Karen Nelson-Field

We could often benefit from rigorous, empirical evidence of how people interact with digital ads – and how we can improve their effectiveness – but there’s still a tremendous shortage of truly robust data. That’s where Prof. Nelson-Field’s work comes in. Her institute produces some of the most important and interesting data on the stark reality of human attention processing in advertising, what it will take for businesses to win in an attention economy, the advertising myths we need to leave behind and the scientific evidence we can use to navigate a complex advertising and media ecosystem.

Karen Nelson-Field founded Amplified Intelligence, an attention measurement and research company, and handed the CEO role to Anneliese Urquhart in December 2024 while staying on in a strategic and research role. She is Industry Professor of Media Innovation at the University of Adelaide and wrote The Attention Economy: A Category Blueprint, published in 2024.