How does Real_Living relate to neuroscience

Heather Andrew, CEO of Neuro-Insight UK, gives her thoughts on the IAB’s recent Real_Living research, and how it relates to the world of consumer neuroscience. The recent Real_Living research carried out by the IAB delivered new evidence and thinking about how we interact with screens in our homes, leading to some compelling conclusions.  Thinking about this from the brain’s point of view, what immediately resonated were two findings that strongly complement evidence emerging from the world of consumer neuroscience. The myth of multi-tasking The sub-title is stolen from a paper written by Christine Rosen for The New Atlantis in 2008, where she explores what we mean by multi-tasking and concludes that we don’t really do any such thing.  When our attention is divided, what our brains actually do is switch…


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