa era

emoa tb iaofvar iaapar fksf`ct bk tca wcys macfki macevfbr.

- Ir. Eerbk ]afi, Dbukiar eki Hcfad Macevfbreo Xhfaktfst,

Xaktfakt Iahfsfbk Xhfakha, Fkh.

M]FAD IAXH]F^YFBKX BD HBKXQJA]

KAQ]BXHFAKHA YAHCKBOB@FAX


7/22


DEHFEO HBIFK@IFXH]AYA AS^]AXXAI AJBYFBKX BK YCA DEHA, XQHC EX LBV, XQ]^]FXA, HBKDQXFBK B] XEIKAXX

AVA Y]EHGFK@^]AHFXA OBHEYFBK, EJBQKY EKI ÊYYA]KX BD TFXQEO EYYAKYFBK YB ^]AIAYA]JFKAI

E]AEX BD FKYA]AXY

XHFAKHA

Qsas eutbjetai dehfeo rahb`kftfbk sbdtwera wftc mufot-fkDehfeo Ehtfbk Hbifk` Xystaj (DEHX), wcfhc fiaktfas

pettarks bd dehfeo ehtfbk ukft ehtfvfty raoetai tb tca

ukiaroyfk` jushuoetura.

^]BHAXX

]aspbkiakts era vfiabtepai, eki dehfeo hbifk`

sbdtwera treksoetas jbvajakts bd dehfeo ehtfbk ukfts fktb

axprassai ajbtfbks.

XY]AK@YCX

Xheoemoa, pbrtemoa, fkaxpaksfva eki hek ma usai dbr raeo-

tfja aveouetfbks.

OFJFYEYFBKX

Axprassai dehfeo ajbtfbk ibas kbt kahasserfoy raahttca iaptc bd daot ajbtfbks eki fs kbt eoweys ehhureta

(dbr fkstekha, pabpoa hek sjfoa wcak tcay era kbt raeooy

ceppy).

Ofjftai errey bd pra-iakai ajbtfbks eki quastfbks

embut ukfvarseo eppofhemfofty.

E^ÔFHEYFBKX

YT eivartfsfk`, vfiab prbjbs eki prb`rej tastfk`.

XHFAKHA

Qsas hejare eki fkdrerai tahckbob`y tb jbkftbr aya

jbvajakts tb obheta prahfsaoy wcet aoajakts hethc

ettaktfbk, cbw dest eki dbr cbw obk`.

^]BHAXX

]aspbkiakts ceva tcafr aya jbvajakt pessfvaoy

rahbriai my ek fkdrerai hejare tcet fs ettehcai tb

e hbjputar jbkftbr br usfk` caei-jbuktai aya

trehgars tb tast fk stbra br fk tca cbja.

XY]AK@YCX

Xheoemoa, pbrtemoa, fkaxpaksfva eki raeo-tfja bptfbks

evefoemoa.

OFJFYEYFBKX

E jaesura bd puraoy vfsueo ettaktfbk, wftcbut emfofty tb

jaesura ajbtfbk.

E^ÔFHEYFBKX

Yastfk` bd vfiab, if`fteo, br prfkt eis, pehge`fk` eki

scbppar stuifas.

Eahtfve eki Fkkarshbpas hbktfkuai fkkbvetfbks era treksdbrjfk` tca wey ajbtfbk

fksf`ct fs ètcarai tcrbu`c fkta`retai hbksujar kaurbshfakha. Qsfk` shfaktfheooy-

veofietai dehfeo hbifk`, wa hek mattar ukiarsteki cbw ajbtfbks irfva hbksujars

iahfsfbk jegfk`, fk raeo tfja eki et òbmeo sheoa.

- Kfhg Oekàvaoi, ^rasfiakt & HAB, Eahtfve

Aya trehgfk` tahckbob`y hek eii trajakibus fksf`ct tb e verfaty bd rasaerhc prblahts

-- eki wcak aya trehgfk` fs hbjmfkai wftc btcar kaurbshfakha rasaerhc jatcbis,

tca iete eki rasuots hepturai hek mahbja avak jbra veouemoa. Pa ceva wbrgai

wftc Fkkarshbpa dbr yaers eki obbg dbrweri tb bur hbktfkuai lbfkt abrts tb iavaobp

fkta`retai kaurbshfakha rasaerhc sboutfbks tcet hek ukhbvar e jyrfei bd makats dbr

jaife eki jergat rasaerhc.

