Planetary professor shows what alien sunset really looks like

No Comments on Planetary professor shows what alien sunset really looks like

first_imgSunset on HD209458b (reconstructed from the HST/STIS transmission spectrum). Image: Frederic Pont © 2011 PhysOrg.com Citation: Planetary professor shows what alien sunset really looks like (2012, January 11) retrieved 18 August 2019 from https://phys.org/news/2012-01-planetary-professor-alien-sunset.html (PhysOrg.com) — One of the great things about science is how so many people are able to use their imagination to conjure ideas, concepts or in some cases actual images of things in their mind, and then to use the tools at hand to bring such ideas to light so that others may see them as well. One such recent application of this is Professor Frederic Pont, of the University of Exeter, who imagined what it might really look like if a person were able to visit another planet and to then sit quietly watching as the sun set, just as so many of us do here on planet Earth. But simply imagining how it might look wasn’t enough for Pont, he used data from a camera onboard Hubble, called appropriately enough, the Space Telescope, knowledge of how the color of light changes based on chemicals it encounters, and computer modeling, to create an actual image of what a sunset on an actual planet far out in space would look like. He’s posted it on his blog.The planet in question, exoplanet HD209458b, nicknamed Osiris, just happens to be quite large and circles its star rather closely. At certain points, when the planet passes between us and its star, the light from that star passes through Osiris’s atmosphere before reaching us. That allows exoplanet specialists such as Pont, to figure out what is in that atmosphere. And once that is known, it becomes possible to deduce what colors would appear to our naked eyes, were we able to sit there on that planet watching that star set.Though we couldn’t technically sit on the surface of Osiris, since it doesn’t have one, the picture that Pont produced approximates what it would look like, were it to exist, and the results are truly beautiful. This is because the light from Osiris’s star is white, like our own sun, but when it passes through the sodium in Osirisi’s atmosphere, red light in it is absorbed, leaving the starlight to appear blue. But then, as the sun sets, the blue light is scattered in the same way as it is here on Earth (Rayleigh scattering) causing a gradual change to green, and then to mushy dark green. And finally, due to diffraction, the bottom of the image becomes slightly flattened.So now, instead of simply sitting around imagining what it might look like to kick back and watch the sun set on a planet 150 light years away, we can look at Pont’s picture, and see for ourselves.center_img Explore further Hazy red sunset on extrasolar planet This document is subject to copyright. Apart from any fair dealing for the purpose of private study or research, no part may be reproduced without the written permission. The content is provided for information purposes only.last_img read more

Researchers use attenuation between cell towers to measure rainfall

No Comments on Researchers use attenuation between cell towers to measure rainfall

first_img Citation: Researchers use attenuation between cell towers to measure rainfall (2013, February 5) retrieved 18 August 2019 from https://phys.org/news/2013-02-attenuation-cell-towers-rainfall.html (Phys.org)—Researchers in the Netherlands have devised a means to use the attenuation that results with radio signals when rain falls between cellular towers, to measure the amount of rain that falls in an area. In their paper published in Proceedings of the National Academy of Sciences, the team describes how they were able to use cell phone tower data to create an accurate map of rainfall across the Netherlands twice over 12 day periods in 2011. Journal information: Proceedings of the National Academy of Sciences Cell phone carriers routinely monitor signal strength between towers to ensure network integrity and scientists have known since 2006 that such data could be used to monitor rainfall in a given area. In this new study, the team borrowed data from T-Mobile NL (2400 total links measured at 15 minute intervals over 12 day periods) to create maps that show actual rainfall amounts across the entire country.When rain falls, the drops both absorb and scatter phone signals beamed between towers causing lowered signal strength – a phenomenon known as attenuation. By taking note of the degree of attenuation between towers across an entire network, and then using mathematical equations to calculate the amount of rainfall that caused the loss in signal strength, the researchers were able to create rainfall maps that were nearly as accurate as those created using traditional methods. Play Link-based (Left) and radar-based (Right) country-wide maps of 15-min rainfall depths from September 10, 2011. Credit: (c) PNAS, doi: 10.1073/pnas.1217961110 Rainfall maps are becoming increasingly important as climate change causes some parts of the globe to experience more rain, and others less. To help plan for the future, accurate gauges are needed to help assess short term impact, e.g. flooding, and to predict long term changes such as threats to farming communities. Unfortunately, those who study such data are finding it harder to do so as the number of rain collecting stations worldwide is decreasing. Cellular networks may help – by their very nature they provide far more data points – at least in heavily populated areas and no changes or upgrades would have to be made to a network to begin using them as rainfall gauges. All that would be needed to begin making rainfall maps would be agreements between cell carriers and scientists that work in areas where such maps are needed, e.g. Africa, South America, etc.The researchers next plan to harvest data that covers longer periods of time with a goal of creating annual rainfall maps, which they say could help improve weather forecasting. Validation of daily link-based rainfall maps. Credit: PNAS, doi: 10.1073/pnas.1217961110 TRMM maps flooding along US East Coast from massive stormcenter_img More information: Country-wide rainfall maps from cellular communication networks, PNAS, Published online before print February 4, 2013, doi: 10.1073/pnas.1217961110 AbstractAccurate and timely surface precipitation measurements are crucial for water resources management, agriculture, weather prediction, climate research, as well as ground validation of satellite-based precipitation estimates. However, the majority of the land surface of the earth lacks such data, and in many parts of the world the density of surface precipitation gauging networks is even rapidly declining. This development can potentially be counteracted by using received signal level data from the enormous number of microwave links used worldwide in commercial cellular communication networks. Along such links, radio signals propagate from a transmitting antenna at one base station to a receiving antenna at another base station. Rain-induced attenuation and, subsequently, path-averaged rainfall intensity can be retrieved from the signal’s attenuation between transmitter and receiver. Here, we show how one such a network can be used to retrieve the space–time dynamics of rainfall for an entire country (The Netherlands, ∼35,500 km2), based on an unprecedented number of links (∼2,400) and a rainfall retrieval algorithm that can be applied in real time. This demonstrates the potential of such networks for real-time rainfall monitoring, in particular in those parts of the world where networks of dedicated ground-based rainfall sensors are often virtually absent. © 2013 Phys.org Explore further PausePlay% buffered00:0000:00UnmuteMuteDisable captionsEnable captionsSettingsCaptionsDisabledQuality0SpeedNormalCaptionsGo back to previous menuQualityGo back to previous menuSpeedGo back to previous menu0.5×0.75×Normal1.25×1.5×1.75×2×Exit fullscreenEnter fullscreen This document is subject to copyright. Apart from any fair dealing for the purpose of private study or research, no part may be reproduced without the written permission. The content is provided for information purposes only.last_img read more

