NEUROSCIENCE FOR BUSINESS
Understand what drives people. Turn neuroscience into clearer decisions for your brand, products and experiences.
Scientific roots. A human perspective.
UNDERSTAND YOUR CUSTOMERS
SCIENCE MEETS STRATEGY
We use neuroscience to decode consumer behaviour and drive smarter decisions through data and emotion. Bringing together marketing, neurophysiology and biomedical engineering, we help you see beyond stated preferences.
01 / OUR EXPERTISE
From a first concept to the final experience, discover the science behind your next decision.
We use tools like EEG, eye-tracking, and pupillometry to capture unconscious and emotional responses to your products, brands, and user experiences.
Because people feel before they think.
Discuss this service : Neuroscience-based Testing
We identify psychological and behavioral traits that drive consumption—using profiling tools, attention tests, and implicit preferences.
Target the right people, for the right reasons.
Discuss this service : Consumer Profiling & Segmentation
We evaluate new product ideas, tastes, formats, and packaging using both declarative and neurophysiological measures.
Test before you invest.
Discuss this service : Product & Concept Validation
We analyze where people look, what they miss, and how they navigate real or digital environments.
Be visible where it counts.
Discuss this service : Shelf & UX Attention Mapping
We run workshops for marketing, R&D, and innovation teams to apply neuroscience principles in real-world decision-making.
Empower your team with science.
Discuss this service : Workshops & Training
Need something different? We design tailored protocols to test specific hypotheses using neuroscience and behavioral science tools.
Flexible science for unique challenges.
Discuss this service : Custom Experimental Design02 / SCIENCE IN PRACTICE
Explore how our methods connect research questions with business challenges.
Illustrative scenario
Tool: EEG
Context: Live tasting sessions across consumer segments
Goal: Real‑time measurement of emotional and hedonic responses
Impact: Translating neural signals into product strategy.
Illustrative scenario
Tool: Behavioral testing & eye‑tracking
Context: Human vs. AI financial advisors
Goal: Quantify trust, risk perception, and empathy across advisor types
Impact: Evidence to guide advisor model design.
Illustrative scenario
Tool: Pupillometry
Context: In‑situ evaluation of food prototypes
Goal: Assess arousal and cognitive engagement during product exposure
Impact: Objective readouts of consumer involvement.
Illustrative scenario
Tool:Eye‑tracking
Context: Simulated retail shelves and planograms
Goal: Analyze visual salience and on‑shelf visibility
Impact: Packaging decisions that drive shelf impact.
Illustrative scenario
Tool:Implicit Association Test
Context: Brand and attribute positioning (e.g., sweet vs. salty)
Goal: Reveal unconscious brand associations beyond stated preference
Impact: Clear maps of implicit brand equity.
Illustrative scenario
Tool: IAT
Context: Political communication and messaging tests
Goal: Identify voters’ unconscious associations with key concepts
Impact: Evidence‑based guidance for strategic messaging.
Illustrative scenario
Tool: Profiling Tools + IAT (Implicit Association Test)
Context: Predictive profiling of trial, purchase, and consumption
Goal: Segment consumers by lifestyle, routines, and implicit attitudes
Impact: Sharper targeting and portfolio decisions.
Illustrative scenario
Tool: Pupillometry + visual mapping
Context: Packaging redesign alternatives
Goal: Compare emotional and attentional engagement across variants
Impact: Validated designs with measurable lift.
Illustrative scenario
Tool: Applied training
Context: R&D and Marketing upskilling
Goal: Integrate neuroscience methods into daily workflows
Impact: Teams enabled to make evidence‑based decisions.
Start with the decision you need to make and the people you want to understand.
Combine neuroscience and behavioural methods around the research question.
Connect the findings to your products, communication and customer experience.
03 / OUR PEOPLE
Meet the people connecting academic research with the questions that matter to your business.
Marketing & innovation
Expert in marketing, unconventional marketing and neuromarketing, with extensive experience in innovation management. Full Professor at the Institute of Management, Sant’Anna School of Advanced Studies, and President of VICS Consulting.
Neurophysiology & human behaviour
Medical Doctor specializing in sleep and emerging technologies applied to human physiology. Professor of Neurophysiology at the Faculty of Medicine, University of Pisa. President of SleepActa Ltd and former President of the Alumni Association of the Sant’Anna School of Advanced Studies.
Decision neuroscience
Medical Doctor with a second-level Master’s degree in Autism Spectrum Disorders. Postdoctoral researcher at the Institute of Management, Sant’Anna School of Advanced Studies, specializing in decision neuroscience applied to marketing and communication.
Biomedical engineering
Biomedical Engineer with expertise in project management and a strong background in neuroscience applied to marketing and communication. Researcher at the Institute of Management, Sant’Anna School of Advanced Studies.
Psychology & neuroscience
Psychologist and Neuroscience Researcher at the Institute of Management, Sant’Anna School of Advanced Studies, applying psychophysiological and neuroscientific methods to the study of decision-making, behaviour and technology.
Scientific roots.
A practical perspective.
04 / IDEAS & RESEARCH
Selected publications and perspectives from neuroscience, marketing and consumer research.
A systematic review of how EEG reveals attention, emotion, and decision-making in marketing — from ads to pricing.
Our latest publication explores how the human-likeness of financial advisors – human, humanoid or AI – shapes trust, attention and investment choices.
From literacy to lifestyle: how knowledge, habits, and psychology shape food choices and consumer behaviour.
Chrononutrition reveals how our internal clock shapes mealtime choices — with chronotype and sleep as key drivers.
LET’S START WITH A QUESTION
Tell us about your next challenge, explore a collaboration or take part in our studies.
vicsneuromarketing@gmail.com