Bill-Reichman

(Edi­tor’s note: this arti­cle belongs to the excel­lent May 2009 spe­cial issue on Aug­ment­ing Cog­ni­tion at sci­en­tif­ic jour­nal Fron­tiers in Neu­ro­science. The arti­cle, an indus­try overview, is repro­duced here with autho­riza­tion by the Fron­tiers Research Foun­da­tion)

Preparing Society for the Cognitive Age

By Alvaro Fernandez

Ground­break­ing cog­ni­tive neu­ro­science research has occurred over the last 20 years — with­out par­al­lel growth of con­sumer aware­ness and appro­pri­ate pro­fes­sion­al dis­sem­i­na­tion. “Cog­ni­tion” remains an elu­sive con­cept with unclear impli­ca­tions out­side the research community.

Ear­li­er this year, I pre­sent­ed a talk to health care pro­fes­sion­als at the New York Acad­e­my of Med­i­cine, titled “Brain Fit­ness Soft­ware: Help­ing Con­sumers Sep­a­rate Hope from Hype”. I explained what com­put­er­ized cog­ni­tive assess­ment and train­ing tools can do (assess/enhance spe­cif­ic cog­ni­tive func­tions), what they can­not do (reduce one’s “brain age”) and the cur­rent uncer­tain­ties about what they can do (i.e., delay Alzheimer’s symp­toms). At the same sym­po­sium, Dr. Gary Kennedy, Direc­tor of Geri­atric Psy­chi­a­try at Mon­te­fiore Med­ical Cen­ter, pro­vid­ed guid­ance on why and how to screen for exec­u­tive func­tion deficits in the con­text of dementia.

I could per­ceive two emerg­ing trends at the event: 1) “Aug­ment­ing Cog­ni­tion” research is most com­mon­ly framed as a health­care, often phar­ma­co­log­i­cal top­ic, with the tra­di­tion­al cog­ni­tive bias in med­i­cine of focus­ing on detec­tion and treat­ment of dis­ease, 2) In addi­tion, there is a grow­ing inter­est in non-inva­sive enhance­ment options and over­all lifestyle issues. Research find­ings in Aug­ment­ing Cog­ni­tion are only just begin­ning to reach the main­stream mar­ket­place, most­ly through health­care chan­nels. The oppor­tu­ni­ty is immense, but we will need to ensure the mar­ket­place matures in a ratio­nal and sus­tain­able man­ner, both through health­care and non-health­care channels.

In Jan­u­ary 2009, we polled the 21,000 sub­scribers of Sharp­Brains’ mar­ket research eNewslet­ter to iden­ti­fy atti­tudes and behav­iors towards the “brain fit­ness” field (a term we chose in 2006 based on a num­ber of con­sumer sur­veys and focus groups to con­nect with a wider audi­ence). Over 2,000 deci­sion-mak­ers and ear­ly adopters respond­ed to the survey.

One of the key ques­tions we asked was, “What is the most impor­tant prob­lem you see in the brain fit­ness field and how do you think it can be solved?”. Some exam­ples of the sur­vey free text answers are quot­ed here, togeth­er with my suggestions.

Most impor­tant prob­lems in the brain fit­ness field

Pub­lic aware­ness (39%): “To get peo­ple to under­stand that hered­i­ty alone does not decide brain func­tion­ing”. We need to ramp up efforts to build pub­lic aware­ness and enthu­si­asm about brain research, includ­ing estab­lish­ing clear links to dai­ly liv­ing. We can col­lab­o­rate with ini­tia­tives such as the Dana Foundation’s Brain Aware­ness Week and use the recent “Neu­ro­science Core Con­cepts” mate­ri­als devel­oped by the Soci­ety for Neu­ro­science to give talks at schools, libraries and workplaces.

Claims (21%): “The lack of stan­dards and clear def­i­n­i­tions is very con­fus­ing, and [Read more…] about Prepar­ing Soci­ety for the Cog­ni­tive Age (Fron­tiers in Neu­ro­science article)