- Mermere Merhoey, @akareo Jekeàr, Ybmff Yahckbob`y, Kbrtc Ejarfhe

YAHCKBOB@FAX BD KAQ]BXHFAKHA


8/22


TBFHA EKEOVXFXOATAOX BD TBHEOF\AI AJBYFBK, D]BJ AK@E@AJAKY YB IFXY]AXX, FK EKV TA]MEO FKYA]EHYFBK

XHFAKHA

Jetcajetfheo jbiaos treksoeta sumtoa huas

fk spaahc daeturas (a.`. pfthc, teog tfja, aktrbpy,

cerjbkfhs) fktb jaekfk`duo pettarks (a.`. spaegars

hbksfstakhy fk tbka, oavao bd akèàjakt br ifstrass fk

tca hbkvarsetfbk) tb fkdar psyhcbob`fheo steta.

^]BHAXX

Tbfha ekeoysfs sbdtwera fs usai tb iataht spahfh pettarks

fk vbheo rahbrifk`s fk raeo-tfja.

XY]AK@YCX

Emfofty tb ukfquaoy jaesura vbheo akèàjakt wftcbut

raoyfk` bk hbktakt ekeoysfs.

OFJFYEYFBKX

]aqufras vbheofzai raspbksas.

E^ÔFHEYFBKX

Eky varmeo fktarehtfbk axparfakha, suhc es fktarvfaws,

hbkvarsetfbk, br raehtfbk tb aktartefkjakt.

XHFAKHA

^rbprfatery eo`brftcjs era usai tb hbjmfka up tb dbur

pcysfbob`fheo jaesuras bd tca eutbkbjfh karvbus systaj

(caert reta, sgfk hbkiuhtekha, jbtfbk eki raspfretfbk)

fktb hbjpracaksfva jaesuras bd ajbtfbkeo akèàjakt.

^]BHAXX

êrtfhfpekts waer mfbjatrfh jbkftbrfk` iavfhas wftc

eivekhai saksbrs tcet jaesura jbjakt-tb-jbjakt

hcekàs fk mfbob`fh fkifhetbrs bd ajbtfbk.

XY]AK@YCX

Xheoemoa, fkaxpaksfva, jaesuras pura

kbk-hbkshfbus ajbtfbkeo raspbksas.

OFJFYEYFBKX

Ibas kbt jaesura spahfh ajbtfbks.

E^ÔFHEYFBKX

Fkkbvetfbk, hbkhapts, eis, pehge`fk`, scbppar stuifas,

prb`rej hbktakt, axparfaktfeo tastfk` eki

juotfsaksbry stuifas.

HB]A MFBJAY]FHXYCA BTA]EOO IA^YC BD AJBYFBKEO AK@E@AJAKY, EX PAOO EX YCA JBXY EKI

OAEXY AK@E@FK@ JBJAKYX

Bvar tca pest savareo yaers, wa ceva maak dbhusfk` bk hraetfk` ebriemoa ekipraifhtfva kaurb poetdbrjs usfk` mfbjatrfh sf`keos. Pftc tca axpeksfbk bd tca

poetdbrj tb ek eoo-fkhousfva kaurbshfakha pereif`j, tca bppbrtukfty tb hrbss-trefk

tca praifhtfva jbiaos bd tca verfbus kaurb sf`keos kbt bkoy akrfhcas tca eo`brftcjs

eki bur oaerkfk`s bd tca hbksujar ajbtfva psyhca, mut eosb ajpbwars jergat

rasaerhcars tb cerkass tcfs gkbwoaià eki tahckbob`y fk ek ukprahaiaktai

jekkar.

