Showing posts with label James Kerr. Show all posts
Showing posts with label James Kerr. Show all posts

July 24, 2017

DeepMind - Will Transparency Make Us Healthier?

You might have heard of DeepMind last year, when they invented a program that could beat human players in the game Go. The British artificial intelligence company, now owned by Google, has been pushing the boundaries of algorithmic learning research for some time now. I was interested to learn that currently their main field of application is healthcare. An entire division of the company is working on a range of challenges with medical data, from interpreting medical images to integrating patient data, all under the banner of DeepMind Health [1].

This work has been taking place in collaboration with a number of UK NHS foundation trusts. For example, a project aimed at detecting and predicting ocular degeneration from digital eye scans is the outcome of a collaboration with Moorfields Eye Hospital London, who have granted access to their database of anonymized digital images of the eye. Similarly, patient CT and MRI scans from University College London Hospital are being used in a machine learning approach to improve treatment planning for head and neck cancers.

How Big Data Helps Medical Professionals
Their largest project has been a collaboration with the Royal Free London NHS foundation trust and Imperial College Healthcare NHS trust in developing a mobile app to provide real-time patient information to nurses and clinicians. Called Streams, this app intends to speed up communication and decision making in hospital environments by replacing a number of older solutions relying on papers, fax, or pagers. The intention is to consolidate a patient’s medical results within a single interface where data-driven alerts can be sent out as soon as there is any indication of a problem, and actions can be decided upon by relevant health workers. The current focus is on a specific disorder, acute kidney injury, where such an approach is presumed to be particularly promising, but obviously the vision extends far more broadly.

Image via pixabay

From this technology, it is not difficult to imagine a future where data from multiple continuous bio-monitoring sources could be integrated so that patients, or any individuals, could be diagnosed and monitored in real-time. Glimpses of this path can already be seen with existing technology like continuous glucose monitoring devices, which provide continuous real-time blood-glucose measurements to diabetics, the data from which can then be accessed (and sometimes shared) via mobile apps [2]. Perhaps even more seemingly mundane biological data could be insightful from a medical perspective - think what information a Fitbit might reveal if state-of-the-art machine learning were applied to its data. Integrating all of these varied sources of information together to generate a comprehensive and detailed medical picture of an individual is surely something DeepMind Health have thought about as well.


DEEPMIND HAVE TAKEN A TRANSPARENCY APPROACH

This whole idea rests upon the ability for a private company to access potentially sensitive patient medical data, and DeepMind were doing just this, often without patient consent. Predictably, this drew some criticism. DeepMind responded earlier this year in an interesting way. Rather than attempting to seek patient consent, they instead took an approach of transparency by announcing their development of a data-logging process - the verifiable data audit.

Transparency vs. Data Privacy
The idea is that a record of all interactions with patient data will be generated and saved, with a log of who was accessing an element of data, when, and for what reason. This record will be automatically updated and stored in a semi-decentralized manner that has been likened to blockchain, with records in a distributed network of healthcare institutions such as hospitals. The data is structured so that any time it is accessed or changed this will be immediately recorded. As such, guidelines can be put in place to ensure that the data isn’t used in unauthorized ways. It also means that all access of data will be traceable forever in a way that should be tamper-proof.
At the epicenter of all this technological innovation is data - as the 21st century is starting to teach us, data is powerful and data is valuable. So where there is a question of data, there is always a question of privacy trailing close behind. If we can imagine these technologies, we must also be able to imagine a future where our most intimate biological details are shared widely and accessible to many. The price of a detailed understanding of our own body is perhaps our privacy in that matter.
In this discussion, DeepMind are not strictly advocating privacy - rather, they are advocating transparency. Yes, your data will be accessed by many people, but with a strict record of who and for what purpose, which will ideally necessitate adherence to data sharing guidelines. Before patients themselves have access to their own records, this will likely still sit uncomfortably for many people. Until then, the success or failure of initiatives like DeepMind Health will determine how willing we are as a society to invest our data in our health, and to whom.