Surfacepatterned colloidal particles

No Comments on Surfacepatterned colloidal particles

first_img Explore further Journal information: Nature Rachelle M. Choueiri, et al. have demonstrated that nanoparticle surface patterning, from the surface aggregation of polymers into “patches,” can be thermodynamically controlled via changing polymer characteristics and solvent properties. Furthermore, the surface pattern can be locked into place by crosslinking the polymer. Their work appears in Nature.Three-dimensional surface-patterned particles have proved helpful as models for colloidal analogs of reactive materials and phase transitions in liquid systems, as well as colloidal surfactants and templates for synthesizing hybrid particles. Prior research has shown few examples of colloidal patchy particles at the nanometer level. Even when patches can be formed at this level, there are typically no more than two patches per nanoparticle. In the current research polymer molecules tethered to gold nanoparticles can change from a uniform distribution (i.e., a polymer brush) to surface pinned micelles via thermodynamic processes. Specifically, one can control the size of the patches by changing the polymer dimensions and grafting density. One can control the number of patches per nanoparticle by tuning the ratio of nanoparticle diameter and polymer size.The first step was to see if changing the solvent can drive polymer patch formation. Choueiri, et al. made gold nanoparticles with diameters in the range of 20 ± 1.0nm and 80 ± 1.5nm with thiol-terminated polystyrenes. The polystyrenes had either a molecular mass of 29,000 Daltons or 50,000 Daltons to see if molecular weight played a role in patch formation. The nanoparticles dispersed in DMF, which is a good solvent for polystyrene, were coated with a uniformly thick layer. They exhibited uniformly thick polymer dispersion. When water, a poor solvent, was added, the polymer layer turned into patches, which was reversible upon addition of DMF. Patch size and number per nanoparticle could be controlled by polymer molecular weight.Given these results, Choueiri, et al. then explored what would happen if they changed the nanoparticle diameter, the polystyrene length, and the density of polystyrene polymers tethered to the surface. In general, their studies showed that the patch size can be controlled by the polymer length and surface density while the number of patches per nanoparticle can be controlled by changing the nanoparticle diameter and the length of the polymer. Theoretical studies confirmed that the thermodynamic component of the surface patterns were due to polymer and solvent interactions and how much the polymer can stretch from its tethered position to the surface patch.The next step was to see if surface shape changed the surface pattern. Choueiri, et al. looked at polymer segregation on nanorods, nanocubes, and triangular nanoprisms. They found that patches tended to form at the tips of the nanoraods and on the edges of the nanocube and triangular nanoprisms. Additionally, they tested polymers other than polystyrene and found that some of these polymers formed patches on gold nanospheres after changing certain solvent properties, such as pH or hydrophobicity.Finally, they tested the self-assembly of patchy nanoparticles in a poor solvent. They found that after sufficient time, the patterned nanoparticles exhibited new binding modalities in DMF mixed with water.The nanocubes, in particular, showed a unique “checkerboard” self-assembled structure. This is different from when the nanocubes were evenly coated with polystyrene and then solvent changes were made. In this case, the pattern was “face-to-face” rather than checkerboard.This research provides a new way to pattern nanoparticle surfaces that is versatile and tunable to the desired number of patches and nanoparticle shapes. Future research will involve exploring more nanoparticle shapes and polymer systems to see how this strategy can produce unique self-assembled structures and tailor new functionalities to patchy nanoparticles. (Phys.org)—A group of researchers from several institutions have attached thiol-terminated polymers to gold nanoparticles and created surface micelles by changing the solvent from one that is favorable for the polymer to one that is less favorable. More information: Rachelle M. Choueiri et al. Surface patterning of nanoparticles with polymer patches, Nature (2016). DOI: 10.1038/nature19089AbstractPatterning of colloidal particles with chemically or topographically distinct surface domains (patches) has attracted intense research interest. Surface-patterned particles act as colloidal analogues of atoms and molecules, serve as model systems in studies of phase transitions in liquid systems6, behave as ‘colloidal surfactants’7 and function as templates for the synthesis of hybrid particles8. The generation of micrometre- and submicrometre-sized patchy colloids is now efficient, but surface patterning of inorganic colloidal nanoparticles with dimensions of the order of tens of nanometres is uncommon. Such nanoparticles exhibit size- and shape-dependent optical, electronic and magnetic properties, and their assemblies show new collective properties. At present, nanoparticle patterning is limited to the generation of two-patch nanoparticles, and nanoparticles with surface ripples or a ‘raspberry’ surface morphology. Here we demonstrate nanoparticle surface patterning, which utilizes thermodynamically driven segregation of polymer ligands from a uniform polymer brush into surface-pinned micelles following a change in solvent quality. Patch formation is reversible but can be permanently preserved using a photocrosslinking step. The methodology offers the ability to control the dimensions of patches, their spatial distribution and the number of patches per nanoparticle, in agreement with a theoretical model. The versatility of the strategy is demonstrated by patterning nanoparticles with different dimensions, shapes and compositions, tethered with various types of polymers and subjected to different external stimuli. These patchy nanocolloids have potential applications in fundamental research, the self-assembly of nanomaterials, diagnostics, sensing and colloidal stabilization. Surface patterning of nanoparticles with polymer patches. Credit: (c) Nature (2016) doi:10.1038/nature19089center_img Citation: Surface-patterned colloidal particles (2016, September 21) retrieved 18 August 2019 from https://phys.org/news/2016-09-surface-patterned-colloidal-particles.html © 2016 Phys.org Multi stimuli-responsive nanocapsules selectively deliver drugs to exactly where they are needed This document is subject to copyright. Apart from any fair dealing for the purpose of private study or research, no part may be reproduced without the written permission. The content is provided for information purposes only.last_img read more