- Ir. ]evf Gbtcurf, Hcfad Yahckbob`y Bhar

eki T^ bd ]&I, Fkkarshbpa ]asaerhc

Bd tca 5> hbksujar kaurbshfakha tahckbob`fas ofstai fk tcfs mbbgoat, twb era kbt yat barai hbjjarhfeooy my Fkkarshbpa

es bd tca rst quertar bd =>59< AA@ eki Tbfha Ekeoysfs. Cbwavar, wa ceva fiaktfai mast-fk-hoess hbooembretbrs dbr aehc,

eki era fk ehtfva axpobretfbk wftc tcaj. Pcak tca hbjpeky ces setfsai bur bwk ùfifk` prfkhfpoas dbr aehc bd tcasa

(mafk` oass fktrusfva dbr hbksujars, jbra hbst aahtfva dbr hofakts, eki fkta`retai aahtfvaoy wftc btcar kaurbshfakha),

tcay wfoo ma eiiai tb tca rasaerhc tahckbob`fas evefoemoa dbr bur hofakts. Dbr mbtc AA@ eki Tbfha Ekeoysfs, tcfs fs

axpahtai tb bhhur oetar fk =>59.


9/22


AA@EYYAKYFBK OATAOX, XAKXB]V EHYFTEYFBK EKI HB@KFYFBK MEXAI BK KAQ]EO EHYFTFYV

dJ]FXÂHFDFH M]EFK E]AEX FKTBOTAI FK OBVEOYV, OFGFK@, ]AOATEKHA, AJÊYCV EKI ]APE]I

XHFAKHA

Jaesuras aoahtrfheo ehtfvfty eobk` tca sheop prbiuhai mykaurbks rfk`. Evefoemoa fk cf`c-iaksfty eki obwar-`reia

jaesurajakt iavfhas.

^]BHAXX

Juotfpoa aoahtrbias era poehai bk tca sheop tb jaesura

spbktekabus aoahtrfheo ehtfvfty bvar e scbrt parfbi bd tfja.

XY]AK@YCX

Cf`c tajpbreo rasboutfbk wftc jbjakt my jbjakt

fkifhetfbk bd heusa eki aaht trf`àrs.

^brtemoa tahckbob`y evefoemoa dbr stuifas fk-stbra br btcar

obhetfbks.

OFJFYEYFBKX

Yegas tfja tb prapera eki turk erbuki iete my axpartekeoysts.

Cf`c oavao bd kbfsa jey jega iete ceri tb fktarprat.

Caeisat jaesurajakt hek ma sbjawcet fktrusfva.

Obw spetfeo rasboutfbk jegas ft ifhuot tb iatarjfka

fkvbovajakt bd spahfh mrefk ra`fbks.

E^ÔFHEYFBKX

Pfia rekà bd stuiy typas, drbj fkkbvetfbk tb jergatfk`

hbjjukfhetfbks,

scbrt-dbrj vfiab,

axparfaktfeo tastfk`

eki saksbry stuifas.

XHFAKHA

Jaesuras hcekàs fk bxyàketai mobbi bw, wcfhc fs

raoetai tb kaureo ehtfvfty (kaurbks raqufra bxyàketai

mobbi tb ra, wcfhc fkhraesas mobbi bw tb tca ehtfva

erae). Ycfs hek ravaeo wcet mrefk ra`fbks era jbra

ehtfva iurfk` e pertfhuoer tesg br axparfakha.

^]BHAXX

]aspbkiakts oey fk e oerà bveo-scepai je`kat wcfoa

mrefk fjeàs era tegak avary twb tb tcraa sahbkis.

XY]AK@YCX

Mast spetfeo 8-I jeppfk` bd kbrjeo mrefk ehtfvfty.

Hek ma usai tb veofieta btcar jaesuras.

OFJFYEYFBKX

Ifhuot tb sheoa< oem br hofkfh-mesai, vary hbstoy eki

cf`coy spahfeofzai.

Obw tajpbreo rasboutfbk< ehtfvfty fs evareài bvar

savareo sahbkis.

Kbfsy, ukketureo hbksujar axparfakha.

Ifhuot tb fkdar e pertfhuoer jakteo prbhass mesai bk

lust bmsarvfk` ehtfvfty fk e mrefk ra`fbk.

E^ÔFHEYFBKX

Xtuifas dbr wcfhc jbjakt-my-jbjakt raspbksas eki

trf`àrs era kbt raqufrai,veofietfbk stuifas.

