After many many months of mental stimulation, physical exercise and the certain need for stress management… we have just announced the release of the The State of the Brain Fitness Software Market 2009 report, our second annual comprehensive market analysis of the US market for computerized cognitive assessment and training tools. In this report we estimate the size of the US brain fitness software market at $265M in 2008, up from $225M in 2007 (18% annual growth), and from $100m in 2005. Two segments fuelled the market growth from 2007 to 2008: consumers (grew from $80m to $95m) and healthcare & insurance providers (grew from $65m to $80m).

The 150-page report finds promising research and initiatives to drive significant growth, combined with increased consumer confusion given aggressive marketing claims and lack of education and standards. The report includes:
- The complete results of an exclusive January 2009 Survey with 2,000+ respondents
- A proprietary Market & Research Momentum Matrix to categorize 21 key vendors into four categories
- 10 Research Executive Briefs written by leading scientists at prominent research labs
- An analysis of the level of clinical validation per product and cognitive domain

Top 10 Highlights from the report:

1) Consumers, seniors’ communities and insurance providers drove year on year sustained growth, from $225m in 2007 to $265m in 2008. Revenues may reach between $1 billion to $5 billion by 2015, depending on how important problems (Public Awareness, Navigating Claims, Research, Health Culture, Lack of Assessment) are addressed.

2) Increased interest and confusion: 61% of respondents Strongly Agree with the statement “Addressing cognitive and brain health should be a healthcare priority.” But, 65% Agree/Strongly Agree “I don’t really know what to expect from products making brain claims.”

3) Investment in R&D seeds future growth: Landmark investments by insurance providers and government-funded research institutes testing new brain fitness applications planted new seeds for future growth.

4) Becoming standard in residential facilities: Over 700 residential facilities – mostly Independent and Assisted Living facilities and CCRCs – have installed computerized cognitive training programs.

5) Customer satisfaction: Consumers seem more satisfied with computer-based products than paper-based options. But, satisfaction differs by product. When asked “I got real value for my money”, results were as follows: Lumosity.com (65% Agree), Puzzle Books (60%), Posit Science (52%), Nintendo (51%) agreed. Posit Science (53% Agree) and Lumosity.com (51%) do better than Puzzle Books (39%) and Nintendo (38%) at “I have seen the results I wanted.”

6) Assessments: Increasing adoption of computer-based cognitive assessments to baseline and track cognitive functions over time in military, sports, and clinical contexts. The Alzheimer’s Foundation of America now advocates for widespread cognitive screenings after 65-75.

7) Specific computerized cognitive training and videogames have been shown to improve brain functions, but the key questions are, “Which ones”, and “Who needs what when?”

Aggressive marketing claims are creating confusion and skepticism, resulting in a distracting controversy between two misleading extremes: (a) “buying product XYZ can rejuvenate your brain Y years” or (b) “those products don’t work; just do one more crossword puzzle.” The upcoming book The SharpBrains Guide to Brain Fitness aims to help consumers navigate these claims.

9) Developers can be classified into four groups, based on a proprietary Market and Research Momentum Matrix: SharpBrains finds 4 Leaders, 8 High Potentials, 3 Crosswords 2.0, and 6 Wait & See companies.

10) Increased differentiation: Leading companies are better defining their value proposition and distribution channels to reach specific segments such as retirement communities, schools, or healthcare providers.

Leading researchers prepared 10 Research Executive Briefs:
- Dr. Joshua Steinerman (Einstein-Montefiore): Neuroprotection via cognitive activities
- Dr. Jerri Edwards (South Florida): Assessments of driving fitness
- Dr. Susanne Jaeggi and Dr. Martin Buschkuehl (Bern, Michigan): Working memory training and fluid intelligence
- Dr. Torkel Klingberg (Karolinska): Working memory training, dopamine, and math
- Dr. Liz Zelinski (UC Davis): Auditory processing training
- Dr. David Vance (UAB): Speed-of-processing training
- Dr. Jerri Edwards (South Florida): Cognitive training for healthy aging
- Dr. Daphne Bavelier & Dr. Shawn Green (Rochester): Action videogames and attentional skills
- Dr. Arthur Kramer (Illinois): Strategy videogames and executive functions
- Dr. Yaakov Stern (Columbia): The cognitive reserve and neuroimaging
- Dr. David Rabiner (Duke): Objective assessments for ADHD

Table of Contents

Editorial
Executive Summary
Chapter 1. Bird’s-Eye View of the Growing Field
Chapter 2. Market Survey on Beliefs, Attitudes, Purchase Habits
Chapter 3. The Emerging Competitive Landscape
Chapter 4. The Science for Brain Fitness and Cognitive Health
Chapter 5. Consumers – Adopting Crosswords 2.0?
Chapter 6: Healthcare and Insurance Providers – A Culture of Cognitive Health
Chapter 7: K12 School Systems- Ready for Change?
Chapter 8: Military, Sports Teams, Companies – Brain-Performance Link
Chapter 9: Future Directions – Projections and Bottlenecks

Companies profiled include: Advanced Brain Technologies, Applied Cognitive Engineering, Brain Center America, Brain Resource, CNS Vital Signs, Cogmed, Cogstate, CogniFit, Cognitive Drug Research, Dakim, Houghton Mifflin, Learning Enhancement Corporation, LearningRx, Lumos Labs, Marbles: The Brain Store, Nintendo, NovaVision, Posit Science, Scientific Brain Training, Scientific Learning, TransAnalytics, vibrantBrains, Vigorous Mind, Vivity Labs.

