1 00:00:00,5 --> 00:00:06,16 When I was Professor Charles Spence an experimental psychologist. I work in Oxford University. 2 00:00:06,92 --> 00:00:14,72 And there on cross modal research laboratory. Have been for the last seventeen years or so a lab that brings together. 3 00:00:15,01 --> 00:00:22,91 Psychologists food scientists chefs composers fashion designers marketeers are all brought together to look at their 4 00:00:22,91 --> 00:00:31,99 how the senses interact and apply the latest insights from brain science to the real world. So how do you know your. 5 00:00:33,99 --> 00:00:37,79 Work or cross model Research Laboratory as a name for the lab 6 00:00:39,3 --> 00:00:44,72 or research laboratory I guess you get across my little bit is a cross between 7 00:00:44,81 --> 00:00:50,83 and modal all the senses that's caught between the senses and how I want to sense can affect another sense. 8 00:00:50,99 --> 00:00:59,32 So if I add a certain fragrance it make make people look more attractive if I change the sound of the crunch it may 9 00:00:59,64 --> 00:01:04,08 change the feel of the crisp visual examples of cross sensory across modal research. 10 00:01:04,31 --> 00:01:08,95 And I want to call these so-called you know your senses what you call this field. 11 00:01:11,4 --> 00:01:15,57 Various names for the sorts of the so rare but there could be a multi sensory perception 12 00:01:15,57 --> 00:01:26,65 and multi sensory integration multisensory research. Is kind of a common term. Always what you're doing. Was my thing. 13 00:01:27,21 --> 00:01:36,58 I guess since undergraduate here back in nineteen eighty something I had to do a project for my undergraduate degree 14 00:01:36,78 --> 00:01:40,91 and didn't really have any idea and earth things that interested me at the time 15 00:01:40,94 --> 00:01:43,43 but somebody put me on to this guy who had a broken T.V. 16 00:01:43,94 --> 00:01:47,69 and For my first project my first experiments were about sort of a breaking televisions 17 00:01:47,69 --> 00:01:50,13 and moving the sounds so I didn't come from the T.V. 18 00:01:50,13 --> 00:01:55,32 They came from somewhere else and just seeing how that impacted people's ability to perceive what was being said 19 00:01:55,32 --> 00:01:59,84 and where they thought things were happening. I don't know that the yeah. 20 00:02:00,38 --> 00:02:08,35 So you can imagine a little apartment or flat bed in the south side of Oxford and you have a T.V. 21 00:02:08,35 --> 00:02:14,34 and Some people come around to watch a movie that could create start rolling and years automatic music. 22 00:02:15,44 --> 00:02:20,31 Everything seems fine and then once the critics of finished and the first actor starts to speak. 23 00:02:20,74 --> 00:02:24,04 Suddenly there's a disconnect because you see their lips moving on the screen 24 00:02:24,21 --> 00:02:26,03 but the horse is coming from the loudspeaker over there. 25 00:02:26,94 --> 00:02:32,26 Your brain says what's going on my senses are coordinated there's like a moment of sort of stopping 26 00:02:32,26 --> 00:02:33,64 and trying to figure out what is going on. 27 00:02:34,33 --> 00:02:38,69 But then a few minutes later suddenly your brain puts it all back together again. 28 00:02:39,1 --> 00:02:44,49 And you start to hear the voices as if they're coming from the lips on the screen that we have a ventriloquist dummy 29 00:02:44,49 --> 00:02:45,00 illusion 30 00:02:46,53 --> 00:02:51,18 and Michael research was looking at that sort of situation how it is that your brain to tax discrepancy between where 31 00:02:51,18 --> 00:02:54,61 it sees things and hears things that high puts it all back together again. 32 00:02:54,88 --> 00:03:00,52 And that is a multisensory perception of multi-sensory integration as I take a voice that I hear over here which I 33 00:03:00,52 --> 00:03:05,55 think belongs in the voice of the lips I see on the screen over there. And your brain can I can use them back together. 34 00:03:06,95 --> 00:03:12,63 And that is the topic of my study and over the years I started on hearing and vision back in the late eighty's 35 00:03:13,03 --> 00:03:16,05 and over the years I brought in the sense of touch and then mood 36 00:03:16,05 --> 00:03:21,63 and everything we can think about doing in the sense of touch. Then come smell that comes taste and pain and so on so. 37 00:03:21,75 --> 00:03:32,84 Adding senses to the portfolio as the years go by so fast and hard to say depends who you ask if you are. 38 00:03:33,11 --> 00:03:43,05 Ask the people in the lab as I do. The reverse. I just ask questions they don't have answers but at least five. 39 00:03:43,82 --> 00:03:47,37 I could find I could reference to people who say as many as forty three. 40 00:03:47,52 --> 00:03:53,86 So that's kind of the problem of definition of what is a sense certainly hearing vision touch taste 41 00:03:53,86 --> 00:03:59,69 and smell what everyone agrees on touch taste smell hearing and vision. 42 00:04:00,46 --> 00:04:03,89 One of the five basic senses that I think everyone agrees are five senses. 43 00:04:04,28 --> 00:04:11,64 Beyond that you might think about the sense of a kind of your body in space and how it's moving. 44 00:04:12,82 --> 00:04:21,3 You might think about kind of pheromone all sense of the chemical communication between creatures of the same species 45 00:04:21,69 --> 00:04:24,81 we know exists in animals maybe exists and humans maybe not. 46 00:04:25,75 --> 00:04:32,85 And from there you'll find others who will talk about pain is that a separate sense. Or is it part of touch. 47 00:04:33,93 --> 00:04:38,3 Some you might even claim as and a magnetic sense or. 48 00:04:38,44 --> 00:04:42,45 Or a sixth sense a feeling of there someone's looking at me or I know what's going on 49 00:04:43,14 --> 00:04:51,44 and the list goes on some I want to say. Something that. 50 00:04:55,82 --> 00:04:58,63 Not in the way it's used in and marketing 51 00:04:58,63 --> 00:05:03,82 and so I work with car companies that are sold like cars having her sixth sense. 52 00:05:04,89 --> 00:05:09,01 About what people normally mean by that is just kind of an increased awareness. 53 00:05:10,01 --> 00:05:14,84 Almost like a spooky awareness of I think it is quite high. You know that you know that someone is looking at you say. 54 00:05:15,43 --> 00:05:21,27 So I think we are can be pick up things and be aware of things without realizing how we know 55 00:05:21,27 --> 00:05:27,21 and sometimes information comes in not through the sense we imagine create magine we can see most of the stuff we know 56 00:05:27,21 --> 00:05:35,64 about whereas in fact maybe it's that it's a subtle smiles that can tell you whether somebody else has just come back 57 00:05:35,64 --> 00:05:39,42 from the pub always been watching a scary movie whether of you later on something else. 58 00:05:39,56 --> 00:05:45,14 These are kind of subtle cues that sometimes get dominated by the higher senses of vision 59 00:05:45,14 --> 00:05:47,64 and yet can nevertheless feed into our judgments 60 00:05:47,64 --> 00:05:57,24 and sometimes because that feeling of knowing at least translates as everybody. 61 00:06:01,76 --> 00:06:06,62 What do you think is the most important. More important. 62 00:06:08,19 --> 00:06:13,99 I think definitely is a kind of sensory hierarchy some senses are more important than others. 63 00:06:16,32 --> 00:06:18,59 Most of the research most of the writing. 64 00:06:19,47 --> 00:06:25,58 Most of our introspection tells us that vision is the dominant sense the most important one and certainly 65 00:06:25,58 --> 00:06:28,00 when you look inside the brain. 66 00:06:28,00 --> 00:06:33,7 You'll find more of the cortical real estate is given over to processing what we see down to any 67 00:06:33,7 --> 00:06:35,17 or all of the other senses. 68 00:06:35,22 --> 00:06:41,65 So the numbers from the neuroscientists would be something like fifty to fifty five more than half of your brain is 69 00:06:41,65 --> 00:06:49,11 involved in processing visual inputs from your eyes just ten fifteen percent of your brain is involved in hearing 70 00:06:49,11 --> 00:06:51,6 or in touch and eye comes to smell or taste. 71 00:06:52,01 --> 00:06:57,21 You're down to one or two percent in terms of our shop or aim is given every chance it's clear that vision dominates 72 00:06:57,21 --> 00:07:05,24 and yet most of our research last twenty years has been trying to demonstrate how important the other senses are too 73 00:07:05,24 --> 00:07:11,89 and that depending on the sub sorts of questions you ask all the situations you're in in fact what we smell what we 74 00:07:11,89 --> 00:07:12,97 hear what we feel 75 00:07:12,97 --> 00:07:18,58 and even what we taste can be far more important than we realize not just making the dominant sense 76 00:07:18,58 --> 00:07:23,03 but it means more information has more value to be had to stimulating the other senses. 77 00:07:23,68 --> 00:07:34,64 Even though we don't think about it very often we don't talk about them so much and they are of a visual. Yeah. 78 00:07:37,29 --> 00:08:04,86 So OK yes. So. And we we. It's possible to use more of our senses. Or is it. Both. So. 79 00:08:10,98 --> 00:08:16,36 Why not just stay with the visual well as a number of answers to why engaging their senses is interesting 80 00:08:16,36 --> 00:08:25,81 and ultimately important from a research trajectory so personally then there's a lot of open space to be tackled. 81 00:08:26,07 --> 00:08:30,00 There are many many very clever people who just study vision who just study hearing. 82 00:08:30,42 --> 00:08:35,9 But having so many look at have a sense is connect being that kind of jack of all trades knowing a little bit about 83 00:08:36,01 --> 00:08:40,37 each of the senses opens up a huge kind of Harry research space. 84 00:08:41,68 --> 00:08:47,09 And that's really exploded over the last quarter of a century. So important in that way but more generally. 85 00:08:50,68 --> 00:08:55,22 So I think if you go back to when I arrived in Oxford in the eighty's there were. 86 00:08:55,92 --> 00:09:00,73 There was a scientist who just next to him was a scientist who just started hearing. 87 00:09:01,28 --> 00:09:05,56 And they haven't spoken to each other for you know decades literally that some falling out. 88 00:09:06,29 --> 00:09:11,23 And neither thought that they lost anything by not speaking to it or I can just focus on them for my whole life. 89 00:09:11,38 --> 00:09:15,98 That's all I need to know about what that guy over there does is irrelevant to me it's a different sense. 90 00:09:17,55 --> 00:09:18,28 So I think was 91 00:09:18,28 --> 00:09:24,03 or was coming up we've seen since sort of the seventy's as people start to get interested in how the senses interact 92 00:09:24,91 --> 00:09:30,66 normally hearing and vision it's the easiest to study the most commonly studied these the higher the rational senses. 93 00:09:31,25 --> 00:09:36,84 Then as the years go by people start to bring in touch as a spatial sense tells us where things are. 94 00:09:37,82 --> 00:09:45,48 I know only then do you find the only of the last in this century. Do you find people looking at smell and taste. 95 00:09:46,37 --> 00:09:52,00 Why because they are maybe sort of harder to study your subjects adapt they get full up it's messy. 96 00:09:52,13 --> 00:09:53,74 I can't just put in front of a computer. 97 00:09:53,77 --> 00:09:58,17 You know where you go mixing smells and tastes and flavors and food that's much more challenging 98 00:09:58,17 --> 00:09:59,99 and requires a broader skill. 99 00:10:00,09 --> 00:10:05,42 That and for that reason it has been sort of neglected and until very recently but I see it 100 00:10:05,98 --> 00:10:11,3 and are on a mission to try and convince my colleagues that are the lower senses so-called the smell 101 00:10:11,3 --> 00:10:17,05 and taste on the touch are much more important or exciting to have a profound impact on our lives. 102 00:10:18,9 --> 00:10:24,12 My colleagues have met maybe just smile at me and maybe say now that I would stop hearing and vision 103 00:10:24,43 --> 00:10:29,42 but I have to Mystic that as years go by more and more researchers will start to engage with the other senses 104 00:10:29,42 --> 00:10:33,71 and that will be the front here that we're sort of at the moment 105 00:10:33,71 --> 00:10:37,95 and I see some of them starting to do research on taste in a way that they've never done before. 106 00:10:38,94 --> 00:10:47,82 And I see a huge kind of public interest in. Everyone likes to eat and drink. You know you think it's a folder. 107 00:10:48,68 --> 00:11:11,64 That's right. And I want to time to that we. So. I think if you go back in a way. 108 00:11:11,67 --> 00:11:14,96 So there's a few three trends kind of kind of coalescing at the same time. 109 00:11:16,06 --> 00:11:23,18 On the wall and you sort of find I think about what two thousand 110 00:11:23,18 --> 00:11:29,13 or so you'll find people saying a sensory overload is just too much information to me screens too many mobile devices 111 00:11:29,13 --> 00:11:34,89 beeping in and flashing to me videos of that's all just too much information I can't really capers 112 00:11:35,34 --> 00:11:38,15 and stressful just being anywhere but 113 00:11:38,15 --> 00:11:43,85 when you break that down what you find is it's mostly just from hearing vision is too much technology allows you to 114 00:11:43,85 --> 00:11:45,58 present more and more audiovisual stuff. 