Avak wftc taks bd tcbusekis bd AA@ jaesurajakts Fva jeia drbj QHOE tb Jaxfhb

Hfty, Fj hbkvfkhai tcay era jbst veouemoa wcak fkta`retai wftc btcar kaurbshfakha

jatrfhs.

- Ir. Lefja ]bjekb, ^rasfiakt, Kaurbjergatfk` X.E. ia H.T.,

eutcbr bd Yca Kaurbpyrejfi

Pa era vary axhftai tb ma hbkkahtai wftc Fkkarshbpas abrt fk fkta`retai hbksujar

kaurbshfakha. Bur jfssfbk et tca Haktar dbr Kaureo Iahfsfbk Jegfk` et Yajpoa

Qkfvarsftys Dbx Xhcbbo bd Musfkass fs tb eivekha hbksujar kaurbshfakha my

fkta`retfk` juotf-jatcbibob`fheo epprbehcas wftc eheiajfh tcabrfas. Pa era prbui

tb ma et tca dbradrbkt bd eheiajfh rasaerhc fk hbksujar kaurbshfakha, eki wbrgfk`

hobsaoy wftc pertkars ofga Fkkarshbpa, eoobws us tb eppoy eheiajfh rf`br tb eiirass

prehtfheo rasaerhc quastfbks.

- Ir. Ekàofge Ifjbge, Ifrahtbr,

Haktar dbr Kaureo Iahfsfbk Jegfk`, Dbx Xhcbbo bd Musfkass, Yajpoa Qkfvarsfty

Kbta< ôaesa saa tca mbttbj bd peà 3 dbr fkdbrjetfbk embut tca hbjjarhfeofzetfbk bd AA@.


10/22

Ê@A 5> =>59 FKKA]XHBÂ ]AXAE]HC, FKH.

Dbr tca pest af`ct yaers, bur hbjpeky ces wbrgai maybki tca huttfk` aià bd waeremoa tahckbob`fas, utfofzfk` mfbjatrfh

iete tb ukiarsteki hbksujars kaais. Hbksujar-oavao tahckbob`y fs kbw hethcfk` up fk tca emfofty tb heptura iete

bk e jessfva sheoa. Hbjpekfas ofga Dftmft, Pftcfk`s, Kfga, @bbòa, fCaeotc eki jeky btcars era puttfk` mfbjatrfh iete

fk tca cekis bd hbksujars. Cbwavar, tcasa tahckbob`fas era bdtak ofjftai tb hepturfk` hbksujar raspbksa wftcbut

waoo-fkdbrjai fktarpratetfbk tb jexfjfza tca veoua bd tcasa jaesurajakts.

Yca bppbrtukfty fk tcfs kaw wbroi fs tb oavareà tcfs axpobsfbk fk tahckbob`y eki ukiarsteki e usars kaais madbra

tca usar fk briar tb prbvfia mattar hbktakt eki sarvfhas. Yb ib sb fk e wey tcet jegas ofda aesfar dbr eoo, wa efj tb ib

tca dboobwfk`59 FKKA]XHBÂ ]AXAE]HC, FKH.

YQ]KA]JAIFE

HEXA XYQIFAX

@QFIAOFKAX DB] B^YFJF\FK@ YCA XBHFEO YT ASÂ]FAKHA5= Fksf`cts Hbkdarakha. Yca rasuots wara eosb hbvarai fk jelbr

jaife eki jbmfoa treia butoats, fkhouifk` Eivartfsfk` Eà, Jaife^bst eki EppJergat.tv.

Pa era usfk` Fkkarshbpa ]asaerhc tb iavaobp sahbki shraak fktarehtfbks tcet

hbkkaht ajbtfbkeooy eki hraeta tca mast juotf-shraak vfawfk` axparfakha ehrbss Yurkar

prb`rejjfk`.

- Lehg Pegscoe`, Hcfad ]asaerhc Bhar, Yurkar Mrbeihestfk` Xystaj, Fkh.


15/22


FKYQFYIF@FYEO

HEXA XYQIFAX

CAO^FK@ FKYQFY FKH]AEXA ]ATAKQA parhakt. Fktuft hftai Fkkarshbpas rasaerhc es bka bd tca hbjpekys jbst suhhassduo

rasaerhc fkftfetfvas avar.