More on the report by clicking on The State of the Brain Fitness Software Market 2009.

As mentioned before, the World Economic Forum asked me to write “an 800 words summary of your most compelling actionable idea on the challenges of gerontology”, in preparation for the Inaugural Summit of the Global Agenda that will take place November 7 to 9th in Dubai.A good number of SharpBrains readers and clients offered their insights – and expressed an interest in reading the draft. So below you have – a proposal to create a Global Consortium for Neurocognitive Fitness Innovation, building on our existing market research and advisory services work. Your thoughts?

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The Context

Growing Demands on Our Brains: Picture 6.7 billion Primitive Brains inhabiting a Knowledge Society where lifelong learning and mastering constant change in complex environments are critical for productive work, health and personal fulfillment.

Welcome to Planet Earth, 2008.

Further stretched by increased longevity: Now picture close to 1 billion of those brains over the age of 60 – and please remember that, less than 100 years ago, life expectancy was between 30 to 40 years. The rapidly evolving Knowledge Society is placing new and enormous demands on our “primitive” human brains. And the longer our lifespans, the more obvious the “cognitive gap”. Hence, from a health point of view, the growing Read the rest of this entry »

Brain-fitness plan can improve memory (Sydney Morning Herald), reports on the recent endorsement of Posit Science’s programs (Posit Science Program Classic, focused on auditory processing training, and Posit Science Cortex^™ with InSight^™, on visual processing). Quotes: Read the rest of this entry »

Some recent brain training and health news:

1) A Promising Debut for Computerized Therapies

2) Fitness protects brain in Alzheimer’s patients

3) Brain Fitness Program Classic comes to Mac

4) Posit Science gains ownership of Scientific Learning (NSDQ: SCIL)´s BrainConnection.

5) Brain training on your mobile 

6) You must remember this: how the mind works

Here you have the links and my commentary for these news: Read the rest of this entry »

Two interesting company press releases, one yesterday one today, showing how cognitive interventions may be helpful no matter our age, from kids to seniors, as long as we understand what those “tools” are supposed to do and don’t expect, or are promised, miracles:

Dakim ® , Inc. Secures $10.6 Million Series C Funding Led by Galen Partners

- “an innovator in brain fitness technology solutions, today announced Read the rest of this entry »

Sharon Begley, Newsweek’s science reporter, recently wrote that

- “With the nation’s 78 million baby boomers approaching the age of those dreaded “where did I leave my keys?” moments, it’s no wonder the market for computer-based brain training has shot up from essentially zero in 2005 to $80 million this year, according to the consulting firm SharpBrains.”

- “Now comes the largest and most rigorous study of a commercially-available training program, and it shows that there is hope for aging brains. This morning, at the meeting of the Gerontological Society of America, scientists are presenting data showing that after eight weeks of daily one-hour sessions with Brain Fitness 2.0 from Posit Science, elderly volunteers got measurably better in their brain’s speed and accuracy of processing. “

We recently had the chance to interview Dr. Elizabeth Zelinski of the University of Southern California Andrus Gerontology Center, who led the IMPACT (Improvement in Memory with Plasticity-based Adaptive Cognitive Training) Study Sharon Begley refers to in the quote above. 

First, some context on this study, which is by far the largest high-quality study of its kind. The study was prospective, randomized, controlled, and used a double blind trial. 524 healthy adults 65-year-old and over were divided into two groups. One received an hour a day of training for eight to ten weeks, and the other spent the same amount of time watching educational DVDs. The IMPACT study, funded by Posit Science corporation, was performed in multiple locations, including the Mayo Clinic, USCF, and San Francisco Veteran Affairs Medical Center.

The discussion centers at his point on the initial results that were presented Gerontological Society of America (the study hasn’t been published yet).

Alvaro Fernandez: Dr. Zelinski. Thank you for being with us. Could you start by setting the context and providing an overview of how human cognitive abilities typically evolve as we age – based on insights from your Long Beach Longitudinal Study?

Elizabeth Zelinski: Of course. The first concept to understand is that different cognitive skills evolve over the lifespan in different ways. Some that rely on experience, such as vocabulary, actually improve as we age. Some tend to decline gradually, starting in our late 20s. This happens, for example, with processing speed (how long it takes us to process and respond to information), memory, and reasoning. We could summarize this phenomenon by saying that as we age we get better at dealing with the familiar, but worse at dealing with the new. We can always learn, but at a slower pace.

