Berkeley Engineering alum A.K. Pradeep mines the brain for marketers
11/17/10 San Francisco Chronicle — A.K. Pradeep (Ph.D.'88 EECS) is a neuromarketer: He studies the inner workings of the human brain to find out not how people react to an array of stimuli, but why. He advises companies of all kinds - from banking to pharmaceutical to grocery chains - on how the female brain is different from the male brain, and how the young brain is unlike an old brain.