| Copyright (c) 2009 SharpBrains | | | | diagnoses. The classifications should be grounded on a |
| Groundbreaking cognitive neuroscience research has | | | | standardized research taxonomy. However, over time |
| occurred over the last 20 years - without parallel | | | | we may have to develop a "labeling system" based on |
| growth of consumer awareness and appropriate | | | | the targeted cognitive domain and level of validation. |
| professional dissemination. "Cognition" remains an | | | | Press releases often only add more confusion. We |
| elusive concept with unclear implications outside the | | | | should blog study results in depth, become trusted |
| research community. | | | | resources to trusted reporters and differentiate new |
| Earlier this year, I presented a talk to health care | | | | findings from previous ones. |
| professionals at the New York Academy of Medicine, | | | | - Research (15%): "Determining what activities are |
| titled "Brain Fitness Software: Helping Consumers | | | | most beneficial to the user with the minimum level of |
| Separate Hope from Hype". I explained what | | | | effort or most overlap of already existing effort". A |
| computerized cognitive assessment and training tools | | | | high priority would be to ensure widely-accepted |
| can do (assess/enhance specific cognitive functions), | | | | output standards (either commercial or following |
| what they cannot do (reduce one's "brain age") and | | | | consensus processes such as the schizophrenia |
| the current uncertainties about what they can do (i.e., | | | | MATRICS Cognitive Battery) with a transparent |
| delay Alzheimer's symptoms). At the same | | | | architecture of outcomes and relationships covering |
| symposium, Dr. Gary Kennedy, Director of Geriatric | | | | the impact (brain-based, cognitive, behavioral |
| Psychiatry at Montefiore Medical Center, provided | | | | performance) by age groups and by healthy vs. |
| guidance on why and how to screen for executive | | | | specific disorders. |
| function deficits in the context of dementia. | | | | - Culture (14%): "Integration within existing healthcare |
| I could perceive two emerging trends at the event: 1) | | | | infrastructure will require research, education and |
| "Augmenting Cognition" research is most commonly | | | | cultural change. If brain fitness remains a niche |
| framed as a healthcare, often pharmacological topic, | | | | alternative approach for the well-healed, we will have |
| with the traditional cognitive bias in medicine of focusing | | | | failed". We need to improve the partnership with |
| on detection and treatment of disease, 2) In addition, | | | | clinicians and their professional associations. |
| there is a growing interest in non-invasive | | | | - Assessment (6%): "Development of standardized |
| enhancement options and overall lifestyle issues. | | | | and easily accessible assessments of cognitive status |
| Research findings in Augmenting Cognition are only | | | | that could be used by individuals and organizations to |
| just beginning to reach the mainstream marketplace, | | | | test the efficacy of cognitive improvement methods". |
| mostly through healthcare channels. The opportunity is | | | | Perhaps the single most effective way to bring |
| immense, but we will need to ensure the marketplace | | | | cognitive research into the mainstream conversation |
| matures in a rational and sustainable manner, both | | | | would be if people took an "annual brain check-up" |
| through healthcare and non-healthcare channels. | | | | serving as a cognitive baseline (as objective, functional |
| In January 2009, we polled the 21,000 subscribers of | | | | information to track changes and to inform about |
| SharpBrains' market research eNewsletter to identify | | | | interventions and diagnoses). Computerized |
| attitudes and behaviors towards the "brain fitness" field | | | | assessments are already being used in a variety of |
| (a term we chose in 2006 based on a number of | | | | contexts, from sports neuropsychology to military |
| consumer surveys and focus groups to connect with | | | | Traumatic Brain Injury (TBI) detection. A recent report |
| a wider audience). Over 2,000 decision-makers and | | | | by the Alzheimer's Foundation of America advocating |
| early adopters responded to the survey. | | | | for widespread cognitive screenings after the age of |
| One of the key questions we asked was, "What is the | | | | 75 or even 65 may open up a very interesting public |
| most important problem you see in the brain fitness | | | | policy debate. |
| field and how do you think it can be solved?". Some | | | | - Exposure (5%): "Get information and products out to |
| examples of the survey free text answers are quoted | | | | all the people, perhaps a drive to get them into public |
| here, together with my suggestions. | | | | libraries". We have a major opportunity now to help |
| Most important problems in the brain fitness field | | | | prepare society to thrive in this cognitive age. We |
| - Public awareness (39%): "To get people to | | | | need to improve research and focus on public |
| understand that heredity alone does not decide brain | | | | awareness and standards for this opportunity to come |
| functioning". We need to ramp up efforts to build public | | | | to fruition. |
| awareness and enthusiasm about brain research, | | | | Dr. Bill Reichman, CEO of Baycrest, puts it this way, |
| including establishing clear links to daily living. We can | | | | "We have an opportunity to make major progress in |
| collaborate with initiatives such as the Dana | | | | Brain Health in the 21st century, similar to what |
| Foundation's Brain Awareness Week and use the | | | | happened with Cardiovascular Health in the 20th, and |
| recent "Neuroscience Core Concepts" materials | | | | technology will play a crucial role". For that prediction to |
| developed by the Society for Neuroscience to give | | | | come true, research on augmenting cognition will need |
| talks at schools, libraries and workplaces. | | | | to become mainstream. Neuroscientist Torkel Klingberg |
| - Claims (21%): "The lack of standards and clear | | | | is optimistic, "In the future we may be as aware of |
| definitions is very confusing, and makes a lot of people | | | | cognitive function as we now are obsessed with |
| sceptical". We need an easy-to understand taxonomy | | | | calories, diets, glycemic index and cardiovascular |
| to help consumers and professionals evaluate claims | | | | training". |
| focusing on cognitive functions, not on mental health | | | | The process in under way. |