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NeuroFocus Chief Science Advisor Wins Humboldt Prize

Saturday, May 10, 2008 General News J E 4
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BERKELEY, Calif., May 9 The Alexander von HumboldtFoundation, one of the world's leading sponsors of scientific research,announced that it has named Dr. Robert Knight as a winner of its highlyprestigious Humboldt Research Award for 2008 in the area of neurobiology. Itis the only prize that the Foundation awarded in that category.

Headquartered in Bonn, Germany, the Humboldt Foundation reviews a selectgroup of international candidates each year for its awards program.Nominations are made by leading experts in the fields of science and academia.Over forty winners of the Humboldt Research Award have gone on to receive theNobel Prize.

Known worldwide for his pioneering work in Cognitive and BehavioralNeuroscience, Dr. Knight serves as Director of the Helen Wills NeuroscienceInstitute at the University of California at Berkeley. He also holds the EvanRauch Professor of Neuroscience chair and is a faculty member in theuniversity's Psychology Department.

Dr. Knight serves as Chief Science Advisor to NeuroFocus, Inc., thecompany that is regarded as the world leader in neuromarketing research andapplications. Headquartered in Berkeley, CA, NeuroFocus's staff ofneuroscientists, neurophysiologists and engineers capture, measure, analyzeand draw recommendations from consumers' brainwave activity. Their conclusionsenable marketers and content creators to know with precision exactly whichelements of their marketing communications materials will best attractconsumers' attention; engage their emotions; and be retained in their memory.

NeuroFocus applies its patented technology and proprietary methodologiesto a full range of categories, from product design, packaging and pricing toadvertising, promotions, sponsorships, branded entertainment, productplacement and film and television entertainment. NeuroFocus also offersclients its expertise in evaluating the in-store shopping environment throughits novel Total Consumer Experience testing program.

The Humboldt Research Award is given to "outstanding scientists andscholars from all disciplines from abroad whose fundamental discoveries, newtheories, or insights have had a significant impact on their own disciplineand who are expected to continue producing cutting-edge achievements infuture."

It was Dr. Knight's work in delineating the contribution of the frontalcortex in orchestrating human behavior and the recent discovery that ultrafast brain oscillations track behavior in the human cortex that earned himnomination and selection as a 2008 Humboldt Research Award winner. Inannouncing the Award to Dr. Knight, the Foundation cited that it was "given inthe area of neurobiology in recognition of your past accomplishments inresearch and teaching."

Dr. Knight is a previous recipient of the Jacob Javits NeuroscienceInvestigator Award from the National Institute of Health for "distinguishedcontributions to neurological research."

"I am deeply honored to receive this award," Dr. Knight said. "The fieldof human brain research has come of age and I feel fortunate to be doingresearch in such an exciting time."

About NeuroFocus

NeuroFocus, Inc. is the market leader in bringing neuroscience knowledgeand expertise to the world of advertising, marketing, product development andpackaging, and entertainment. The company leverages Doctorate-level academiccredentials in neuroscience and marketing from Berkeley, MIT, Harvard, and theHebrew University combined with C-suite level business management andconsulting experience.

NeuroFocus clients include Fortune 100 companies across the consumerpackage goods, food and beverage, financial services, automotive, and retailsectors. Entertainment category clients include major companies in thebroadcast and cable television and motion picture industries. The NielsenCompany is a strategic investor in NeuroFocus.

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