New evidence for existence of Planet Nine

No Comments on New evidence for existence of Planet Nine

first_img In search of the ninth planet © 2018 Phys.org It was just two years ago that astronomers at Caltech proposed the possible existence of a large planet circling the sun—which would make it the ninth known planet in our solar system. The researchers made their prediction based on observations of icy objects that exist at the edge of the solar system—their orbits were clearly being warped by a gravitational mass. They suggested a very distant planet roughly four times the size of Earth, but with 10 times its mass, could account for the odd behavior. If such a planet does exist, it would be quite distant, taking from 10,000 to 20,000 years to make one trip around the sun. Since announcing their initial findings, the team at Caltech has published papers offering more evidence of the planet—the possibility that it could have played a role in tilting the other planets in our solar system, for example. They have also suggested it as an explanation for why objects in the Kuiper Belt orbit in an opposite direction to everything else.In this new effort, the researchers suggest the behavior of a certain Trans-Neptunian object could very well be due to gravity from Planet Nine. The object, called 2015 BP519 (Caju for short), was first noted approximately three years ago, but it was only recently that the shape of its orbit was found to be very unusual—it lies nearly perpendicular to the plane established by the known planets. What makes the find so compelling is that the team of researchers who first proposed the existence of Planet Nine created a simulation that predicted the orbital angle of just such an object. And it just happened to match with what has been found. The researchers report that after Caju was first discovered, attempts were made to calculate its orbit, but they all failed. Then they added a large planet to the simulations, which resolved the discrepancies. All that is needed now, they suggest, is for someone to actually find the planet. A large international team of researchers has found what they are describing as more evidence of the existence of Planet Nine. In their paper posted on the arXiv preprint server, the group describes the behavior of a newly discovered distant object as suggestive of an influence of a large planet. Explore further More information: Discovery and Dynamical Analysis of an Extreme Trans-Neptunian Object with a High Orbital Inclination, arXiv:1805.05355 [astro-ph.EP] arxiv.org/abs/1805.05355AbstractWe report the discovery and dynamical analysis of 2015 BP519, an extreme Trans-Neptunian Object detected detected by the Dark Energy Survey at a heliocentric distance of 55 AU and absolute magnitude Hr= 4.3. The current orbit, determined from a 1110-day observational arc, has semi-major axis a≈ 450 AU, eccentricity e≈ 0.92 and inclination i≈ 54 degrees. With these orbital elements, 2015 BP519 is the most extreme TNO discovered to date, as quantified by the reduced Kozai action, which is is a conserved quantity at fixed semi-major axis a for axisymmetric perturbations. We discuss the orbital stability and evolution of this object in the context of the known Solar System, and find that 2015 BP519 displays rich dynamical behavior, including rapid diffusion in semi-major axis and more constrained variations in eccentricity and inclination. We also consider the long term orbital stability and evolutionary behavior within the context of the Planet Nine Hypothesis, and find that BP519 adds to the circumstantial evidence for the existence of this proposed new member of the Solar System, as it would represent the first member of the population of high-i, ϖ-shepherded TNOs.center_img Journal information: arXiv This document is subject to copyright. Apart from any fair dealing for the purpose of private study or research, no part may be reproduced without the written permission. The content is provided for information purposes only. Citation: New evidence for existence of Planet Nine (2018, May 21) retrieved 18 August 2019 from https://phys.org/news/2018-05-evidence-planet.html A visual representation of the orbit of 2015 BP519, plotted with the other ETNOs as comparisons. For each orbit, the darker regions on the curve denote where an object falls below the plane of the solar system. 2015 BP519 has the highest inclination of any extreme TNO discovered to date. The full, interactive 3D orbit visualization can be found at smillholland.github.io/BP519/ . Credit: arXiv:1805.05355 [astro-ph.EP]last_img read more

Study suggests giant sloth did not make it to Holocene

No Comments on Study suggests giant sloth did not make it to Holocene

first_imgLithic tool associated with giant ground sloth bones. Credit: Gustavo Politis and Pablo Messineo Aerial view of Campo Laborde. Credit: Gustavo Politis and Pablo Messineo Ancient extinct sloth tooth in Belize tells story of creature’s last year Prior research has shown that the giant sloth went extinct during the Pleistocene after the end of the last ice age. In this new effort, the researchers used a more stringent testing technique to date the age of giant sloth remains found at the Campo Laborde dig site. They report that their technique showed the sloth died much earlier than previous testing showed.The researchers note that just one bone from a giant sloth had collagen that could be used for radiocarbon dating. They also note that the collagen had been contaminated by chemicals in the soil in which they were buried. They point out that prior efforts to date the sloth had not accounted for such contamination, and thus gave inaccurate results (most found the sloth to have died approximately 9,730 years ago—putting it during the Holocene). To overcome this problem the researchers used XAD purification chemistry to isolate amino acids in the collagen which could only have come from the sloth. Once that was done, traditional radiocarbon dating could properly date the sloth using the amino acids. Play Video Campo Laborde. Credit: Gustavo Politis and Pablo Messineo The dating technique showed that the giant sloth had perished approximately 10,570 years ago, still firmly in the Pleistocene. This finding is significant, because other studies have shown the sloth died at the hands of humans. This suggests that the large creatures may have been aided in their extinction by humans hunting them during a time when they were also at the mercy of a dramatically changing climate. The researchers suggest their findings also hint at the possibility that many mega-mammals in South America and perhaps other parts of the world also did not survive to the Holocene, as other studies have shown. If the other studies involved the use of contaminated collagen, their findings could have been off by thousands of years. PausePlay% buffered00:0000:00UnmuteMuteDisable captionsEnable captionsSettingsCaptionsDisabledQuality0SpeedNormalCaptionsGo back to previous menuQualityGo back to previous menuSpeedGo back to previous menu0.5×0.75×Normal1.25×1.5×1.75×2×Exit fullscreenEnter fullscreen Lithic tool (biface). Credit: Gustavo Politis and Pablo Messineo Citation: Study suggests giant sloth did not make it to Holocene (2019, March 7) retrieved 18 August 2019 from https://phys.org/news/2019-03-giant-sloth-holocene.html Lithic tool (biface). Credit: Gustavo Politis and Pablo Messineo View of the giant ground sloth bones. Credit: Gustavo Politis and Pablo Messineocenter_img Aerial view of Campo Laborde. Credit: Gustavo Politis and Pablo Messineo More information: Gustavo G. Politis et al. Campo Laborde: A Late Pleistocene giant ground sloth kill and butchering site in the Pampas, Science Advances (2019). DOI: 10.1126/sciadv.aau4546 View of the excavation of Campo Laborde. Credit: Gustavo Politis and Pablo Messineo Journal information: Science Advances Explore further This document is subject to copyright. Apart from any fair dealing for the purpose of private study or research, no part may be reproduced without the written permission. The content is provided for information purposes only. A team of researchers from the National University of Central Buenos Aires, Olavarría, Stafford Research and La Brea Tar Pits and Museum, has found evidence that suggests the giant sloth went extinct before the onset of the Holocene. In their paper published in the journal Science Advances, the team describes their study of giant sloth remains found in Argentina and what they found. © 2019 Science X Networklast_img read more

