• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Mark Cuban says he has the solution to growing income inequality, and it's to reward every employee—from CEO to janitor—with company stock

2

OpenAI says its AI models secretly broke out of a secure test environment and hacked into AI company Hugging Face in order to cheat on an evaluation

3

Mathematicians grapple with a ‘very rapid and very unsettling change’ as AI cracks yet another century-old problem

1

Mark Cuban says he has the solution to growing income inequality, and it's to reward every employee—from CEO to janitor—with company stock

2

OpenAI says its AI models secretly broke out of a secure test environment and hacked into AI company Hugging Face in order to cheat on an evaluation

3

Mathematicians grapple with a ‘very rapid and very unsettling change’ as AI cracks yet another century-old problem
LeadershipNeuroscience

Tapping brainwaves to measure business sense

By
Ryan Derousseau
Ryan Derousseau
Down Arrow Button Icon
By
Ryan Derousseau
Ryan Derousseau
Down Arrow Button Icon
June 12, 2015, 11:10 AM ET
Photograph by Getty Images
Add Fortune on Google for similar content.

Empathy is not an emotion that’s often discussed in business school textbooks. But neuroscientist Chris Berka believes that, properly measured, it can make a management team far better and much more creative.

Berka came up with this conclusion after monitoring a group of MBA students as they worked on a case study at the ESADE business school in Barcelona, Spain. The prompt was a hypothetical situation where Levi Strauss & Co. found out that one of its best performing manufacturers had hired children to work the production line. But the kids in the factory came from poor families, so if Levi’s simply shuttered the business, the children would end up in prostitution or crime. The MBA students were tasked with finding a solution.

As the teams debated, Berka measured the students’ brainwave activity for empathetic responses. “Those teams that we found the more instances of empathy scored better [by their professor] on creative solutions for the test,” she says. And having at least one team member who measured high levels of empathy provided Berka and her researchers a way to predict who would do well in the exercise.

It’s a step in what Berka imagines as a future tool for group and management design. By reducing the human decision factor from the equation and measuring candidates’ and team members’ brainwaves, she hopes to guide companies as they make key talent decisions.

Her own company, Advanced Brain Monitoring (ABM), has received more than $30 million in research funding from U.S. government agencies including the Defense Advanced Research Projects Agency (DARPA), the National Institutes of Health (NIH), and the Office of Naval Research (ONR) to help understand how employees work within an organization and react to stressors on a brainwave level.

ABM is now looking for ways to adapt its findings to help Fortune 500 companies with talent management and development. In one of their first experiences using what they’d learned in the classroom, Berka and her team demoed their insights for a large telecom. (She wouldn’t specify which one.) Using a pretend employee, her plan was to show the company’s managers how they reacted when a worker got emotional during a performance review.

“We designed it to make it a stressful, rocky experience,” says Berka. Then she showed the managers how their brains responded during the emotional outbursts.

Most of the managers admitted that they simply tried to think of what to say next as the pretend employee got emotional, instead of worrying about that person’s specific concerns. But by seeing their brainwave responses, Berka says, the managers “become more aware and more in control of [their] emotional or cognitive state.”

Using brainwaves to pick out someone who’s empathetic sounds like a great tool, but it does raise a bigger question: Is there a universally scientific way to measure empathy?

“We all think we have met empathetic people, but you have to convert that understanding into behavioral cues that can be transmitted into a machine,” says Willie Davies, a political professor at Goldsmiths, University of London and author of The Happiness Industry: How the Government and Big Business Sold us Well Being. “It’s not something like blood pressure [that’s measured the same] across different societies.”

Using technologies like ABM’s, organizations can pull analysis and shape their workforces to follow the current top theories of business management and structure. But according to Davies, that assumes those concepts are correct.

“I have a set of theories about how organizations work, and these are what they are, but ultimately it’s open to challenges,” he says. “There’s a huge wave of optimism that we’re about to uncover the ultimate drivers of success. We have been through waves of optimism before.”

But according to Berka’s team, their findings aren’t tied to any particular management school of thought. In their research with the MBA students at ESADE, they measured their subjects’ leadership skills by taking data from participant surveys and expert evaluations and then correlating them with with neuro- and biometrics, says Rob Rubio, who worked on the study.

Once they had their measuring stick through the surveys, Berka’s team could look at brainwave activity as each person began to talk within the group. They found that when certain people spoke, everyone else’s activity spiked, signaling attention. But if that person acted dictatorially or rambled on, the rest of the group’s brainwave activity declined. With that data, Berka says she could accurately predict who would become the group’s leader and who wouldn’t.