115 00:11:46,34 --> 00:11:50,95 But it doesn't do anything for your sense of touch is doing things your sense of smell or taste 116 00:11:51,85 --> 00:11:58,24 and it's that kind of realisation it's kind of sensory imbalance almost that we're overloading these higher rational 117 00:11:58,27 --> 00:12:02,92 senses at the neglect. At the cost of our more emotional senses. 118 00:12:03,56 --> 00:12:09,62 And there are some benefits each sense probably is good at delivering certain kinds of benefits or awards or 119 00:12:09,94 --> 00:12:14,56 or things making it much easier to deliver those through through touch and smell 120 00:12:14,65 --> 00:12:20,82 and maybe seas of society at large moving toward sort of aroma therapy mass arge spa treatments is going to be a growth 121 00:12:20,82 --> 00:12:28,55 area and maybe it's partly about bringing back the touch and the smell in a way it was being missed 122 00:12:28,58 --> 00:12:37,08 or lost from society at large I think also partly about the growth of the star chef and everyone loves. 123 00:12:37,56 --> 00:12:41,36 Most people love to watch cookery shows the ready kept on the television on without seeing some cookery show 124 00:12:41,36 --> 00:12:43,99 or other that's been a huge explosion of interest. 125 00:12:44,92 --> 00:12:49,96 And those chefs have over the last decade a number of them engage more with the senses 126 00:12:49,96 --> 00:12:52,96 and there was a gate with the senses but they're on T.V. 127 00:12:52,96 --> 00:12:56,38 and I thinking more how to not just engage the senses on the plate or in the glass 128 00:12:56,38 --> 00:13:03,26 but in the environments in which they serve their diners. I'm trying to figure out the sort of science behind it. 129 00:13:03,4 --> 00:13:09,56 They do into it if it artistically or science here to help support the sorts of design decisions they're making 130 00:13:09,94 --> 00:13:15,28 and then you have the rise of a kind of a millennial Zz who are from what all the marketeers will tell as they don't 131 00:13:15,28 --> 00:13:19,28 want products and things they want experiences experiences that they can share. 132 00:13:19,91 --> 00:13:26,79 And those experiences can be delivered through smell and taste and other kinds of sensory Soria. 133 00:13:27,37 --> 00:13:59,83 Sensory experiences multisensory events. Now I understand. That might die. But. So. If you give it a name and. 134 00:14:02,53 --> 00:14:19,47 Like as we are you probably knew. I certainly hope so that the kind of research we do and the people we talk to. 135 00:14:19,88 --> 00:14:25,09 Well I've become in some of them to think more carefully about how their own sense for worlds 136 00:14:25,09 --> 00:14:32,24 and how the senses are engaged in a day to day basis. I think we're seeing a bit of a shift also in a way. 137 00:14:33,2 --> 00:14:39,81 From what we've had sort of decades of what's called the Experience Economy companies brands from from Starbucks to 138 00:14:39,81 --> 00:14:40,64 Lego to Disney. 139 00:14:41,25 --> 00:14:44,08 They're not selling your product anymore they're selling you experiences 140 00:14:44,31 --> 00:14:49,01 and that's been a hugely powerful driver in marketing and you can't open a magazine 141 00:14:49,01 --> 00:14:52,71 or go into any shopping centers without somebody telling you I'm going to give you the experience. 142 00:14:55,21 --> 00:15:01,73 That experiences of a car in the city multisensory of his last few decades felt like it sort of companies who eat who 143 00:15:01,73 --> 00:15:06,66 are delivering the experience of living the senses. To us manipulate you to make you buy more. 144 00:15:07,54 --> 00:15:13,76 What's I think changing now and what I see a lot happening in the U.K. Especially in London is kind of the rise of. 145 00:15:14,75 --> 00:15:17,28 Of what some are calling kind of sense blur ration. 146 00:15:18,52 --> 00:15:24,93 I mean it's kind of it's almost like the public you and I taking control back sort of curious about our senses 147 00:15:25,65 --> 00:15:28,35 and wanting to experience more experience differently 148 00:15:29,51 --> 00:15:37,91 and this explains the rise of everything from your classical music concerts you listen to while tasting matching wines 149 00:15:38,19 --> 00:15:43,39 perf human concerts chocolate with the way that contemporary jazz 150 00:15:44,29 --> 00:15:50,35 or the Tate Museum in London last year had the tapes and sorrier for paintings from the collection that. 151 00:15:50,85 --> 00:15:51,00 Two 152 00:15:51,00 --> 00:15:57,18 or three thousand people got to to view while at the same time feeling some virtual touch smelling some perf human maybe 153 00:15:57,18 --> 00:15:59,99 even eating a chocolate. It's connecting the senses in. 154 00:16:00,01 --> 00:16:00,64 New way 155 00:16:01,99 --> 00:16:08,53 and he sort of feels like it's going the artists of the colony artists experienced designers chefs who are who are 156 00:16:08,53 --> 00:16:14,41 exploring the space and almost given the chance to to make new connections between our senses. 157 00:16:15,21 --> 00:16:20,64 Is that you know exploration rather than exploitation I guess that kind of shift I think 158 00:16:20,94 --> 00:16:30,96 and it's a shift that's also built on going from kind of obvious sensory interactions which I mean things like you go 159 00:16:30,96 --> 00:16:35,42 to the Rainforest Cafe in London and it's like a rain forest so you look at the greenery. 160 00:16:35,64 --> 00:16:43,42 And you get a thunderstorm and some rain and maybe a smell of the green notes or it's going to obvious in a way. 161 00:16:43,98 --> 00:16:45,65 Yeah I got it. Or you know it. 162 00:16:45,68 --> 00:16:48,27 It is in a lot of the top restaurants are trying to picnics in there 163 00:16:48,27 --> 00:16:51,94 and picnics that have the smell the sounds of the picnic of nature and the basket. 164 00:16:51,99 --> 00:16:54,97 Yeah it's a works and gives you all the senses it's kind of obvious 165 00:16:54,97 --> 00:17:01,94 and what's more interesting is the more kind of synesthetic. Kind of connections aren't so obvious. 166 00:17:02,07 --> 00:17:09,33 So for example that most of us will connect us with roundness. 167 00:17:09,88 --> 00:17:15,00 With pinky red color with high pitch or sweet taste with around. 168 00:17:15,16 --> 00:17:23,59 And most people say bitter tasting foods dark chocolate coffee is angular that's going to surprising almost sense that 169 00:17:23,59 --> 00:17:26,61 a connection between our senses hadn't realized yet. 170 00:17:26,66 --> 00:17:28,77 And you can ask your friends and they all say the same 171 00:17:28,77 --> 00:17:33,36 and they're also these surprising almost synesthetic connections between tastes 172 00:17:33,36 --> 00:17:39,76 and smells colors shapes textures feelings as we pick up on those new connections 173 00:17:39,76 --> 00:17:45,66 and we're in this environment where consumers want to explore the senses and we have the artists 174 00:17:45,66 --> 00:17:47,63 and the chefs who want to play 175 00:17:47,63 --> 00:17:56,15 and deliver new stuff to consumers things that really were so rich Next us for this whole new way of engaging because 176 00:17:56,15 --> 00:18:00,42 it is it's almost sense that a connection. That's why all of us need to try to. Elf. 177 00:18:01,18 --> 00:18:03,95 To see if it might to my brain work like that too. 178 00:18:04,68 --> 00:18:16,42 Or is it just jaws and what are strange connections might be there and where were the fun and the size stars. 179 00:18:17,43 --> 00:18:24,29 So it's all the same. Yeah. Where does Sirius that is. Really are so serious. Yeah and I just wonder. 180 00:18:26,00 --> 00:18:34,17 I mean for the perception of people. For people to do. To join this idea. 181 00:18:35,54 --> 00:18:43,97 Just so far you can just get people and there's nothing there's no difference or you can research 182 00:18:43,97 --> 00:18:51,72 and make your own theories. About. Which model. 183 00:18:51,84 --> 00:19:03,42 Doesn't really influence the way we live and how we are in a serious way because. So so far. 184 00:19:03,72 --> 00:19:06,02 If I think sweetness is about. 185 00:19:06,3 --> 00:19:14,7 What you know of what you might do if you are a chocolate manufacturer for example 186 00:19:14,7 --> 00:19:15,95 and you're being told by government 187 00:19:15,95 --> 00:19:20,87 or out of the goodness of your own heart you think you want to reduce some of the unhealthy ingredients in the foods 188 00:19:20,87 --> 00:19:26,98 you present to the market. If I could tell you that. By making your chocolates rounder. 189 00:19:27,62 --> 00:19:33,94 They will taste sweeter to people. So you can reduce the sugar content but keep the perception the same. 190 00:19:34,3 --> 00:19:39,26 That something people might want to know about and certainly do if I can tell you from any other food 191 00:19:39,26 --> 00:19:43,76 or drink product that by changing the shape of your product out the logo on the label design. 192 00:19:43,99 --> 00:19:48,91 You can set expectations in the mind of those you're serving bacon and hands that taste perception. 193 00:19:49,46 --> 00:19:56,53 To that brand loyalty that can maybe help you to just to reduce these unhealthy ingredients by his tricks of the mind 194 00:19:56,53 --> 00:20:01,43 but it's something that you know pretty much every large food and beverage come. Is interested in. 195 00:20:02,29 --> 00:20:05,26 They know that if they actually reduce sugar of the actually reduce salt 196 00:20:05,26 --> 00:20:11,63 and fat consumers will say just stop it you're spoiling my favorite brand put back the way it was now well being told 197 00:20:11,63 --> 00:20:14,86 by government we have to do this and we need a good thing for society at large. Maybe. 198 00:20:15,36 --> 00:20:20,81 So these kind of tricks of the mind by changing the color by changing the shape by eating while listening to some sort 199 00:20:20,81 --> 00:20:22,06 of music that can bring out sweetness. 200 00:20:22,59 --> 00:20:28,77 Potentially at least offers a way of keeping everyone happy making your foods healthier. 201 00:20:29,3 --> 00:20:31,5 Without changing the taste for the consumer. 202 00:20:31,89 --> 00:20:39,1 But of course in the first instance the company will go puff ridiculous what you mean I'm not much of that round going 203 00:20:39,1 --> 00:20:46,36 taste sweeter. If you go. Up to eleven leave it surprising. So we go through. Yeah. 204 00:20:46,56 --> 00:20:49,66 So we do experiment experiment experiment publish them in scientific journals 205 00:20:49,66 --> 00:20:53,7 but no one ever reads those which is where then the interface with the chefs 206 00:20:53,7 --> 00:20:59,55 or experienced designers comes in if we can do large events where we have thousands of people coming through 207 00:20:59,55 --> 00:21:03,25 and they get to experience for themselves that when I play this music. 208 00:21:03,75 --> 00:21:09,65 What you're tasting taste sweet on a play that music suddenly taste more bitter than that's was where kind of 209 00:21:09,65 --> 00:21:10,06 convincing people 210 00:21:10,06 --> 00:21:16,52 and from that really is fun enjoyable engaging multisensory that sense permission from that that's the kind of STARTING 211 00:21:16,52 --> 00:21:20,29 POINT. To take the science that we do. 212 00:21:20,34 --> 00:21:21,55 Which means boring 213 00:21:21,55 --> 00:21:27,43 and dry put it in the hands of creative chefs for mixologists storks beers designed to turn science 214 00:21:27,43 --> 00:21:32,72 and something fun exciting enjoyable and tasty and then expose people to it 215 00:21:32,72 --> 00:21:40,43 and through that is a proof of principle that then the big brands the lions the hospital trusts come they experience it 216 00:21:40,43 --> 00:21:42,28 and they never of that do it by themselves. 217 00:21:42,81 --> 00:21:48,29 But they experience at a restaurant or in these events and then they go away and innovate and Reza case in point. 218 00:21:48,53 --> 00:21:52,18 Just take British Airways. Yeah line. 219 00:21:52,84 --> 00:21:59,93 There it's a long haul flights from eighteen months ago we were doing tastings with music for some of the. 220 00:22:00,73 --> 00:22:05,6 They came along they got it and then they went back and changed the music in the long haul flight so that 221 00:22:05,6 --> 00:22:07,19 when you order a meal in the airplane. 222 00:22:07,48 --> 00:22:09,64 You can plug into the headset in the side of your seat 223 00:22:09,85 --> 00:22:15,52 and I saw one music channel specially designed to enhance the taste of the food that they're serving so by music. 224 00:22:18,67 --> 00:22:31,53 For everybody. You. Also if you can change every every perception or every experience of one of your senses. 225 00:22:32,17 --> 00:22:49,79 Or what happens to your your feeling of truth because I know I like drug use. 226 00:22:49,81 --> 00:23:01,44 Well your idea of juggling the way and it says you like mine. So you also. 227 00:23:01,54 --> 00:23:05,84 I mean I guess what is true that we all psychologists food critic why next. 228 00:23:05,97 --> 00:23:12,9 But regular consumer like believe we can for example just taste the drink in the glass of the food on the plate 229 00:23:12,9 --> 00:23:17,92 and all of us believe that the chair you're sitting on the lighting that the music has an impact. 230 00:23:18,18 --> 00:23:22,31 Now didn't feel that way it feels like I'm tasting what's in the glass and you can't convince me otherwise. 231 00:23:22,56 --> 00:23:28,33 There are many chefs and the people we talk to who are of that opinion and intuitive glass of sherry myself 232 00:23:28,33 --> 00:23:34,41 and yet I know when we do the research and we measure how I give you a squeeze of chocolate and I say how sweet. 