NeuroFocus Chief Science Advisor Wins Humboldt Prize

The Alexander von Humboldt Foundation, one of the world´s

leading sponsors of scientific research, announced that it has named Dr.

Robert Knight as a winner of its highly prestigious Humboldt Research

Award for 2008 in the area of neurobiology. It is the only prize that

the Foundation awarded in that category.
Headquartered in Bonn, Germany, the Humboldt Foundation reviews a select

group of international candidates each year for its awards program.

Nominations are made by leading experts in the fields of science and

academia. Over forty winners of the Humboldt Research Award have gone on

to receive the Nobel Prize.
Dr. Knight serves as Chief Science Advisor to NeuroFocus, Inc., the

company that is regarded as the world leader in neuromarketing research

and applications. Headquartered in Berkeley, CA, NeuroFocus´s

staff of neuroscientists, neurophysiologists and engineers capture

measure, analyze and draw recommendations from consumers´ brainwave activity. Their conclusions enable marketers and content

creators to know with precision exactly which elements of their

marketing communications materials will best attract consumers´ attention; engage their emotions; and be retained in their memory.
Known worldwide for his pioneering work in Cognitive and Behavioral

Neuroscience, Dr. Knight serves as Director of the Helen Wills

Neuroscience Institute at the University of California at Berkeley. He

also holds the Evan Rauch Professor of Neuroscience chair and is a

faculty member in the university´s Psychology

Department.
NeuroFocus applies its patented technology and proprietary methodologies

to a full range of categories, from product design, packaging and

pricing to advertising, promotions, sponsorships, branded entertainment

product placement and film and television entertainment. NeuroFocus also

offers clients its expertise in evaluating the in-store shopping

environment through its novel Total Consumer Experience testing program.
The Humboldt Research Award is given to "outstanding

scientists and scholars from all disciplines from abroad whose

fundamental discoveries, new theories, or insights have had a

significant impact on their own discipline and who are expected to

continue producing cutting-edge achievements in future."
It was Dr. Knight´s work in delineating the

contribution of the frontal cortex in orchestrating human behavior and

the recent discovery that ultra fast brain oscillations track behavior

in the human cortex that earned him nomination and selection as a 2008

Humboldt Research Award winner. In announcing the Award to Dr. Knight

the Foundation cited that it was "given in

the area of neurobiology in recognition of your past accomplishments in

research and teaching."
Dr. Knight is a previous recipient of the Jacob Javits Neuroscience

Investigator Award from the National Institute of Health for "distinguished

contributions to neurological research".
"I am deeply honored to receive this award," Dr. Knight said. "The field of human brain

research has come of age and I feel fortunate to be doing research in

such an exciting time."
About NeuroFocus
NeuroFocus Inc. is the market

leader in bringing neuroscience knowledge and expertise to the world of

advertising, marketing, product development and packaging, and

entertainment. The company leverages Doctorate-level academic

credentials in neuroscience and marketing from Berkeley, MIT, Harvard

and the Hebrew University combined with C-suite level business

management and consulting experience.
NeuroFocus clients include Fortune 100 companies across the consumer

package goods, food and beverage, financial services, automotive, and

retail sectors. Entertainment category clients include major companies

in the broadcast and cable television and motion picture industries. The

Nielsen Company is a strategic investor in NeuroFocus.