TMC delegation meets SEC files complaint against Dilip Ghosh

No Comments on TMC delegation meets SEC files complaint against Dilip Ghosh

first_imgKolkata: A Trinamool Congress delegation on Thursday met the State Election Commissioner, registering a complaint against state BJP president Dilip Ghosh for instigating violence.The delegation team briefed State Election Commissioner A K Singh on how the BJP leaders were trying to spread communal violence ahead of the Panchayat polls. It also brought to the notice of the commission that no political leader can make such derogatory comments as those being made by BJP’s state chief. Also Read – Heavy rain hits traffic, flightsWhile speaking to the media, Trinamool Congress secretary general Partha Chatterjee pointed fingers at Dilip Ghosh without taking his name and said that he has been constantly trying to trigger violence through his speeches.”No political party leader can make the statements he has been making. He is threatening to take people to the crematorium. His derogatory statements will hardly have any impact on the people in Bengal,” Chatterjee said.Taking a dig at the Opposition parties, Chatterjee said: “The Opposition parties are saying that they were unable to file their nominations but the figures are contrary to their claim. BJP filed more nominations than Trinamool Congress did for the Zilla Parishad seats. The CPI-M and Congress have also filed their nominations. In some places, CPI-M activists were seen marching with arms to scare the people.” Also Read – Speeding Jaguar crashes into Merc, 2 B’deshi bystanders killed”The Opposition parties are talking about safe democracy. Had there been no democracy in the state, the Opposition parties would not have filed more nominations than the ruling Trinamool Congress,” Chatterjee maintained.”Our delegation has told State Election Commissioner A K Singh that the Opposition was trying to mount pressure on the commission by the hue and cry over the process of filing nominations,” Chatterjee told the media after the meeting. The delegation team comprised of Partha Chatterjee, Subrata Mukherjee, Firhad Hakim, Aroop Biswas, Jyotipriya Mallick and Nirmal Ghosh. Shantanu Mukherjee, additional secretary, state election commission said that around 50 serious complaints have been received by the commission so far. Observers are being deployed at the nomination venues, SDO and BDO offices.Incidents of Model Code of Conduct violations have been reported from 4-5 places. The issues are being looked into. Any such complaint will be dealt with strongly. To ensure free and fair nominations, section 144 has been imposed within the 200 meter radius of nomination venues.Out of the total of 825 seats in the Zilla Parishad (ZP), 143 nominations have been filed so far, among which Trinamool has filed 29, BJP 40, CPI-M 19, BSP 8, Congress 15, Forward Block 1 and others 29.last_img read more

Heather was too strong for Paul McCartney

No Comments on Heather was too strong for Paul McCartney

first_imgPaul McCartney’s former wife Heather Mills says her marriage to the legend failed because he was “too insecure” to cope with a “strong woman”. The 47-yr-old married McCartney, 72, in 2002 but they separated four years later. She has hinted that he was too “insecure” to cope with her forthright ways. Asked why she thinks their marriage went wrong, she said, “I say what I think. If I think something is wrong I’ll say it. If I wasn’t that type of person we’d still be married now. But for years I was attracted to these very strong, powerful men who think they want a strong woman but actually they want someone who does what they want. The men who seem the strongest are usually the most insecure.”last_img

Tryst with the future

No Comments on Tryst with the future

first_img“… Man is a social animal”  explores Pierre Bourdieu (french sociologist, 1930-2002) in La distinction, what is the meaning of this quote in a country of over a billion people and made up of 35 States? Relationships between people, men and women, generations, different social conditions, compared to the environment, this exhibition program seeks to explore these interactions, live acts, links, trade, exchanges, the differences that make us interested in the other as a subject of another possible ‘me’. Also Read – ‘Playing Jojo was emotionally exhausting’Painting-Bordeaux in association with Niv Art Centre and Alliance Française de Delhi presents the International Contemporary Art Festival, East-West. Exhibitions and cultural events will be held at Alliance Francaise de Delhi, Japan foundation, Korean cultural centre and Niv Art centre in the Capital from March 19. From East to West, 17 internationally selected artistes from India, France, Germany, Afghanistan, South Korea and Japan cross their fields of experimentation through the variety of their artistic practice (Street Art, Performance, Installation, Photography, Dance, Video Art, Painting ) to present a cutting-edge program of original exhibitions settle for the first time in India. Also Read – Leslie doing new comedy special with NetflixThe list of artistes include B Ajay Sharma (India) -Deepak Kurki Shivaswamy (India) -Dirk Baumanns (Germany) -Enora Lalet (France) -Ema Kawanago (Japan) -Green Riot (France) -Hanifa Alizada (Afghanistan) -Koustav Nag(India), Melodie Serena (France) -Midhun Gopi (India) -Monkey Bird (France) -Narae jin (South Korea) -Priyesh Trivedi (India) -Rahul Gautam (India) -Rinku Chauhan (India) -Rouge (France).Social Animals (Alliance Française) East-West Art Festival is an ambitious project of sharing experiment through the eyes of the next generation artistes who, for the time of an exhibition, invite you to discover an alternative view of our world. As Enora Lalet (France) and her ‘cooking faces’, culinary and olfactory performances where the spectator becomes consumer, Dirk Baummans (Germany) squeezed man who is devouring by consequences of actions that he himself instigated, Ema Kawango (Japan) who in her series ‘Salaryman’ interfere us in different aspects of the Japanese society or Green Riot (France) who explores human ecosystems through his green graffiti (recently presented in New Delhi)  and much more artistes to discover through the exhibition. From East to West, several internationals artistes cross their fields of experimentation around the anthropological concept, through the diversity of their artistic practice they’re exploring human social relations, the place of an artist/citizen in a networked urbanity but also their integration in a changing and complex living environment.The East-West program brings together artistes from different nationalities living in different countries, but linked by the need to search and query his membership in a system / ecosystem as a definition of his own condition.Where: Alliance Française, 72 Lodi Estate,When: On from March 19last_img read more

CBSE Class XII results Devansh of Birla High is probable topper

No Comments on CBSE Class XII results Devansh of Birla High is probable topper

first_imgKolkata: A number of schools in the city performed well in the Central Board of Secondary Education (CBSE) Class XII examination, the results of which were announced on Saturday. Devansh Chandak of Birla High School is the probable topper from the state with 99 percent marks. Devansh has scored 99 percent marks in all the subjects and in Chemistry he secured 100 percent. “I had shifted to Birla High School in Class XI as my family members advised me that pursuing CBSE stream will give me an edge in Joint Entrance Examination. I am grateful to my teachers who have always been very kind to me and extended all help even beyond school hours. In my opinion, if somebody has a clear-cut vision in front of him, he can scale any heights,” Devansh said. He also thanked La Martiniere School from where he had studied till Class X and claimed that his foundation in studies have developed due to the teachers of that school. Also Read – Heavy rain hits traffic, flightsDelhi Public School Ruby Park has also performed very well with Tanishka Gupta bagging 98.6 percent marks in Commerce with an aggregate of 493 out of 500. Ashmita Ghosh topped in Science securing 96.8 percent.Soham Sarangi of DAV Public School in Kharagpur secured 97.6 percent marks. He will pursue higher studies at the Indian Institute of Science in Bengaluru where he has already got admission. South Point High School’s Abhishek Pal secured 96.6 percent in Science stream with 483 marks out of 500. A total of 11,86,306 candidates had registered for the Class XII examination that were held at 4,138 centres in India and 71 centres outside the country.last_img read more