“Once it became clear that the best neurometric to assess the development of emergent leadership was how much others pay attention to someone when they speak, the findings really fell into place,” says Rubio. “They certainly were not geared to ‘fit’ within any third-party management [or] leadership theories.”

The findings, along with other research of ABM’s, could soon help companies pick their next chief executive, says Berka. It’s a ripe field. PwC’s Strategy& unit has found that a forced CEO turnover reduces a company’s shareholder return the following year by 13%, which could lead to billions in lost value. A scientific way to prevent future forced turnovers could encourage companies to consider new ways to screen executive candidates. With organizations already spending on aptitude testing, interviewing, and background checks, Berka imagines her tool as “another potential layer” to the vetting process.

“There’s still a gap between practical application and very exciting applied neuroscience research,” she says. But that gap is closing.

About the Author
By Ryan Derousseau
See full bioRight Arrow Button Icon
Add Fortune on Google for similar content.

Latest in Leadership

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • TikTok icon
  • YouTube icon

Latest in Leadership

Larry Page and Sergey Brin
SuccessBillionaires
Google’s founders are snapping up Miami mansions, as billionaires flee California’s proposed tax—and the company is buying office space to accommodate
By Emma BurleighJuly 22, 2026
1 hour ago
Warren Buffett called Bill Gates’ Epstein ties ‘distasteful’ and pulled out of the Gates Foundation. Days later, a review revealed 30 meetings
North AmericaWarren Buffett
Warren Buffett called Bill Gates’ Epstein ties ‘distasteful’ and pulled out of the Gates Foundation. Days later, a review revealed 30 meetings
By Sydney LakeJuly 22, 2026
2 hours ago
Jon Gray leans while talking and sitting in a chair
SuccessCareers
Blackstone president Jon Gray tells Gen Z to think like founders at work—but a growing number are skipping the corporate ladder to become one for real
By Preston ForeJuly 22, 2026
2 hours ago
clark
North AmericaMedia
Ryan Clark found out he was fired live, mid-broadcast, on NFL Live as ESPN undergoes first major layoffs in 3 years
By Joe Reedy and The Associated PressJuly 22, 2026
3 hours ago
A woman observes stock trends on her smartphone while a computer screen displays financial graphs.
NewslettersCFO Daily
Beyond SpaceX: Why great IPOs depend on more than first-day demand
By Sheryl EstradaJuly 22, 2026
4 hours ago
Arrakis cofounder and CEO Rafael Quintanilla.
Startups & VentureVenture Capital
Exclusive: Arrakis, betting AI’s biggest payoff is in industrial sectors not office work, emerges from stealth with $38 million in venture funding
By Jeremy KahnJuly 22, 2026
5 hours ago

Most Popular

Mark Cuban says he has the solution to growing income inequality, and it's to reward every employee—from CEO to janitor—with company stock
Success
Mark Cuban says he has the solution to growing income inequality, and it's to reward every employee—from CEO to janitor—with company stock
By Sasha RogelbergJuly 20, 2026
2 days ago
OpenAI says its AI models secretly broke out of a secure test environment and hacked into AI company Hugging Face in order to cheat on an evaluation
Cybersecurity
OpenAI says its AI models secretly broke out of a secure test environment and hacked into AI company Hugging Face in order to cheat on an evaluation
By Jeremy Kahn and Emily ForliniJuly 21, 2026
21 hours ago
Mathematicians grapple with a ‘very rapid and very unsettling change’ as AI cracks yet another century-old problem
AI
Mathematicians grapple with a ‘very rapid and very unsettling change’ as AI cracks yet another century-old problem
By Eva RoytburgJuly 21, 2026
1 day ago
‘I want to die broke’: Billionaire philanthropist Denny Sanford dies after giving away $4 billion
Success
‘I want to die broke’: Billionaire philanthropist Denny Sanford dies after giving away $4 billion
By Sydney LakeJuly 20, 2026
2 days ago
Despite a $156 million contract, Knicks star Jalen Brunson still calls his parents for financial advice any time he makes a big purchase
Success
Despite a $156 million contract, Knicks star Jalen Brunson still calls his parents for financial advice any time he makes a big purchase
By Emma BurleighJuly 21, 2026
1 day ago
'Dr. Doom' Nouriel Roubini says we're headed for universal basic income or 'some form of socialism' as AI revolutionizes work—He calls that optimistic
AI
'Dr. Doom' Nouriel Roubini says we're headed for universal basic income or 'some form of socialism' as AI revolutionizes work—He calls that optimistic
By Jason MaJuly 18, 2026
4 days ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.