Fktuft eki Fkkarshbpa prasaktai tca stuiy rasuots et tca Fkstftuta dbr Fktarketfbkeo ]asaerhcs

=>5= Euifakha Jaesurajakt Hbkdarakha, kbtfk` tcet tca rasaerhc pefi dbr ftsaod tcrbu`c

fjprbvai raturks fk lust 8 cburs.

Yca suhhass bd tcfs rasaerhc oai tb YurmbYex.hbjs rst cbjapeà raiasf`k fk jbra tcek va

yaers.

Mfbjatrfhs àts et tcfk`s wa hekt wftc treiftfbkeo ei tastfk`.

- Jerfe Xhbtt, Xakfbr Jekeàr, Hustbjar eki Jergat Fksf`cts, Fktuft


16/22


DBS X^B]YXJAIFE

HEXA XYQIFAX

DBS X^B]YX PFKX PFYC KEXHE] EITA]YFXA]X59 FKKA]XHBÂ ]AXAE]HC, FKH.

XQÂ] MBPO SOTFFFEITA]YFXFK@

HEXA XYQIFAX

YCA DF]XY FKYA@]EYAI KAQ]BXHFAKHA XYQIV BD

EITA]YFXFK@< QXFK@ JQOYFÔA KAQ]BXHFAKHA JAEXQ]AX

YB IAYA]JFKA AJBYFBKEO ]AEHYFBKX YB XQÂ] MBPO EIX

HCEOOAK@A

Dbr tca =>59 ekkueo Xupar Mbwo eivartfsfk` stuiy, bur hbjpeky hbooembretai wftc juotfpoa

pertkars tb eivekha ukiarstekifk` bd kbk-hbkshfbus irfvars bd eivartfsfk`. Yca eis wara

cbofstfheooy jaesurai utfofzfk` 3 bd tca 5> kaurbshfakha tahckbob`fas (saa peà 8). Ycfs yaers

Xupar Mbwo prbvfiai tca bppbrtukfty tb axejfka tca raoetfbkscfps matwaak ifarakt kaurbshfakha

jaesuras.

XBOQYFBK

Yca stuiy maèk iurfk` tca Xupar Mbwo wftc bur hbjpeky mfbjatrfheooy jbkftbrfk` 3> pertfhfpekts

ofva, usfk` steta-bd-tca-ert tahckbob`y tb heptura uhtuetfbks fk caert reta, sgfk hbkiuhtekha,

eki mraetcfk` pettarks fk tca hbjpekys Jaife Oem eki dehfoftfas fk Mbstbk eki tca Y fja Perkar

Jaifeoem fk Kaw Vbrg. Es pert bd tca stuiy, pertfhfpekts wara eosb rahbriai bk vfiab, eki tcafr

ajbtfbkeo raspbksas drbj tcafr dehfeo axprassfbks wara hbiai usfk` Ajbtfakts eutbjetai ajbtfbk

rahb`kftfbk sbdtwera.

Pa tcak dbrweriai mofki rasuots, fkhouifk` tbp-eki mbttbj-pardbrjfk` eis mesai bk tca mfbjatrfh

rasuots, tb Yajpoa Qkfvarsftys Haktar dbr Kaureo Iahfsfbk Jegfk`. Yca Yajpoa taej usai dJ]F tbjbkftbr tca mrefk ehtfvfty bd =4 pertfhfpekts es tcay wethcai jbra tcek => bd tca èjas eis.

]AXQOYX

Yca kifk`s scbwai tcet eis tcet tbbg euifakhas bk ek ajbtfbkeo lburkay -- eis drbj

mrekis ofga Hcaarfbs, Hcavrboat, Muiwafsar eki Cyukief iaofvarai tca cf`cast jbjakts bd

akèàjakt.

Jbra fjpbrtektoy, tcfs ukfqua stuiy scbwai hbkvaràkha ejbk` ifarakt kifk`s =>59 FKKA]XHBÂ ]AXAE]HC, FKH.