Are there any specific tipping or inflection points in this trend, any age when the rate of decline is more pronounced?

We don’t have a clear answer to that. It depends a lot on the individual. In general it is a gradual, cumulative process, so that by age 70 we statistically see clear age declines. Which, for example, is a strong factor determining why older adults struggle to adapt to new technologies, but why trying to learn them provides needed mental stimulation. Now we know that genes only account for a portion of this decline. Much of it depends on our environment, lifestyle and actions.

Can you summarize what a healthy individual can do to slow down this process of decline, and help stay healthy and productive as long as possible?

One general recommendation is to do everything we can to prevent or delay disease processes, such as diabetes or high-blood pressure, that have a negative effect on our brains. For example, it is a tragedy in our society that we usually reduce our levels of physical exercise drastically after we leave school.

Let me then ask: what are the relative virtues of physical vs. mental exercise?

Great question! That in fact leads into my second recommendation. Aerobic exercise has been shown to Read the rest of this entry »

Newsweek’s Sharon Begley writes a great note on Brain Training: How It Works based on initial data presented at the Gerontological Society of America over the weekend. Some quotes:

- With the nation’s 78 million baby boomers approaching the age of those dreaded “where did I leave my keys?” moments, it’s no wonder the market for computer-based brain training has shot up from essentially zero in 2005 to $80 million this year, according to the consulting firm SharpBrains.

- Now comes the largest and most rigorous study of a commercially-available training program, and it shows that there is hope for aging brains. This morning, at the meeting of the Gerontological Society of America, scientists are presenting data showing that after eight weeks of daily one-hour sessions with Brain Fitness 2.0 from Posit Science, elderly volunteers got measurably better in their brain’s speed and accuracy of processing. And unlike every other training program tested before, the improvements “generalize to broad measures of cognition and are noticeable in everyday life,” Elizabeth Zelinski of the University of Southern California, who led the IMPACT (Improvement in Memory with Plasticity-based Adaptive Cognitive Training) Study, reports.

- For the IMPACT study, 468 participants, all healthy adults 65 and over, were divided into two groups. One received an hour a day of training on BrainFitness for eight to ten weeks, and the other (the control group) got the same amount of computer-based learning. That choice of control group is significant. It means that Brain Fitness was being compared not to staring into space or some similarly unhelpful activity, but to one that might reasonably be expected to improve mental ability.

- Because the Brain Fitness group showed greater improvements than the controls, including on tasks that the computer-based exercises did not explicitly target, it suggests that the auditory training has altered something fundamental in the brain and not just specific circuits for, say, memory.

Read full post: Brain Training: How It Works

The Gerontological Society of America press release includes

- Researchers released initial data today at the 60th Annual Meeting of The Gerontological Society of America (GSA) that showed that doing the right kind of brain exercise can enhance memory and other cognitive abilities of older adults.

- “We presented these important results at the Annual Meeting of GSA, because aging experts need to spread the word that cognitive decline is not an inevitable part of aging,” said Dr. Zelinski. “Doing the properly designed cognitive activities can actually enhance abilities as you age.”

I will be interviewing Elizabeth Zelinski as part of our Neuroscience Interview Series, so keep tuned.

One clarification: this is not the first study to show how cognitive training can generalize beyond the tasks directly trained. Others have already shown an effect on cognitive abilities and even on real-world tasks, on a variety of age groups and trained functions. But the size of it (468 participants) makes it by far the largest that does so, and the effects are very significant and promising.

Several recent stories on brain training and SharpBrains:

1) New brain games may improve mind fitness by Kevin Kosterman (U of Wisconsin Oshkosh’s Advance-Titan)

“Anytime we learn, we are training, changing, our brain,” Fernandez said. “The three key core elements for effective brain exercise are novelty, variety and constant challenge, similar to increasing the level in machines we find in gyms.”

2) “Training the Brain as possible as Training the Body”, جريدة النهار by Hanadi El Diri (Annahar, one of the most prestigious papers in the Middle East. The text is in Arabic.)

3) “Train your brain” by Mark Muckenfuss (The Press-Enterprise in Riverside and San Bernardino)

“We cannot promise to people you will only keep getting better until you are 200 years old. But I think people still underestimate how flexible the brain really is.”

The SmartBrains [sic] program combines mental exercises with a stress reduction program. Too much stress, says Fernandez, has been shown to be damaging not only to performance, but to the brain itself.
With all of the available programs for stimulating the brain, he says, it is important to shop carefully. A critical element, he says, is how clients or participants are evaluated.

“Make sure they have a credible assessment that helps you find your strengths and weaknesses and that they have programs that address (those areas),” he says. “Assessments that give you 50 (as an age-equivalent grade) and a week later you’re 32, that’s not a valuable assessment.”