The core of Acclair is its Neurocapital™ methodology. In its essence, it is a system that attributes market value to brain output and can be applied to many areas of society.
Art Valuation Service
For the Acclair Art Valuation Service (AVS), Acclair measures individual’s brain responses (EEG) while exposed to art and analyzes these responses to determine the degree of cognitive and emotional perception of the artifact—it’s “neuro-value.”
This process adds a dynamic, quasi-objective criteria to the contemporary art valuation practice, essentially creating a measurable appreciation scale. As part of its services suite, Acclair AVS produces empiric reports for interested art-exchange entities to support purchase decision-making and art value projections. Acclair AVS provides the individual art appreciator with a unique insight into their own preferences and makes recommendations of potentially enjoyable art experiences and education opportunities.
Artworks are unique among objects in our society because they operate as cultural markers in the public realm, yet are subject to valuation within an international market system that associates that cultural property with often exceptionally high currency values.
Factors which determine a work’s value may include the subject, age, and medium; as well as the historical reputation of its maker, the prominence of a certain collector by whom it is or has been owned, or its relationship to current fashions of taste. The value of art is generally set by an elite group of socially sanctioned arbiters – dealers, collectors, curators, critics and other interested parties – who also have the power to manipulate that value in the service of private agendas. These machinations occur behind the scenes, and the general public is usually unaware of them.
The Acclair Art Valuation Service, powered by its Neurocapital™ system, offers a more democratic means of placing value on art. By observing viewers’ responses to individual artworks, Acclair AVS can determine value based on scientific methodologies drawn from cognitive science. Unlike traditional cognitive research, which has generally focused on the perceptual and affective effects of art, Acclair AVS offers a new way to calibrate the market valuation of artworks based on quantifiable data gleaned from electroencephalographic measurement and analysis. The Acclair Art Valuation Service addresses the imperative to respond to social and cultural realities through art by assessing the financial value of art objects from the point of view of cognitive science.
The Acclair AVS presents the public with a clear, informative way to understand the empirical value of an artwork. AVS clients such as curators, collectors and auction houses can utilize the service to obtain hard data in support of their acquisition choices; to monitor the public’s responses to art objects on display; and to predict future trends. The unbiased readings AVS offers can be used to tailor displays to specific audiences, and to conduct valuable market research; thereby positioning institutions more favorably in the eyes of the communities they serve. Over time, Acclair AVS findings could lead to a broader understanding of art’s ability to affect individual perception, as well as its larger social role.