233 00:23:34,41 --> 00:23:39,47 Was it from one but it was very better to ten which is the sweetest chocolate you've ever had. I know that. 234 00:23:39,73 --> 00:23:45,72 I can guarantee that every single person eight out of ten say or eight hundred 235 00:23:45,72 --> 00:23:49,21 or one thousand will agree that this chocolate. 236 00:23:49,37 --> 00:23:51,64 We're going to sweeter taste sweeter to them 237 00:23:51,64 --> 00:23:57,71 when the sweet music's playing the most as we will deny that music is having an impact that also that 238 00:23:57,71 --> 00:23:59,22 when I tell have schools. 239 00:24:00,05 --> 00:24:05,22 Those My sweet music those who are busy music now see the difference and that is the proven I think in a way. 240 00:24:06,11 --> 00:24:11,51 I can't you can't turn water into wine. There are limits. So these are mostly kind of notches. 241 00:24:11,92 --> 00:24:16,73 If I give you food that's a bittersweet like dark chocolate or a black coffee with a sugar. 242 00:24:17,04 --> 00:24:18,51 I can make it ten percent sweeter. 243 00:24:18,76 --> 00:24:22,2 Or ten percent more bitter but I can give you a glass of water 244 00:24:22,3 --> 00:24:26,61 and some have changing music by changing the lighting make you think you're tasting wine or anything else. 245 00:24:26,87 --> 00:24:30,38 So there are limits to a sort of truth of your senses. 246 00:24:31,15 --> 00:24:41,61 But it's always flexible there's always modifiable but it never fully never fully you know. Because it is only. 247 00:24:44,94 --> 00:24:50,84 It's been said if it were if you take the example of the classic example of you get the wine expert 248 00:24:51,02 --> 00:24:57,72 and you get them a glass of white wine and you add some color less total US red dye. So it looks like a red wine. 249 00:24:58,19 --> 00:25:01,47 If you can convince that expert and many experts have been convinced that what they smell. 250 00:25:01,92 --> 00:25:07,35 Are all the red wine aromas that chocolate or tobacco and stone fruits that feels like feeling. 251 00:25:09,36 --> 00:25:16,12 Mixed with that red color make a smell citrus on straw or on honey on and battery notes are the red color 252 00:25:16,12 --> 00:25:18,69 and suddenly it smells completely different to the expert. 253 00:25:18,97 --> 00:25:21,51 You could call it fooling you could call it trickery 254 00:25:21,78 --> 00:25:27,58 and that maybe there is no absolute truth of our senses because we always eat 255 00:25:27,58 --> 00:25:33,61 and drink experience things in some environment in that environment whatever it is wherever we are the clothing to food 256 00:25:33,61 --> 00:25:36,64 to cocktails to coffee. To a car sales room. 257 00:25:37,84 --> 00:25:40,69 Roy getting sensory inputs and they're all really having some impact on others. 258 00:25:40,9 --> 00:25:45,93 We all deny it and it's our job kind of society as a psychologist not to believe you 259 00:25:45,93 --> 00:25:48,65 when you tell me this is what it is influencing your behavior. 260 00:25:48,69 --> 00:25:54,24 Why you like something more than another but instead to measure and observe your behavior and your performance 261 00:25:54,24 --> 00:25:59,99 and demonstrate that sometimes the way feels to us is not the way it actually is and it's to pick those examples and. 262 00:26:00,01 --> 00:26:03,09 Everyday Life. I think. You're Northern European as well. 263 00:26:03,1 --> 00:26:06,41 So you'd understand the problems all rose a paradox 264 00:26:06,41 --> 00:26:12,35 and everyone has that experience they go on holiday to the sunshine to the Mediterranean and that glass of red here 265 00:26:12,35 --> 00:26:17,2 and taste beautiful cheeses marvelous Is this the sausages are fabulous so good in fact. 266 00:26:17,23 --> 00:26:19,14 And so cheap you want to buy some and bring them back home. 267 00:26:19,49 --> 00:26:23,93 And you bring that wine back home and on a cold winter's night you open it with your friends to swish. 268 00:26:24,35 --> 00:26:26,26 Recount tales and it tastes different. 269 00:26:26,36 --> 00:26:28,63 It doesn't taste like the same wine 270 00:26:28,63 --> 00:26:34,38 and everyone is at a version of that experience in Taiwan they come to England the tea tastes amazing they take it back. 271 00:26:34,41 --> 00:26:38,07 It doesn't taste different in South America wife is from it's a cottage 272 00:26:38,07 --> 00:26:41,99 and on the Colombian coast things taste different now than they do in the capital Bogota. And I wanted to experience. 273 00:26:42,92 --> 00:26:43,52 What is it. 274 00:26:43,55 --> 00:26:47,28 It's not that the wine has changed all that has changed is the mood that you're in 275 00:26:47,28 --> 00:26:51,92 and the atmosphere in which you eat and drink. And. 276 00:26:52,6 --> 00:27:17,01 Can you say that the way we see things and is very very broken is that you know. So let's have a question. Whoa. 277 00:27:17,08 --> 00:27:20,11 Why do we need so many senses wooden just one day. 278 00:27:20,48 --> 00:27:22,27 But after five or six or seven 279 00:27:22,27 --> 00:27:28,13 or thirty forty three because you're more senses we've got more trouble your brain has trying to combine what it hears 280 00:27:28,13 --> 00:27:34,21 what it sees with what it takes so the fewer the senses the simpler the kind of computational problem to be solved. 281 00:27:34,5 --> 00:27:37,02 You might think. So there is a cost to adding more senses. 282 00:27:37,87 --> 00:27:42,04 On why do we have so many and why do we have the ones that we do. 283 00:27:42,11 --> 00:27:48,08 Well maybe it's something about you know I say Gee isn't dark ages meaning the vision wasn't so good so other senses 284 00:27:48,08 --> 00:27:53,47 came out and developed and then the lights came back on as it were and suddenly you got two senses and 285 00:27:53,47 --> 00:27:59,9 but in fact I think the real answer is that each and every one of our senses is noisy we are. 286 00:28:00,08 --> 00:28:06,56 Biological sensing system. So it's always noisy noise machine. Like a computer. 287 00:28:08,31 --> 00:28:12,04 And that noise in the system means that sometimes the thoughts alarms. 288 00:28:12,33 --> 00:28:16,76 I think I saw something that I thought I heard my name 289 00:28:16,76 --> 00:28:22,85 but no so all the time this kind of false alarms each of our senses is just noise in and sending these false alarms. 290 00:28:23,92 --> 00:28:30,8 And if we only had one sense to go on would be perpetually distracted by these laws that would actually have something 291 00:28:30,8 --> 00:28:34,89 happen. However if I think I hear something I think I saw something. 292 00:28:35,35 --> 00:28:41,32 It's very unlikely that two of my senses accidentally fired at the same time and if I thought I saw 293 00:28:41,32 --> 00:28:47,02 or heard something and they were both from the right. I think more likely so by having different senses. 294 00:28:47,86 --> 00:28:53,42 But each we assume have passed separate noise variation then by kind of pulling two senses. 295 00:28:53,69 --> 00:29:00,33 I get a much better index of what's happening in the world and can ignore more the noise of my sensory operators. 296 00:29:03,99 --> 00:29:08,48 Since you have the better in the sense that's part of the advantage of illusion really speaking 297 00:29:08,82 --> 00:29:14,66 and it also probably is the case that each of our senses is good at something 298 00:29:14,97 --> 00:29:16,65 and each of our senses is good at something different. 299 00:29:17,2 --> 00:29:23,22 So I want to know what something is where it is my eyes are as good as any sense if I want to know 300 00:29:23,22 --> 00:29:24,16 when did something happen. 301 00:29:24,84 --> 00:29:31,15 How quickly did it change my ears are much better than a mechanical rather than a chemical transduction then 302 00:29:31,15 --> 00:29:34,72 when it comes to something like. Mate selection. 303 00:29:35,86 --> 00:29:41,13 Who should I get married to or not really my nose tells me about the immune compatibility between me 304 00:29:41,13 --> 00:29:45,09 and this other person in a way that I can't see that a cop feels or smell is useful 305 00:29:45,09 --> 00:29:50,02 or smell is useful if you think about if I presented you with a plate of beautiful fish. 306 00:29:50,51 --> 00:29:54,95 It looks fabulous all the trimmings. But it just smells a bit. 307 00:29:55,18 --> 00:30:00,22 It is coughs then your nose would dominate and you would not eat that thing no matter how hard. Beautiful. 308 00:30:00,24 --> 00:30:06,81 It looks so small then becomes dominant for avoiding poisons perhaps to make make selection and taste true. 309 00:30:07,1 --> 00:30:10,43 I'm going to warn you. I'm going to get warn you. 310 00:30:10,56 --> 00:30:13,16 Or provide different kind of window into the world 311 00:30:13,16 --> 00:30:19,6 and so for you know what I want to know what should I eat what might poison me what will be neutral. If I me. 312 00:30:19,91 --> 00:30:26,45 Give me the calories and the and the protein and the minerals this taste is really the only true sense 313 00:30:26,45 --> 00:30:32,34 and picking up those qualities and yet revolution we've learned that I can't put everything into my mouth 314 00:30:32,34 --> 00:30:36,47 and seal it taste like that would be too time consuming better use my eyes. 315 00:30:36,89 --> 00:30:40,33 To predict which trees have the right Proops learn the. 316 00:30:40,94 --> 00:30:47,81 Fruits go from green and sour to read and write and then I know by looking. Where I can get the best tasting food. 317 00:30:47,91 --> 00:30:53,04 So all the senses working together and realizing that each one is dominant and good different kind of thing. 318 00:30:53,13 --> 00:31:01,76 So there's a sense. To this a sense that been there has been talk or. 319 00:31:02,34 --> 00:31:07,51 A magnetic sense that it was some some some birds maybe some other creatures have this 320 00:31:07,51 --> 00:31:10,81 and some navigate towards North know 321 00:31:10,81 --> 00:31:13,94 and you quite how it turns out that they that they have some kind of magnetic sense 322 00:31:13,94 --> 00:31:21,27 and the BE A few suggestions in the end even various team scientific journals of humans to some humans have some 323 00:31:21,27 --> 00:31:25,58 vestige of a. Magnetic sense. 324 00:31:26,44 --> 00:31:34,46 That's one that is on the cusp where would be nice if we could all have a really fully functioning magnetic sense. 325 00:31:34,68 --> 00:31:42,46 So I wouldn't need to read a map of all that stuff I could just know how to get home and leaders know that way. 326 00:31:42,51 --> 00:31:48,69 Two hundred miles. Would be great. So that would be one that we could say we miss it is clearly there. 327 00:31:48,7 --> 00:31:55,04 In other species and some of my colleagues in Germany have been trying to train us to have an extra sense. 328 00:31:55,31 --> 00:31:58,46 So they might they be putting about on people in Germany. 329 00:32:00,51 --> 00:32:07,2 So computer coding in colleagues put a belt on people and then vibrates and where it vibrates tells you where north is. 330 00:32:07,77 --> 00:32:14,04 And they get you what you wear this vibrating belt for six weeks two months with the hope being that after that time. 331 00:32:14,41 --> 00:32:15,9 You may have learnt almost 332 00:32:15,9 --> 00:32:36,07 when to put that vibration as kind of a magnetic cue we were talking about this meeting is there's no I don't need. We. 333 00:32:40,4 --> 00:32:40,71 Three. 334 00:32:45,69 --> 00:32:53,69 Oh you can you can educate the senses I suspect in this case it will always remain always feel like touch 335 00:32:54,03 --> 00:32:59,84 and they want to feel like and you sense I guess. So we can educate the senses to be better. 336 00:33:01,07 --> 00:33:05,25 Most of the research is in the case of those who've lost the sense those who are blind or deaf. 337 00:33:05,88 --> 00:33:12,78 Can they use some sort of sensory substitution system to use one of their remaining senses in order to make up for the 338 00:33:12,78 --> 00:33:17,16 loss of vision say in their tactile visual vests. 339 00:33:18,3 --> 00:33:26,24 There are glasses that have little sort of cameras on the side that may change what you see into what a sighted person 340 00:33:26,24 --> 00:33:30,23 would see they'll change it to sound the question what sort of sound should you happen. 341 00:33:30,45 --> 00:33:36,45 And those blind people who hear the world as a sighted person see do they really see. 342 00:33:37,00 --> 00:33:42,86 Or do you have to have these things in order to actually see that stuff Lear very philosophical question about what 343 00:33:42,86 --> 00:33:46,42 does it mean to see but I suspect mostly it's about. 344 00:33:47,53 --> 00:33:56,45 You can train the senses to do more stuff better stuff but it's probably impossible to to create a new science. 345 00:33:57,48 --> 00:34:03,01 Or to take what existing sense and. Turn into something else and it will always stay. 346 00:34:03,06 --> 00:34:22,02 I think it was so when we look at the reasons. Now we enter a new era where what we expect or more. 347 00:34:22,52 --> 00:34:42,04 Will be that will be in time. So looking forward and terms of how it will be sense multisensory stimulated. 348 00:34:43,85 --> 00:34:48,61 I think the answer to that question in a minute maybe partly about desire more people would like to happen 349 00:34:48,74 --> 00:34:52,88 and how they'd like their senses to be stimulated. But it's as much a matter of technology. 350 00:34:53,41 --> 00:34:55,59 How can you deliver sensations differently. 