Organiser: Pia Tikka, Research Professor, Enactive Virtuality Lab, Center of Excellence in Media Innovations and Digital Culture MEDIT, BFM, TLU
Course assistant: Andreas Unt, Video-marketing Specialist in BRANDEM employer branding agency, Estonia
Biolab tutoring: Tanel Toova, System Administrator, DTI, TLU
Co-manager of the course: Vladimir Tomberg Associate Professor of Interaction Design, DTI, TLU
Consultation: Tiina Hiob, Lecture of Advertising Theory, BFM, TLU; Katrin Sigijane, Creative Lab, MEDIT, BFM, TLU
EXPERT LECTURER AND TEAM BIOS:
Kaidi Reedi is a consumer and market research manager in media agency Initiative, Tallinn, Estonia. Before joining Initiative 3 years ago she worked as a research expert in Kantar Emor. Kaidi holds the Master of Social Sciences (psychology and organizational behavior, Tallinn University). Psychology studies and experience in research led to understanding that people do not always behave as they say and we process a lot of information unconsciously. This is where the interest towards neuromarketing started and in 2012 Kaidi was issued a neuromarketing researcher certificate by neuromarketing agency NeuroHM. Since that time Kaidi has conducted numerous neuromarketing surveys in Estonia using different methodologies like EEG, GSR, facial coding, eye-tracking and reaction time measurement. The most recent neuromarketing study concerned alcohol visibility in the shops before and after the restrictions on displaying alcoholic drinks passed into law in June 2019. Kaidi has also performed on neuromarketing topic at different conferences and as a guest speaker in universities.
The responsible lecturer Dr. Pia Tikka is a professional filmmaker and EU Mobilitas Research Professor at the Baltic Film, Media, Arts and Communication School (BFM) and MEDIT Centre of Excellence, Tallinn University. She holds the honorary title of Adjunct Professor of New Narrative Media at the University of Lapland. Prior to her joining BFM, as the Principal Investigator for the NeuroCine project, she was a core member of the directory group of neuroscience research project aivoAALTO (2010-2014) and director of Crucible Studio (2014-2017) at Aalto University, Finland. She has contributed to the neuroeconomics as a member of the advisory board in NeuroService research project at the Laurea University of Applied Sciences, funded by Tekes, the Finnish Funding Agency for Innovation (2014–2015). In 2010, she was a Fulbright scholar in the Institute for Multimedia Literacy at the University of Southern California and a researcher in residency in Neuroaesthetics at the Minerva Foundation, Berkeley. She was also a Visiting Research Fellow in the Institute of Creative Technologies at De Montfort University, UK (2009-2011), and a lecturer in Film Theory and Film Analysis at the Baltic School of Film and Media at Tallinn University (2006-2007). As a filmmaker, Pia has directed the feature films Daughters of Yemanjá (1996), Sand Bride (1998), several interactive media projects, and published on the topics of enactive media, including her book “Enactive Cinema: Simulatorium Eisensteinense”(2008). She is a voting member of the Society for Cognitive Studies of the Moving Image and European Film Academy. She also holds degree of Graphic Designer in Advertising, and has a decade long work experience in advertising and concept designing, Currently, at BFM, her Enactive Virtuality research group studies psychophysiological and emotional basis of cinematic systems, storytelling and creative imagination.
ANDREAS UNT, course assistant
The main interest of Andreas Unt is to combine psychology and marketing. His experience includes co-developing automated neuromarketing web-based tools. His team received funding of Vega fund kickoff capital awarded for science-based business ideas. Currently, he studies advertising in Tallinn University and works in the employer branding agency Brandem, Tallinn, Estonia.