Case Study: Erasmus Research Institute of Management (ERIM) uncovers brand sentiment insights with SURF HPC Cloud

Neuromarketing reveals what you think of a brand

The Erasmus Research Institute of Management (ERIM) required a powerful and cost-effective cloud platform to analyze large volumes of neuroimaging data for its neuromarketing research. PhD candidate Hang-Yee Chan needed to run complex machine learning algorithms on this data, a process that was becoming too slow on a desktop and too expensive on a commercial cloud provider.

SURF implemented its HPC Cloud service, providing ERIM’s researchers with an easily accessible and flexible computing environment. The SURF team offered technical support to set up the platform, enabling the group to quickly analyze 40 gigabytes of brain scan data. This solution, which also integrated with SURFarchive and SURFdrive for data management, allowed the researchers to successfully map neural responses to brands and predict brand compatibility. The use of SURF's resources made the intensive, iterative analysis process feasible and efficient.

Erasmus Research Institute of Management (ERIM)