351 00:34:56,51 --> 00:35:02,88 And I think the last ten fifteen years a lot of our research on Touch say for example has been driven by the fact that 352 00:35:02,88 --> 00:35:03,8 now you know. 353 00:35:04,25 --> 00:35:12,5 Tactile technology tactile stimulation mobile devices in screens in cars where you name it is now that the technology 354 00:35:12,5 --> 00:35:19,63 exists and maybe now there are three billion fiber ating devices in people's pockets. That wasn't a cased decade ago. 355 00:35:19,94 --> 00:35:26,28 So suddenly the technologies allowed us to stimulate the skin in new ways that all these things didn't exist ten 356 00:35:26,28 --> 00:35:31,82 fifteen years ago and they ubiquitous now. So that technology allows us to simulate a sense of touch more. 357 00:35:32,52 --> 00:35:36,31 Hopefully better and the question is how what benefits can we deliver. 358 00:35:36,62 --> 00:35:43,08 Is there something about mechanical digital touch that is never the same as a real. 359 00:35:44,43 --> 00:35:49,92 Personal Touch or can we simulate it all and I suspect there may some of our research. 360 00:35:50,19 --> 00:35:55,64 I suspect suggests the stuff we read suggests that maybe you cannot simulate. 361 00:35:56,5 --> 00:35:59,87 So real touch the Midas touch the gentle casual touch. 362 00:36:00,18 --> 00:36:06,91 That will make you feel better pick up some of these change return your live reports on time big get a bigger tape that 363 00:36:06,91 --> 00:36:11,45 kind of casual touch is kind of emotional use of the sense of touch. 364 00:36:11,81 --> 00:36:20,31 You might say could I deliver that my just touch it seems to make the world a better place by by tactile vast Well 365 00:36:20,31 --> 00:36:23,35 having us. Just set up by breakers just do that. It turns out. 366 00:36:23,44 --> 00:36:32,54 No it doesn't work that seems to be something special about real human to human touch the mother's touch is kind of a 367 00:36:32,54 --> 00:36:36,46 name that. Was at my desk in my seventy touch turns to gold the. 368 00:36:36,82 --> 00:36:43,25 Way it works in the hands of social psychologists is that if. You do a study and you just gently touch somebody. 369 00:36:43,59 --> 00:36:51,67 On the shoulder be at the waitress in the restaurant the little library in the library be the person on the street then 370 00:36:51,67 --> 00:36:59,52 those who are gently touched. Who have had their eyes at Midas touch in fact show more pro-social behavior. 371 00:36:59,83 --> 00:37:06,16 So they will return alive Reeboks they will pay their fines they will give a bigger TEP they will be more social beings 372 00:37:06,16 --> 00:37:12,66 just from this into personal touch because this is kind of personal touches so beneficial in some sense. 373 00:37:13,39 --> 00:37:19,39 Those who are not developing the technology to vibrate our pockets our hands are wondering could we deliver that 374 00:37:19,39 --> 00:37:24,59 through your touch screen your your your i Pad your your mobile device. 375 00:37:25,7 --> 00:37:32,67 And it turns out so far no one's been able to do that. Maybe there's just something about real touch that's missing. 376 00:37:32,77 --> 00:37:36,65 Maybe when when you feel the touch of another person. It's got a certain speed. 377 00:37:38,02 --> 00:37:41,88 Maybe get a certain temperature and I know if I look in your and you're hairy skin. 378 00:37:42,17 --> 00:37:48,98 I know exactly the speed that your skin likes to be touched. Maybe it's not copying that who knows. 379 00:37:49,13 --> 00:37:55,46 So it's a technology that is in the world of touch and is doing that already. Then if you think about smell. 380 00:37:55,76 --> 00:38:19,87 Where are you going to. So you say well we see evidence it. In fifty years. Or we might imagine that. 381 00:38:21,97 --> 00:38:25,3 Maybe every device will have will be touch enabled in some way. 382 00:38:26,44 --> 00:38:28,28 Everything from the cutlery that you hold 383 00:38:28,31 --> 00:38:32,88 or you go to the restaurant to the car that you drive who are still driving to any. 384 00:38:35,2 --> 00:38:42,86 Phone Smartphones tablets computers. Maybe the whole B. Touch enabled. Through the chairs we sit on. 385 00:38:43,39 --> 00:38:48,38 You know you already have a massage chair so I don't like that for you because feature of any thing that they're 386 00:38:48,38 --> 00:38:53,96 actually work with love or vibrating the table so touch I think will be everywhere 387 00:38:54,17 --> 00:38:58,07 and it will be used to for a variety of purposes to transmit information. 388 00:38:58,24 --> 00:39:04,54 So everything around this very situation will. 389 00:39:07,66 --> 00:39:16,24 Or will it will give us information something or maybe any digital device will have some that we interact with. 390 00:39:17,65 --> 00:39:20,16 Will have some sort of tactile functionality. 391 00:39:21,34 --> 00:39:22,78 Not just the feel of the thing itself 392 00:39:22,78 --> 00:39:30,34 but it will be unable to vibrate to give us a Lucian's of touch to give the perception of temperature or wetness. 393 00:39:31,64 --> 00:39:32,17 For example. 394 00:39:32,69 --> 00:39:38,18 So working out with clothes companies in thinking about the transition that most people are increasingly doing their 395 00:39:38,18 --> 00:39:41,87 shopping online and that's fine for books and C.D.'s when it comes to clothing. 396 00:39:42,72 --> 00:39:45,23 Also Marc and I want to feel both average going to be like. 397 00:39:45,6 --> 00:39:50,01 Our bit less comfortable doing online coaching that there's a lot of interest in how you can. 398 00:39:50,73 --> 00:39:55,4 And able kind of technology we have a home our laptops and computers. 399 00:39:55,53 --> 00:39:59,77 Is there some way we can trick the brain into giving you the feeling of real materials. 400 00:40:00,32 --> 00:40:04,63 And by so doing kind of in crease sales of online sales of clothing and other stuff. 401 00:40:05,00 --> 00:40:09,39 So how do we virtually create touch and texture. Any kind of tribute. 402 00:40:09,84 --> 00:40:16,53 I know that if I if I give you food to eat with heavier cutlery than it will taste better to you be willing to pay more 403 00:40:16,53 --> 00:40:24,37 for it. And now somebody in Far East has created a digital fork. That by some sort of vibration and stimulation. 404 00:40:24,57 --> 00:40:25,87 It will feel have you to you. 405 00:40:26,44 --> 00:40:31,38 It's not literally have you just tricked your brain by stimulating the sense of touch in a new way to give you the 406 00:40:31,38 --> 00:40:32,19 illusion of weight. 407 00:40:32,93 --> 00:40:37,27 That something ought to be built into everything's we know already that if you see something like that a Bang 408 00:40:37,27 --> 00:40:45,09 and Olufsen remote control here let's not let's not let's not on health issue we say there's no OK. 409 00:40:45,98 --> 00:40:52,44 Everyone's going to be upset that we don't studies with certain people your books and your polls. 410 00:40:53,52 --> 00:40:58,71 And just drop a little white in the bottom of the orbit and people believe we're going to be full or soon 411 00:40:58,71 --> 00:41:03,54 or your brain can't separate the weight on the hand from the weight of the thing that's in the package. 412 00:41:04,29 --> 00:41:06,32 Have you got really helps another technology to do that. 413 00:41:06,7 --> 00:41:10,96 So I imagine any sort of advice would be thinking how do I engage more senses because this is what the sensory 414 00:41:10,96 --> 00:41:13,39 marketers are saying whatever product or service. 415 00:41:13,84 --> 00:41:19,19 You're Levering engage more of your consumer senses touch is an obvious one is it has been neglected for so long 416 00:41:19,45 --> 00:41:24,75 and yet it's sort of our biggest sense eighteen to twenty percent of our only mass given over to the skin 417 00:41:25,21 --> 00:41:33,34 and it can deliver some of the fact if I don't it benefits make us feel good if we just don't relate it right yet 418 00:41:33,34 --> 00:41:40,23 but everything you say so it's all about the benefit for. 419 00:41:41,67 --> 00:41:48,22 That I hear a lot of arguments that governments can benefit from because we can influence people. 420 00:41:51,67 --> 00:42:03,65 But what will be there all benefit for mankind and that. I think something like. Well good position. 421 00:42:03,68 --> 00:42:10,25 A lot of people are worried about their weight if I give you a simple trick to be satisfied with less food which 422 00:42:10,25 --> 00:42:14,1 involves you incurring a little lead weight around and putting it in whatever probably you're going to eat. 423 00:42:14,25 --> 00:42:18,97 That's only we can all use in an enabler for all clearly companies might use that for their own means and ends 424 00:42:19,12 --> 00:42:23,61 but it's something we cannot live inside itself it is flexible in its usage. 425 00:42:27,09 --> 00:42:34,5 And it is something anybody can apply to their daily life doesn't doesn't quite high technology does some of them some 426 00:42:34,53 --> 00:42:45,9 starting to do so you say now this year twenty sixteen will be sky books published on the topic of Bowl food eating 427 00:42:45,9 --> 00:42:54,33 food out of a bowl five cookbooks whole trend a wave of interest what was going on just food in a bowl. 428 00:42:54,43 --> 00:42:56,22 I don't get it but think about that. 429 00:42:56,43 --> 00:42:57,57 That's a lot of sensory design 430 00:42:57,57 --> 00:43:02,18 and it's with a bowl the more likely to hold the bowl in your hands of you hold the bowl you feel the way to feel the 431 00:43:02,18 --> 00:43:03,83 weight you're satisfied with the last 432 00:43:04,2 --> 00:43:11,27 or the whole food movement is around trying to eat healthier eat less in a way can control aware of your weight 433 00:43:11,27 --> 00:43:11,92 and controlling it. 434 00:43:12,14 --> 00:43:16,69 And so have you have a bowl in the hand helps that it's a warm bell maybe makes the world seem better. 435 00:43:18,04 --> 00:43:21,5 And that you can smell the contents more tricks to brenne different way. 436 00:43:21,9 --> 00:43:26,7 So there are trends that are out there already that people are engaged in that you can reframe in terms of this sort of 437 00:43:26,7 --> 00:43:31,5 sensory sensory design we didn't realize but you do realize you can measure it 438 00:43:31,5 --> 00:43:37,79 and what could be done through to I'm thinking a lot about a tour in Saudi Arabia 439 00:43:37,79 --> 00:43:41,34 and by the way that pediatricians talking about infant touch. 440 00:43:42,37 --> 00:43:48,34 So it's good for my wife's not here moment but she was premature by about three months. 441 00:43:49,96 --> 00:43:59,99 And actually popped out and so she's about this big.. 442 00:43:53,4 --> 00:43:59,99 To have thought about here and I think that's because as a premature infant in the one hundred sixty S. 443 00:44:00,47 --> 00:44:07,59 You're stuck in an incubator and left you were touched. It turns out if your premise your baby a difficult birth. 444 00:44:07,9 --> 00:44:08,75 If you're touched. 445 00:44:08,96 --> 00:44:17,08 If you get this effect of touch message in his early months you will develop a healthier normal weight with less 446 00:44:17,42 --> 00:44:19,04 illness as a result. 447 00:44:19,37 --> 00:44:22,9 So I believe passionately early life touch is very important 448 00:44:23,24 --> 00:44:30,08 and it can be lost that a lot of parents will not touch their offspring both normal weight 449 00:44:30,08 --> 00:44:31,3 and the kind of pre-term ones 450 00:44:31,63 --> 00:44:38,03 and yet from all the studies I see you have a profoundly beneficial effect both on bonding both on quality of sleep on 451 00:44:38,03 --> 00:44:44,06 on all. Sort of health and disease prevention it all comes just to stimulating the touch. 452 00:44:44,39 --> 00:44:47,02 Maybe releasing some rumors well. 453 00:44:47,42 --> 00:44:50,48 And I'm going around the world trying to tell the pediatricians this is important 454 00:44:51,04 --> 00:44:57,41 and you should be at educating young mothers on the benefits of a personal touch. It's been neglected. 455 00:44:57,92 --> 00:45:03,13 And it's in all of our hands literally to to do something about it. However gentle. 456 00:45:05,98 --> 00:45:09,27 Because it will never be it always being. 457 00:45:13,49 --> 00:45:25,52 As you we were always has more than we used to so maybe it's more rebalancing 458 00:45:25,52 --> 00:45:30,04 and I think this is a reality where do we also get richer experience. 459 00:45:30,47 --> 00:45:34,79 I say a more different kind of different balance of sensory experience 460 00:45:35,34 --> 00:45:40,2 and in particular I want to say more connection with emotional side of our being. 461 00:45:40,9 --> 00:45:42,75 Of the world that is smell taste 462 00:45:42,75 --> 00:45:48,08 and touch these are the emotional senses with much more direct links to sort of mood and emotion. 463 00:45:48,67 --> 00:45:49,26 Than our hearing 464 00:45:49,26 --> 00:45:54,75 and vision have to go over to the back of the had then come so so it puts in touch with our motion side I think that's 465 00:45:54,75 --> 00:45:59,21 a good thing that's been neglected and I can point to these many examples you know from that from the infants to their. 466 00:46:00,92 --> 00:46:05,9 Old age pensioners to those in hospital who. Who. 467 00:46:05,93 --> 00:46:11,39 If you can engage in the emotional sciences more intelligently designed. Lead to benefits. 468 00:46:11,58 --> 00:46:13,91 Wherever you look you can pretend infants. 