OAE]KFK@ D]BJ QKFTA]XFYFAX

Mbstbk Hbooaà

Mbstbk Qkfvarsfty

Mrbwk Qkfvarsfty

Mrukao Qkfvarsfty, Obkibk

Herka`fa Jaoobk Qkfvarsfty

Hbomy-Xewyar Hbooaà

Hboujmfe Qkfvarsfty

Hbkhbrife Qkfvarsfty, Jbktraeo

Cerveri Musfkass Xhcbbo

Cerveri @reiueta Xhcbbo bd Aiuhetfbk

Cerveri Jaifheo Xhcbbo

Cerveri Qkfvarsfty

Yca Obkibk Xhcbbo bd Ahbkbjfhs eki

^boftfheo Xhfakha

Jessehcusatts Fkstftuta bd Yahckbob`y

Jessesbft Hbjjukfty Hbooaà

JFY Xobek Xhcbbo bd Jekeàjakt

Jt. Cboybga Hbooaà

Kbrtcaestark Qkfvarsfty

Bcfb Pasoayek Qkfvarsfty

Bxdbri Qkfvarsfty

Yca ]bhgadaooar Qkfvarsfty

Xubog Qkfvarsfty

Yajpoa Qkfvarsfty

Yrfkfty Hbooaà

Yudts Qkfvarsfty

Qkfvarsfty bd Heofdbrkfe, Margaoay

Qkfvarsfty bd Heofdbrkfe, Xekte Mermere

Qkfvarsfty bd Hcfhe`b

Qkfvarsfty bd Jessehcusatts, Mbstbk

Qkfvarsfty bd Jfhcfèk

Qkfvarsfty bd akksyovekfe

Qkfvarsfty bd ]bhcastar

Qkfvarsfty bd Xt. Obufs

Qkfvarsfty bd Pfshbksfk

Paooasoay Hbooaà

Yca Pcertbk Xhcbbo

Ofga jy taejjetas, Fj `retaduo jy perakts akhbureài ja tb ajmreha aiuhetfbk.

Fva makatai drbj stuiyfk` ukiar mrfoofekt pabpoa et fkstftutfbks tcet akemoai ja tb

herry tca eheiajfh rf`br tb tca musfkass akvfrbkjakt my strassfk` tca fjpbrtekha

bd oaerkfk` drbj hofakts, rasaerhc, eki raeifk`, eki ehtueofzfk` tcfs gkbwoaià tb

ehcfava `beos fk tca raeo wbroi.

- Heoam Xfadart, Essfstekt ^rbdassbr, Qkfvarsfty bd Jfhcfèk et Iaermbrk

eki Hbksuotekt, Fkkarshbpa ]asaerhc

Yca dboobwfk` fs tca ofst bd ukfvarsftfas tcet bur taej `reiuetai drbj br hbooembretai wftc


21/22

Ê@A =5JAEXQ]A AJBYFBK. ^]AIFHY MACETFB]. I]FTA XQHHAXX.

OAE]KFK@ D]BJ BQ] HOFAKYX

OAE]KFK@ D]BJ BQ] FKIQXY]V

Pa era prbui tb wbrg wftc sbja bd tca wbrois mast-gkbwk hbjpekfas, fkhouifk` tcasa saoaht hofakts, ofstai fk eopcematfheo briar.

Pa era mf` maofavars fk tca veoua bd strbk` fkiustry brèkfzetfbks, eki tcasa dbur tcet iasarva spahfeo jaktfbk dbr tcafr akbrjbus

hbktrfmutfbks tb hbksujar kaurbshfakha. Pa akhbureà bur aktfra fkiustry tb suppbrt tcaj.


22/22

@AKA]EO HBKYEHY

Fkkarshbpa Xaksus Akèàjakt Jep Akèàjakt Tfiab Fjpeht Jep eki EU era treiajergs bd Fkkarshbpa ]asaerhc

BQ] HOFAKYX CETA YCA OEXY PB]I

63 K. Pescfk`tbk Xtraat, =ki Dobbr, Mbstbk, JE >=559

450-6>9->111

fkdbNfkkarshbpa.hbj

fkkarshbparasaerhc.hbj

"Jbra tcek avar, ft's fjpbrtekt

tb ceva ek ukiarstekifk` bd

cbw hbksujars era akè`fk`

wftc jaife bk e hbkshfbus eki

ukhbkshfbus oavao. Bur pertkarscfp

wftc Fkkarshbpa eoobws us tb stey

bk tca huttfk` aià tb caop iaofvar

ukpereooaoai fksf`ct tcrbu`c

tca Yfja Perkar Jaifeoem.

