Seminário no âmbito do Mestrado Integrado em Engenharia Biomédica e Biofísica

Neuroscience inspired design: understanding customer experience with neuroanalytics

Transmissão através de Videoconferência

Every company or organization providing a product or service has the goal to understand, predict, and ultimately change the behaviour of anyone who interacts with it. Using a neuroscience-inspired approach to understand our reactions to these interactions, we can more effectively design straightforward and enjoyable experiences. The emerging field of Neuromarketing, for example, owes its growth to the recent advances in neuroscience: portable electroencephalography and eye-tracking devices provide insights into decision process, preference and emotional impact of shopping experiences and advertisement.

In this talk, we'll cover a few state-of-the-art, non-invasive and low-cost techniques and understand how one can monitor cognitive and emotional states of users and consumers while naturally interacting with products and services.

Author bio: Carlos Moreira is an MSc in Biomedical Engineering and Biophysics from the Faculty of Sciences of the University of Lisbon. For his dissertation, he developed a multiplayer BCI game controlled using steady-state visually-evoked potentials, to study cooperative behaviour using EEG. Now pursuing a PhD in Biomedical Engineering at IBEB, in the field of cognitive and emotional assessment using physiological signals, his goal is to assess mental workload while operating critical devices or systems.