469 00:46:14,63 --> 00:46:15,63 Old people are wrinkly 470 00:46:15,63 --> 00:46:20,74 and then want to touch them through you know kids in hospital who are so petrified if you could patting dog 471 00:46:21,58 --> 00:46:23,25 and talking to the right. 472 00:46:23,39 --> 00:46:30,02 And yet that relaxation will come through touch with another object far outweighs the other things 473 00:46:30,02 --> 00:46:31,46 and does lead to improved. 474 00:46:32,05 --> 00:46:32,63 Recovery 475 00:46:32,97 --> 00:46:40,81 and I think across the across all the sciences you can see how being more aware of the impact of all of our senses 476 00:46:41,46 --> 00:46:48,67 being more aware of the sensory imbalance we can cause ourselves into largely as real technology can lead to a better 477 00:46:48,67 --> 00:47:02,62 more filled world as a result. So. Is it possible that in the future we will give more value. 478 00:47:05,97 --> 00:47:16,08 Senses for all experiences. Right now. For example in court with an eye witness is possible. 479 00:47:24,89 --> 00:47:35,39 So I think looking forward. Are. OK With the increased value put on the other senses. For sure. 480 00:47:35,95 --> 00:47:42,31 I am also kind of conscious in a way that it's almost no matter what I do no matter what the research shows. 481 00:47:43,09 --> 00:47:51,89 Nevertheless there is this kind of recurrent bias saw a belief that there will always bring it back to the visual in a 482 00:47:51,89 --> 00:47:59,99 way so I see it's a work in and fashion stalls and also situation. 483 00:48:00,01 --> 00:48:05,28 And where I can prove that adding the other senses makes the experience better. 484 00:48:06,15 --> 00:48:13,11 And yet I'm very aware that the consumer or person at home or that company will attribute that improvement to vision. 485 00:48:13,62 --> 00:48:16,07 Just take an action about the Euro football a moment. 486 00:48:16,33 --> 00:48:20,53 I know if I can give you the technology exists to give you a little plug into the side of your T.V. 487 00:48:20,78 --> 00:48:24,73 That were released the smell of fresh cut grass. So you can see them playing on the screen. 488 00:48:24,84 --> 00:48:26,33 You know the smell of fresh cut grass. 489 00:48:26,57 --> 00:48:31,3 I asked you homeless to learn the experience how to enjoy the game of football the ratings would go up. 490 00:48:32,94 --> 00:48:39,39 I believe with a cent. Unable to T.V. and Yet I think after watching the game. 491 00:48:39,42 --> 00:48:44,08 I could show you your results went up you liked it more but you say no I just it was just a good game. 492 00:48:44,49 --> 00:48:46,52 I can see it now and it was really good football. 493 00:48:47,29 --> 00:49:01,63 So always misattribute the causes of our experience to the wrong things and if. That's a challenge I think. 494 00:49:02,08 --> 00:49:05,26 And it's a rare. I guess up from five or ten years ago that I used to believe. 495 00:49:05,59 --> 00:49:09,74 Well if I can prove it then the world will change if I can show you the graph 496 00:49:09,74 --> 00:49:14,56 and say OK look is how much Europe peoples experience went up how much sales went up. 497 00:49:14,95 --> 00:49:20,75 You have to believe that you might say well is did you do your experiment well but once you believe me on that score. 498 00:49:21,25 --> 00:49:21,53 If it's significant. 499 00:49:21,83 --> 00:49:23,7 That's it time to change the way we're doing things 500 00:49:23,7 --> 00:49:27,65 and yet through experience I realize that's just not the way things happen often. 501 00:49:27,87 --> 00:49:36,44 There's a whole section of the world of people you might want to influence who no matter how no amount of evidence will 502 00:49:36,44 --> 00:49:40,22 graphs or data will ever convince those to how they can ensure it is beliefs 503 00:49:40,22 --> 00:49:45,02 and kind of go with that somehow so simply buying more experiments by writing more papers by showing more graphs will 504 00:49:45,02 --> 00:49:47,55 not do it. How else are going to influence them. 505 00:49:47,61 --> 00:49:54,36 And this is where I think for us this idea of kind of experiential events often working with chefs or 506 00:49:54,36 --> 00:49:58,7 or bringing people into environments where we can change lives and changes it and demonstrate them. 507 00:50:00,39 --> 00:50:03,46 That's much more powerful to many people and that does lead people to go away 508 00:50:03,46 --> 00:50:06,46 and say OK I'm going to do things differently where I am going to show the graph. 509 00:50:06,57 --> 00:50:07,52 I just know what I felt 510 00:50:08,00 --> 00:50:13,75 and we've had people coming out to do the three thousand person wine tasting where we change the lighting change the 511 00:50:13,75 --> 00:50:18,74 music use has one glass of wine in your hand a score card and see how fruity how much you like the wine 512 00:50:19,36 --> 00:50:23,52 and then you do what is called Card still got your glass of wine and I change the lighting. 513 00:50:23,9 --> 00:50:30,07 I change music and I ask you to taste the wine again and suddenly taste different and then change the lighting again. 514 00:50:30,99 --> 00:50:31,76 And you won't taste. 515 00:50:32,44 --> 00:50:37,31 I'm not doing was to one changing I'm making it more fruity fresh more like the less like some recreating the problems 516 00:50:37,31 --> 00:50:40,26 all rose a moment. In one environment ten minutes. 517 00:50:40,96 --> 00:50:44,23 And not everyone gets it but those who do said you know it's unbelievable. 518 00:50:44,28 --> 00:50:48,09 I think it's going to work and then as soon as you change the lighting change the taste. You know. 519 00:50:48,13 --> 00:50:54,14 And with that the power of your own experience. That's what will drive people to go out and say OK I'm going to do it. 520 00:50:54,24 --> 00:51:01,79 I took a long time to realize that that's made it a better way of maybe the only way bit of influencing people about 521 00:51:01,79 --> 00:51:04,24 things that that aren't necessarily into it is to them 522 00:51:04,24 --> 00:51:08,85 or go against the kind of the visual dominance that that is the bedrock 523 00:51:08,85 --> 00:51:13,47 and it is built into our brains so that this sounds like fun. 524 00:51:13,8 --> 00:51:28,69 Go on and make this period which changes even if you say why there isn't the why do you use during the. Yes. 525 00:51:29,11 --> 00:51:38,43 And I sort of fell instantaneously for some people but it's also fun. But now that's nowhere really makes a difference. 526 00:51:40,82 --> 00:52:02,07 Where. How. You know where they're understand what really in a way that. Now you know this is leaving. 527 00:52:03,07 --> 00:52:09,26 The European Union that will change the way it was raised a lot of things in Europe. 528 00:52:10,8 --> 00:52:24,39 People get scary you know what will happen next. Cortlandt. People don't know. So there is a difference. 529 00:52:24,61 --> 00:52:27,88 And I can imagine I would transform my eyesight. 530 00:52:30,45 --> 00:52:38,85 If that changes that the world around us will will change because we got our sensors our reprogrammed 531 00:52:39,32 --> 00:52:49,02 or get reprogrammed without us knowing both get reprogrammed how what will that do to the world if we have our sensors 532 00:52:49,02 --> 00:53:00,48 get bigger say in reality. So one might say of the maybe I could. 533 00:53:00,52 --> 00:53:07,24 I'll rephrase the question I get one who will tell you. Mario to. If we use our senses. 534 00:53:08,71 --> 00:53:20,77 So I won't change my thinking maybe you might say they bricks it voters they were describing on the television last 535 00:53:20,77 --> 00:53:25,45 night was a once in a lifetime of political commentators in the seventy's I've never seen anything like this 536 00:53:25,45 --> 00:53:30,9 and never will again no Will our children. So I think the events of the now that magnitude. 537 00:53:33,23 --> 00:53:42,64 And also the work that we do is more of nudging small little mind small change here a small change there are there are 538 00:53:42,64 --> 00:53:44,49 rarely full of your sick moments of wow. 539 00:53:45,16 --> 00:53:51,62 So it's more and a creation of lots of little small nudges benefits improvements 540 00:53:51,62 --> 00:53:56,66 and Huntsman's that over time say OK we really got somewhere now but at any one moment there's not suddenly. 541 00:53:57,26 --> 00:54:08,48 And a ha moment or a shock. And I want them to write what will change when you compare. Year two thousand the year two. 542 00:54:10,34 --> 00:54:19,4 So I write a lot about the foolishness of predicting what's going to happen a few years hence. 543 00:54:19,5 --> 00:54:22,85 Because someone has ever done. It's always got it wrong. So. 544 00:54:24,38 --> 00:54:31,43 That in one thousand nine hundred five eighty ninety four we had people I met scientists writing that a century. 545 00:54:31,46 --> 00:54:37,64 Hence So I mean one thousand nine hundred ninety four people beating pills they were eat meals that's ridiculous. 546 00:54:37,93 --> 00:54:43,35 Inefficient use of a pill that will come out of a slot in the wall that can only work. 547 00:54:43,49 --> 00:54:47,01 How much more productive would we be that's never happened. It's never going to happen. 548 00:54:47,16 --> 00:54:53,32 Going to be eating algal cuisine. Soylent Green that's not happening. 549 00:54:53,52 --> 00:55:02,42 And it goes on all the predictions about what the future will be like tonight not to be like that. So I have to say up. 550 00:55:02,66 --> 00:55:09,39 I no idea where it's going but if there is one person who could give me any open door to the future. 551 00:55:09,68 --> 00:55:14,61 You can open any door to the future. About this field. 552 00:55:14,64 --> 00:55:19,38 If you course because you know you will know more about those answers and I do 553 00:55:19,38 --> 00:55:33,68 and you will be yes I know it's a surprise for us all. That you know that's the whole idea of how you think that. 554 00:55:34,59 --> 00:55:38,28 You know really. The world will go the way it goes. 555 00:55:38,48 --> 00:55:48,08 And you know how you can exert some influence over trends and fashions. You can drive them or predict them I think not. 556 00:55:48,32 --> 00:55:59,71 So it was I got a very faint influence on. On forces that are much greater than yourself. 557 00:56:00,25 --> 00:56:06,7 In society at large and technology and the extent that it's foolish to. 558 00:56:07,24 --> 00:56:13,32 Even trying to predict will have this kind of overconfidence bias and gives us all a sense of certainty. 559 00:56:13,92 --> 00:56:25,11 There really isn't there have to think of this referendum for leaving you or you that our senses were dominant. 560 00:56:29,07 --> 00:56:31,53 That's the extent that we are primarily audiovisual creatures. 561 00:56:32,71 --> 00:56:43,2 The senses are the more rational ones that any rebalancing of our senses and ramping up of smell of taste of touch. 562 00:56:43,35 --> 00:56:48,06 These are the more emotional senses. They might imagine that would lead to more emotional decision making. 563 00:56:49,46 --> 00:56:53,73 You take from that what you will. Whether that would have meant would have left. Or later. 564 00:56:54,15 --> 00:57:12,74 Who knows one of the other Sure. So. What is your reaction for us. Regarding your research on census which is. 565 00:57:14,73 --> 00:57:24,89 I don't want to miss anything. What is for you the most important thing regarding. 566 00:57:26,1 --> 00:57:31,72 The Census what is what is your your main quest or your main goal. 567 00:57:32,1 --> 00:57:41,68 In studying them is that the main goal for myself and for the lab I run here at Oxford is to try and understand 568 00:57:41,68 --> 00:57:47,08 and take the understanding of how the senses interact. The sometimes unpredictable ways. 569 00:57:48,00 --> 00:57:55,79 Our senses combine information and use those rules in the design of a different and hopefully better world 570 00:57:55,79 --> 00:58:01,28 and that those kind of insights about the science of the senses about. The sensory perception. 571 00:58:01,74 --> 00:58:08,13 I think spanned everywhere from the design of warning signals to car drivers through the design of food 572 00:58:08,13 --> 00:58:13,05 and beverage experiences that are more stimulating or healthier omo memorable people have different of goals 573 00:58:13,05 --> 00:58:17,39 or objectives through to the environments in which we live and work. 574 00:58:18,65 --> 00:58:23,89 With a lot to work on kind of the ambient fragrance and paint colors and lighting and nature 575 00:58:23,89 --> 00:58:27,76 and how those things might make us healthier happier more productive. 576 00:58:29,33 --> 00:58:39,29 Through all sorts of ways of health care is an area that hasn't as yet received as much research around sensory design 577 00:58:39,29 --> 00:58:43,88 multisensory design and you throw a few things which we better. 578 00:58:44,95 --> 00:58:55,56 Generally for people in your safety and you know that it uses a lot of you. 579 00:58:58,53 --> 00:59:07,01 So something like bringing hospitality back to hospitals that would be one thing that lead to a better world. 580 00:59:07,43 --> 00:59:11,8 And that all will get there through engaging the senses in a more intelligent design. 581 00:59:12,64 --> 00:59:16,26 Hospital health care type situations. 