7 wonders inspired 7 course menu

No Comments on 7 wonders inspired 7 course menu

first_imgHyatt Regency Delhi was highly elated to be the hospitality partner for the high profile lifestyle event – “The CEO Series 2016”. The India Edition of CEO featured Celebrity Chef and Master Chef Australia Judge Gary Mehigan who along with Executive Chef Hyatt Regency Delhi, Ivan Chieregatti  curated exclusive seven course menu on the theme of “7 wonders of the world”.Celebrity Chef Gary Mehigan was welcomed at the hotel in pure Indian traditional style with aarti, tikka and garlands.  Also Read – Add new books to your shelfThe lavish menu has been inspired from the seven wonders of the world right from rich soft textured  salmon with flavours of ceviche from Peru, butter roasted cauliflower caramalized with spices from India, Brazilian Moqueca’ crustacean veloute,white chicken cooked in authentic Chinese sauces to Italian Concod’Oro’ Lemon curd and olive oil semi freddo, slow cooked lamb inspired from Middle Eastern flavours and refreshing compressed watermelon from Jordon.  Also Read – Over 2 hours screen time daily will make your kids impulsiveAseem Kapoor, General Manager, Hyatt Regency, Delhi said, “We are delighted to have Chef Gary Mehigan here who has conceptualised such an innovative and scrumptious menu for our esteemed guests. Such events enable social interactions outside of boardrooms and following our tradition we are dedicated to serving our guests at its best.” Gary Mehigan is an English Australian chef, restaurateur and a judge of the series MasterChef Australia. He currently co-owns The Boathouse restaurant, in Melbourne suburb Maribyrnong.last_img read more

Energy and Resources Institute to showcase project on EVs

No Comments on Energy and Resources Institute to showcase project on EVs

first_imgKolkata: The Energy and Resources Institute (TERI) will showcase a project on how Blockchain can be a driver to foster adoption of electric vehicles in the state at the two-day Global Blockchain Congress which is being organised by the state Information Technology & Electronics department at Biswa Bangla Convention Centre on Tuesday and Wednesday.The project is assuming significance as Bengal is looking forward to use more of E-Vehicles (EV) to reduce Also Read – Rain batters Kolkata, cripples normal lifepollution. “One of the major concerns of the prospective customers of electric vehicles is regarding the battery getting completely discharged while travelling for longer distances. This deters a customer from purchasing an EV over a fossil fuel based vehicle. In-order to overcome the lack of charging infrastructure and better utilisation of existing infrastructure, our ‘Blockchain’ based application would enable individuals to share their private EV chargers with other EV customers (nearby to their homes), thereby increasing utilization of privately-owned EV chargers,” an official of TERI said. Also Read – Speeding Jaguar crashes into Mercedes car in Kolkata, 2 pedestrians killedHe elaborated on the peer-to-peer mode of communication and that nearby EV owners within proximity can use such individual EV chargers to charge their car batteries before they run out. “The owner of an EV charger could make their chargers available to the public during the day time, when chargers are not being used by them. In return, they can be incentivised for lending offers to other EV owners through set protocols,” the official added. TERI is one of the 10 organisations out of 200 applicants, whose model has been selected for the programme.last_img read more

Mannequins promoting dangerously thin body ideals

No Comments on Mannequins promoting dangerously thin body ideals

first_imgDon’t go by the body size of fashion store mannequins for they are “too thin” and promote unrealistic body ideals which can be dangerous for young adults, warn researchers.The study, published in the Journal of Eating Disorders, found that the average female mannequin’s body size was representative of a severely underweight woman.These ultra-thin models may prompt body image problems and encourage eating disorders in young people, the researchers said. Also Read – Add new books to your shelf”Because ultra-thin ideals encourage the development of body image problems in young people, we need to change the environment and reduce emphasis on the value of extreme thinness,” said Eric Robinson, from the University of Liverpool in Britain.However, altering the size of high street fashion mannequins alone would not “solve” body image problems. “What we are instead saying is that presentation of ultra-thin female bodies is likely to reinforce inappropriate and unobtainable body ideals. So as a society we should be taking measures to stop this type of reinforcement,” Robinson said. Also Read – Over 2 hours screen time daily will make your kids impulsive”Given that the prevalence of body image problems and disordered eating in young people is worryingly high, positive action that challenges communication of ultra-thin ideal may be of particular benefit to children, adolescents and young adult females,” he noted.For the study, the team surveyed national fashion retailers located on the high street of Britain. The average male mannequin’s body size was significantly larger in contrast to the average female mannequin’s body size and only a small proportion of male mannequins represented an underweight body size.last_img read more

Musthave flight essentials for stressfree travel

No Comments on Musthave flight essentials for stressfree travel

first_imgIts that time of the year when people take a break and plan a summer vacation. Be it preparing for a long international trip or short domestic one, make sure to have some checked luggage essentials for a comfortable and hassle-free flight.Here are some flight essentials that should be part of your luggage as you plan your vacation:Eye masks and ear buds: These days travelling can be quite hectic. What better way than dozing off to your dreamland while flying over the clouds and no phone calls, messages or mails to disturb you? To do so, nothing works better than an eye mask and comfortable ear plugs. Also Read – Add new books to your shelfMagazines and books: While everyone dreads long flights, it is actually a great opportunity to catch up on reading. Rather than just bringing along one magazine or a book, make sure to pack a couple extras to help prevent boredom in the event of a missed connection or an onboard entertainment system that is malfunctioning. Just avoid buying them at the airport if you can, since these items can be rather pricey.A travel pillow: Whether you’ve booked an overnight flight or just want to avoid arriving at your destination with a sore neck, you can’t go wrong by packing a compact travel pillow. Many brands are available in the market which provide comfort in quite an affordable range.Hygiene wipes and essentials: A must on every travellers list. You never know where you might have to use one – public restrooms are often dirty and unhygienic, with toilet seats and other surfaces carrying a host of bacteria. To avoid UTI, make sure you carry hygiene wipes and toilet seat sprays along with hand sanitizers.last_img read more