- Grfstak BCere,

Hcfad Jergatfk` Bhar,

Yfja Perkar @obmeo Jaife @rbup

Yca treiftfbkeo fktarvfaw cei

ofjftai usaduokass maheusa

pabpoas wbris ifikt duooy

heptura tcafr ukhbkshfbus

raspbksas Hejpmaoo kaaiai

epprbehcas tcet wbuoi caop

ft ukiarsteki tca kaurbob`fheo

eki mbifoy raspbksas tb ek ei

retcar tcek cbw pabpoa tcbu`ct

tcayi raehtai.

- Mbm Pbbieri, dbrjar Tfha

^rasfiakt bd @obmeo Hbksujar

eki Hustbjar Fksf`cts,

Hejpmaoo Xbup Hbjpeky

Pa fkftfeooy usai Fkkarshbpa bk

YurmbYex wamsfta rasaerhc eki

tca suhhass bd tcet tast, fkhouifk`

fk-jergat buthbjas, èva us

hbkiakha tb usa Fkkarshbpa wftc

eivartfsfk` rasaerhc es waoo.

- Jerfe Xhbtt, Xakfbr Jekeàr,

Hustbjar eki Jergat Fksf`cts,

Fktuft

Fkkarshbpa wes ek fkhraifmoa

pertkar tcet eoobwai us tb oftareooy

àt fktb tca caerts eki jfkis

bd ybuk` ùys eki ukfquaoy

ravaeoai tcafr vfshareo raehtfbk tb

bur prb`rejjfk` eki jergatfk`

hbktakt. Yca stuiy wakt e obk`

wey fk ehhbjpofscfk` bur `beos

dbr bur ei seoas taej eki eoobwai

us tb ukaertc veouemoa fksf`cts fk

kaw eki fktarastfk` weys.

- Matc Hboajek, XT^ Euifakha

]asaerhc, Tfehbj Jaife

Katwbrgs Aktartefkjakt @rbup

Yca maeuty bd mfbjatrfhs fs tcet fs `fvas us ek bppbrtukfty tb fjprbva

euifakha raspbksa fk avary jaifuj eki bk aehc poetdbrj. Para edtar

ifaraktfetfbk drbj btcar poetdbrjs mut eosb veofietfbk bd tca ukfqua

veoua bd bur seja-hbktakt ehrbss poetdbrj barfk`s.

-Euiray Xtaaoa, XT^ Xeoas ]asaerhc, DBS Mrbeihestfk` Hbjpeky

Fkkarshbpas fksf`cts fkdbrjai e kaw sat bd hrftarfe dbr Vecbb! tb ùfia bur jergatars tb tca jbst aahtfva

bkofka teràtfk` dbr tcafr eivartfsfk` bmlahtfvas.

- Ybky Jerobw, Caei bd Heta`bry Fksf`cts, Vecbb!

Mfbjatrfhs fs pert bd e trua pereif`j scfdt fk jergat rasaerhc. Dbr

yaers, tca cuà arrbr retfb prasakt fk tca hurrakt rasaerhc jatcbis

ces poeùai us eoo. Xuiiakoy, wftc tca efi bd mfbjaesuras, stummbrk

huotureo merrfars eki raspbksa mfesas era `raetoy raiuhai. Yca pfhturamahbjas hoaerar es ibas tca ehtfbkemfofty bd tca rasaerhc rasuots. Eoo

raspbkiakts, eoo cujeks era pcysfbob`fheooy tca seja. Pa kbw ceva

e oavao poeyfk` aoi.

- Jaofsse Juooak, dbrjar Ifrahtbr Fktarketfbkeo Ycaetrfheo ]asaerhc,

Dbx Aktartefkjakt @rbup

Pa wara axhftai tb hbooembretawftc Fkkarshbpa bk e

`rbukimraegfk` stuiy prbvfk`

tca ofkg matwaak tca shakt bd @efk

eki jusfh.

- Xfovfe Yevere-Oaeo, ]asaerhc &

Iavaobpjakt, ^rbhtar & @ejmoa

integrated consumer neuroscience - innerscope's 2014 guide

Documents