582 00:59:17,01 --> 00:59:25,18 I think in the delivery of sort of healthier foods that taste the same as they always did to us. 583 00:59:25,21 --> 00:59:26,35 That's important to many people 584 00:59:26,6 --> 00:59:32,08 and yet have less of than healthy ingredients through through through intelligent design of the multi sensory 585 00:59:32,08 --> 00:59:40,14 experience through everything we know about how the mind processes flavor that's going to be HUGE through sort of 586 00:59:40,14 --> 00:59:49,93 because of transport technology. A lot of benefits for driver safety for air traffic control. 587 00:59:50,57 --> 00:59:59,99 Fall in financial trading situations where every kind of milliseconds counts in terms of a lot of sex in a car has a. 588 01:00:00,73 --> 01:00:09,05 So it's actually now. So the present time drivers are being confronted with more and more information. 589 01:00:10,08 --> 01:00:15,85 Mobile phone and internet in their cars head up displays that are telling you about every single hotel 590 01:00:15,85 --> 01:00:20,25 and bar restaurant. Competing with what's going to be going on outside the window screen. 591 01:00:20,62 --> 01:00:23,2 There's a lot more distractions in cars and ever before. 592 01:00:23,58 --> 01:00:30,29 Unable to technology all of those distractions are now being delivered by the content providers not the car companies. 593 01:00:31,32 --> 01:00:35,37 So can we have a technology for years but the car companies were never really set for fear of accident. 594 01:00:36,1 --> 01:00:41,19 But now it's the mobile providers for the first time can actually provide content drivers 595 01:00:41,35 --> 01:00:44,77 and they don't care about safety not in the same way as the car companies do. 596 01:00:45,22 --> 01:00:49,72 Well that means that if suddenly we have a generation of drivers who are more distracted or more texting. 597 01:00:50,48 --> 01:00:52,2 Or the most dangerous thing you could possibly do. 598 01:00:53,59 --> 01:00:59,51 And I tell my undergraduates you know for the females in the audience the most likely way they're going to die is at 599 01:00:59,51 --> 01:01:01,43 the Huns of the wheel 600 01:01:01,72 --> 01:01:08,66 when their boyfriends driving by far the biggest cause of death is through this texting distraction of the wheel 601 01:01:09,58 --> 01:01:11,66 and so anything we can do that have a profound influence 602 01:01:11,8 --> 01:01:17,42 and I see from our research that we can deliver we can get drivers to turn their heads back to the road if they're 603 01:01:17,42 --> 01:01:20,1 distracted. To brake more rapidly. 604 01:01:20,19 --> 01:01:25,57 If potential collision the event is occurring through not driving a red throbbing like that. 605 01:01:25,59 --> 01:01:26,32 The engineer designs 606 01:01:26,32 --> 01:01:32,3 but by putting science behind your head so it turns out that your brain has special dedicated circuits just this space 607 01:01:32,3 --> 01:01:35,39 behind your head. The engineer never thought of putting a warning signal there. 608 01:01:35,42 --> 01:01:41,45 But if I know from I'm saying how the brain works over the brain works that the special bit of the brain only has about 609 01:01:41,45 --> 01:01:44,97 this for the space that isn't used while driving. If I put something in your head rest. 610 01:01:45,15 --> 01:01:47,85 You can make you turn your head that much faster than anything else. 611 01:01:48,12 --> 01:01:56,95 We go there for sound comes from a sound come from just behind your head your brain treats it differently processes it 612 01:01:56,95 --> 01:01:59,41 differently and takes up to the same sound comes from in front. 613 01:02:00,37 --> 01:02:01,28 From the dashboard 614 01:02:01,55 --> 01:02:07,76 or from the door panel same sound same loud speaker that just behind your idea is processed differently now. 615 01:02:07,87 --> 01:02:08,27 And for that. 616 01:02:08,38 --> 01:02:13,82 No engineer in the in the car can restore that little voice out of the brain does our present understanding that the 617 01:02:13,82 --> 01:02:17,62 senses and how they process information is one of the unexpected things that comes out 618 01:02:17,62 --> 01:02:19,96 and you know we've demonstrated in the lab 619 01:02:19,96 --> 01:02:28,01 but also the driving simulator that you can reduce reaction times amongst drivers to extent that should lead to 620 01:02:28,01 --> 01:02:31,68 significant reductions in. And accidents on the roads. 621 01:02:32,44 --> 01:02:47,02 For example where people drove to get a car which you're going to prevent a thing before you bus that's your action 622 01:02:47,02 --> 01:02:58,94 kind of if you don't do that car. I wouldn't really say yeah but I believe so. Breath. 623 01:02:59,51 --> 01:03:05,98 There is I mean you can detect if people are sleepy so probably that exact figures 624 01:03:05,98 --> 01:03:10,8 but it might turn out that sleepy dot drivers are more dangerous as a group than drunk drivers 625 01:03:10,8 --> 01:03:16,11 and maybe a third of all accidents are and some are related to sleepiness for example we'll tartness. 626 01:03:16,2 --> 01:03:21,01 And say that is in fact a big cause of death on our roads. 627 01:03:21,24 --> 01:03:25,41 I now radio the car companies can detect signs of falling asleep. 628 01:03:26,37 --> 01:03:31,34 You're calm ask your question and then depending on how you are response you can tell from the gaps. 629 01:03:31,53 --> 01:03:36,47 You can measure your blinking. You can measure how tightly your You're squeezing the steering wheel. 630 01:03:36,68 --> 01:03:40,03 You can measure how aggressively you're braking and trim 631 01:03:40,03 --> 01:03:47,4 or those cues can get a pretty good an estimate of your sleepiness. So I imagine the same is true for. 632 01:03:48,37 --> 01:03:58,59 Four four I'll call low. There with. The sleepiness one definitely. 633 01:04:03,56 --> 01:04:12,25 So the I know that the car companies have been working on the technologies to predict the sleepiness of drivers. 634 01:04:12,83 --> 01:04:21,84 And then take countermeasures which probably if your car switches itself off you think you're tired now is going to buy 635 01:04:21,84 --> 01:04:28,62 that car. But if it be automatically lowers the windows or releases an alerting scent. 636 01:04:29,08 --> 01:04:30,76 That's not quite such an aggressive move. 637 01:04:31,55 --> 01:04:36,12 Ideally should stop but maybe that's kind of into media companies are thinking in that space 638 01:04:36,18 --> 01:04:41,69 and have the technology to work. In terms of the drinking while driving. I haven't heard actually anything. 639 01:04:42,21 --> 01:04:49,21 In that space and your example of an angel were going to say well maybe they work. 640 01:04:49,3 --> 01:04:53,32 That's a strange jump from from from car drivers to financial markets 641 01:04:53,32 --> 01:04:59,25 but it was in a way they're the same in that this research on the design of warning signals. 642 01:04:59,81 --> 01:05:05,46 Is an area where every millisecond every thousandth of a second matters. There are many other situations in life. 643 01:05:05,6 --> 01:05:08,45 I mean I say I can save you one hundred a second. 644 01:05:08,54 --> 01:05:13,71 So what who cares what I do to life driving and financial markets 645 01:05:13,71 --> 01:05:23,49 or two of the few areas where such tiny improvements influence can lead to huge financial consequences be it in health 646 01:05:23,49 --> 01:05:31,91 care provision for death at the wheel or gears and profits made in turbulent financial markets like for the last day 647 01:05:31,91 --> 01:05:32,23 or two. 648 01:05:32,33 --> 01:05:41,49 So they need something like the figures from Information Week one of the magazines for every millisecond advantage. 649 01:05:41,97 --> 01:05:52,05 A typical sized trading house gets in the spin which information comes in that's one hundred million dollars a year to 650 01:05:52,05 --> 01:05:59,25 that company. So you're already see that the. Lot of these companies will put their offices as close to. 651 01:06:00,01 --> 01:06:05,99 Well the cables come out from under the North Atlantic to get that little millisecond advantage as compared to the 652 01:06:05,99 --> 01:06:11,21 competitors who are in the city. So they're physically doing things to maximize speed up. 653 01:06:11,48 --> 01:06:17,42 But they've never as far as I can tell ever thought about the design of that interface screens the alerts that they get. 654 01:06:18,25 --> 01:06:20,49 So you know it has just happened. 655 01:06:20,89 --> 01:06:25,35 You need some sort of special sound that maybe that would give you a few milliseconds advantage. 656 01:06:25,55 --> 01:06:29,98 And if you if you're an economist then you can you say well. To the global economy. 657 01:06:30,36 --> 01:06:36,24 What would the benefit of one millisecond faster braking be in terms of accidents 658 01:06:36,61 --> 01:06:41,63 and more the latter you can say to the financial markets what would the benefit of one millisecond be to a lot of money 659 01:06:41,63 --> 01:06:47,06 made by companies that they can actually equate say maybe they're worth as much or maybe the financial markets. 660 01:06:47,26 --> 01:06:48,41 That's a bigger. 661 01:06:49,15 --> 01:06:53,9 Potential market for milliseconds mattering and I mean because financial 662 01:06:54,75 --> 01:07:01,58 and result there's a lot of my work is is taking domains that are very different the so you can apply the insights here 663 01:07:01,8 --> 01:07:06,58 and there's thirty years of research on warning signals for car drivers and as far as I can tell there's nothing. 664 01:07:07,31 --> 01:07:16,13 On trading one traders. Nothing. That's always the so much knowledge here and does it's the same thing. 665 01:07:16,95 --> 01:07:21,57 But we have different different plans and that's a lot of our research is just taking insights from one area 666 01:07:22,18 --> 01:07:27,56 and saying hey can we apply them over there who are tied to a particular industry or product or category. 667 01:07:28,3 --> 01:07:35,18 And in fact there's lots of knowledge that just is sort of siloed. And what about. When. 668 01:07:38,99 --> 01:07:52,74 You say well if you are able to read people by using your sense. So there is no suppose about it as a fact you can. 669 01:07:53,67 --> 01:08:02,76 Help reduce modulator pain through the senses. And there are a number of ways. Doing it has been proven to effectively. 670 01:08:08,3 --> 01:08:10,14 What you're what your partner. 671 01:08:11,55 --> 01:08:18,84 So we've done a very small part of the research looking at how we can take insights about how the sensor interaction 672 01:08:18,84 --> 01:08:24,43 from one domain to another. So for example from every move learned about sensory dominance in food. 673 01:08:24,8 --> 01:08:26,35 How can we apply that to our sensory dollars 674 01:08:26,35 --> 01:08:35,46 and pain relief from pleasure pain such as twenty of the same continuum maybe what we've been doing is for example. 675 01:08:37,11 --> 01:08:41,96 We know that you perceive things more intensely if you concentrate on them. And if you're distracted. 676 01:08:42,2 --> 01:08:51,33 You don't notice them as much. So a lot of pain relief strategies say for bandage changes very painful procedure. 677 01:08:51,54 --> 01:08:56,3 What can you do to distract people take their attention away somewhere else it will hurt less. 678 01:08:57,58 --> 01:09:01,69 So it doesn't work on attentional manipulation. 679 01:09:01,94 --> 01:09:10,18 So maybe if you watch a very engaging video visual distraction painters less that's a factor. 680 01:09:10,22 --> 01:09:12,87 That's going to incorporate it in some areas 681 01:09:12,87 --> 01:09:19,17 but we've also been looking at his patients here in Oxford working with an Australian colleague we're looking at a 682 01:09:19,17 --> 01:09:25,76 special group of chronic Regional Pain Syndrome say R.P.S. Patients and these are rare. 683 01:09:25,84 --> 01:09:33,3 Fortunately very severe cases of birth people who've been on the motorbike or thrown off in a car accident. 684 01:09:34,01 --> 01:09:38,27 Broke something seems to recovered. And then six months later. 685 01:09:38,37 --> 01:09:46,51 Suddenly they get it's excruciating pain that will not go away that medication has no impact on the surgery seems to 686 01:09:46,51 --> 01:09:50,41 have no impact on where you're left with a lifelong chronic pain and all them. 687 01:09:51,39 --> 01:09:56,94 So we've been doing work with these patients who are very hard to work with if they're in such pain they don't are 688 01:09:56,94 --> 01:09:59,78 taking part in when your experiment is the last thing. 689 01:10:00,56 --> 01:10:01,36 I think they want to do 690 01:10:02,00 --> 01:10:07,57 but those who've been able to work with you know show that if I can make your hand look smaller I can use visual 691 01:10:07,57 --> 01:10:09,97 dominance. So we have Asians looking at that. 692 01:10:11,64 --> 01:10:17,41 That affected limb through a pair of binoculars or been turned backwards so they look smaller 693 01:10:17,77 --> 01:10:24,34 and if you look at your limit look smaller to you. Really. And it also reduces swelling. 694 01:10:25,1 --> 01:10:31,14 So this psychological trip of just using visual dollars of the eyes has by the psychological impact on reduced pain 695 01:10:31,33 --> 01:10:38,94 but also a physiological impact on reduced swelling in the limb. How long this lasts. 696 01:10:39,23 --> 01:10:44,22 I can't say I demonstrated we do it in an hour for twenty or fifty or one hundred of these patients. 