SSKM turns saviour for elderly patient

No Comments on SSKM turns saviour for elderly patient

first_imgKolkata: For the first time in the history of any government hospital, SSKM Hospital installed the most advanced and one of the most expensive pacemakers on a patient, made possible thanks to the robust health service schemes introduced in the state by Chief Minister Mamata Banerjee.Md Asik Alam (66) had his pacemaker infected for two consecutive times and the doctors had no option other than implanting a leadless pacemaker on the right ventricle of his heart. Alam and his family members became reluctant after they came to know that a leadless pacemaker would cost them around Rs 10 lakh in top private hospitals in the city. There was no other option except the installation of a leadless pacemaker on the wall of the right ventricle to save the life of the elderly patient, who is a resident of Berhampore in Murshidabad. SSKM Hospital turned saviour for the patient and the operation was conducted free of cost. Also Read – Speeding Jaguar crashes into Mercedes car in Kolkata, 2 pedestrians killedA leadless pacemaker is a small self-contained device looking almost like a capsule that is inserted in the right ventricle of the heart. According to the doctors at SSKM, a pacemaker had been installed on the right side of Alam’s chest by a private hospital in the city around eight years ago. After six years, the pacemaker got infected and the patient was brought to the hospital, where the doctors mounted another pacemaker on the left side of his chest. But the patient developed similar complications as the second one also got infected. A team comprising doctors from both the Cardiology and Cardiothoracic and Vascular surgery (CTVS) departments conducted the operation. Also Read – Bose & Gandhi: More similar than apart, says Sugata Bose”This is the first time a government-run hospital has implanted a leadless pacemaker on a patient completely free of cost. It has become possible due to the comprehensive healthcare system launched by the state government. Poor people are being benefitted by the schemes,” said a senior cardiologist at SSKM. The doctors also said that this is a late infection. Generally infection develops within 1-2 years from the date of operation. But in this case, the pacemaker got infected years later. In a conventional pacemaker, the pulse generator is connected to the right atrium and right ventricle through leads in case of a dual chamber pacemaker. While in case of single chamber pacemaker, the leads are connected either to the right atrium or the right ventricle. The patient has already been released from the hospital and is doing fine, doctors said.last_img read more

Riddhi to give twin performances in the Capital

No Comments on Riddhi to give twin performances in the Capital

first_imgSingers Riddhi Bandopadhyay and Debojit Bandopadhyay will be performing in twin shows at New Delhi, one at the India Habitat Centre and the other at the Delhi Book Fair (Kalibari). The first show will be titled, “Smriti Bismritir gaan,” which will be a collage of her signature Panchakabir gaan and songs from Bengali theatre. While Panchakabir gaan will feature songs from Tagore, Dwinjendralal, Atulprosad, Nazrul Islam and Rajanikanta, songs from theatre will be collated from Michael Madhusudan Dutt’s works right down to the plays of Ajitesh Bendopadhyay and Bibhas Chakraborty. This programme will be staged on March 11 at the India Habitat Centre. Riddhi has performed Panchakabir gaan in several countries as well as the rest of India before this. Also Read – Add new books to your shelfThe other event will be staged on March 13 and the event will revolve around women heroes or queens from the Bengali stage, like Nati Binodini, Kanan Devi, Indu Bala and Angur Bala. They hailed from Kolkata’s red light areas. Riddhi will also pay tribute to stage personalities like Prabha Devi, Nihar Bala (Tagore and Nazrul) and Kankabati Devi (first graduate on Bengali stage) to Keya Chakrabarty (mostly heroine of Nandikar’s plays like Teen Poyshar Pala, Bhalo Manush, Antigone) along with other actors and their songs. This is on the occasion of the Delhi Book Fair and will be held at the Kalibari in C R Park. The narration as well the songs will be performed by both the artists on that evening.last_img read more

Rejuvenate your hair amidst busy life

No Comments on Rejuvenate your hair amidst busy life

first_imgHave you ever been just too busy to take care of your hair? Few easy ways like keeping a check on what you eat and having proper sleep can rejuvenate your tresses like never before. Experts list down tips to rejuvenate your hair when life gets busy: Oil you hair: Oil your hair frequently to keep it nourished and healthy. Different oils like olive oil, coconut oil and castor oil should be used. Massage the oil slowly into the scalp and leave it on for at least for two hours before shampooing. Also Read – Add new books to your shelfOil forms a protective barrier around the cuticle and nourishes the hair shaft. Coconut oil has penetrative properties that nourish the hair shaft with its chain of fatty acids. The high protein content of castor oil fills in the damaged keratin spots of your hair.Get enough sleep: It’s unfortunate how many of us forget the importance of adequate sleep. Lack of sleep not only puts you in a bad mood, it also affects your hair. It has been found in studies that sleep deprivation for a prolonged period of time can induce more oil production in the scalp, leaving your hair dull looking. Make sure to get at least seven-eight hours of sound sleep every night to keep your hair in healthy condition. Also Read – Over 2 hours screen time daily will make your kids impulsiveCheck what you eat: No matter what product you use, if you are not eating healthy, it will reflect on your hair. Since our hair is made of protein, your diet should consist of protein-rich food like lean meat, eggs, fish, pulses etc. Don’t forget to eat a lot of green veggies like spinach, kale as well. If you want to bring back the shine to your hair, you should also consume seafood and fish oil that contains omega-3 fatty acid. Alternatively, you can take biotin supplements. Choose the right products: Everyone has different hair, so choosing the product that works for your hair type is crucial. What is meant for oily hair, may not give the same results on your dry hair. What’s more, try to avoid products that contain sulphates and paraben as they can cause damage to your hair. Stop washing your hair daily: Well, no one likes their hair oily and limp but washing your hair every day can do more harm than good. Shampooing twice or thrice a week should be enough to keep your hair clean, but those living an active life can wash their hair every alternate day. You can also co-wash your hair, which means washing your hair only using conditioner. Moisturize: Remember, moisturizing is the key to breathe new life into your hair. Always apply a conditioner after washing your hair. If you can’t make time on the weekdays, make sure to treat your hair with a deep conditioning mask at least once a week. Always keep your scalp clean: It’s a myth that if we wash our hair less more will they remain healthy. On the other hand everyone should wash their hair every alternate day with some natural organic nourishing shampoo. This way hair shafts will remain clean and dust will not accumulate in our scalp reducing the chances of having hair loss.Hot oil massage at least twice a week: Oiling our hair is always a good idea as it nourishes the scalp, gives calming effect and reduces the stress. One can use cold pressed virgin coconut oil in summers and Almond oil in winters for massage. Always condition after the shampoo: While shampooing cleans all the oils from the scalp most conditioners replenish lost lipids and proteins. So whenever you shampoo use conditioner after it. This way your hair will stay healthy and strong. Let hair dry naturally and avoid using chemical laced products: Going natural and organic is the simplest rule we can follow in our lives. Always remember ‘less is more’, rushing to dry hair with heat is the most harmful thing we can do for our tresses.last_img read more

