Sidney A. Simon is a professor at Duke University, specializing in neurobiology and biomedical engineering. His research focuses on multisensory integration, particularly how the brain combines information from different senses to form a coherent perception. The article discusses the challenge of integrating information from multiple sensory modalities, such as taste, olfaction, and somatosensation, which are crucial for tasks like eating. The "binding problem" refers to how the brain combines separate sensory inputs into a unified perception. Simon highlights the importance of understanding how different sensory modalities are processed and integrated, especially during development. He emphasizes the need for more comprehensive studies of multisensory processing, including the use of advanced techniques like ensemble neuron recordings and optical imaging to better understand how neurons interact across different brain areas. These methods can help determine which sensory input is most relevant for a given task and how different modalities influence each other. Additionally, the reversible activation or inactivation of neuronal ensembles using light could help researchers understand the direction of information flow in multisensory processing. Simon also mentions the importance of combining animal research with human studies using techniques like fMRI and EEG to make progress in understanding how the brain integrates sensory information into a coherent percept. The article concludes by emphasizing the significance of these studies in addressing the grand challenge of understanding how the brain unifies the sensory world into a single, coherent experience.Sidney A. Simon is a professor at Duke University, specializing in neurobiology and biomedical engineering. His research focuses on multisensory integration, particularly how the brain combines information from different senses to form a coherent perception. The article discusses the challenge of integrating information from multiple sensory modalities, such as taste, olfaction, and somatosensation, which are crucial for tasks like eating. The "binding problem" refers to how the brain combines separate sensory inputs into a unified perception. Simon highlights the importance of understanding how different sensory modalities are processed and integrated, especially during development. He emphasizes the need for more comprehensive studies of multisensory processing, including the use of advanced techniques like ensemble neuron recordings and optical imaging to better understand how neurons interact across different brain areas. These methods can help determine which sensory input is most relevant for a given task and how different modalities influence each other. Additionally, the reversible activation or inactivation of neuronal ensembles using light could help researchers understand the direction of information flow in multisensory processing. Simon also mentions the importance of combining animal research with human studies using techniques like fMRI and EEG to make progress in understanding how the brain integrates sensory information into a coherent percept. The article concludes by emphasizing the significance of these studies in addressing the grand challenge of understanding how the brain unifies the sensory world into a single, coherent experience.