697 01:10:44,65 --> 01:10:50,12 If you catch your limb and it was very small for a week a month a year. Who knows how long the effects will last. 698 01:10:50,2 --> 01:10:52,15 Will they wear off. It's possible we don't know. 699 01:10:52,31 --> 01:10:58,32 But it's going to very difficult very long term at least in the short term we can deliver pain relief through these 700 01:10:58,32 --> 01:11:05,47 sort of tricks of the mind so lower my colleagues who are thinking about. Fragrance I know that for babies. 701 01:11:05,89 --> 01:11:10,54 When they have some ask what's called a heel preposterous procedure very painful. 702 01:11:10,56 --> 01:11:14,6 What the nurses do they give the baby a sugar cube. 703 01:11:15,12 --> 01:11:20,63 So sweet taste reduces and they get across Mobile In fact my colleagues in Australia. 704 01:11:21,23 --> 01:11:25,41 Have been working in adults to see whether a sweet smell can do the same thing. 705 01:11:25,5 --> 01:11:28,99 So if I ask you is strawberries caramel has been allowed a sweet. 706 01:11:29,38 --> 01:11:35,58 You say Yes I smell sweet because literally smells weeks once a taste and smell the smell 707 01:11:35,58 --> 01:11:44,15 and yet you can smell sweet and if you diffuse that aroma while people are in pain they will rate the pain lower 708 01:11:44,15 --> 01:11:46,29 and they'll be able to resist for longer 709 01:11:46,29 --> 01:11:54,00 and they get using the senses using sight in one case using smell in another and I'm equally convinced in. 710 01:11:54,4 --> 01:11:58,6 The effect of sound. You know you go to the dentist. 711 01:12:01,08 --> 01:12:03,9 I'm sure if I could take that sound out to be a wholly different experience. 712 01:12:03,92 --> 01:12:10,23 I could quieten it if I could play the sound of chipping birds something else. It just would last. 713 01:12:10,39 --> 01:12:31,77 So all the senses play a role. So what are the things. Around you. That must be solvable or. You may get. Your ears. 714 01:12:32,97 --> 01:12:36,43 Which you saw here 715 01:12:36,43 --> 01:12:51,21 and you know these all you maybe something so it's up to sort of there are there are lots of questions that someone 716 01:12:51,21 --> 01:12:57,29 like myself can answer as a lot of unsolvable things that I'm not the right kind of specialist for. 717 01:12:58,28 --> 01:13:07,97 Those fortune I think we have insights that could be useful then almost any situation of daily life is the potential 718 01:13:07,97 --> 01:13:09,99 benefits of better sensory design 719 01:13:09,99 --> 01:13:15,8 and that is you know from hospitals to health care to offices to the home to the workplace to the airplane. 720 01:13:16,02 --> 01:13:23,05 To the car to transport wherever you look I think engaging the senses all of the senses better would lead to more 721 01:13:23,05 --> 01:13:27,77 immersive more engaging healthier more enjoyable more memorable experiences. So which the ones we haven't got yet. 722 01:13:27,82 --> 01:13:32,69 They tend to be the ones where it's going to be hard to do hard to get to. 723 01:13:32,87 --> 01:13:37,92 Our hard to convince those in authority that this is something they might think about. 724 01:13:39,62 --> 01:13:45,88 So all of those hospitals is one that I think so. 725 01:13:45,92 --> 01:13:51,18 Huge potential market loss and insights that we take from designing supermarkets 726 01:13:51,18 --> 01:13:57,19 and stalls to be better a lot of the insights and you can apply to the health care situation. We haven't got there yet. 727 01:13:57,4 --> 01:13:59,39 Because all of our grant applications been turned down. 728 01:14:00,65 --> 01:14:08,73 Finally we've got a Spanish hospital just outside Barcelona that treat a private hospital that treats children with 729 01:14:08,73 --> 01:14:14,23 cancer and they were very open minded approach to engaging with a sense and I did some brilliant things 730 01:14:14,71 --> 01:14:20,83 and we have start working with them since this year together with the colony center to design sensory design not 731 01:14:20,83 --> 01:14:23,46 sensory design of health care for some very sick children. 732 01:14:23,69 --> 01:14:26,62 There are also things I think we can apply there some are thinking in five 733 01:14:26,62 --> 01:14:29,91 or ten years that will come to be much more relevant. 734 01:14:30,77 --> 01:14:36,98 Airplanes is another one of the mentioned some of the sound bite this music that will have the taste of the food 735 01:14:37,31 --> 01:14:39,15 but I think there's a lot more that can be done there. 736 01:14:39,4 --> 01:14:46,89 It's just hard to get access to do the experiments on the airplanes. But I see some of the some of the big line. 737 01:14:48,5 --> 01:14:53,13 You know they want to innovate to differentiate themselves at least at the top end in the first and business class 738 01:14:53,65 --> 01:14:59,48 and yet you think I am the more celebrity chefs can they get them to realize that celebrities have doesn't make the 739 01:14:59,48 --> 01:15:01,65 food taste better. That's not the way to go. 740 01:15:02,13 --> 01:15:07,04 So you got you've got the intention but not the execution and I think engaging all the senses 741 01:15:07,04 --> 01:15:11,86 and think about the whole experience of the problems all rosé And how do you put that into the airplane might offer 742 01:15:11,86 --> 01:15:18,27 the potential to radically innovate in that space to. There's money there's interest but they are together. 743 01:15:20,4 --> 01:15:23,55 And the trading floor. Is another one that's. 744 01:15:25,9 --> 01:15:32,55 Has its own peculiar difficulties in that the financial traders are masters of the universe. They think their god. 745 01:15:35,47 --> 01:15:37,66 And their every every hour of that time is worth. 746 01:15:38,72 --> 01:15:39,97 How many million euros 747 01:15:39,97 --> 01:15:45,27 or pounds whatever it is so I want to test them I want to take part in the experiment so I can demonstrate to them the 748 01:15:45,27 --> 01:15:51,16 benefit of using this tool that. That important to give up their time to take part in research. 749 01:15:51,79 --> 01:15:55,78 Does the other person reason is it is quite impossible to get to maybe know what. 750 01:15:55,8 --> 01:15:59,58 There are ways around it but there are also some challenging mames. 751 01:16:00,31 --> 01:16:07,36 Because of the use in control of them or because of the practical limitations. I hope you will get there somehow. 752 01:16:07,98 --> 01:16:13,8 So the challenge really for us is to say how do we how do we influence though that those who are controlled to take 753 01:16:13,8 --> 01:16:36,91 that step. So we know very well we don't. 754 01:16:39,1 --> 01:16:47,88 So I guess there's a potential that if we don't use we don't use it you lose it is kind of the phrase that gets bandied 755 01:16:47,88 --> 01:16:48,75 around a lot 756 01:16:49,37 --> 01:16:55,67 and one might think of something like our pheromone all senses kind of into concepts of ik chemical communication that 757 01:16:55,67 --> 01:17:02,37 we know dogs have another animals have but humans seem to more or less have lost sight we didn't need it. 758 01:17:02,87 --> 01:17:05,75 And maybe that is our suggestion is that when we went from four legs 759 01:17:05,89 --> 01:17:08,43 and our noses very close to the ground the smell was very important 760 01:17:08,88 --> 01:17:13,58 and then we went up into two legs suddenly we're much further away from the smelly stuff. 761 01:17:14,26 --> 01:17:17,82 And hence that's partly whence our sense of smell started its decline. 762 01:17:18,8 --> 01:17:23,12 And that now if we compare ourselves to dogs and clearly dogs are much better able to navigate 763 01:17:23,12 --> 01:17:26,67 and to tell apart things through smell. Whereas our sense of smell. 764 01:17:27,11 --> 01:17:29,68 We can see in the evolutionary record that it was very important. 765 01:17:30,07 --> 01:17:34,85 It's more of a genetic material it's given over to smell than to any other sense. And yet today. 766 01:17:35,03 --> 01:17:42,00 Look at U R I N R R R R nasal operator says is sadly diminished. From what it once was in the past so losing it. 767 01:17:42,14 --> 01:17:50,00 You could say you know there are problems. If you would like to read the extinction of the species isn't it. 768 01:17:50,00 --> 01:17:52,35 Is it a problem that little furry rats somewhere 769 01:17:52,35 --> 01:17:55,79 and I mean they're off to five hours of New Zealand just could extinguished. 770 01:17:55,94 --> 01:18:01,64 They also be a problem there are cuts after. Much. If we lost our senses. 771 01:18:02,35 --> 01:18:08,49 I mean there's a question you can ask people if I have had to take one of your senses away which one would you least 772 01:18:08,84 --> 01:18:13,12 like to lose and never goes of course my my eyes. 773 01:18:15,87 --> 01:18:22,51 But in fact if you look at suicides after the loss of a sense that people are far more likely to commit suicide after 774 01:18:22,51 --> 01:18:24,64 the loss of smell than vision. 775 01:18:26,11 --> 01:18:30,44 This is the one that gives you your emotional life your connection your enjoyment of food. 776 01:18:31,06 --> 01:18:37,06 Linked to sort of attraction and so does that this is the one that actually leads to you should avoid a lot of. 777 01:18:38,54 --> 01:18:39,81 That maybe those who are blind 778 01:18:39,81 --> 01:18:44,24 and still have that still have the memories of images they can create for a number of years after. 779 01:18:45,01 --> 01:18:47,92 Taste it turns out is probably the least important one. 780 01:18:47,95 --> 01:18:50,39 You could get rid of that maybe you would not realize 781 01:18:50,95 --> 01:18:56,82 and I have been a few scientists in history who lost their tongues to syphilis 782 01:18:57,45 --> 01:19:00,31 and the French army were quite fond of chopping out. 783 01:19:00,74 --> 01:19:08,76 Algerian tongues and Napoleonic wars or whatever it was and in both cases it seems. Nothing much changes. 784 01:19:09,21 --> 01:19:11,23 So actually taste your time might be very important. 785 01:19:11,54 --> 01:19:20,29 All I know is if I were in danger of losing them I guess it'll be a very slow decline. And I think really probably. 786 01:19:20,61 --> 01:19:24,14 We still do use all of our senses some of the time. 787 01:19:24,27 --> 01:19:32,07 So it's not that we never use smell like if you don't rank awful smelling fish you will use it then you will use it for 788 01:19:32,07 --> 01:19:32,97 detecting fire. 789 01:19:33,18 --> 01:19:39,25 So they all are still used and we're trying to just increase the amount of time that people are 790 01:19:39,25 --> 01:19:46,31 and connect in touch with or thinking about all mindful of their other senses. But. 791 01:19:47,03 --> 01:20:00,37 What I was really really depends which one we lose big with this role for emergency room. So we do. That. 792 01:20:00,88 --> 01:20:05,45 We have lost it depends which scientist you listen to when you mostly lost it. 793 01:20:06,85 --> 01:20:14,07 Then when I whether we have lost it really no I actually I look at dogs and say I can see that they get all horny when. 794 01:20:14,8 --> 01:20:18,15 This sort of smell comes along but I don't feel like I'm missing anything by. 795 01:20:18,85 --> 01:20:25,44 Now in that sense I guess people by the very fact that you say which sense would you least like to lose 796 01:20:25,44 --> 01:20:29,75 and nobody really says smell implies that we don't evaluate as much as perhaps we should. 797 01:20:33,42 --> 01:20:37,04 Loss of the sense of touch is pretty pretty debilitating. 798 01:20:38,14 --> 01:20:45,54 So he's going to tell you which we should we don't know if you know this. Like it or. 799 01:20:49,98 --> 01:21:04,21 Don't we need every parent not let me get on OK. There is. So. So you know maybe. What happens is. 800 01:21:06,89 --> 01:21:15,22 Maybe we evolve with different individual senses telling us about different part of the world all of our stuff we need 801 01:21:15,22 --> 01:21:18,49 to know about poisons and pleasures food. And mates. 802 01:21:19,55 --> 01:21:25,29 And then our brain with all this information starts to combine the senses and we have multi sensory perception 803 01:21:25,79 --> 01:21:29,29 and then that allows you to almost sort of predict or do things differently. 804 01:21:31,36 --> 01:21:40,54 In a way so I guess we humans are quite rare in not only tasting food also smelling it as 805 01:21:40,54 --> 01:21:43,15 when we swallow act it is pushed into the back of our nose. 806 01:21:43,76 --> 01:21:48,98 So it seems like we have a pretty unique way of tasting food that involves a nose. 807 01:21:50,1 --> 01:21:53,26 As well as a mouth and not many other species all of the species have that. 808 01:21:53,93 --> 01:21:59,99 So it kind of adapted or learn new ways of doing things through combining sensors and. 809 01:22:00,01 --> 01:22:06,97 What ways or using sense was developed for one thing for something else and that maybe now without. 810 01:22:07,97 --> 01:22:12,09 If I look at the the animal kingdom that maybe makes selection is mostly about smell 811 01:22:12,09 --> 01:22:15,74 and pheromones doesn't really matter. You know how shiny that. 812 01:22:16,73 --> 01:22:22,98 And the talk or something else or hot it's all about smell. And humans it seems. 813 01:22:22,98 --> 01:22:29,68 Otherwise it's a pre-primary about the visual. So maybe we change our dominance. 814 01:22:30,01 --> 01:22:36,82 When I would visually driven creatures. Maybe men more and more than women who were doing things a different way. 815 01:22:37,03 --> 01:22:46,46 Maybe we'll do something that maybe I'm not as able by visually inspecting a potential mate to figure out whether 816 01:22:46,46 --> 01:22:52,69 they'll make a good sort of genetic match in terms of the immune response of the offspring smell would tell that much 817 01:22:52,69 --> 01:22:57,01 more directly seven to smell. I still might become eight and reproduction will still take place. 