{"id":10000,"date":"2019-12-03T16:41:16","date_gmt":"2019-12-03T21:41:16","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-digit\/submission\/lalalalala\/"},"modified":"2019-12-03T16:55:16","modified_gmt":"2019-12-03T21:55:16","slug":"braincos-focus-headband-brain-scan-or-brain-scam","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-digit\/submission\/braincos-focus-headband-brain-scan-or-brain-scam\/","title":{"rendered":"BrainCo\u2019s FOCUS Headband: Brain Scan or Brain Scam?"},"content":{"rendered":"

Founded in 2015 and incubated in the 性视界 Innovation Lab, BrainCo leverages its R&D expertise in artificial intelligence to develop cognitive training technology and brain-based applications in the education, fitness and wellness spaces. The four-year-old company has huge ambitions, as it wants to help customers reach their full potential and benefit the entire human race with its brain-based applications [1]. The first product BrainCo brought to market is an AI-powered prosthetic hand that can mimic the functionality of the human hand with high precision.<\/p>\n

Recently however, it was another BrainCo product that has attracted the most media attention. Named FOCUS Headband and launched in earlier 2019, the product is now available in the US and China, and has generated heated debates \u2013 and controversies.<\/p>\n

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(FOCUS Headband launched in early 2019)<\/em><\/p>\n

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What is a FOCUS Headband, and how does it work?<\/strong><\/p>\n

A FOCUS Headband consists of three parts: hardware, algorithm and software. By using its proprietary sensors to detect brain signals and deploying AI algorithm to translate signals into focus levels in real time, the Headband provides insights into the engagement levels of users, and track whether a user is focused or distracted (\u201cdaydreaming\u201d) [2].<\/p>\n

Hardware:<\/strong><\/span> The headband contains three patented hydro-gel electrodes and a proprietary electroencephalography (EEG) signal-detecting circuit board. These combined parts can accurately detect electrical brain signals at a resolution precision greater than 1 micro volt [3].<\/p>\n

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Algorithm:<\/strong><\/span> The algorithm has been inspired by NASA technologies and optimized through hundreds of thousands of iterations based on big data [4]. The algorithm defines levels of focus\/engagement by automatically assigning a score to any electrical brain signal received and detected by the EEG circuit board.<\/p>\n

Software:<\/strong><\/span> The proprietary software system functions as an engagement-level data management platform, which could be easily installed on a user\u2019s computer or tablet [5].<\/p>\n

In a nutshell, a user wears the Headband (hardware), which accurately captures her\/his brain signals. The signals would then be analyzed and interpreted by the AI algorithm, which provides a scored assessment of the user\u2019s current level of engagement. The assessment information is ultimately sent to the data management platform (software) for the user to adjust her\/his working mode accordingly.<\/p>\n

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Value Creation & Use Cases<\/strong><\/p>\n

\u201cBrainCo\u2019s technology is changing the world, from elite sports to education.\u201d<\/em><\/p>\n

BrainCo is highly confident about the market potential of FOCUS Headband, and believe that the product has a variety of use cases.<\/p>\n

US athletes were the first adopters of the Headband. In early 2019, the U.S. Olympic Weightlifting Team partnered with BrainCo, adopting FOCUS Headband to monitor their athletes\u2019 mental performance state, particularly their ability to stay focused during training and competitions. With helps from the Headband, the weightlifters aim to achieve their peak performance in the 2020 Tokyo Olympics [6].<\/p>\n

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(4-time U.S. national weightlifting champion Jessica Lucero wearing a FOCUS Headband during training) <\/em><\/p>\n

Formula Medicine is another early adopter of FOCUS Headband. Formula has been primarily engaged in medical and athletic assistance of drivers of motor sports for more than 25 years. Earlier this year, Formula tested FOCUS Headband against the EEG headband they had been using, and found FOCUS headband more accurate, versatile, and easy-to-use [7]. Subsequently, Formula integrated the Headband into their driver training program to receive more precise feedback on drivers\u2019 engagement levels, and achieve optimized training results.<\/p>\n

BrainCo is also in talks with companies from the automotive & transportation industry (drivers), hospitals (doctors and nurses), as well as the construction sector (construction workers) to explore opportunities for a wide adoption of the Headband. The company is hopeful that the Headband will soon revolutionize the way people in different sectors and occupations understand their mental state and improve work efficiency.<\/p>\n

BrainCo\u2019s biggest bet, however, is on the education sector. Their inspiration for applying FOCUS Headband to education came from the CEO\u2019s own experience of seeing so many school children in China suffer from long study hours but failing to achieve good grades because they can\u2019t focus properly [8]. Born and raised in China, the CEO knows too well that the Chinese tiger parents would be very willing to invest in their children\u2019s education to help them stay ahead amid fierce competition [9].<\/p>\n

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Challenges & Controversies <\/strong><\/p>\n

FOCUS Headband entered China shortly after its launch. The general public responded immediately, which turned into a social media storm as pictures emerged showing kids wearing the Headbands in classroom.<\/p>\n

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\uff08Students at a middle school in China’s Zhejiang Province Wearing FOCUS Headband in Class)<\/em><\/p>\n

In particular, the company received massive criticism from netizens, who thought it unacceptable to use AI technology to monitor whether students focus in class. Some furious netizens even initiated \u201cBoycott BrainCo, boycott FOCUS Headband\u201d campaigns on social media [10].<\/p>\n

\u201cWhat did these children do wrong to deserve this life of constant surveillance?\u201d <\/em><\/p>\n

\u201cIt boggles my mind that we cannot put ankle bracelets on pedophiles but it is astonishingly easy to put headbands on these powerless kids.\u201d[11]<\/em><\/p>\n

\u00a0<\/em><\/p>\n

Recommendations & What\u2019s next?<\/strong><\/p>\n

The ongoing PR crisis and reputational damage were unexpected from BrainCo\u2019s perspective, and have posed the biggest challenge for the fledgling start-up. To tackle the existing challenges and achieve a successful turn-around in the Chinese market, I recommend that BrainCo do the following:<\/p>\n