When people come into contact with information or products, it triggers a series of reactions in their bodies that they are often unaware of, such as changes in their heartbeat or eye movements. Thanks to powerful algorithms developed within VUB and high-tech applications such as eye-tracking devices and sensors that measure emotions and engagement, these bio-signals can be mapped. This gives a deeper insight into the emotional reactions of consumers that ultimately determine their behaviour.
Professor Malaika Brengman of VUB: “It has long been known that our behaviour is strongly influenced by these implicit emotional reactions. For some years, there has been growing interest in this in the business world, especially in marketing departments, and neuromarketing has even given rise to a new discipline. Of course, iCense’s services can also be applied in many other domains. For example, we can measure what citizens really think of the corona measures taken by the government or how speed awareness campaigns are processed. It is even possible to predict the risk of burnout among employees, which is useful for HR. On the basis of these insights, measures can be improved so that they are more effective.”
iCense was recently founded by Professor Davide Rigoni, in collaboration with the VUB research group Marketing and Consumer Behaviour, led by Prof Brengman. The spin-off targets a wide range of companies and policy organisations.
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iCense is a VUB spin-off that provides expertise in psychology and neuroscience for marketing and management challenges. Based in Brussels but active on an international level, iCense’s mission is to help companies and organisations understand and predict human behaviour – of consumers, employees and citizens – by using psychological and neuroscientific insights. The services of iCense revolve around three pillars: consultancy, training and neuroscience research. For more information about the company, visit http://www.icense.org or contact email@example.com.
About the founder
Dr Davide Rigoni is currently professor of neuromarketing at Hult International Business School in London and a member of the Marketing and Consumer Behaviour Unit of the Department of Business at the Faculty of Social Sciences and Solvay Business School of the VUB. After obtaining a PhD in cognitive science from the University of Padua (Italy), he continued his research at the University of Aix-Marseille (France) and at the University of Ghent, where he studied the brain correlations of decision making. He has written several international articles in the field of psychology and neuroscience and has been invited to conferences, seminars and workshops around the world. In 2017 he left the academic world for business.
About VUB Vice-Rectorate Innovation & Industry Relations
The mission of the Vice-Rectorate Innovation & Industry Relations is to create a positive impact on society through the valorisation of scientific research. Its multidisciplinary operational team, VUB TechTransfer, aims to connect the university’s research expertise with society and industry, together with its partners VUB Foundation and Crosstalks. VUB TechTransfer facilitates the creation of VUB spin-offs. www.vub.be/en/innovate www.vubtechtransfer.be
Vrije Universiteit Brussel is an internationally oriented university in Brussels, the heart of Europe. By providing excellent research and education on a human scale, VUB wants to make an active and committed contribution to a better society. www.vub.be