Culinary contributions of British raj

No Comments on Culinary contributions of British raj

first_imgSo we’ve just celebrated our 70th Republic Day with unprecedented grandeur, pride and dignity. The British, as we all know, ruled India for almost two centuries and had an overwhelming impact on the economic, political and social structure of the country. There was no facet of life of ordinary Indians that remained untouched or unaffected by British rule and the impact is being felt to this day.Apart from the overall impact on the culture of the country, the British also introduced many culinary novelties to the country and in time an entirely new cuisine was developed which we now know as the Anglo- Indian cuisine. Although not extremely popular, this cuisine has its own unique characteristics and complexities which is understandable considering the fact that it married two cuisines that had nothing in common, not even by far. Legend has it that the Anglo Indian cuisine was developed when the British women, the wives of the officers of the crown interacted with their domestic helps and cooks who were always Indian. The unusual concoctions resulting out of these interactions took some getting used to some of the times and didn’t become runaway successes while some others are among the best known global dishes from the subcontinent. In this article let us try and analyse some of the best known and accepted Anglo Indian dishes that became an intrinsic part of the cuisine of India. Also Read – Add new books to your shelfThe ingredients So there is no easy way to say this but most ‘authentic’ Indian food that we swear by today, be it the luscious aaloo dum the tomato chutney, the quintessential gajar halva or even the ultimate comfort food the sandwich simply did not exist before the British arrived in the country. The reason is simple, we in India neither had seen the Potato (which was brought by the Portuguese but the British helped popularise it), nor the tomato, cauliflower, orange carrot and more that completely changed the way we ate ever since. It can’t be emphasised enough that many of these ingredients went on to create dishes that define the Indian cuisine the way we see it today. Also Read – Over 2 hours screen time daily will make your kids impulsiveThe Loaf Can anyone among us imagine our life without the bread? Well except if you are a Bollywood A-lister that has been advised against bulking up and told that bread is the culprit. Bread was a gift of the British to India. Like most other British culinary imports which didn’t really make a big difference in the cuisine of the people from the poorer classes but had a tremendous impact on the newly minted, educated, middle and upper middle classes, the bread just took the country by storm and to this day remains one of the most popular staples in our cities and towns. So much so, that the ‘double roti’ also was used in many dishes such as bread pakora or shahi tukda that took the humble bread loaf to another culinary pinnacle. The Curry If you travel to the US, most Indian food joints are called ‘Curry houses’ and most Indian gravies are simply called curries. Ironic since before the British came, we did not have a curry, certainly not the way the British envisaged it. The word curry, although said to have a South Indian origin, the curry itself is more of a British concept of a ‘spiced sauce’ than an intricate flavourful base that the Indian gravies really are. Similarly, the curry powder is also a British construct to preprepare a balanced mix of many spices that went into making a curry and to tone it down a bit so that it is palatable to their mild palates. So the curry – the most basic of Indian culinary component, the everyday meal to almost everybody, is a British invention. The Chutney Although the word chutney derives from the Hindi word ‘to lick’, the way the world sees chutney today is actually an Anglo Indian concept. Back in the day, the British thought it would be a good idea to use some of the Indian spices, jaggery, vinegar and use the concoction to preserve their native fruits such as apples, rhubarb or pears and make a relish that they can enjoy the year around. They decided to call it chutney since it basically tried to imitate its fiery, simple, savoury original that was popular in India, prepared fresh, tangy and spicy and generally served with meals as an accompaniment. The Chai It’s impossible to imagine that we live in the world’s largest consumer country of tea. But do you know it was brought to us by the British? In India, there was no concept of tea drinking before the mid-1800s when the British thought it could be a profitable venture to establish some tea gardens and introduce tea as a beverage to the Indians. The British themselves were quite fond of tea and wanted to overthrow the Chinese monopoly on tea trade after finding out how Indian climate was extremely conducive and the soil perfect for growing tea. The tea was paired with biscuit, another import of the British India and even to this day millions of Indians start their day with chai – biskoot. The Sandwich Another significant historical figure in the Britisher’s culinary contribution to India was the British aristocrat John Montagu, the 4th Earl of Sandwich, a town in Kent, UK who popularised the ‘Bread and a Filling’ innovation to a level where it is today among the most eaten food dishes in the world. To put things in context, Americans alone eat more than 300 million sandwiches a day almost equal to their whole population. In India, sandwiches made a significant impact on the local food offering, especially the snack time foods in the major towns. In Bombay Pao bhaji, vada pao and the ubiquitous Bombay Toast became popular and are among the most popular food of local Bombay street food culture today. Highness Although it is inarguable that the overall influence of the British colonialism on the Indian cuisine was far lesser when compared to the Mughals for example, it still was significant and had an immense impact on the culinary habits of the populace, predominantly on those who lived in cities and towns. To complete this column, let me leave you with a colonial recipe.RECIPE BOMBAY CHUTNEY SANDWICH Ingredients Bread Slices: 3 Potato: 1 medium (boiled and cut into roundels) Tomato: 1 (cut into roundels) Cucumber: Few slices Capsicum: Few roundels Grated Cheese: 50 gm Butter: 10 gm Green chutney: 20 gm Chat Masala: few pinches Method Butter the bread slices generously. Spread chutney on the inside of each slice. To assemble, lay one slice of bread, spread boiled potato and capsicum, sprinkle chat masala on the top. Put the middle bread layer and spread tomato, cucumber and cheese. Add more chat masala and cover it with the final layer of bread. Grill the sandwich in a sandwich griller or toast in a sandwich toaster. Serve hot with tomato ketchup.last_img read more

Council of Architecture releases NATA exam dates

No Comments on Council of Architecture releases NATA exam dates

first_imgArchitecture is about making of places where people spend their lives. And architects are not just concerned with the exterior and interior design of a building, but the environment as a whole and how living inside this building feels like.To undergo the professional training of being an architect, a person needs to be registered with The Council of Architecture (CoA), established by the Government of India under the provisions of the Architects Act, 1972 enacted by the Parliament of India. Also Read – Add new books to your shelfAny person desirous of carrying on the profession as an architect must have registration with Council of Architecture. For the purpose of registration, one must possess the recognised qualification as appended to the Architects Act, 1972 after having undergone the education in accordance with the Council of Architecture Minimum Standards of Architectural Education Regulations as specified from time to time. As informed by Vijay Garg, President COA, there are about 480 institutions presently imparting architectural education in India. The standards of education being imparted in institutions like IITs, NITs, and autonomous universities are prescribed and monitored by Council of Architecture. The body sets regulations from time to time which set forth the requirement of eligibility for admission, course duration, standards of staff and accommodation, course content, examination. Also Read – Over 2 hours screen time daily will make your kids impulsive”If any person falsely represents or claims to be a registered architect, such acts tantamount to committing of a criminal offense punishable under the Architects Act, 1972,” Gard informed According to the guidelines of CoA, clearing National Aptitude Test in Architecture (NATA) – a test which is recognised as the minimum standard of architectural education., is mandatory. The purpose of conducting NATA is to provide a single scheme of examination for admissions in architecture department of institutions spread across the country. However, the actual admissions shall be carried out only by the concerned competent authorities of the respective states/institutions based on NATA. The examination also ensures that the eligibility criteria for admission to five years Bachelor of Architecture degree course, as prescribed by CoA and duly approved by the Central Government, are strictly adhered to and followed in all architectural institutions. The NATA measures aptitude of the applicant for a specific field of study, i.e. Architecture by an assessment of drawing and observation skills, sense of proportion, aesthetic sensitivity, mathematics, and critical thinking ability. The NATA-2019 for admission to B.Arch. in the academic session 2018-19 will be conducted twice a year- the first test on April 14, 2019, and the second test on July 7, 2019 all across the country. The exam will comprise of two parts –Part A will have multiple choice questions related to mathematics and general aptitude, and Part B is paper-based drawing.last_img read more