[1] http://bit.ly/2nfaDQ2
[2] http://bit.ly/1QM9PKF

by James Kerr, PhD Student AG Sterzer
this article originally appeared June 2017 in CNS Volume 10, Issue 2, Digital Health and Big Data  
 





February 19, 2017

Berlin's Neuromarketing Startups


Berlin is known as a startup factory, with many young businesses cutting their teeth here. With neuromarketing perhaps one of the youngest fields on the block, it is not surprising that it is well represented in this city.

Apple Emotions
When most people hear the term “neuro”, a pretty image of a brain with colourful patches pops into mind. Functional Magnetic Resonance Imaging (fMRI), otherwise known as “brain scanning”, has become the poster child for all things neuro, representing neuroscience's sexy side in the public eye. That is marketing appeal just waiting to be tapped, and that is exactly what the startup INCORE has done.

 Apple users elicit an emotional reaction to the brand unlike samsung users

They have capitalized on the appeal of fMRI by offering it as a neuromarketing service, proposing that market research on consumers inside the scanner will lead to a deeper understanding of how brands are perceived. With Dr. Simone Kühn of the Max Planck Institute at the scientific helm, they claim to “measure the unconscious emotional reactions of targ[et] groups” via fMRI [1]. They have done studies on brand perception of international giants such as Coca-Cola and Apple, with results suggesting that Apple users have an emotional reaction to the brand which is absent from Samsung users. Obviously, this is no cheap service, but perhaps the appeal of brain scanning will be strong enough to draw business in.

Measuring "Unconscious Emotions"?

FMRI might be prohibitively expensive for most companies, but there are cheaper alternatives out there. Berlin seems to have an abundance of attention-modeling startups, offering scientifically grounded analysis of media design, such as websites, to improve layout and maximize profits. Attention determines where we look and for how long, and companies are obviously keen to get this right when they are trying to communicate with a customer via a webpage or advertisement. 
One way to measure attention is with eye tracking. By directly measuring where users look, you know what has grabbed their attention and what has not. The startup Emolyzr does just this, in combination with other measurements such as electromyography and skin conductance. Specifically, Emolyzr claims to measure the “unconscious emotions” of users, although what exactly they mean by this is not clear [2].


 Attention: With or Without Humans?

Although cheaper than fMRI, eye tracking is also not without its costs. Another startup, Attensee, replaces eye tracking with mouse exploration [3]. Users are presented with a blurred version of the website, and as they move their mouse cursor around the screen a small portion of content is revealed. This is cheaper and faster than eye tracking, while still returning real participant data.
However, in the dog-eat-dog world of marketing, it is all about money and speed, and the startup EyeQuant attempts to push both of these to the bottom line by removing the participant altogether [4]. Instead of relying on human subjects to indicate what is attention grabbing, they implement a fully computational saliency and attention model, reducing both time required for a result (allegedly within seconds) and potentially cost as well. Of course, the highly complex model behind EyeQuant is itself validated against human eye tracking data.
But even so, modeling human behavior is a tricky business, and perhaps the main criticism of the method is that it is not always accurate (a claim that Attensee makes explicitly) [3]. However, with such speed and potential cost efficiency, and with saliency godfathers Prof. Laurent Itti and Prof. Christof Koch on the team, it is not surprising that Google has been a client already.

Check Your Brain App
Although not strictly neuromarketing, I could not help including the nascent startup BrainModes here. BrainModes aims to make neurofeedback available to the general public via an app. On their website, they state:
“We are developing the BrainModes app to visualize the brain activity of the user measured with BCI (brain-computer interface) devices, even if they have no prior experience. The visualization of brain activity is based on state-of-the-art computational neuroscience and brain imaging: a novel technology to provide detailed visualizations of brain activity based on sparse information collected with brain computer interface technology.” [5]
The idea is incredibly cool, and although they do not go into details about just what types of BCIs they will be working with, the notion that anybody could get a glimpse into the workings of their own brain via an app is tantalizing. It is unclear from their website whether the app will be commercial or not, but the team also appears to have been involved in some pretty wacky art installations involving neurofeedback. You can see a video of one of their previous projects here.


[1] http://www.incore-berlin.com/
[2] http://emolyzr.de/  
[3] https://www.attensee.com/
[4] http://www.eyequant.com/
[5] http://www.brainmodes.com/

by James Kerr, MSc Student, International Experimental and Clinical Linguistics
this article originally appeared December 2015 in "Money on My Mind"