“The same stimuli in the world can be inducing very different experiences internally and it's probably based on a single change in a gene. What I am doing is pulling the gene forward and imaging and doing behavioural tests to understand what that difference is and how reality can be constructed so di”

“Advertisers and marketers should be looking to bring new experiences to different parts of the brain. It's a more profound idea than just dropping a billboard into a video game.”