What Are Your Customers Thinking

No Comments on What Are Your Customers Thinking

first_img Technology researchers are working on something big: a device that combines a digital screen and camera to analyze your physical characteristics and play back personalized advertisements. It isn’t ready for market yet; but, when it finally is, it could revolutionize the way businesses reach out to their consumers.Here’s how it would work. When shoppers pause in front of a monitor, a computer reads their sex, age, race and expression to gauge interest levels, and then decides the best commercial to play. If the person turns or looks away, the device attempts to draw attention back to the screen–perhaps the music will suddenly crescendo–and the customer will see a different product the computer thinks may be of interest based on the information gleaned earlier.Spearheading the project, called “Targeted Advertising Based on Audience Natural Response,” or TABANAR (thankfully) for short, is NICTA, an information and communication technology center established by the Australian government. According to Glenn Downey, NICTA’s commercialization manager, progress depends on how quickly researchers can develop sophisticated ways to identify emotional cues from facial expressions. She says a breakthrough would represent a transition from dynamic to responsive technologies. “Next generation technology will react to interest levels and shift content accordingly.”What’s Available Now?TABANAR is a work-in-progress, but there are existing technologies that businesses use to get a read on what customers are thinking.For example, mining video for customer data is gaining popularity. Rajeev Sharma, founder of Pennsylvania-based VideoMining Corporation, created the company in 2000 to meet demand for retail intelligence revealed through image recognition software. In VideoMining’s client stores, feeds from security cameras are sent to a main computer, which extrapolates information on everything from what products people are looking at to how long they stand in front of a particular display.The business applications are clear. “The store design and merchandising would be fairly critical for all business owners, and there’s a growing interest in video mining because everyone is trying to compete, small or big, and trying to differentiate their stores,” Sharma says. With this kind of feedback, store owners can assess the effectiveness of a display and alter the design of the store to maximize sales.In one grocery store, Sharma recalls, they discovered there were too many product types in the juice section. “Ten percent of shoppers spent 90 seconds in front of the display before leaving without buying anything. We pinpointed that people must be overwhelmed by products. They responded by reducing the number and organizing it better. It worked.”Right now, VideoMining’s clients are mainly large chains and consumer brand companies, but, Sharma says, any business with a storefront can benefit from a better understanding of consumer shopping behavior. And services are more affordable than you might think, given that the biggest cost is usually outfitting the hardware.The company is also beginning to offer clients real-time measurements on an analytics website. “Just like an online business gets immediate feedback on the number of hits, we can do the same with different displays in a bricks-and-mortar store,” Sharma says. “This way, retailers can change displays quickly and experiment to find out what works best for their individual needs.”Merchandising firm YCD Multimedia is rolling out a digital media platform featuring video screens that play advertisements related to what people put in their shopping carts at points of sale. For instance, at the cash register at Aroma Espresso Bar (one of YCD’s clients), a woman buying a coffee might see a commercial for a scone on the monitor.CEO Barry Salzman believes the retail environment of the future will integrate the ability to measure which promotions are working and which ones aren’t with the ability to act upon this information immediately. YCD’s platform allows retailers to cheaply measure, in real time, the performance of marketing campaigns and concept testing. This, he says, unlocks a realm of possibilities for retailers to try things depending on time of day and location. “Our clients can log onto our analytics website and see that promotion X got put up in a particular aisle at noon, and at 12:15, what’s happening at the cash register.”Salzman adds that the initial capital investment that scares people away saves them money–and increases sales–in the end. “Once you get the system in place, you push a button and get everything at a minimal cost,” he says. “It will replace the waste of shipping and having to change posters and other static materials that may be outdated by the time you get relevant sales data.”A Look InsideWhile Sharma and Salzman are decoding consumer behavior by observation, neuromarketing expert Martin Lindstrom is doing so by reading shoppers’ minds–literally.In his book Buyology, Lindstrom describes the findings of a three-year, $7 million study that examined subconscious shopping behavior using brain-mapping techniques. “We know that 85 percent of every purchasing decision . . . is made in the unconscious part of the brain,” he says. “Now we can access this using fMRI and EEG scans [of the brain].” One aspect of his research measured how different regions in the brain reacted (or didn’t) to certain advertising-related stimuli, including sound, smells and visuals.Turns out, the sense of sound makes the biggest emotional impact, followed by smell and then sight. “If you expose people to sound, all five sensory regions are activated, which means that sound has much more influence on our mood, on our choice of brands and our emotional engagement than visuals.”These findings have several practical applications. First, Lindstrom says, companies should leverage the internet’s sound capabilities. Less than one percent of business home pages use sound. He suggests that even something simple–like a short tune when a credit card is processing, or an introductory theme at log-on–works to get people into a certain mindset when thinking about a brand.It’s also important to make sure advertisements are placed in the right context. “If you’re watching or listening to a dramatic, fast-paced program, a commercial break featuring Dove beauty soap will be forgotten,” Lindstrom says. “If the brain can’t figure out how it fits with the storyline, it will literally delete it.” So even if you’re using a great advertising medium, an ad appearing at the wrong moment negates all the benefits.Another interesting discovery was that people subconsciously purchase more expensive brands when others are around. “If they’re totally alone, people are more likely to buy generics,” Lindstrom says, adding that designing a more open space with lower aisles can also deter theft.Now we know that store design can influence what people buy, he says. And as brain-scanning technologies become increasingly portable, with studies done in real shopping environments, the results will yield further insights.Reading AheadGiven the trajectory, Guy Hagen, president of technology consulting firm Innovation Insight, reflects that as these technologies are refined, the pool from which to extract market intelligence will grow enormously. “The demographic data we can get right now is important, but if we could access data on expressions and attitudes, that takes things to the next level,” he says, which could open up all consumer-generated video and photographic footage to piece together a larger picture. “We would have richer information, and more of it.”And although privacy issues will certainly arise, Hagen thinks that is also part of the natural process. “Research has shown that in general, people will put up with privacy invasions if they get enough benefits from it.”One thing, however, is clear: With next-generation advertising technology, you may not be able to read your customers’ minds, but you can get pretty close. Register Now » Opinions expressed by Entrepreneur contributors are their own. May 18, 2009 7 min read Free Webinar | Sept. 9: The Entrepreneur’s Playbook for Going Global Growing a business sometimes requires thinking outside the box.last_img read more