How much money is your business wasting on the hard slog of momentarily winning a disloyal customer? Is that even something you measure? Growing the wallet share of your existing customers has lower ...

What happens in the brain when we make a decision? A large consortium of neuroscientists has unveiled the first complete map of brain activity during this complex process in mice. Thanks to ...

Neuroscientists have revealed how sensory input is transformed into motor action across multiple brain regions in mice. The research, conducted at the Sainsbury Wellcome Centre at UCL, shows that ...

Every day, we make hundreds of decisions. While most are small and inconsequential, like choosing what to eat or wear, others are more complex and involve weighing up potential costs and benefits, ...

Brain-imaging experiments reveal insights into how we process our expectations about the actions of others when making decisions Figure 1: Our choices are often closely informed by our predictions ...

Visualization of 75,000 neurons (colored dots) active across the brain of an adult mouse across different stages of a decision-making task. Dot size reflects a cell’s average firing rate, such that ...

Improving flood resilience of communities requires a holistic understanding of risks and resilience options as well as the preferences and priorities of different stakeholders. Innovations in risk and ...

Mice turning tiny steering wheels to move shapes on a screen have helped scientists produce the first brain-wide map of decision-making at single-cell resolution in a mammal. Subscribe to our ...

A more recent version of this paper, published in the journal Science of The Total Environment, is available here This paper investigates how methods used to model perceptions and measure resilience ...