818 01:22:57,3 --> 01:23:07,9 That maybe there was some errors or problems that will will ensue you use your depth as a research. 819 01:23:09,00 --> 01:23:12,25 Because words are visually dominant so love is so is the thing again of we. 820 01:23:12,91 --> 01:23:20,76 We miss attributes or we will develop this bigger visual brain Talbot's to find fruit in the trees 821 01:23:20,76 --> 01:23:25,54 and then once half of our brain is given over to vision. It's hard not to use it for the other things. 822 01:23:26,53 --> 01:23:37,42 So if we go on dating. Yeah it's better to do that. So that's the thing that I think we better genes all your senses. 823 01:23:37,69 --> 01:23:38,39 The more sense. 824 01:23:38,4 --> 01:23:42,06 You have the more information you've got and essentially about sight different stuff 825 01:23:42,06 --> 01:23:50,78 and yet we have been working with artists like Clara city who have been doing some playing in this space thinking about 826 01:23:50,78 --> 01:23:56,46 the smell dating agency. So she and others are our famous for getting a hundred people to wear a T. 827 01:23:56,46 --> 01:24:04,19 Shirt don't wash for a day or two and bring your teacher. And then that the speed data is just smile all the T. 828 01:24:04,19 --> 01:24:08,45 Shirts from one to one hundred. It's all I'd like to take that one and that one and that one. 829 01:24:09,05 --> 01:24:16,19 And then you get to meet the one and sometimes it's somebody about a sex that you're not a very small one 830 01:24:16,19 --> 01:24:22,37 but it's actually a man or vice versa and a bit of a shock and other times and they smell great but they look awful. 831 01:24:22,69 --> 01:24:25,15 So when you do I guess you'll end up reverting to your eyes 832 01:24:25,75 --> 01:24:30,09 and yet I still wonder if you were given both not just the kind of the online visual profile 833 01:24:30,09 --> 01:24:39,71 but also the smile with those two cues. Maybe come to a better choice. And it is going to get worse. What works. 834 01:24:43,00 --> 01:24:49,22 Where you are you three will smell the most smell different your teachers will smell different 835 01:24:49,49 --> 01:24:54,04 and they'll be more attractive to some people than others. So there is information there. 836 01:24:54,4 --> 01:24:58,53 We don't all smell or same and somebody will have attraction to one does it work. 837 01:24:58,89 --> 01:25:03,89 What would be a long term consequence if we had you know did the experiment one hundred people you can only pick your 838 01:25:03,89 --> 01:25:04,83 mate from a picture 839 01:25:05,23 --> 01:25:11,04 and another hundred you can only pick from Smell who would wish which group with the divorce rates be higher. 840 01:25:11,82 --> 01:25:12,82 That's going to experiment that. 841 01:25:13,4 --> 01:25:18,67 Probably will get their fix to do better and so you won't you know I'm not sure actually. 842 01:25:23,64 --> 01:25:27,27 I definitely think that if you have the smell and the vision you do better than just a vision. 843 01:25:28,74 --> 01:25:38,77 If you had one or the other cures that are these that have ethics you see 844 01:25:38,77 --> 01:25:44,8 and then they would let me hear there is an artistic expression expects perience. Art Project you can do it. 845 01:25:45,63 --> 01:25:47,58 But if your measurement scientists then go to the Ethics 846 01:25:47,58 --> 01:25:51,31 and then people start wondering about the ethics of that sort of. 847 01:25:52,03 --> 01:25:59,89 But it is interesting and it is sort of open it's more. To make you think differently and maybe there are some. 848 01:26:00,26 --> 01:26:09,59 Differences between males and females so about. Feelings. Using your senses. 849 01:26:10,35 --> 01:26:16,6 Is possible when you reprogram your senses or your senses a different way. 850 01:26:18,14 --> 01:26:26,22 That you experience of feelings like love or heal or jealousy or anger. 851 01:26:32,37 --> 01:26:39,02 I don't know where you want to put feelings and emotions that they're not exclusively tied to a particular sense. 852 01:26:39,9 --> 01:26:44,16 So I think I could show you a range of faces 853 01:26:44,64 --> 01:26:48,19 and you say that one looks happy that one looks sad that one looks guilty that 854 01:26:48,19 --> 01:26:53,98 when I was depressed I could I could play you some of the sounds of people's voices you could do the same thing I could 855 01:26:53,98 --> 01:26:55,64 even put your hand out. 856 01:26:56,18 --> 01:27:01,33 And I can pretty tap and stroke and you were able to be able to decode the emotion through touch 857 01:27:02,67 --> 01:27:06,9 and even through smell you can someday react and smell happy from fearful. 858 01:27:07,74 --> 01:27:15,34 So the same things are so if the sense is it possible is it possible that you have an army. 859 01:27:16,81 --> 01:27:28,43 You will find you have already let you use there but your smell. Anything else to build up a feeling of hate. 860 01:27:30,17 --> 01:27:38,55 For example. Is a possible. Does it does it does it's no different here in Britain. 861 01:27:39,81 --> 01:27:44,01 Don't want to be part of yeah but today better. 862 01:27:45,76 --> 01:27:52,45 So it's certainly true that the ambience that can change our mood make it more relaxed more aggressive. 863 01:27:54,86 --> 01:28:03,11 Make us more alert or more relaxed. They might say I want my fighting force to be. Sort of alerts not relaxed. 864 01:28:03,91 --> 01:28:09,97 So maybe you're thinking a certain kind of. Citrus open it's really better than lavender or camel mile. 865 01:28:14,33 --> 01:28:39,55 And beyond that. For example if a police. Just played. You go you. Know. Is it possible that you will go. Yes. Really. 866 01:28:40,57 --> 01:28:44,99 So if possible so we say. Maybe so there are studies out there. 867 01:28:47,11 --> 01:28:53,44 That you can change the scent in the slot machines and Last Vegas 868 01:28:53,83 --> 01:28:55,92 and there are certain sense of make people spend more. 869 01:28:58,32 --> 01:29:01,48 People's ears away tell you what the scent is exactly but they say it works a special sound. 870 01:29:02,45 --> 01:29:06,7 If you believe that there are all sorts of act comes you could get their sense all 871 01:29:06,7 --> 01:29:12,03 and increase the likelihood of a negotiation coming to a successful conclusion there a sense that could be worked on 872 01:29:12,03 --> 01:29:20,62 the trainer trading floor to say. Even so frame it as is there a sense that will get people to spend more. 873 01:29:20,7 --> 01:29:24,75 Is there a sense that will get people to be more aggressive Is there a site that will make people fight better or 874 01:29:24,75 --> 01:29:30,45 or can fast sooner. You might get I think you could get any of those outcomes through scent. 875 01:29:30,68 --> 01:29:32,93 They're really going the mechanism is well if you're more lax. 876 01:29:33,64 --> 01:29:37,06 I can tell you all sorts of stuff where it's not time intensive I want 877 01:29:37,06 --> 01:29:43,99 and the mechanism that smile makes you confess sooner is by making you react perhaps. There. 878 01:29:44,01 --> 01:29:47,07 The reason why sent makes you spend more is not directed at you spend more. 879 01:29:47,16 --> 01:29:52,02 Maybe more comfortable next time passed slower. But when you relax times passes more slowly. 880 01:29:52,3 --> 01:30:00,64 And there's a sense of the sense that. For some stuff on to negotiations conflict. Solution. 881 01:30:00,96 --> 01:30:02,75 What sort of space should they. 882 01:30:02,76 --> 01:30:07,65 Yeah fighting parties be in there's a painkiller matter you asked as a lighting matter you asked of the chair you 883 01:30:07,65 --> 01:30:12,29 sitting on that I guess are certain phrases that might work better than others but undoubtedly. 884 01:30:15,31 --> 01:30:38,05 So what you're saying is that it will make you use them right. Yeah. Mostly from the U.S. Military. 885 01:30:39,07 --> 01:30:43,09 Is very strange that you get an email from colonels 886 01:30:43,09 --> 01:30:47,48 and so please send me some stuff can you give us quite conference to our. 887 01:30:48,76 --> 01:30:53,03 You do that and then the next week say our first time something is on the paper 888 01:30:53,03 --> 01:30:58,1 and send them a matter of control by which time the e-mail accounts go black doesn't exist. Never existed. 889 01:30:58,23 --> 01:31:05,11 Two or three times so they do get in touch if it's a real name or not and we pass on some information. 890 01:31:06,03 --> 01:31:11,38 I think is useful. Little of interest in the maintenance of surveillance. 891 01:31:12,71 --> 01:31:18,91 If I'm trying to detect a potential terrorist threat or aggressive incident when I've got my cameras. 892 01:31:18,97 --> 01:31:24,22 We've got more C.C.T.V. Than anybody else but if i also the microphone and I could to sense. 893 01:31:24,63 --> 01:31:28,49 With that could be more information and if so what. How would I combine. 894 01:31:29,26 --> 01:31:35,55 The sound from the microphone with the scanning image. So there is interest there and try to sort of build. 895 01:31:36,28 --> 01:31:42,18 What we've evolved naturally this multi-sensory perception and you build it in engineer it into robots 896 01:31:42,18 --> 01:31:47,86 and surveillance systems and other types of equipment 897 01:31:47,86 --> 01:31:56,31 and stuff through to work on alerting people if you know if I can make a car driver hit the brakes half a second faster 898 01:31:56,31 --> 01:31:59,63 and you make a soldier shoot somebody. 899 01:32:00,59 --> 01:32:09,35 Almost as much better as well through a long term kind of a pop up for long term performance. In the field of. 900 01:32:10,64 --> 01:32:17,28 I want to tell my operative what to do but if I say Oh. Hank. Should be left then the oppositional here. 901 01:32:17,61 --> 01:32:22,31 So maybe if I have a vibrating suit I can. I can communicate without sound without vision. 902 01:32:22,6 --> 01:32:23,86 So the other senses are left open. 903 01:32:23,89 --> 01:32:24,72 That's of interest 904 01:32:24,99 --> 01:32:33,12 and we've been working on vibrating body devices through for those who don't like very long term missions say if you're 905 01:32:33,12 --> 01:32:39,15 on a or those intercontinental refueling or long distance bombing routes. 906 01:32:40,41 --> 01:32:42,25 How do you keep your pilot awake for long enough. 907 01:32:43,12 --> 01:32:45,46 Nice to talk pills and stuff but now there's work 908 01:32:45,46 --> 01:32:52,68 and if I if I capture the blue light of dawn that can trick brain into things dual time to wake up 909 01:32:53,17 --> 01:33:00,91 and Swedish truck drivers through military pilots can be kept more alert for longer thought of playing with the sensors 910 01:33:00,91 --> 01:33:02,16 in that way. So a lot of potential. 911 01:33:03,18 --> 01:33:05,53 And I guess we've done bits 912 01:33:05,53 --> 01:33:20,85 and pieces with the Dutch kind of military research partly military research that you don't see as examples where for 913 01:33:20,85 --> 01:33:21,42 simulations. 914 01:33:21,79 --> 01:33:26,67 It is important whether it was the soldiers simulating what's going to light when they're fighting somewhere new. 915 01:33:26,76 --> 01:33:32,1 Or if it's for the doctors simulating what can be like operating in a military hospital in a war zone. 916 01:33:32,28 --> 01:33:39,23 It's forty degrees in a tent with dust in your eye then just showing people a virtual reality doesn't do it where it is. 917 01:33:39,33 --> 01:33:52,54 Really I guess you call it. Maybe it's all meant to reality. So it's something that's a blend of both. 918 01:34:04,29 --> 01:34:11,15 Distinguish like the difference between zero and one so might be say 919 01:34:11,15 --> 01:34:16,49 when it's all sort of virtual It's all constructed without any technologies what can the information is coming from 920 01:34:16,49 --> 01:34:21,07 your eyes and your ears and your nose. There's no direct readout of what's out there in the world. 921 01:34:21,32 --> 01:34:25,11 It's always going to hypothesis generation your brain predicting imagining. 922 01:34:25,46 --> 01:34:29,43 What the world is like and then occasionally testing reality against your model. 923 01:34:30,12 --> 01:34:33,37 So the way we're always living in a virtual world doesn't feel like that. 924 01:34:33,38 --> 01:34:39,8 Wait that's kind of how the brain said look if everybody. There is actually to some degree grounded in. 925 01:34:40,48 --> 01:34:46,09 Physical stuff but all related to physical memory. 926 01:34:47,27 --> 01:34:53,44 I'm in part of that will to learn how the world is through prior exposure and and pick up 927 01:34:53,44 --> 01:34:55,27 and regularity of the world 928 01:34:55,27 --> 01:35:00,36 and then use those to predict how the other one is going to be like in a few moments time we check. 929 01:35:02,05 --> 01:35:03,67 And that descriptive. 930 01:35:04,65 --> 01:35:09,85 Says a word on one of the question What Well is it isn't all up section kind of virtual or is it all an illusion. 931 01:35:10,49 --> 01:35:18,36 Through to how Will technology is virtual reality oriented reality become the new norm 932 01:35:18,36 --> 01:35:22,56 and replace Who needs real nature when I can stick you in now with a headset 933 01:35:22,56 --> 01:35:27,91 and play the sounds of nature in the smells of nature is as good as the real thing.