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Dr. J. Duncan Berry

J. Duncan Berry, Ph. D. is the principal of BUYOLOGY INC responsible for our Neurotype. framework and database.

Prior to joining BUYOLOGY INC, Dr. Berry formed Applied Iconology, perhaps the first firm dedicated to the emerging discipline of neuromarketing research analysis for corporate clients in consumer insight, market research, product/package/service design and innovation.

Combining developments in neuroscience, consumer psychology and marketing with a sophisticated brand of visual semiotics, Berry offers fresh insights into the emotional structure of persuasive visual communication.

He also directed the semiotics practice and managed deep consumer insight research for BrandImage . Degrippes & Laga, one of the largest privately held brand and design agencies in the world. Through BrandImage, Berry developed rigorous analytical frameworks to orchestrate emotional resonance through design for several dozen national and global brands in financial services, consumer package goods, pharma, non-profit foundations, museums, professional services, FMCG, and the food and beverage categories.

Berry has published and lectured widely on the application of semiotics to innovation, package design, brand development and marketing strategy. In addition to speaking at the Stern School of Business (New York University), he is currently a guest lecturer in the Marketing Department of the Kellogg School of Management (Northwestern University), where he is currently advising MBA students in the area of neurosemiotics and intellectual property.

Prior to this phase in his career, Berry was Managing Director of a luxury goods manufacturing company based in South Asia. After a decade of hands-on experience with global enterprise process management, systems design and quality control, Berry was eager to integrate this practical expertise with his academic interests.

Berry was a Fulbright Scholar at the University of Vienna (Austria), an IREX Scholar at the Technical University of Dresden (Germany), a Fellow of the Institute of International Studies, and University Fellow at Brown University where he received both his Ph. D. and A. M. degrees in the History of Art and Architecture. He received his undergraduate degree (with honors) from The College of Wooster (Wooster, OH). Berry has held faculty positions in architecture, history of art, and the humanities at Brown University, the Rhode Island School of Design, and Roger Williams University.

As a hobby, Berry also maintains an international reputation as an art and architectural historian, reviewing, publishing and speaking on scholarly subjects at universities and academic symposia in the United States and Western Europe.

He lives on Cape Cod with his 13-year old daughter, Charlotte.